Thryv
A software-as-a-service company providing customer management, marketing, communications, and reputation tools for small businesses.
Last updated August 24, 2026
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Overview
Thryv is a United States-based software-as-a-service company focused on helping small businesses manage customer relationships, marketing, communications, and online reputation. The company developed from the consolidation of legacy Yellow Pages businesses and later repositioned itself around a cloud software platform for local and independent businesses. The business was formed through the 2017 merger of Dex Media and YP Holdings. Both predecessor organizations were associated with Yellow Pages publishing and local business advertising. Their traditional operations included printed directories, business listings, and search tools, but the growth of mobile search and digital discovery weakened the long-term role of print directories. Thryv's strategic response was to move beyond directory publishing and offer software intended to help merchants attract prospects, convert them into customers, and manage ongoing interactions from a single system. The company's software proposition combines customer relationship management with marketing and operational functions. Depending on the product configuration, businesses can use Thryv tools to organize contacts, communicate with customers, manage online listings and reviews, schedule appointments, accept payments, and automate parts of their marketing activity. This integrated approach is aimed particularly at small businesses that may not have dedicated marketing, information-technology, or customer-service teams and therefore prefer a unified platform rather than multiple specialized applications. Thryv publicly emphasized its software identity through a corporate rebrand on July 15, 2019, naming the company after its flagship software product. The rebrand marked a transition from the identity of a Yellow Pages publisher toward that of a digital business-services provider. The company reported approximately $1.4 billion in revenue and $35.5 million in profit for 2019, according to the cited reference material, while the scale of its historical directory operations remained an important part of its background. In October 2020, Thryv Holdings became a public company through a direct listing on Nasdaq under the symbol THRY. At the time, the company reported serving approximately 40,000 software-as-a-service clients. The listing gave the software strategy a public-market identity while preserving the company's connection to a large local-business customer base developed through its earlier directory and advertising activities. In June 2020, it also reported $1.3 billion in revenue over the preceding twelve-month period; that figure reflects the time context and should not be treated as a current financial measure. Thryv has also pursued partnerships intended to extend the value of its platform for small businesses. In February 2021, it announced an arrangement with Lendio through which Thryv subscribers could access Paycheck Protection Program loans and other small-business financing resources. This initiative connected the software platform with financing support during the economic disruption associated with the COVID-19 period. The company is headquartered in Dallas, Texas, and its principal operating footprint is in the United States. Its positioning is centered on practical, integrated software for local and small businesses rather than on enterprise-scale technology infrastructure. Thryv's continuing challenge is to grow recurring software revenue while managing the legacy economics and brand history of the Yellow Pages businesses from which it emerged.
History
Thryv's history is rooted in the transformation of the United States local advertising industry. Its predecessor businesses were associated with Yellow Pages publishing, printed directories, business listings, and search services that connected consumers with local merchants. As consumers moved toward mobile devices, search engines, and online discovery, the traditional directory model faced sustained pressure. Local businesses increasingly needed digital marketing, customer communication, and reputation-management tools rather than only a printed listing. The company that became Thryv was formed in 2017 through the merger of Dex Media and YP Holdings. Dex Media had itself undergone a debt restructuring in 2016, illustrating the financial and strategic difficulties facing legacy directory publishers. The combined organization inherited a substantial local-business customer base and a large directory operation, reportedly publishing more than 1,700 Yellow Pages and White Pages directories along with online search tools. Following the merger, the business increasingly developed digital products intended to help local companies generate and manage demand. These products extended the relationship beyond advertising placement by addressing customer relationship management, marketing activity, online reputation, communications, scheduling, and payments. The broader goal was to make the company a recurring software provider for small businesses rather than primarily a publisher of directories. On July 15, 2019, the company adopted the Thryv name and placed its flagship software product at the center of its corporate identity. This rebranding represented a major strategic turning point: the business presented itself as a cloud software company while retaining the local-business relationships and operating experience accumulated through its Yellow Pages history. The company reported approximately $1.4 billion in revenue and $35.5 million in profit for 2019 in the cited reference material. Thryv Holdings entered the public market in October 2020 through a direct listing on Nasdaq under the symbol THRY. The company reported approximately 40,000 SaaS clients at the time. Its public-company status provided a new framework for evaluating the transition from legacy directory operations to software subscriptions and digital services. The company also reported $1.3 billion in revenue for the twelve months preceding June 2020, a historical figure that should be interpreted in its stated period rather than as a current result. In February 2021, Thryv announced a partnership with Lendio to provide subscribers with access to Paycheck Protection Program loans and other financing for small businesses. The initiative broadened the practical services connected to the platform during a period when many small businesses faced significant economic disruption. Thryv is headquartered in Dallas, Texas, and its principal business footprint is in the United States. Its modern identity is based on integrated SaaS for small businesses: a unified set of tools for attracting customers, communicating with them, managing appointments and transactions, and monitoring digital reputation. The company's historical significance lies in its attempted transition from Yellow Pages publishing to recurring cloud software and digital business services.
