Mission Statement, Vision, & Core Values of Thryv Holdings, Inc. (THRY)

You're looking at Thryv Holdings, Inc. (THRY) mid-pivot, where its core principles are being tested as the company shifts from legacy marketing to a software-first model, evidenced by Q3 2025 SaaS revenue hitting $115.9 million, a 33% jump year-over-year. That kind of growth is defintely a win, but when software now makes up 58% of total revenue, the old 'Yellow Pages' DNA has to evolve fast to keep up with the new tech reality. So, how do a Mission Statement focused on empowering small businesses and a Vision built on being a premier partner translate into clear, actionable Core Values that support a business with a full-year 2025 revenue consensus of $784.94 million facing a tough market?

Thryv Holdings, Inc. (THRY) Overview

If you're looking at Thryv Holdings, Inc. (THRY), the direct takeaway is that this is a company in a deliberate, multi-year transition, successfully pivoting from its legacy print and digital directory roots to a high-growth Software as a Service (SaaS) model. It's a classic transformation story: shedding the old to embrace the new, but still relying on that deep, existing customer base to fuel the change.

The company's history is defintely one of evolution. It was formed through the 2017 merger of Yellow Pages giants Dex Media and YP Holdings, but the real shift came with the 2019 rebrand to Thryv, focusing on its flagship software platform. They've taken decades of relationships with small-to-medium-sized businesses (SMBs) and channeled that into a modern, all-in-one digital solution.

The core offering is the Thryv platform, a comprehensive tool for local business automation (LBA). Think of it as a single hub for everything an SMB needs to manage customers and grow, which is a huge time-saver. As of the latest reporting, the company's full-year 2025 revenue guidance points to total sales between $783 million and $788 million (midpoint of $461.5M SaaS and $324M Marketing Services guidance), showing the scale of their ongoing operation.

• Manage customer relationships (CRM).
• Handle online scheduling and invoicing.
• Process payments via ThryvPay.
• Automate marketing and social media.
• Manage online reputation with AI-powered tools.

Near-Term Financial Performance: Q3 2025 Highlights

The third quarter of 2025, ending September 30, tells the story clearly: the SaaS engine is running hot, even as the legacy Marketing Services business winds down. Consolidated total revenue for Q3 2025 hit $201.56 million, a solid beat over analyst consensus. Here's the quick math on where the growth is coming from.

The SaaS segment is the star, reporting revenue of $115.9 million for the quarter, which is a massive 33% increase year-over-year. This growth is both organic and acquisition-driven, but the key is the increasing value per customer. SaaS Average Revenue Per Unit (ARPU) climbed 19% year-over-year to $365. That's how you build a sticky, profitable software business.

To be fair, the traditional Marketing Services revenue was $85.7 million in Q3 2025, which is expected to continue its planned decline as the company focuses on its higher-margin software business, with a full exit planned by the end of 2028. Still, the overall net income for the quarter was positive at $5.65 million, a significant turnaround from a large loss a year ago. The company ended the quarter with 103,000 SaaS subscribers, a 7% increase, showing consistent client adoption.

Leading the Small Business Automation Market

Thryv Holdings, Inc. is positioning itself as the leading sales and marketing platform for small businesses, a market that is fragmented and underserved by enterprise-level software. Their hyper-focus on the local plumber, the HVAC specialist, or the small legal firm gives them a competitive edge, as they offer an out-of-the-box solution that just works-no custom app building required.

They're not just a software vendor; they are a full-spectrum business partner for the SMB owner. This is why their platform is often described as the 'leading small business marketing and software platform'. Their strategy is simple: integrate everything an SMB needs into one platform, making it easy to manage time, clients, and money. This deep integration is a form of customer stickiness that is hard for competitors to replicate.

If you want to understand the full scope of this transformation and the strategic advantages they hold in the LBA space, I suggest you find out more below: Thryv Holdings, Inc. (THRY): History, Ownership, Mission, How It Works & Makes Money

Thryv Holdings, Inc. (THRY) Mission Statement

You're looking for the bedrock of Thryv Holdings, Inc.'s strategy, and that starts with its mission. While they don't print a single, catchy slogan on a coffee mug, their mission is clear: to be the essential partner for small and medium-sized businesses (SMBs), simplifying their operations and driving their growth through technology. This mission is the lens through which every decision, from product development to capital allocation, is made, and it's critical for you to understand it because it dictates their long-term value creation.

