United Online Sells MyPoints.com

United Online closed on the sale of its loyalty marketing service MyPoints.com in an all-cash deal of $13 million. The Woodland Hills Internet service provider closed on the deal with Prodege, LLC, in El Segundo, on April 19. Prodege operates multiple customer engagement brands with its flagship business Swagbucks, a site for providing deals, coupons and cashback rewards to its members. MyPoints is a program that allows members to earn and redeem points for their online activities. “The completion of the competitive sales process for MyPoints marks another major milestone in our ongoing evaluation of strategic alternatives to maximize value for our shareholders,” said interim Chief Executive Jeff Goldstein in a prepared statement. This is the third business that United Online has sold off in the last nine months. In August, the company divested Classmates.com for $30 million to Intelius Holdings Inc., in Bellevue, Wash. Earlier this month, it sold StayFriends to Ströer Content Group GmbH, a German provider out-of-home and online advertising services. Shares closed down 17 cents, or 1.5 percent, to $10.86 on the Nasdaq.