Promo Insiders: Vera Muzzillo & Michael Roney Break Down Proforma’s Blockbuster Safeguard Deal
The Proforma executives discuss how one of the largest distributor acquisitions in promotional products history came together.
Counselor Top 40 distributor Proforma (asi/300094) is no stranger to M&A activity. According to CEO Vera Muzzillo and Chief Strategy Officer Michael Roney, that experience played a major role in the distributor’s February acquisition of Safeguard from Counselor Top 40 distributor Deluxe (asi/316203) – a deal expected to add nearly $180 million in revenue to Proforma’s network.
“We have turned down a lot of big deals at Proforma because we did not feel that they were fit. We have to believe it is a win-win-win situation and that everyone is better off in the long run,” says Muzzillo, a member of the Counselor Power 50 list. “The thing that mattered the most to me – and I think to Michael as well – was that when we spoke to both the Safeguard distributors as well as Deluxe, we understood that this was going to be good for everyone.”
In this exclusive interview with Muzzillo and Roney, the executives reveal the process that led to the Proforma-Safeguard deal, why Safeguard was such a strong cultural fit, how the integration process is unfolding, and what the future of technology and automation will mean for the promo industry.
Key Takeaways
• Counselor Top 40 distributor Proforma (asi/300094) acquired Safeguard from Counselor Top 40 distributor Deluxe (asi/316203) earlier this year.
• Proforma CEO Vera Muzzillo and Chief Strategy Officer Michael Roney said the Safeguard acquisition was driven by strong cultural alignment and a shared focus on helping distributors grow through better tools, support and relationships.
• Muzzillo and Roney described the Safeguard deal as uniquely suited to Proforma because the company already specializes in supporting independent distributors.
• The integration strategy has focused heavily on relationship building, onboarding support and helping Safeguard distributors feel like part of the “Proforma Safeguard family.”
• Despite inflation and broader economic uncertainty, Proforma leaders said sales growth is outpacing the industry overall, while AI, automation and digital transformation are expected to shape the next phase of the promotional products industry.