The company's history, which spans over 125 years from its Yellow Pages roots, shows a constant evolution, but the core focus on local commerce has remained defintely. Today, that focus is executed through their all-in-one software platform (SaaS), which is why their financial commitment to this segment is so telling. In the second quarter of 2025, Thryv reported SaaS revenue of $115.0 million, a strong 48% increase year-over-year, demonstrating where their resources and strategic energy are focused.

Here's the quick math: when a company is successfully transitioning its business model, the mission acts as the compass. Thryv's mission breaks down into three core, actionable components that directly translate into their financial performance and market position.

• SaaS revenue growth is the ultimate measure of mission success.

For more insights into how these strategic moves affect their balance sheet, you should check out Breaking Down Thryv Holdings, Inc. (THRY) Financial Health: Key Insights for Investors.

Core Component 1: Empowering Small Businesses (SMBs)

The first and most fundamental component of the Thryv mission is empowering SMBs to compete and win in a digital-first world. This isn't just about providing software; it's about leveling the playing field against larger competitors by giving small business owners the same tools-customer relationship management (CRM), scheduling, and payments-in a single, affordable platform.

This commitment is evidenced by their client base and the value they derive. As of the end of the second quarter of 2025, Thryv served 106 thousand SaaS clients globally. This large number of clients, many of whom are migrating from traditional Marketing Services, shows the platform's accessibility and utility. The company is strategically focused on increasing the value each client gets, which is why their SaaS monthly Average Revenue per Unit (ARPU) reached $352 in Q2 2025.

The platform's integrated payment solution, ThryvPay, also highlights this focus on operational simplicity for SMBs. In Q2 2025, ThryvPay processed a total payment volume of $90 million, which is a concrete example of how the software is deeply embedded in the day-to-day financial transactions of their clients. They want their customers to spend less time managing software and more time serving their own customers.

Core Component 2: Delivering Innovative SaaS Solutions

The second pillar is a relentless focus on delivering innovative, high-quality Software as a Service (SaaS) solutions. For a technology company, innovation isn't a buzzword; it's a capital investment decision. Thryv's commitment here is to develop and integrate cutting-edge features, like AI-powered marketing automations, that address the evolving needs of their small business users.

What this estimate hides is the underlying cost of maintaining a high-quality, integrated platform, but the financial results show they are executing efficiently. The SaaS Adjusted Gross Margin for the second quarter of 2025 was a robust 74.0%, a strong indicator of the unit economics and the quality of the software itself. A high gross margin like this suggests they are scaling a profitable software business and not just acquiring low-value clients.

The platform's continuous development is what keeps clients engaged, and the data supports this. In Q2 2025, their Seasoned Net Revenue Retention (NRR) was 103%, excluding the Keap acquisition. An NRR over 100% means that existing clients are not only staying but are also buying more products and services, a clear vote of confidence in the quality and innovation of the Thryv platform.

Core Component 3: Driving Client Growth and Efficiency

Finally, the mission is anchored in driving measurable growth and efficiency for their clients. The ultimate success of Thryv is tied directly to the success of the small businesses they serve. This component is about translating their software features into tangible business outcomes-more appointments, better customer communication, and faster payments.

The company's strategic focus on this is evident in their Q3 2025 performance, where SaaS revenue grew by 33% year-over-year to $115.9 million. This growth is fueled by their ability to sell more products to their existing base, which makes the client's business more efficient. For example, the number of clients using two or more Thryv SaaS products increased significantly in Q2 2025, demonstrating that the platform is becoming more central to their operations.

This focus on client success also aligns with Thryv's own internal culture. Being named to Newsweek's list of Top 100 Global Most Loved Workplaces for 2025 suggests a supportive, purpose-driven culture, which is essential for delivering the high-touch support that small businesses need to truly grow. A motivated workforce is defintely better equipped to help clients achieve their growth targets.

