In a Challenging Private Equity Market, Portfolio Company Websites Are Becoming a New Source of Value

How MVP’s PortcoPro℠ approach helps PE firms strengthen portfolio companies when exit windows narrow

Inspired by reporting from The New York Times (Maureen Farrell, Dec. 23, 2025).

Private equity firms are entering 2026 facing a market unlike anything they’ve seen in more than a decade. According to The New York Times, the industry is contending with stalled exits, lower-than-expected returns, and an unprecedented backlog of more than 31,000 unsold portfolio companies—a figure that has only grown over the past year.

At the same time, investors are becoming more selective, reallocating capital toward firms that can demonstrate clear operational improvements at the portfolio level. In a market where valuations are tightening and exits are slow, value creation during the hold period matters more than ever—not just to improve company performance, but to enhance readiness for future sale processes.

This environment has prompted many private equity sponsors to embrace operational levers they once overlooked. Among the highest-ROI—and most underestimated—of these levers? The portfolio company website.

Digital Presence as a Value Creation Lever

A portfolio company’s website is no longer just a branding exercise. It has become a due diligence asset, a commercial growth engine, and a credibility signal for potential buyers. In a market where firms are holding assets longer—and where differentiation is critical—a modern digital presence can meaningfully influence:

• Commercial traction and lead generation
• Talent acquisition during periods of expansion
• Customer trust, especially in technical and B2B sectors
• Perceived brand maturity, particularly in roll-up strategies
• Overall enterprise value when the time for an exit finally arrives

This is precisely the challenge MVP’s PortcoPro℠ program was built to address.

How MVP’s PortcoPro℠ Helps PE Firms Build Value During Longer Hold Periods

MVP’s dedicated private equity process, the MVP PortcoPro℠ program, is designed to standardize and accelerate brand and website transformation across portfolio companies. The methodology brings together branding, UX, message architecture, technical execution, SEO, and digital scalability—all aligned directly with the sponsor’s value creation plan.

In today’s slower exit environment, private equity firms are relying on this approach more than ever to improve portfolio readiness while markets reset.

Keystone Capital: Strengthening Multi-Company Platforms Through Digital Modernization

As private equity firms contend with longer hold periods and a growing backlog of portfolio companies awaiting exits, longstanding MVP client Keystone Capital  has focused on operational readiness, platform cohesion, and digital credibility as key value-creation levers. Its engagement with MVP across multiple portfolio companies reflects this strategy in action.

VDA — Elevating a Market Leader With a High-Performance Digital Experience

VDA is a national leader in elevator and escalator consulting, serving building owners, developers, and institutions across North America. To support continued growth and acquisition-driven expansion, Keystone engaged MVP to modernize VDA’s digital presence, delivering a streamlined UX with a video-enhanced homepage and an interactive “Find an Expert” tool that connects visitors with consultants by geography and discipline.

Most recently, MVP implemented MVP SearchMate℠ SEO and Answer Optimization (AO) to increase organic visibility and credibility—signals that are increasingly critical as PE-backed companies compete for buyer attention amid a crowded exit backlog.

Kendell — A Brand-to-Web Transformation for a National Roll-Up

Kendell is nationally recognized for commercial door opening solutions, particularly in healthcare, education, and institutional environments. As Keystone pursued a roll-up strategy through multiple platform acquisitions, the priority was to establish a cohesive brand and scalable digital foundation.

MVP refreshed Kendell’s brand visually and verbally and developed a unified, mobile-optimized MVP TeamMate℠ website that clearly communicates five core service lines while accommodating future acquisitions. The result is a flexible brand-to-web system that improves credibility, simplifies integration, and supports continued M&A activity.

JOBS Group — Unifying Multiple Operating Companies Into a Single National Brand

JOBS Group represents a multi-subsidiary building services platform formed through the consolidation of regional operating companies. Keystone engaged MVP to unify these businesses under a single digital and brand ecosystem, including a new website with modern UX, clear service segmentation, SEO best practices, and a structured brand architecture.

MVP also designed logos for affiliated companies—AMST, April Building Services, and JOBS Services—aligning each under an “A JOBS Company” sub-brand system, supporting the successful sale of the platform to Valcourt Building Services and the formation of Valcourt Group, with Keystone retaining a minority stake in the combined entity.

Coming Soon: Building on these successful brand-to-web transformations, Keystone has again enlisted MVP to refresh the brand and website for Penta Ingredients, a long-standing solutions provider serving the flavors, fragrance, and pharmaceutical markets. The new Penta Ingredients brand and website are scheduled to launch in Spring 2026, further extending Keystone’s digital modernization playbook across its portfolio.

The Keystone Cap: In a market where thousands of PE-backed companies are waiting for exit windows to reopen, Keystone’s work demonstrates how disciplined brand, website, and SEO modernization can materially improve portfolio company readiness, differentiation, and buyer confidence when timing matters most.

