Bertram Capital Completes Sale of Spectrio

FOSTER CITY, CA: December 16, 2020 — Bertram Capital (“Bertram”) announced today the completion of the sale of MSM Acquisitions, the parent company of Spectrio (“Spectrio” or the “Company”) to The Jordan Company, L.P. (“TJC”). Spectrio, headquartered in Oldsmar, FL, is a leading provider of customer engagement technology solutions to over 100,000 business locations across the United States and Canada.  This transaction represents Bertram’s 17th exit since its launch in 2006. Terms of the transaction were not disclosed.


“This investment represented a true collaboration between the Spectrio executive team and Bertram,” said Jeff Drazan, Managing Partner of Bertram Capital. “Jared Ruger, Alex Goldscher and Sean Houseworth led the transaction and worked with Spectrio to meaningfully expand the size of the business, develop a more comprehensive and compelling set of subscription services and accelerate the Company’s organic growth rate.  The Bertram team is extremely grateful for the tremendous efforts put forth by CEO Dax Brady-Sheehan and the Spectrio management team in leading this successful transformation.”


Spectrio is a leading provider of technology-enabled, customer engagement and content management solutions, including digital signage, interactive kiosks, on-hold marketing, on-premise messaging & music and Wi-Fi marketing. Spectrio’s subscription-based model is underpinned by a large, proprietary content library including 10,000+ templates and 100,000+ pieces of customized, vertical specific content delivered through a proprietary, cloud-based content management software platform that enables scalable, efficient deployment of brand-compliant content for its large, diverse and location-based clients. Spectrio’s client base is comprised of a diverse base of franchisors, corporate-centric entities and OEM dealerships within the healthcare, senior living, automotive aftermarket, trade & professional services, food & beverage and other end markets. The Company’s solutions have become increasingly important as clients seek to activate an effective omnichannel commercial strategy. Spectrio is based in Tampa, Florida and its solutions are currently deployed in ~100,000+ customer locations today.


“Bertram was a true partner in supporting us to execute on our strategic vision for Spectrio,” said Dax Brady-Sheehan. “We are very excited to have TJC as our new partner and with their support look forward to continuing to expand our business into the digital signage and interactive kiosk markets through both organic and acquisition-oriented initiatives.” 


Andrew Snow, Rhett Braunschweig and Todd Noffke of Baird and Scott Twibell of Lincoln International LLC served as financial advisors and Brian Richards of Paul Hastings LLP served as legal counsel to Spectrio.


About Bertram Capital

Bertram Capital is a private equity firm targeting investments in lower middle market companies.  Since its inception in 2006, the firm has raised over $1.7B of capital commitments.  In addition to supplying strategic growth capital, Bertram Capital leverages proprietary processes and services, Bertram High-5sm and Bertram Labsto empower its portfolio companies to unlock their full business potential. The Bertram High-5sm is an operationally-focused value creation strategy, which includes management augmentation, operational initiative implementation, complementary business acquisition, sales and marketing improvements, and leveraging technology and IP. The cornerstone of this strategy is Bertram Labs, its in-house technology team, which drives growth and value through digital marketing, e-commerce, big data and analytics, application development, and internal and external platform optimization. Visit for more information.