Thryv Holdings, Inc. (THRY) Vision Statement

You're looking at Thryv Holdings, Inc. (THRY) and trying to figure out what drives their strategy, which is smart. A company's vision isn't just a poster on the wall; it's the blueprint for capital allocation and operational focus. While Thryv doesn't publish a single, formal vision statement, their mission and actions clearly point to one aspiration: to be the premier partner for small businesses, giving them the technology, support, and resources they need to win.

This vision is less about abstract goals and more about concrete transformation, specifically their shift from a legacy Marketing Services business to a high-growth Software as a Service (SaaS) platform. Here's the quick math: the SaaS segment is the future, evidenced by its Q3 2025 revenue hitting $115.9 million, a 33% year-over-year increase, even as consolidated total revenue only rose by 12%.

The Mission: Fiercely Devoted to Local Business Success

The mission statement is the daily commitment: At Thryv, we're a team fiercely devoted to the success of local businesses. Our focus is helping small businesses compete, win, and succeed today and into the future. This is the bedrock of their strategy. It's why they're intentionally winding down the lower-margin Marketing Services division-which is still expected to generate just over $300 million of revenue in 2025-to focus on the higher-margin SaaS product.

The goal isn't just to sell software; it's to make small businesses competitive against the big guys. This focus is what allowed them to increase their SaaS client base to 106 thousand by the end of Q2 2025, a 25% jump year-over-year. That's a serious commitment to a cause. You can explore more about the market's reception to this strategic shift by Exploring Thryv Holdings, Inc. (THRY) Investor Profile: Who's Buying and Why?

Simplifying Operations with an All-in-One Platform

The first pillar of Thryv's inferred vision is providing an all-in-one platform that simplifies business operations. This is the core product, designed to help small business owners manage their time, communicate with clients, and get paid-all from one dashboard. It's about control.

The financial results show this is resonating. SaaS revenue, the lifeblood of the platform, grew from $111.1 million in Q1 2025 to $115.0 million in Q2 2025, and then to $115.9 million in Q3 2025. The average revenue per unit (ARPU) for SaaS clients also climbed to $352 per month in Q2 2025, up 19% year-over-year in Q3, which suggests customers are finding enough value to buy more services. That's a defintely strong signal of product-market fit.

Driving Engagement Through Innovative Marketing Solutions

The second pillar is delivering innovative marketing solutions that drive customer engagement. This is where the company maps near-term opportunities to clear actions, specifically by leveraging artificial intelligence (AI). Thryv introduced new AI-powered features in early 2025 to boost marketing efficiency for its users.

This innovation translates into higher client spending and retention. The Seasoned Net Revenue Retention (NRR)-a key metric showing how much revenue is retained or grown from existing customers-was 103% in Q2 2025 (excluding Keap), an increase of 900 basis points year-over-year. Here's the quick math: NRR over 100% means existing customers are spending more than the revenue lost from customers who churned. They are keeping clients and upselling them successfully.

Exceptional Support: Making Money a By-Product of Helping People

This third pillar of the vision-offering exceptional support and guidance-is directly tied to a core value: MAKING $. IS A BY-PRODUCT. OF HELPING PEOPLE. This isn't corporate filler; it's a commitment to customer success that underpins their entire business model. The company knows that if a small business owner fails, Thryv loses a subscription.

This value is reflected in the growth of their payment processing solution, ThryvPay, which saw its total payment volume reach $90 million in Q2 2025, up 13% year-over-year. You don't get that kind of payment volume growth unless you are deeply integrated into your clients' revenue streams and helping them close transactions. The focus on client devotion is a long-term economic strategy.

Core Values in Action: Long-Term Thinking and Integrity

Thryv's remaining core values solidify their strategic direction, particularly ACT. THINK. LONG. TERM. WITH PASSION. & INTEGRITY. This is the realist part of their transformation. They are willing to take a short-term hit on consolidated revenue-which was $210.5 million in Q2 2025, a 6% year-over-year decrease-because they are strategically shedding the legacy Marketing Services revenue to build a more valuable, long-term SaaS business.

