Harte Hanks: Elevating for Growth in a Data-Driven CX Future (NASDAQ:HHS) - HHS Stock Research Report

## Executive Summary / Key Takeaways * Transformative Turnaround Underway: Harte Hanks (NASDAQ:HHS) is executing a comprehensive "Project Elevate" transformation, shifting from past revenue declines and an outdated strategy to a focused pursuit of profitable growth, operational efficiency, and customer-centricity, driven by new leadership and strategic investments. * Strategic Technology and Data Focus: The company is leveraging its century-long expertise with modern AI and data solutions, including an AWS Connect partnership for customer care and exclusive licensing of a Medical Ailment Database, to create differentiated offerings and enhance client value. * Cost Optimization and Reinvestment: Project Elevate targets $16 million in cost reductions over two years, with $6 million in 2024, providing capital for strategic reinvestment in an expanded sales force, technology upgrades in fulfillment, and new market initiatives like European expansion and SMB solutions. * Mixed Recent Financials, Positive Outlook: While Q2 2025 revenue saw a 14.2% year-over-year decline to $38.63 million, the company maintains a debt-free balance sheet and positive EBITDA, with management expressing optimism for accelerating pipeline growth and compounding revenue in the second half of 2024 and into 2025. * Competitive Niche with Growth Potential: Harte Hanks differentiates through specialized, cost-effective customer experience solutions and strong operational execution in fulfillment, aiming to capture market share by leveraging its data and AI capabilities against larger, more generalized competitors. ## Harte Hanks' Legacy and the Dawn of Transformation Harte Hanks, Inc., a venerable institution founded in 1923, has evolved over a century to become a global leader in customer experience (CX). With operations spanning North America, Asia-Pacific, and Europe, the company's mission is to empower clients with robust CX strategies, data-driven analytics, and seamless program execution. However, by mid-2023, the company faced significant headwinds, including declining revenues, an "antiquated strategy," and an "ineffective structure," coupled with underinvestment in marketing and demand generation. This backdrop set the stage for a pivotal transformation. The broader industry landscape is rapidly shifting, driven by the increasing demand for data intelligence, artificial intelligence (AI) solutions, and direct-to-consumer (DTC) engagement. Companies like Harte Hanks must adapt to these trends to remain competitive. The company's response, "Project Elevate," initiated in the second half of 2023 under CEO Kirk Davis, represents a comprehensive overhaul designed to achieve sustained profitable growth, expand relevance, enhance operational efficiency, and attract top talent. This strategic pivot is foundational to its future. ## Technological Edge: Data, AI, and Operational Innovation Harte Hanks' core competitive advantage is increasingly rooted in its technological differentiation, particularly in data strategies and AI integration. The company's long-standing expertise in audience identification, profiling, segmentation, and predictive modeling provides a strong foundation. This proprietary data capability translates into tangible benefits for clients, enabling more targeted campaigns, fostering stronger customer loyalty, and potentially leading to superior margins in data-intensive segments. Recent strategic investments underscore this commitment to innovation. In 2023, Harte Hanks significantly invested in a partnership with Amazon Web Services (AWS) to leverage its Connect cloud-based platform. This collaboration is revolutionizing the Customer Care segment, integrating AI and machine learning (ML) capabilities to streamline customer issue resolution and explore new business models. The company is actively piloting new AI tools, aiming to augment growth by providing more technical support as clients migrate to advanced contact center platforms. Further bolstering its data prowess, Harte Hanks acquired exclusive rights to license ADS Data Direct's industry-leading Medical Ailment Database in June 2025. This transformative undertaking positions the company as a controller of one of the most comprehensive, HIPAA-compliant health data assets in the market. This asset delivers unmatched value to healthcare marketers, providing high-precision targeting capabilities that enhance its competitive moat and financial performance in a critical sector. Beyond data and AI, the Fulfillment Logistics Services segment is undergoing a significant technological upgrade. The company is migrating to a best-in-class warehouse and order technology suite. This modern, modular infrastructure is designed to streamline and expedite integrations with clients, reducing implementation cycles and accelerating time to market for their products. The new system offers flexible order management, storefront feature sets, enhanced client inventory visibility throughout the product lifecycle, and revamped multi-site inventory capabilities for e-commerce customers. Its cloud-based nature ensures seamless scalability, unlocking possibilities for future acquisitions and organic expansion. Physical facility improvements, such as repurposing 50,000 square feet for expanded production and storage and raising the roof in 30% of its East Bridgewater, MA facility to double capacity, further enhance operational efficiency. ## The "Elevate" Transformation: A Strategic Overhaul Project Elevate is a multi-faceted transformation. Under the leadership of Kelly Waller, Senior Vice President of Sales and Marketing, the sales organization has undergone a complete restructuring and expansion. This includes centralizing sales oversight, significant restaffing, and establishing strategic channels like a partner sales team and a dedicated inside sales team. The company is also focusing on geographic expansion, particularly in Europe, and venturing into the small and medium-sized business (SMB) segment with offerings like "Demand Generation in a Box." A dedicated transformation office, led by President David Fisher, oversees these initiatives. Collaborating with Kearney, a global consulting firm, Harte Hanks identified approximately $16 million in cost reductions to be implemented over two years, with an estimated $6 million in 2024. These savings are crucial, providing the flexibility to reinvest in growth initiatives while simultaneously improving profitability. For instance, $3 million of the 2024 savings came from personnel optimization in marketing services, $2 million from streamlining back-office operations, and $1 million from improved warehouse operations. The company also established a Customer Excellence and Growth (CEG) division, led by its first Chief Customer and Data Officer, Sharona Sankar-King, appointed in September 2024. Ms. Sankar-King, with over three decades of experience in analytics and generative AI, is tasked with uncovering drivers of customer loyalty, identifying causes of client revenue shrinkage, and shaping product strategy to leverage advanced data solutions. This strategic appointment underscores the company's commitment to evolving beyond traditional customer service to embody true customer-centric leadership. ## Segment Performance: A Mixed but Improving Picture Harte Hanks operates through three reportable segments: Marketing Services, Customer Care, and Fulfillment Logistics Services. The company's financial performance in the most recent period reflects the early stages of its transformation, with some segments facing headwinds while strategic investments are made.

