Route 2 Capital Partners Invests in Convert IT Marketing

Spalding White
Spalding White

Route 2 Capital Partners is pleased to announce its participation in the purchase of Convert IT Marketing, LLC (“CIT” or the "Company") alongside Abbey Road Capital (, an operationally-focused private equity firm in Atlanta, Georgia. Route 2 Capital Partners provided subordinated debt and an equity co-invest to finance the transaction. Headquartered in Fort Lauderdale, Florida, CIT ( provides outsourced pay-per-click marketing solutions to local law firms and will continue to be led by its founder, Paul Rubenstein.

Founded in 2011, CIT is a leader in providing digital marketing services to specialty legal practices. CIT’s unique and proprietary strategies deliver superior performance to its 700+ customers, placing it in the top 1% of all digital marketers serving the legal vertical. Founded by former FLEETCOR (NYSE: FLT) senior executives, Abbey Road Capital seeks to further develop and scale CIT by working with Rubenstein to accelerate organic growth, expand product line, enter new verticals, and make additional acquisitions.

“We’re excited to support Convert IT Marketing alongside Abbey Road Capital,” notes R2CP Managing Partner Spalding White. “Paul has built a strong business in CIT, and it's a proven leader in its niche. We believe that Paul and the Abbey Road Capital team ­­­­­have the vision and experience to leverage CIT’s work to-date and scale the Company in exciting ways.”

Please contact Spalding White, Scott Kester, Patrick Weston, or Jay White to discuss this transaction or other investment opportunities.

About Route 2 Capital Partners

R2CP is a private investment firm providing flexible junior capital solutions to lower middle market companies, primarily in the southern U.S. The firm’s partners possess over 100 years of combined investment, transactional, and operational experience. R2CP seeks to invest in established companies with minimum annual revenues and EBITDA of $10 million and $2 million, respectively, that generate predictable and profitable cash flows. R2CP's investment proceeds will be used to execute growth and expansion plans, support business recapitalizations, and facilitate management buyouts. R2CP reviews opportunities in niche manufacturing, business and healthcare services, and specialty distribution. For more information, visit

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