The other values-INVEST. IN OUR. PEOPLE. and OWN THE PLACE. ACT LIKE. YOU.-are about building a culture that can execute this difficult transition. A net income of $5.7 million in Q3 2025 shows they are managing the transition to maintain profitability, not just chasing growth at any cost. What this estimate hides is the continued decline in the legacy business, but the long-term play is clear: a higher-margin, more scalable SaaS company.

Thryv Holdings, Inc. (THRY) Core Values

As a seasoned financial analyst, I see Thryv Holdings, Inc.'s (THRY) core values not as corporate platitudes, but as a direct map to their strategic execution and financial performance. The company's commitment to its values-especially during its transition to a Software-as-a-Service (SaaS) model-is what drives the robust growth we're seeing in its high-margin segments.

You need to know how a company's culture translates to its bottom line, and for Thryv, their values are clearly reflected in their 2025 results, like the Q2 SaaS revenue hitting $115.0 million, a 48% jump year-over-year. That's a defintely strong indicator of a value-driven business model.

Client Devoted

Being Client Devoted means Thryv is maniacally focused on the success of the small business owner, which is the heart of their mission. This value is why they invest heavily in their platform to ensure their clients can compete and win in a digital-first world.

Their commitment shows up in the numbers: Thryv ended the second quarter of 2025 with 106 thousand SaaS clients, a 25% increase from the previous year. Plus, the SaaS monthly Average Revenue per Unit (ARPU) reached $352 in Q2 2025, which tells you existing clients are finding more value and adopting more products.

• SaaS client count grew 25% year-over-year.
• ARPU hit $352 in Q2 2025.
• The Exploring Thryv Holdings, Inc. (THRY) Investor Profile: Who's Buying and Why? piece further details how this client base drives investor interest.

A concrete example of this devotion is the Grow 2025 conference held in October 2025, a dedicated event for small business owners to receive hands-on training and strategic insights, including the latest on AI-powered growth tactics. They are giving their clients the tools to succeed, plain and simple.

Making $. is a By-Product of Helping People

This value is a powerful translation of their mission: profit follows purpose. For Thryv, the purpose is empowering local businesses. This mindset ensures that every product decision is centered on client utility, not just immediate monetization.

Here's the quick math: Thryv's consolidated total revenue for Q2 2025 was $210.5 million, but the real story is the high-margin SaaS revenue growing to $115.0 million. This growth is a direct consequence of helping small businesses manage their customer relationships, appointments, and payments more efficiently through the Thryv platform.

The company recently launched Thryv for HVAC, a vertical-specific software solution built with powerful automations tailored for the home services industry. This specialized focus on a high-value customer segment is a perfect example of helping a specific group of people first, and the resulting higher-margin revenue is the by-product.

Invest in Our People

Thryv operates as a global, remote-first company, and their commitment to their employees is evidenced by their culture. They understand that a motivated, supported team is essential for delivering the complex software solutions their clients rely on.

In June 2025, Thryv was named to Newsweek's Top 100 Global Most Loved Workplaces, securing spot #66. This recognition is based on direct employee input, highlighting a culture of trust and respect. Investing in people means providing a supportive environment, which ultimately reduces turnover and maintains the high-quality service needed for a 103% Seasoned Net Revenue Retention rate in Q2 2025.

Under Promise, Over Deliver

In the financial world, this value translates to setting conservative guidance and then beating it. It builds credibility with the market and shows a disciplined operational approach. Thryv has demonstrated this realism throughout 2025.

After a strong first half, the company raised its full-year guidance. For the full year 2025, they updated their SaaS Adjusted EBITDA guidance to a range of $70.5 million to $73.5 million, up from prior estimates. This increase in the profitability forecast for their core growth engine is a clear sign of over-delivering on their operational targets.

Act & Think Long Term with Passion & Integrity

This value underpins the entire digital transformation of Thryv, moving from a legacy Marketing Services business to a SaaS leader. Thinking long-term means making tough, strategic decisions now for a more profitable future.

The company's investment in innovation, such as the introduction of AI-enabled marketing software in November 2025, is a long-term play to solidify their platform's competitive edge. Furthermore, they are actively managing their capital structure, reducing net debt by $24 million in the second quarter of 2025, which effectively eliminated two years of required amortization payments under their new term loan facility. That's a long-term financial move to increase flexibility and secure future growth.