PSQ Holdings, the NYSE-listed payments and financial infrastructure company, has agreed to sell its direct-to-consumer baby products business EveryLife for $5.5m in cash as it sharpens its focus on its core FinTech operations.
Under the definitive agreement, FreeHold Brands will acquire EveryLife for gross cash proceeds of $5.5m, before transaction fees and customary adjustments. The transaction is expected to close by 30 September 2026, subject to standard closing conditions.
The divestment follows PSQ Holdings’ decision to classify EveryLife as a discontinued operation from the third quarter of 2025, reflecting its strategy of exiting non-core businesses and concentrating on payments and financial infrastructure.
PSQ said the sale will add non-dilutive cash to its balance sheet while completing its exit from direct-to-consumer retail. The company said the proceeds will strengthen its capital position without issuing additional equity, allowing it to focus exclusively on its payments and consumer financing platform serving highly regulated industries. Because EveryLife is already reported as a discontinued operation, the transaction is not expected to affect continuing operations. FullSend Partners acted as financial adviser on the sale.
PSQ Holdings provides payments and financial infrastructure for businesses, political campaigns and non-profits operating in highly regulated sectors that have historically faced limited access to traditional financial services.
PSQ Holdings chairman and CEO Dusty Wunderlich said, “We are a payments and financial infrastructure company. The signing of this agreement marks an important step in our plan to keep our focus on the core fintech business while monetizing an asset that is no longer central to our long-term goals…”
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