Balance Point, an alternative investment manager focused on the lower middle market, has made a follow-on investment in Growth Catalyst Partners-backed Shift Paradigm, a consulting firm that offers marketing and advertising services. 

Shift Paradigm has over 200 employees in North America. Balance Point invested debt capital in support of Shift Paradigm’s acquisition of Ergo, an email marketing company. The combination of Ergo and Shift Paradigm works to drive Shift Paradigm’s email and customer journey capabilities.

“We are pleased to continue our partnership with the Shift Paradigm and GCP teams, and we’re excited to welcome the Ergo team to the platform,” comments Justin Kaplan, partner at Balance Point. “The combination of these two businesses adds to the momentum that Liz [Ross] and her team have built in the business. We are very enthusiastic about the outlook for Shift Paradigm heading into 2023.”