Deluxe Execs Buy Shares Amid Safeguard Sale, Signaling Confidence in Core Growth Plans

Insider Buying Signals a Positive Outlook for Deluxe Corp Cross Kimberly D, the Senior Vice President and Chief Human Resources Officer, has just added 11,984 restricted stock units (RSUs) to her portfolio. The RSUs were granted on February 9, 2026 and vest in equal one‑third increments over the next three years, contingent on continued employment. While the transaction itself represents a modest dollar amount relative to Deluxe’s market capitalization, it is a clear signal that senior management remains confident in the company’s long‑term trajectory.

Contextualizing the Move Amid a Wave of Insider Activity Kimberly’s purchase is part of a broader pattern of insider buying across the board. On the same day, key executives—President of Merchant Services Brian Mahony, President of Data Solutions Kristopher L. D., and Chief Accounting Officer Kelly Moyer—each purchased RSUs totaling 16,428 shares. In addition, the CFO, CEO, and several senior vice presidents executed a mix of common‑stock and RSU trades, with a net buying balance of more than 500,000 shares. The collective buying spree, occurring just days after the announcement that Deluxe will sell its Safeguard business to Proforma, suggests that the leadership believes the deal will unlock value and streamline the company’s focus on high‑growth payment and digital‑marketing services.

Implications for Investors

1. Signal of Confidence – Insider purchases, especially of RSUs that vest only with continued employment, are a classic indicator that executives expect the company’s fundamentals to improve. The fact that the RSUs are valued at $27.12 each—close to the current market price of $27.23—means the executives are willing to invest at the prevailing level, reinforcing their belief that the stock is fairly priced or slightly undervalued.
2. Liquidity Management – The mix of common‑stock sales (e.g., CEO Barry McCarthy sold 100,757 shares) and RSU buys suggests insiders are actively managing liquidity while remaining long‑term investors. This balancing act can calm market concerns about potential large-scale sell‑offs.
3. Strategic Focus – The Safeguard sale frees capital that can be deployed into core payment and digital‑marketing platforms. Insider buying coincident with this divestiture signals confidence that the company’s core businesses—merchant services, B2B payments, and digital solutions—will continue to generate sustainable cash flows.

What This Means for the Company’s Future

• Operational Resilience – With a price‑to‑earnings ratio of 15.02 and a 52‑week high of $28.60, Deluxe is trading at a moderate valuation. The insider activity suggests the company is positioning itself to capture market share in the growing payment‑technology space, leveraging its existing commercial‑services customer base.
• Talent Retention – The RSU grants to senior executives highlight an emphasis on retaining top talent during a period of strategic transformation. Maintaining a strong leadership team is critical as Deluxe scales its technology platform and expands into new verticals.
• Shareholder Value – The combination of strategic divestiture and insider buying may drive a modest upside in the short term, with potential for more significant gains if the company successfully monetizes its payment solutions and digital‑marketing offerings.

Bottom Line for Investors Cross Kimberly D’s RSU purchase, together with a wave of insider buying, signals executive confidence in Deluxe Corp’s near‑term prospects. Coupled with the company’s recent strategic sale, these moves suggest a focus on core growth areas and a belief that the current stock price reflects a fair, if slightly undervalued, valuation. Investors watching the company’s performance should expect steady, if not spectacular, upside as Deluxe leverages its diversified service portfolio to capture new market opportunities.