Centerfield, a technology enabled customer experience company, announced the completion of a transaction to acquire Datalot, a leading digital marketing solution for auto, home, health and Medicare insurance companies, from an investment fund affiliated with Lightyear Capital.

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Centerfield’s digital brands and industry leading platform, Dugout, engage in-market consumers and automate end-to-end customer acquisition for leading brands in home services, business services, e-commerce, senior services and many other categories. With Datalot, Centerfield will serve the insurance industry, which is expected to spend more than $11 billion annually in digital customer acquisition by 2025.

Founded in 2009, Datalot’s digital marketing solutions and technology platform deliver more than 10 million qualified consumers to over 40 leading carriers of auto, home, health and Medicare insurance each year. With offices in Brooklyn and Denver, Datalot has more than 300 employees.

The transaction is the fourth Centerfield add-on acquisition since the company was acquired by Platinum Equity in December 2019.

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