Loyal Cos. acquires LinkTrust

Provo-based Loyal Companies, a private equity firm that specializes in technology and media, has acquired marketing software company LinkTrust, also based in Provo.

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With the acquisition, Chad MacKay, managing partner of Loyal Companies, will become CEO of LinkTrust, replacing current owner and CEO Bret Grow, who started the business in 2002 with his wife Kate. LinkTrust, which employs 45, will continue to operate under the LinkTrust name and brand.

“LinkTrust has the standing reputation of being the leading provider of performance marketing software,” said MacKay. “We’re excited to not only work with an amazing roster of companies who use LinkTrust in a key component in their business, but add to the value proposition with disruptive technology. Customers will see an even greater solution set and customer experience as we go forward. Utah is home to some of the most innovative technology companies found today, thanks to the abundant talent found in our very own Silicon Slopes. LinkTrust is no different, and that’s what makes this so exciting. We have some aggressive goals and plans for the future but know it’s the people behind the product that really make the difference.”

“Today’s announcement is a positive one for our customers, partners and employees,” said Grow. “I poured my heart and soul into LinkTrust the past 15 years and am proud of the company we built, our values and commitment to providing a positive impact in the digital marketing space. I’m excited for this next phase of growth for the company and am confident in Chad, his leadership and the vision he has for the company.”{/mprestriction}