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\ In the second quarter of 2025, Harte Hanks reported total revenue of $38.63 million, a 14.2% decrease year-over-year. For the first half of 2025, revenue stood at $80.19 million, down 11.4% from the prior year. Operating income for Q2 2025 was $34 thousand, significantly lower than $1.37 million in Q2 2024, and for H1 2025, it was $6 thousand, down from $1.75 million in H1 2024. The net loss for Q2 2025 was $335 thousand, and for H1 2025, it was $727 thousand. These declines were primarily attributed to customer turnover, reduced client spending, and fluctuations in program timing.

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\ * Marketing Services: This segment, which now includes the Sales Services business (merged in Q4 2024), saw revenue decrease by 28.7% to $8.66 million in Q2 2025 and 32.2% to $17.44 million in H1 2025. Management identifies this as the most economically sensitive segment. Operating income also declined, though partially offset by labor and cost reductions. Despite these challenges, management views this segment as a "major focal point in 2025," with plans to bolster sales support and introduce new services in research, data, and tech. The Sales Services component, acquired in 2022, is anticipated to rebound in 2024, potentially adding $9 million in new growth over the next couple of years, particularly targeting the B2B software and tech market. * Customer Care: Revenue for this segment decreased by 4.4% to $11.85 million in Q2 2025 but showed a slight increase of 0.1% to $24.85 million in H1 2025. Operating income decreased due to higher technology costs, partially offset by lower labor costs. The company is leveraging its AWS Connect platform to pilot new AI tools and expand technical support, attracting new clients such as a prominent global luxury goods resale marketplace and a technology-driven vehicle safety device company. * Fulfillment Logistics Services: This segment's revenue decreased by 11.6% to $18.12 million in Q2 2025 and 5.1% to $37.90 million in H1 2025, primarily due to lower volumes from existing and lost customers. Operating income also declined. However, this segment is undergoing significant investment in new warehouse and order technology and facility upgrades. It has secured new clients, including a dynamic design marketplace and a top 15 financial services firm, and is poised to capitalize on trends like value-added fulfillment and e-commerce. ## Financial Health and Liquidity: A Disciplined Foundation Despite recent revenue pressures, Harte Hanks maintains a disciplined approach to financial management. As of June 30, 2025, cash and cash equivalents stood at $4.76 million. The company successfully extended its $25 million asset-based revolving credit facility with Texas Capital Bank (TICKER:TCBI) for an additional three years, now maturing on June 30, 2028. This facility includes an accordion feature for up to a $10 million increase in commitments. Crucially, Harte Hanks had no borrowings outstanding under this facility as of June 30, 2025, and after accounting for $1 million in outstanding letters of credit, retained $24 million in available borrowing capacity. The company remains debt-free. Net cash used in operating activities for the first half of 2025 was $5.67 million, an increase from $4.08 million in the prior year, primarily due to changes in other assets and current liabilities. Net cash used in investing activities decreased to $328 thousand in H1 2025 from $1.21 million in H1 2024, driven by lower capital expenditures. Financing activities provided $710 thousand in H1 2025, largely due to a $1.1 million recovery of short-swing profit from a shareholder.

