SoftVu, a Kansas City, Mo., company that provides marketing automation strategies to clients in the mortgage lending industry, was acquired by LoyaltyExpress, a Boston-based company.

SoftVu was founded in 1999 and earned a 25 Under 25 Award from Thinking Bigger Business Media in 2007. It leverages big data to help mortgage lending companies target consumers and is used by some of the largest banks and mortgage lenders in the U.S.

Terms of the deal were not announced. LoyaltyExpress is a portfolio company of New Century Partners, a Birmingham, Ala.-based private equity firm.

LoyaltyExpress offers banks and mortgage lenders CRM and marketing automation services. The company’s flagship product combines lead management, email and direct mail campaigns. New Century Partners became a LoyaltyExpress investment partner last June.

READ MORE: SoftVu’s firm commitment to community service

Tim Donnelly, founder of SoftVu, will remain CEO. The company will stay in its Crossroads offices and expects to hire more staff in the upcoming months.

“Our desire to provide even higher levels of value and expand our marketing innovations to our clients is in perfect alignment with LoyaltyExpress’ mission and NCP’s investment strategy,” Donnelly said. “We are thrilled about this partnership with LoyaltyExpress, and with NCP’s deep experience and outstanding reputation, we’re excited to further enhance our ability to deliver even more value to our clients, plus expand our products and services through LoyaltyExpress’ platform.”

The feeling is mutual with LoyaltyExpress and its investor, NCP.

“We’re excited to partner with Tim and SoftVu. He’s built an incredible company that will be a great complement to LoyaltyExpress in the mortgage tech space,” said James Outland, NCP’s managing partner.

SoftVu’s sister company, SeniorVu, which offers marketing automation services for the senior living industry, was not affected by the acquisition.