Top of Mind, creator of the Surefire customer relationship management and marketing automation system for residential mortgage lenders and servicers, has agreed to be acquired by Black Knight Inc. in Jacksonville, Florida, for $250 million in cash.
Founded in Atlanta, Georgia, in 2003, Top of Mind's chief revenue, operations and technology officers, as well as the company's software development, quality assurance and operations staff, are based in Cleveland.
Top of Mind's growth in Cleveland came after Primus Capital acquired the company in 2018 for an undisclosed amount. Like Top of Mind, Primus is co-based in Cleveland and Atlanta.
Black Knight (NYSE: BKI) is a publicly traded software, data and analytics provider to the mortgage and consumer loan, real estate and capital markets.
Top of Mind's Surefire marketing automation and CRM platform helps lenders gain competitive advantages for their loan officers, said Anthony Jabbour, CEO of Black Knight, in a statement.
"Integrating Surefire's capabilities within the wider Black Knight mortgage technology ecosystem will make it possible for lender clients of all sizes to close more loans and create customers for life," Jabbour said.
The Surefire platform helps mortgage professionals win new and repeat business, according to Black Knight.
Its automated workflows and personalized content inspire emotional connections with customers, helping to increase sales and improve recapture and retention, the Florida company said.
Workflows are deployable across marketing channels, and out-of-the-box integrations connect to major loan origination systems, CRMs, points of sale, lead sources and sales acceleration systems, the company said.
"Top of Mind and Black Knight are a great strategic fit," said Top of Mind CEO Bill Hayes, in a statement.
Black Knight initially will focus on integrating Surefire with its Empower loan origination system and enhancing integrations with its Optimal Blue product, pricing and eligibility engine, the company said.
Future development includes borrower retention help for mortgage servicers and real estate agent lead development, Black Knight said.
"At this time, we expect all of the Top of Mind employees to join the Black Knight family," said Michelle Kersch, chief marketing and communications officer for the Florida company, in an email.
The transaction is expected to close in the third quarter of 2021. Black Knight expects the acquisition to contribute about $13 million in revenue to its origination software business in the second half of 2021, the Florida company said.
Black Knight shares were down 1.6% to $72.16 in mid-morning trading Tuesday.