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\ A significant financial event was the formal termination of Pension Plan I in June 2024, fulfilling a long-standing commitment. This involved a $38.2 million pension charge in Q2 2024, partially offset by a $10.1 million tax benefit, resulting in a net loss of $27.8 million for that quarter. Without this non-recurring charge, the company would have reported a net income of $300 thousand. The company expects to make a $2.2 million contribution to the qualified Pension Plan in 2025, with $0.8 million already contributed by June 30, 2025. ## Competitive Arena: Differentiating in a Crowded Market Harte Hanks operates in a competitive landscape against larger, more diversified marketing and customer experience conglomerates such as Omnicom Group (TICKER:OMC), Interpublic Group of Companies (TICKER:IPG), WPP plc (TICKER:WPP), and Publicis Groupe (TICKER:PUBGY). While these rivals boast extensive global reach, broader service portfolios, and often stronger financial metrics like revenue growth and profitability margins, Harte Hanks carves out a specialized niche. Harte Hanks differentiates itself through tailored, cost-effective solutions, particularly for mid-market clients and specific verticals like healthcare and retail. Its long-standing expertise in data strategies, including proprietary data hygiene and predictive modeling, offers a competitive edge, potentially leading to superior margins in data-intensive segments. The company's operational expertise in fulfillment, with a focus on print-on-demand and logistics, provides cost leadership and faster turnaround times, setting it apart from more generalized service providers. However, Harte Hanks' smaller scale can result in higher operating costs per client compared to the global efficiencies of a WPP (TICKER:WPP) or Omnicom Group (TICKER:OMC), potentially impacting margins. The company also faces vulnerabilities from potential technological gaps, which could lead to longer development cycles for digital tools compared to the rapid innovation of a Publicis Groupe (TICKER:PUBGY). Management acknowledges the impact of "labor arbitrage" in customer care, where clients may opt for lower-cost alternatives, intensifying competitive pressure.

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\ Despite these challenges, Harte Hanks is strategically positioning itself to leverage industry trends. The company's focus on AI adoption, particularly in customer care with AWS Connect, and its exclusive Medical Ailment Database, directly addresses the increasing demand for data intelligence and technology solutions. Its push into the B2B software and tech market through its Sales Services (now part of Marketing Services) and its ability to support smaller brands pulling back from mega-company ecosystems for fulfillment, highlight its strategic adaptability. ## Outlook and Growth Catalysts: The Path Forward Management expresses a "bullish" outlook for Harte Hanks' future, confident in having created a "growth system" through its transformation initiatives. While acknowledging that the revenue turnaround "won't follow a perfectly straight upward path" and anticipating "natural fluctuations and occasional declines" (such as a projected low to mid-single digit revenue decline for Q4 2024), the company expects accelerating pipeline growth to drive momentum into the second half of 2024 and beyond. Key growth catalysts include: * Sales and Marketing Transformation: The revamped sales organization and modern go-to-market strategy are expected to accelerate pipeline growth and improve conversion rates. The integration of the new Chief Customer and Data Officer is anticipated to enhance client conversations around data, analytics, and generative AI, leading to more closed business. * Strategic Partnerships: Harte Hanks is prioritizing partnerships as a material long-term growth driver, aiming for 30-40% of revenue indirectly from this source. Examples include collaborations leveraging AWS Connect for call center automation and partnerships with sales enablement consultancies. * Segment-Specific Growth: The Sales Services business (now part of Marketing Services) is expected to rebound in 2024, with potential for $9 million in new growth over the next couple of years. The Fulfillment Logistics Services segment anticipates a "stable to up year" in 2024, capitalizing on value-added fulfillment, influencer seeding, and loyalty programs. European operations are also projected to be a growth driver in 2025. * AI and Data-Driven Solutions: Integrated data and AI capabilities are expected to meet increasing client demand, offering shorter sales cycles and strong margins, particularly in the Marketing Services and Customer Care segments. * Cost Optimization: The $16 million in cost reductions from Project Elevate will enhance profitability and free cash flow, providing capital for strategic investments without compromising financial stability. ## Conclusion Harte Hanks is in the midst of a profound transformation, strategically repositioning itself for a future defined by data, AI, and customer-centricity. The "Project Elevate" initiative, spearheaded by new leadership and supported by significant investments in technology and sales, is systematically addressing past challenges and building a foundation for sustainable, profitable growth. While recent financial results reflect the ongoing transition and market headwinds, the company's debt-free balance sheet, disciplined cost management, and growing sales pipeline signal a positive trajectory. The core investment thesis for Harte Hanks rests on its ability to leverage its century-long legacy in customer experience with cutting-edge data and AI capabilities. Its specialized offerings and operational expertise provide a competitive edge against larger rivals, particularly in niche markets and value-added services. As the company continues to execute its strategic roadmap, integrating its technological advancements and expanding its market reach through partnerships and targeted initiatives, it is poised to unlock significant value for shareholders in the evolving customer experience landscape.