September 30, 2021 – New Canaan Funding Mezzanine VII SBIC, LP (“NCF VII SBIC”) provided financing to support the acquisition of Sales Xceleration (“SalesX” or the “Company”) by The Firefly Group (“Firefly”). NCF provided equity financing as part of this acquisition.

SalesX, headquartered in Indianapolis, IN, is the leading provider of outsourced and fractional sales leadership, training, and consulting services to small and medium-sized businesses. The Company provides a range of services catered to the needs of executive-level salespeople and businesses in need of sales support, serving as independent Sales Xceleration network Advisors.

New Canaan Funding (“NCF”), with offices in Naples, Florida, New Canaan, Connecticut and Wheaton, Illinois, is a mezzanine firm focused on the middle market private sponsor community. Since its beginnings in 1995, NCF has targeted acquisitions, recapitalizations and growth financings in conjunction with its private equity clients. NCF is currently investing out of its seventh fund. The investment in SalesX represents NCF VII SBIC’s sixth investment in the fund. This financing represents the second investment with Firefly.

The Firefly Group is a private equity firm the invests in growth-oriented, lower-middle market companies in the Midwest. Firefly has a proven track record of closing investments and partnering with management teams to build companies of lasting value.

Contact and additional information for The Firefly Group can be found at https://www.thefireflygrp.com.

Contact at New Canaan Funding:

Brad Ament

bament@newcanaanfunding.com 630-690-7768