How an old-tech company mastered new technology to grow 14-fold

Geoffrey Precourt

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

In the last 103 years, technology has been a powerful business driver for Deluxe Corp., the Shoreville, Minnesota-based enterprise that began trading in 1915 as Deluxe Check Printers. Its founder developed printing and perforation technologies that gave it an advantage it still holds in a niche market.

But electronic banking and simple transactional tools sent that market into gradual obsolescence. By the 1980s, ATMs were commonplace. Despite the quality of its product, people simply weren’t writing as many checks as they once had.

“We have invented the personal checkbook and much of how the country continues to move money today,”...

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