Liftify partners with UpSwell Marketing to deliver enterprise-level reputation management to multi-location businesses. Indianapolis, IN - May 26, 2026 - Liftify, a leading AI-powered reputation management platform, today announced a strategic partnership with UpSwell Marketing, an industry leader in direct mail and full-service marketing solutions. This collaboration brings together two innovators dedicated to providing enterprise-level service and visibility to private equity portfolios and multi-location home service businesses. UpSwell Marketing serves over 15,000 customers across multiple industries, delivering comprehensive marketing solutions with a focus on direct mail excellence. Fresh off two strategic acquisitions, UpSwell has established itself as a formidable force in helping multi-location businesses scale their marketing efforts. The partnership aligns both companies' missions: providing sophisticated, enterprise-grade tools to businesses that need to manage reputation and marketing at scale. Together, Liftify and UpSwell Marketing will offer their combined customer bases access to best-in-class solutions for both reputation management and direct mail marketing. Under this partnership, Liftify becomes UpSwell Marketing's default and preferred reputation management partner, while UpSwell Marketing becomes Liftify's preferred direct mail vendor for key clients. This reciprocal relationship creates immediate value for customers of both platforms. "By partnering with Liftify, we're giving our customers a more complete growth solution by combining data-driven marketing with powerful reputation management to help them attract, convert, and retain more customers at scale," said Chelsey Richards, Affiliate Relations Associate at UpSwell Marketing. For UpSwell's extensive customer base, the partnership addresses a common pain point: maintaining and improving online reputation across multiple locations. Liftify's full product suite provides the comprehensive reputation management infrastructure that multi-location businesses need to compete in today's digital-first marketplace. This partnership creates a powerful ecosystem for multi-location businesses seeking to elevate both their marketing reach and online reputation. By combining UpSwell Marketing's proven direct mail expertise with Liftify's comprehensive reputation management platform, customers gain access to an integrated approach that drives results across multiple touchpoints. "This partnership represents the future of how multi-location businesses should approach growth - through integrated solutions that work together seamlessly. Our customers don't want to piece together their reputation management and marketing from a dozen vendors. By partnering with UpSwell Marketing, we're giving businesses access to best-in-class direct mail and reputation management in one cohesive strategy. When you combine UpSwell's reach to 15,000+ customers with Liftify's AI-powered reputation platform, you create something truly powerful for multi-location operators who need enterprise capabilities without enterprise complexity," said Zach Garrett, Founder of Liftify. About UpSwell Marketing Upswell Marketing is an industry-leading platform specializing in direct response marketing solutions for multi-location businesses and private equity portfolios. With over 15,000 customers and a track record of strategic growth through acquisition, UpSwell Marketing delivers enterprise-level marketing capabilities to businesses across diverse industries. About Liftify Liftify is an AI-powered reputation management platform that helps multi-location businesses improve their online presence, increase review volume, and deliver exceptional customer experiences at scale. With products spanning review management, customer experience, webchat, SMS, and loyalty programs, Liftify provides the comprehensive tools businesses need to build and maintain their reputation in the digital age.

Mountaingate Capital Partners with UpSwell Marketing to accelerate performance-driven growth. DENVER-(BUSINESS WIRE)-Mountaingate Capital ("Mountaingate"), a Denver-based private equity firm focused on building market-leading growth companies, announced that it has acquired UpSwell Marketing ("UpSwell"), a vertically focused, technology-enabled direct response marketing platform. The investment in UpSwell represents the fourth platform investment from Mountaingate Fund III which was announced in January 2025. Founded in 2008, UpSwell is a leading provider of performance direct mail and digital marketing solutions for location-based services companies, with deep specialization across automotive services, home services, dental, and other recurring-use verticals. The company differentiates itself through its commitment to deliver exceptional service for its clients, enabled by its best-in-class team and proprietary technology that enables closed-loop attribution capabilities. The investment in UpSwell reinforces the firm's focus on tech-enabled marketing services businesses that deliver measurable growth outcomes. Under Mountaingate ownership, UpSwell will look to build upon current growth momentum through continued investment in its people, capabilities, and technology. Eric Goodstadt, CEO of UpSwell, will continue to lead the company alongside Tim Ross, Founder and President. "UpSwell is a differentiated platform operating at the intersection of performance marketing, data, and technology," said Ian Woon, Vice President at Mountaingate Capital. "As marketers increasingly demand measurable, ROI-driven customer acquisition, UpSwell's outstanding team, closed-loop attribution, vertical focus, and scalable technology strongly position the company to take share. We are excited to partner with Eric, Tim, and the team to support the next phase of growth through both organic initiatives and strategic acquisitions." "We are proud of what UpSwell has built and excited about what lies ahead," said Tim Ross, Founder and President of UpSwell. "Mountaingate shares our conviction around performance-driven marketing and brings deep experience scaling marketing services platforms. This partnership allows us to continue investing in our people, technology, and clients while expanding our reach across new verticals." "Over the past several years, we have built a client-centric, disciplined, scalable, and technology-enabled organization while preserving the entrepreneurial culture that drives our success," said Eric Goodstadt, CEO of UpSwell. "With Mountaingate's support, we plan to accelerate our long history of growth with investment in key verticals and capabilities that enhance our targeting and attribution leadership." WilmerHale served as legal counsel to Mountaingate Capital. Twin Brook Capital Partners provided debt financing for the transaction. BrightTower served as exclusive financial advisor to UpSwell. About UpSwell Marketing Founded in 2008, UpSwell is a provider of data-driven direct response local marketing solutions for small, medium, and enterprise-level businesses and franchises in the U.S. and Canada. The company delivers turnkey, customized marketing campaigns that drive measurable returns for clients across a wide variety of locally focused consumer service industries, including automotive repair, fitness, health and wellness, dental, and home services. About Mountaingate Capital Mountaingate Capital is a Colorado-based private equity firm that specializes in partnering with founders and entrepreneurial companies to accelerate growth and build industry leaders. Mountaingate's focus on organic growth, coupled with its customer-centric buy-and-build approach for add-on acquisitions, and shared equity ownership with management, creates more value for the end customer, while forging stronger, more collaborative, and more successful investment partnerships with management teams. With over $1.4 billion of assets under management, Mountaingate targets investments in marketing services, business services, specialty manufacturing and distribution. For more information on Mountaingate, please visit www.mountaingate.com.