Technology

DeepIntent’s $637 million investment from private equity

The healthcare advertising platform secured investment international PE firm Vitruvian Partners.

Heerea Rikhraj

September 10, 2025

1:23 pm

Image courtesy DeepIntent; used with permission.

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Private equity’s interest in the healthcare marketing space continues to surge with Vitruvian Partners’ latest investment in healthcare marketing DSP DeepIntent.

DeepIntent is using the $637 million investment from Vitruvian to accelerate its next phase of expansion and product innovation.

CEO and founder Chris Paquette said that it is the company’s first time working with private equity, and previously secured independent investment from Propel Media from 2017 onward.

“Our kind of business has grown considerably over the last several years. Since Covid, we see this shift happening where pharma is investing more in non-personal promotion. DeepIntent is caught in that wave,” said Paquette.

He said that the team chose to work with Vitruvian because of its past experience prioritizing founder-led companies and its skill in operations.

“Our mission resonated with their investment thesis,” said Paquette. “Vitruvian is what I consider to become a first generation private equity firm. They’re a bunch of operators, which means that they understand the types of problems that a CEO will just inherently have to encounter. It was like a hand in glove fit with how they want to grow.”

Paquette added that he leaned toward private equity investment this time rather than other forms as it aligned with his future vision for the company.

“I’m very much looking forward to working with a very professional team that has deep investment experience in deploying funds and working with partners. The most important thing for us is really the network that we’re going to get from this, like having a board that will be built out of industry leaders who are in the healthcare side, the ad tech side. It’s going to be good to have a good panel to run ideas against,” he added.

The company will also continue to be run independently under Paquette’s leadership.

The team will also use the investment to continue to build out its proprietary software platform Health Intelligence, which aims to unify media, clinical data and AI to drive engagement between life science brands, HCPs and patients.

More than anything, the investment will allow DeepIntent to scale its operations.

“What we’re forecasting for next year is that we are going to have a bigger team, better products, more advanced products, kind of integrating new technologies. The new technologies are really going to be, for me personally, the most exciting,” said Paquette.

Chris Paquette. Image used with permission.

Doubling down on this, Paquette noted that the new technologies will aim to deliver more in-depth insights in real time to help clients tell their brand stories in a more effective and engaging way.

“A platform like ours is really well positioned to help coalesce all the different channels into a single platform for that engagement with patients and providers,” said Paquette.

Paquette did not share how long the partnership with the private equity firm will last, though it is industry standard for private equity investments to work with healthcare companies for a period of 3-7 years.

PE’s growing presence in healthcare marketing

Virtuvian’s investment in DeepIntent is just one of a number of recent investments from private equity in the healthcare space.

Just a couple of weeks ago, PatientPoint announced that international private equity firm Advent International will be investing in the business.

FGS Global also announced that it recently acquired healthcare policy and advocacy firm Tarplin, Downs and Young, based in Washington DC.

Reports from earlier this summer showed that Klick Health is reportedly exploring the sale of a minority stake of the firm to private equity companies.

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DeepIntent’s $637 million investment from private equity

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