Thryv
SMB software platform combining CRM, marketing, scheduling and payments.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Thryv Holdings, Inc.
- Entity type
- COMPANY
- Founded
- 1986
- Headquarters
- United States
- Company size
- 1,001–5,000
- Market role
- MarTech Vendor
- Ticker
- THRY
- Official website
- thryv.com
What Thryv does
Thryv operates a hybrid SMB software and marketing services model. It creates value by bundling multiple business functions that smaller firms often buy separately—CRM, marketing automation, bookings, listings, reputation management, invoicing and payments—into one platform, then monetising additional workflow and lead-generation needs through managed search, SEO, local advertising and directory exposure. The business benefits from cross-selling software, payments and services into the same customer base, including customers inherited through acquisitions and legacy local marketing channels.
Category differentiation
Thryv is not just a digital directory or Yellow Pages brand; it is primarily an SMB software platform with payments and managed marketing services. It should also not be confused with a pure enterprise CRM vendor, because its focus is local and service-based small businesses.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Thryv is a public US software company that sells business management and customer acquisition tools to small and medium-sized businesses, especially local and service-based firms. Its core offering is a cloud platform that combines CRM, marketing automation, scheduling, listings management, reputation tools, invoicing and payments, with adjacent managed services for search, SEO and local advertising. The company also owns local directory media assets such as Yellow Pages and has expanded its SMB software footprint through acquisitions including Sensis and Keap. Thryv makes money through recurring SaaS subscriptions, payment processing, and service fees tied to managed marketing products, while also retaining some advertising and directory-related revenue streams. Its paying customers are SMB owners and operators rather than consumers, with the platform designed to help them acquire leads, manage customer relationships, run operations and collect payments from a single environment.
Company news briefing
Briefing updated:
Thryv maintains its focus on net profitability and SaaS customer longevity, despite ongoing market capitalisation pressures necessitating a quantitative goodwill impairment test. The company’s recent research reinforces its strategic emphasis on AI, revealing that while SMB adoption has risen to 66 per cent, a significant 70 per cent skills gap persists. Concurrent with these market efforts, Thryv improved its position to 53rd on the 2026 Top 100 Global Most Loved Workplaces list, highlighting a robust remote-first culture across its international operations.
Business model & monetisation
The core monetisation model is recurring SaaS subscription revenue from tiered platform plans. Thryv adds transaction-based revenue through integrated payment processing and invoicing, service-fee revenue from managed marketing products such as SEO and paid search, and advertising or listing-related revenue from directory and local media properties. Commercially, this is a blended model of software subscription, payment take-rate, and managed-service fees, with cross-sell and upsell across the product suite.
- Core SMB software subscriptions
- Software Subscription
- Managed marketing services
- Service Fee
- Payment processing
- Percentage Take-Rate
- Directory and local advertising
- Ad-Supported
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Service
Competitors & alternatives
- Ansira
Distributed marketing platform and services for brand-to-local networks.
- Awesome Motive
Bootstrapped WordPress software group with subscription plugins and media distribution.
- SOCi
Multi-location marketing software for enterprise brands and franchises.
- Synup
White-label agency software for local marketing, CRM and reporting.
- HubSpot
CRM and growth software platform for business teams.
Side-by-side comparisons
Subsidiaries & acquisitions
- Thryv Australia
SMB software platform for CRM, marketing, scheduling and payments.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
8-K Financial Filing Analysis for Thryv (2026-09-14)
financials · Recorded impact score: 4.6/5
On September 12, 2026, Thryv Holdings, Inc. entered into an Asset Purchase Agreement to divest its legacy directory operations to Coldwater YP, LLC, an affiliate of Carolwood, L.P., for $142 million in cash, subject to customary adjustments. The transaction encompasses the Yellow and White Pages print directories and their associated digital editions across the United States, Australia, and New Zealand, as well as Australia White Pages. This divestiture marks a major strategic milestone, allowing Thryv to shed its legacy marketing services footprint and fully transition into a pure-play SMB SaaS and software business.
- Entered into an Asset Purchase Agreement on September 12, 2026, to sell legacy directory assets for $142 million in cash.
- Divested assets include Yellow and White Pages print directories, digital directory editions in the US, Australia, and New Zealand, and Australia White Pages.
Thryv Joins 2026 Top 100 Most Loved Workplaces
Enterprise Resource Planning & HR · Recorded impact score: 1/5
Thryv Holdings, Inc., an AI-enabled small business marketing platform provider, was named to the Best Practice Institute’s 2026 Top 100 Global Most Loved Workplaces list. This is Thryv’s third consecutive year on the list; the company rose from #66 in 2025 to #53 in 2026. The ranking is based on BPI’s Love of Workplace Index®, which draws data from more than two million employees worldwide and evaluates employee sentiment across factors such as career advancement, values alignment, respect, collaboration, diversity and leadership. Thryv leadership highlighted the company’s remote-first culture and international teams across the U.S., Australia, Canada, the Dominican Republic and New Zealand. The article was published July 15, 2026.
- Thryv Holdings, Inc. earned a spot on the 2026 Top 100 Global Most Loved Workplaces list from the Best Practice Institute.
- This is Thryv’s third consecutive year on the Best Practice Institute list.
SMBs Increase AI Adoption; 70% Report Training Gaps
AI Adoption · Recorded impact score: 2/5
A July 10, 2026 press release summarizes the 2026 AI and Small Business Adoption Survey conducted by Thryv. The survey of 561 U.S. small and mid-sized business owners found AI adoption rose to 66% (from 55% a year earlier), while 70% of owners say they need more training to use AI effectively. Respondents reported measurable business benefits—70% said AI increased revenue and 55% said it reduced costs—while many are still relying on piecemeal training sources (ChatGPT, YouTube/social media, webinars). One-third of SMBs are spending more on AI than 12 months prior and 53% spend at least $100/month on AI tools. The release highlights a skills gap that vendors, training providers, and local marketing platforms will need to address as SMBs scale AI usage.
- Thryv’s 2026 AI and Small Business Adoption Survey polled 561 U.S. small and mid-sized business owners and decision-makers (all non-Thryv customers).
- AI adoption among U.S. small businesses rose to 66% in 2026, up from 55% a year ago.
Explore company relationships
Questions about Thryv
What is Thryv?
Thryv is a public software company that provides small businesses with CRM, marketing automation, scheduling, listings, reputation management, invoicing and payments tools.
Who uses Thryv?
Its main users are small and medium-sized businesses, particularly local and service-based firms that need customer acquisition, bookings, communications and billing tools.
How does Thryv make money?
It generates revenue from SaaS subscriptions, payment processing, managed marketing services and some advertising or directory-related products.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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