Thryv
“Can a legacy Yellow Pages publisher transform into the financial and operational OS for service-based SMBs by embedding payments, financing, and CRM into a single platform?”
Thryv originated from the 2017 merger of legacy Yellow Pages publishers Dex Media and YP Holdings, inheriting a large print-directory business in secular decline. The company rebranded to Thryv in 2019 and aggressively pivoted to a SaaS model, building an all-in-one platform (CRM, reputation management, scheduling, payments) for service-based SMBs. Embedded finance — via ThryvPay for payment processing, Wisetack-powered consumer financing, and a Fora Financial working capital partnership — became a key revenue layer as the company sought to deepen platform stickiness and monetize its existing SMB customer base. The Australian acquisition broadened geographic reach while the core US business continued shifting revenue mix from legacy marketing services toward recurring SaaS fees.