In Carnegie, New Heritage Capital

May 12, 2021BUSINESS WIRECarnegie Dartlet (“Carnegie”), a New Heritage Capital portfolio company, announced it has merged with Underscore.  This combination brings together Carnegie’s innovative enrollment marketing and strategy services with Underscore’s Slate CRM development, optimization and student search business to offer a full enrollment strategy solution for its combined customers.

“This merger offers partner institutions of both companies the opportunity to optimize their recruitment operations through a customized integration of their CRM and marketing efforts,” said Joe Moore, CEO of Carnegie.  “The combined offerings will be a welcomed, cost-efficient solution for clients who are ready to search differently.”

Underscore’s co-founder and CEO, Scott Novak, who will continue to lead the Underscore business added, “We are thrilled to be joining forces with Carnegie.  With our combined capabilities, we are now able to meet the full-suite of enrollment needs of our higher education customers.”

Carnegie has pushed the boundaries of higher education marketing since its founding in 1985, offering custom solutions and innovations in digital marketing, lead generation, research, strategy, and creative. Since its beginning in 2017, Underscore has established itself as higher education’s premier Slate CRM partner.  The merger further demonstrates Carnegie’s commitment to providing industry-leading marketing and enrollment solutions that help its university partners connect with the right students.

Nickie Norris, Senior Partner at New Heritage Capital, added, “We could not be more excited to partner with Scott Novak and the entire Underscore team.  The two companies share a unique culture – focused on crafting high-yield, personalized solutions to address the unique needs of each of their customers.  We look forward to continuing to invest in the growth of the combined company.”

About Carnegie Dartlet

Carnegie Dartlet is a leading provider of strategic marketing solutions for the higher education market. Carnegie Dartlet offers a comprehensive range of solutions including customized research, creative and content development, digital marketing campaign execution, and lead generation services.  Through its highly customized offering and high-touch approach, Carnegie has earned a reputation for delivering high-yield enrollment marketing solutions.  For more information about Carnegie Dartlet, visit

About New Heritage Capital

New Heritage Capital is a Boston-based private equity firm with a twenty-year history of partnering with growing, middle market, founder-owned businesses.  Through its innovative minority recapitalization and growth equity structures, Heritage helps founders achieve personal liquidity and the capital necessary to spur growth, while at the same time allowing founders to maintain control of their business. With decades of experience managing growth, Heritage gives its partners the strategic, operational, and financial guidance to help its companies reach their growth objectives. To learn more, visit

Start typing and press Enter to search