WILsquare Capital Strengthens Digital Marketing Reach Through GRO Acquisition

WILsquare Capital's Strategic Move in Digital Marketing

In a significant development in the realm of digital marketing, WILsquare Capital, a private equity firm based in St. Louis, has made headlines by announcing the acquisition of GRO Marketing. This strategic move, reported on January 22, 2026, marks another milestone for WILsquare's portfolio company, OuterBox, LLC. With Groove Marketing being recognized as a full-service digital performance marketing agency, it specializes in catering to clients across multifamily, student housing, and senior living sectors.

Strengthening Market Position

This acquisition is pivotal as it fortifies OuterBox's standing as a leading independent performance marketing agency. By integrating GRO's extensive domain expertise and established reputation, OuterBox is set to enhance its service offerings substantially. Both agencies are known for their high levels of customer satisfaction and loyalty, which they achieve by delivering tailored marketing solutions and measurable improvements in marketing outcomes.

Jeff Allen, the CEO of OuterBox, expressed his excitement following the acquisition, stating, "GRO's specialized knowledge and history of driving incremental results for clients make this a highly strategic addition to the OuterBox platform." The synergy between OuterBox and GRO not only promises greater opportunities for clients but also aims to foster a productive environment for employees, catalyzing long-term growth.

A New Era for GRO

For GRO, this acquisition not only marks a transformation but also provides an opportunity to extend its capabilities under the Wing of OuterBox. Matt Pavlick, the Founder and CEO of GRO, will transition into a role as an investor and Senior Advisor, indicating a continued commitment to the company’s vision under the new partnership. Pavlick noted, "Partnering with OuterBox marks an exciting next chapter for GRO and our clients." This collaboration aims to unleash newfound growth potential and enhance performance capabilities for their collective clientele.

A Robust Network of Acquisitions

WILsquare Capital's acquisition of GRO is the fifth for its digital marketing platform within a short span. Previous acquisitions include OuterBox in 2022, Trinity Insight in 2023, TopSpot in 2024, and Accelerated Digital Media in 2025. Each acquisition has been strategically selected to bolster the capabilities within the marketing space, with a keen focus on achieving stability and growth in the market.

About OuterBox and WILsquare Capital

Established in 2004, OuterBox has evolved into a full-service performance marketing agency that serves over 1,200 clients nationwide. Their key services encompass search and generative engine optimization (SEO/GEO), paid media, conversion rate optimization (CRO/UX), web design, email marketing, AI services, and advanced analytics. The agency was notably recognized as the Best Large Integrated Search Agency at the 2025 US Search Awards, underscoring its commitment to excellence.

In addition, WILsquare Capital has earned its reputation by focusing on acquiring and nurturing lower-middle market businesses, particularly in the Midwest and Southern United States. Their investment mantra emphasizes sectors such as business services, niche manufacturing, distribution, and technology, aiming to deliver substantial growth and development potential to acquired companies.

The acquisition of GRO Marketing is a testament to WILsquare Capital's ambitions within the digital marketing landscape, aiming to strengthen its foothold in a market characterized by consistent demand and rapid technological advancements. By aligning with best-in-class agencies, WILsquare’s strategy appears set to yield fruitful results for years to come, undoubtedly benefiting the integrated team of OuterBox and GRO Marketing, as well as the clients they serve.