- 2021
Financing partnership with Lendio
[1]Thryv announces access to Paycheck Protection Program loans and other financing resources for subscribers through Lendio.
- 2020
Direct listing on Nasdaq
[1]Thryv Holdings becomes publicly traded on Nasdaq under the ticker THRY through a direct listing.
- 2019
Corporate rebrand to Thryv
[1]The company rebrands around its flagship software product on July 15, emphasizing SaaS and digital services over its directory-publishing heritage.
- 2017
Dex Media and YP Holdings merge
[1]The merger creates the business that subsequently adopts the Thryv identity and develops a software-centered strategy.
- 2016
Dex Media restructures its debt
[1]Debt restructuring at Dex Media formed part of the financial background to the later consolidation of legacy Yellow Pages businesses.
Products and positioning
An integrated cloud platform for small businesses that combines customer management, marketing, communications, reputation management, scheduling, and payments.
Small-business SaaS
Thryv software platform
Thryv's central cloud platform is designed to bring multiple small-business functions into one system. Its capabilities include customer relationship management, communications, marketing activity, online reputation management, appointment scheduling, and payments. The integrated model is intended for local businesses that need to manage customer acquisition and day-to-day interactions without assembling a large collection of separate software products.
Customer relationship management
Thryv CRM
Thryv CRM organizes customer and prospect information for small businesses and supports the ongoing management of customer interactions. It forms part of the company's broader platform approach, linking contact management with communications, marketing, scheduling, and service workflows rather than treating CRM as an isolated enterprise application.
Digital marketing
Thryv marketing and reputation tools
These tools help local businesses promote their services online and manage how they appear to prospective customers. The offering is associated with marketing automation, local business visibility, online reputation management, and customer communications. It reflects Thryv's effort to replace or complement traditional directory advertising with measurable digital services.
Brand decisions
2021
Partnership with Lendio for small-business financingOtherBackground
Small businesses were seeking emergency financing during the COVID-19 economic disruption, including support through the Paycheck Protection Program.
Action taken
Thryv announced that subscribers could access Paycheck Protection Program loans and other small-business financing through Lendio.
Aftermath
The partnership extended Thryv's value proposition beyond software and marketing into access to financing resources.
2020
Direct listing on NasdaqOtherBackground
Thryv was seeking public-market recognition for its transition from directory publishing to software and digital services.
Action taken
Thryv Holdings completed a direct listing on Nasdaq under the ticker THRY in October 2020.
Aftermath
The company became publicly traded while continuing to develop its small-business SaaS platform.
2019
Rebrand around the Thryv software platformStrategyBackground
The company emerged from Yellow Pages-related businesses at a time when local advertising was shifting from printed directories to online and mobile search.
Action taken
On July 15, 2019, it adopted the Thryv name and emphasized its flagship cloud software product as the center of the corporate identity.
Aftermath
The rebrand established the company's SaaS positioning while retaining its legacy local-business customer base.
Recent events
Thryv software launches in Australia[2]
Reported:
The rebrand coincided with the launch of Thryv software in Australia.
Thryv launches free ThryvPay app[3]
Reported:
Thryv announced that it had launched the free ThryvPay app for service-based businesses, which supports credit card and ACH payments.
Thryv raises 2021 SaaS revenue guidance[4]
Reported:
Thryv raised its 2021 SaaS revenue guidance range to $140–$145 million from the previously announced $139–$143 million. The guidance excludes the impact of the Sensis acquisition.
Thryv reports audited 2020 financial results[4]
Reported:
Thryv announced audited financial results for the fourth quarter and fiscal year 2020, consistent with its previously released preliminary and unaudited results.
- Unconfirmed
Thryv launches Thryv Adapt[5]
Thryv, with Yext and Zipwhip, announced Thryv Adapt, a version of Thryv’s cloud-based software for U.S. small businesses affected by the COVID-19 pandemic, offered on a “pay what you can afford” basis.
Sources5 sources
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