Falfurrias Capital Partners, a Charlotte-based private equity firm focused on growth-oriented, middle-market businesses, has invested in H Code, a multicultural digital media company in the U.S.

As part of the investment, FCP’s Alexander Jutkowitz will join H Code as executive chairman.

“Since 2015, H Code has been an industry leader in reaching Hispanic content creators and publishers. We need to continue raising the bar, extending our offering across all multicultural audiences,” said Parker Morse, CEO and co-founder H Code. “As the diversity of thought, race, and ethnicity continue to become more integral to our daily lives, H Code is well-positioned to solidify ourselves as the leading tech-enabled multicultural digital marketplace.”

“Given H Code’s remarkable growth and trajectory over the last several years, we’re at a logical moment in time to consider how we can further amplify our market presence and impact,” said Tony Gonzalez, president, H Code. “This is a moment to both celebrate our successes to this point and begin building our next evolution.”

“The combination of H Code’s creativity, insights, and capital offers the team a unique opportunity to meaningfully empower underrepresented creators and communities,” said Lisa Sherman CEO and President, Ad Council. “Particularly given the recent census data, H Code has incredible potential to elevate multicultural audiences across the spectrum.”

“Parker, Tony, and their team are on the front lines of data-driven storytelling and what it means to authentically connect with today’s generation,” said Jutkowitz. “I’m thrilled to be joining a team with such a clear vision and unique approach to connect publishers, advertisers, and communities, ensuring that everyone has a voice.”

Investment bank, Canaccord Genuity, advised H Code on this transaction. Cooley LLP served as legal counsel to H Code, and K&L Gates LLP served as legal counsel to FCP.