MiddleGround Capital: Using Digital Tools to Showcase Technical Expertise

TPM — Rebranding and Web Overhaul for a Precision Plastics Leader

Longtime MVP client MiddleGround Capital, based in Lexington, Kentucky, manages more than $4.1 billion in assets and focuses on control investments in middle-market B2B industrial and specialty distribution businesses. As extended hold periods have shifted focus toward operational strengthening, MiddleGround partnered with MVP to elevate TPM’s digital presence.

TPM is a market leader specializing in precision injection molding for tight-tolerance parts, complex geometries, critical performance requirements, and exceptional quality standards. MVP rebranded TPM and developed a new website designed to improve RFQ flow, deliver targeted buyer-facing messaging, and showcase technical capabilities through video and animation.

Built on WordPress, the custom-designed MVP TeamMate℠ site enables ongoing content expansion as the business scales. MVP also supports TPM with monthly blog and LinkedIn content as part of an SEO-driven program, resulting in meaningful gains in organic traffic and reinforcing TPM’s visibility and credibility with customers and prospective buyers. Click here to view sample content.

A MiddleGround Moment: In a market where PE-backed industrial businesses are competing for attention amid a growing exit backlog, MiddleGround’s investment in digital clarity, technical storytelling, and SEO momentum helps ensure TPM stands out as a premium, acquisition-ready asset when exit windows reopen.

Akoya Capital: Leveraging Digital Compliance and User Experience for Market Expansion

WePackItAll — ADA-Compliant Design for Enterprise Buyer Readiness

Akoya Capital, a Chicago-based private equity firm with more than $1 billion in transactions since 2011, engaged MVP to modernize the digital presence of WePackItAll, a Los Angeles–based leader in health and wellness co-packaging. As portfolio companies are increasingly expected to demonstrate operational maturity and risk awareness, Akoya prioritized digital compliance and usability as strategic enablers of growth.

MVP designed and developed a WCAG 2.2–compliant website featuring streamlined UX, customer testimonials, and SEO best practices to support WePackItAll’s national expansion and credibility with regulated, enterprise-level buyers—where accessibility and diligence standards continue to rise.

Akoya’s Pearl of Wisdom: In compliance-driven markets, accessibility isn’t just good practice—it’s a visible signal of operational discipline, buyer readiness, and long-term value.

Why This Matters: Digital Presence Directly Supports Exit Readiness

As The New York Times highlights, many PE-owned companies remain “stuck” in portfolios because market conditions or valuations aren’t ideal. A compelling digital presence can help mitigate this challenge by strengthening:

• Perceived valuation through polished brand storytelling
• Buyer confidence via clear capabilities, case studies, and team visibility
• Commercial momentum supported by SEO and lead-generation architecture
• Scalability narratives essential for strategic buyers
• Cohesion across roll-ups—a major factor in integration success

Simply put: a sophisticated digital presence helps a portfolio company look—and operate—like a premium asset.

Conclusion: PE Firms Need New Tools for a New Market Reality

In a period defined by slower exits, compressed multiples, and heightened LP scrutiny, operational value creation has become the primary driver of private equity performance. Websites—and the digital ecosystems they anchor—are emerging as one of the most visible and defensible ways sponsors can demonstrate stewardship, differentiation, and growth potential.

MVP’s PortcoPro℠ program is purpose-built to deliver this value across an entire portfolio, with the speed, consistency, and strategic insight private equity firms need to compete—today and when exit windows reopen.

About MVP Marketing + Design, Inc.

MVP Marketing + Design, Inc. is an award-winning branding, website design, and digital marketing agency with offices in Minneapolis and Boston. As we celebrate our 40th anniversary in 2025, MVP continues to deliver brand-to-web solutions that drive measurable results.

Since 2000, we’ve created more than 100 websites for private equity firms, their portfolio companies, and related M&A advisors. We’ve also developed dozens more sites for lower middle market (LMM) B2B and B2C businesses and professional services organizations—making us a trusted partner for clients across the private capital ecosystem and beyond.

Our integrated services include branding, UX/UI design, website development—ranging from fully bespoke custom builds to creatively adapted, cost-effective alternatives—digital marketing (SEO, AEO, GEO, PPC, social media), and videography. Since 1985 we’ve proudly supported industry leaders such as 3M’s Consumer, Industrial, and Solventum (formerly Healthcare) groups, alongside clients across North America and globally.

Recognized by clients as one of the “Best of the Midwest” digital agencies for Lower Middle Market (LMM) private capital marketing, design, and technology support, MVP delivers strategic insight, creative excellence, and technical precision across every engagement. With deep sector expertise spanning private capital, professional and tech-enabled services, healthcare, manufacturing (both food and non-food), and the nonprofit sector, our team consistently helps clients drive measurable gains in brand awareness, market share, and revenue.

Our commitment to quality and trend-setting design has earned us accolades from leading industry competitions including the Communicator, Davey, Hermes, and MARCOM Awards. We’re also proud to provide managed and virtual private server (VPS) website hosting with dedicated resources to more than 75 clients—among them over 50 private equity and M&A firms, their portfolio companies, and a range of lower middle market manufacturers, service providers, and professional services organizations.

Let’s connect. Reach out to info@mvpdesign.com to learn how MVP can help your brand stand out and grow stronger.