When Criterions joined Volaris Group in 2019, it marked the beginning of a transformative journey for the healthcare software company. With the retirement of the founders and the arrival of new leadership, the company entered a phase of renewal and growth under the Volaris umbrella. Mitchell Martin, who became the General Manager of Criterions in 2022, reflects on how the acquisition has propelled the business to new heights.
Transitioning Leadership with a Long-Term Vision
Criterions was founded as a robust healthcare software solution, but by the time Volaris acquired it, the company faced challenges that required strategic intervention. One of the founders retired in 2022, and the remaining founder transitioned out in mid-2024 after supporting the business for three and four years respectively. With experience in the software industry and a recommendation from a former colleague already at Volaris, Martin brought fresh energy to the organization. His early priorities included reversing a trend of year-over-year shrinkage by establishing a dedicated sales and marketing team, a move that is now driving significant growth.
Leveraging Volaris’ Best Practices
One of the most unexpected and invaluable aspects of joining Volaris has been the sharing of best practices across its network of companies. As part of a group that includes several healthcare-focused businesses, Criterions gained access to a wealth of industry-specific knowledge.
“Having more healthcare companies as part of the mix is invaluable.” – Mitchell Martin, GM of Criterions Software, Inc.
This collaborative environment has allowed Criterions to implement proven strategies while contributing its own expertise to the collective knowledge pool.
Enhanced Resources and Operational Transparency
Post-acquisition, Criterions has benefited from Volaris’ extensive resources. Access to professional legal and HR support has streamlined operations, enabling the company to manage contracts more effectively and improve hiring and onboarding processes.
Additionally, Volaris’ commitment to transparency has been a game-changer for the Criterions team. Employees now have visibility into the company’s performance metrics, fostering a deeper understanding of business principles and their role in driving profitability and growth.
Strengthening Customer Relationships
Under Volaris’ ownership, Criterions has also enhanced its customer engagement. The company is building “customer intimacy” by developing deeper relationships and assigning executives to specific clients. This hands-on approach ensures tailored service and demonstrates Criterions’ commitment to understanding and meeting its clients’ unique needs.
A Turnaround Story: From Decline to Double-Digit Growth
Before Mitchell’s arrival, Criterions was experiencing declining revenues. However, with the backing of Volaris and a renewed focus on sales and marketing, the company is on track for double-digit growth by 2025. This turnaround is a testament to the synergies created through the acquisition and the disciplined, long-term investment philosophy that Volaris brings to its portfolio companies.
Opportunities for Talent Development
Beyond business growth, Criterions employees have gained access to a broader network within the Melville Group, fostering both personal and professional development. Sharing expertise with sister companies not only enhances leadership qualities but also strengthens the group as a whole.
Learning from others facilitates your own personal growth, while sharing your expertise helps others to grow.”
– Mitchell Martin, GM of Criterions Software, Inc.
Looking Ahead
As Criterions continues to stabilize its product and invest in its future, the company’s leadership is optimistic about what lies ahead. With a new technical leader driving continuous improvement, the foundation is set for sustained innovation and success. Volaris’ ongoing support ensures that Criterions remains disciplined and aligned with its growth objectives.
When asked what he would say to other businesses considering a sale to Volaris, Martin is unequivocal:
“Volaris takes a unique approach with the companies they acquire. If their philosophy aligns with your future plans, give it full consideration.” – Mitchell Martin, GM of Criterions Software, Inc.
