Thryv executives highlighted a 34% year-over-year increase in SaaS revenue for the full year 2025, along with a 16.8% SaaS adjusted EBITDA margin. Management described 2025 as a transition year, moving away from legacy print and marketing services toward software-as-a-service offerings.

The company’s Marketing Center product grew by more than 50% year over year, more than doubling its revenue in 2025. Leadership noted the Keap acquisition bolstered bottom-of-funnel and lifecycle marketing capabilities, added engineering talent and accelerated development of a unified growth platform.

Thryv plans to launch its AI-powered platform in 2026, built around an integrated CRM and automation layer that supports onboarding, AI-driven insights and customer expansion. The go-to-market strategy will evolve to a hybrid model, combining self-service for entry-level customers with a sales focus on higher-value tiers.

Chief Technology Officer Sean Wechter outlined a partner-driven, experiment-based AI approach, using a “bullets versus cannonballs” methodology to test and scale effective tools. Initiatives include ambient AI workflows that automate tasks such as appointment rescheduling and lead management for small business customers.