Thryv NASDAQ: THRY unveiled its Thryv Growth Platform, a new AI-enabled offering designed to help small and midsize service businesses improve digital visibility, manage leads and measure marketing returns.
Chairman and CEO Joe Walsh said the platform reflects recurring customer concerns about fragmented marketing tools and uncertain advertising results. Thryv has long served local businesses including plumbers, lawyers, dentists and chiropractors, he said, many of which are trying to manage multiple software and marketing products while operating their businesses.
“The ambitious ones that want to grow and want to scale their businesses up are constantly tinkering, trying to figure out how to solve this wasted advertising problem,” Walsh said. He said the new platform is intended to give business owners more control while also allowing Thryv, AI tools or service providers to handle certain tasks.
Digital score, AI content and lead prioritization
The platform centers on a Digital Marketing Score intended to identify areas that may be limiting a company’s online presence. During the demonstration, Crystal Reese of Thryv’s product team used an HVAC contractor example in which the system identified incomplete business listings, missing business hours and missing Google Business Profile photos.
According to Reese, the score ranks recommended actions based on a business owner’s goals. The platform can assess an existing website or use AI to generate a new site, including its layout, copy and structure. It also offers AI-generated review responses and social-media content that customers can review and edit before publishing.
The Growth Platform collects leads from calls, forms and messages, then uses AI to assign a score based on buying intent. The lead information can be sent into a customer’s existing customer relationship management system, along with AI-generated summaries and recommended action items.
Reese said Thryv’s approach is designed to complement, rather than replace, the CRM systems already used by customers. Walsh later said that accommodating existing websites, CRMs and other tools has been important to reaching larger businesses that may be reluctant to switch core systems.
“Bring the website you have, bring the CRM you have, bring whatever you’re already doing,” Walsh said. “We’ll plug into it, make it easy for you so you don’t have a root canal, and we’ll help you get more leads.”
Reported beta results
Thryv said users in the beta and early release period have closed leads 1.5 times faster and generated up to 40% more revenue per client using the platform’s AI lead insights. Chief Product Officer Rees Johnson said the company had scored 2.7 million leads from November 2025 into 2026.
Johnson said Thryv compared 416,000 new clients with an AI lead score against 121,000 without one, and found that customers using the functionality converted leads at a 50% higher rate and produced 40% more revenue per client. He also said 35,000 Marketing Center customers are eligible for the functionality.
Thryv featured a customer testimonial from Mordecai of Mister Mini Split, a ductless heat-pump installer in New York’s Hudson Valley. Mordecai said the business had generated more than $600,000 in revenue during the year with assistance from the Thryv Growth Platform, representing a more than fivefold increase. Johnson said the customer’s reported revenue increase was measured over the same three-month period year over year.
Johnson said Mister Mini Split increased its lead volume by 85% across channels and improved its local search placement from outside the top 17 to first place in its market. He also said the company’s reported lead close rate rose from 10% to more than 85%.
Self-service model and service add-ons
The platform includes a self-service purchasing option, allowing customers to select software packages and sign up without a sales call. Walsh said Thryv offers a free version and a $99-per-month option, while the company expects its business advisors to focus on customers spending $400 per month or more.
President Grant Freeman said Thryv’s sales focus for larger prospects includes businesses with five or more employees and at least $750,000 in annual revenue. The company has built lead-scoring and routing processes to identify prospects that fit those characteristics, he said.
Ben Kaplan, senior vice president of product management and growth, said the platform is designed to support both smaller self-service customers and businesses with more complex needs. He said the company observed increasing customer engagement during the beta period, though he did not provide conversion figures for free trials.
Customers can also purchase “Boosts” separately from the core software subscription. These add-on services can include generating more leads, managing social advertising, responding to reviews, building websites and ongoing website optimization. Walsh said the services can be adjusted or paused, which may be useful for seasonal businesses.
Freeman said Thryv’s AI budget-optimization capability can shift customer marketing spending toward media channels producing the highest-scored leads. The company also plans to introduce industry benchmarking features in a subsequent release, Johnson said.
Marketing Center transition and partnerships
Freeman said Thryv will sell the Growth Platform to all new customers going forward, replacing Marketing Center as the company’s primary offering for new sales. Existing Marketing Center customers will migrate to the new platform over time, according to Walsh, who said customers would retain existing functionality while gaining additional features.
Walsh also said the new platform could support Thryv’s recently announced partnerships with Wix and Ooma, as well as potential future partnerships. He said the free trial could be offered to customers through partners, providing them an opportunity to use the product before entering a sales discussion.
About Thryv (NASDAQ:THRY)
Thryv Holdings, Inc NASDAQ: THRY is a software and technology solutions provider focused on helping small- and medium-sized businesses manage customer relationships, marketing and communications, appointments and payments through a unified platform. Headquartered in Dallas, Texas, the company delivers cloud-based software designed to simplify administrative tasks and enable business owners to engage with customers across multiple channels.
At the core of Thryv's offerings is its flagship Thryv software platform, which combines customer relationship management (CRM) tools, automated marketing and social media management, online scheduling, invoicing and payment processing.
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