Thryv Holdings Investor update

Here's what's happening in small businesses right now. The search world that built a generation of contractors is disappearing. Google, AI, everything is shifting, and most SMBs don't even know it yet, or they're already losing visibility because their competitors figured it out first. That's the problem that we're solving with the Thryv Growth Platform. We're building a system that helps small businesses understand the health of their business in the new world and that actually do something about it. Not manually, but systematically with AI doing the work while they run their business. Let me show you what that looks like through the eyes of an HVAC owner. This is the Digital Marketing Score, our unified performance signal. The system has identified exactly what's dragging this business down. Business hours aren't listed, the Google Business Profile is missing photos, and key listings are incomplete.

These aren't guesses. This is the data. For an HVAC contractor right now, these gaps mean they're invisible to AI, and that means a phone call they won't get, a lead their competitor wins instead. The score does one thing. It tells the business owner what to fix first. Stack ranked by their own goals. No noise, just signal. Everything the score told us to fix, AI helps you fix it without starting from scratch. Start with the website, here's something important. We meet businesses where they are. Already have a site you love? We score it and track its performance so you know exactly how it's doing in an AI-driven search and what to improve. You stay in control of your business.

If you want, AI builds you a new one, the layout, the copy, the structure, all generated for this HVAC business and built to score well in AI search. No designer, no copywriter. The business owner reviews it, makes the edits they want, and publishes a site that works on desktop, tablet, and mobile. Either way, your site, your call, and a clear score telling you how it performs. You get to optimize what you already have or start with a beautiful turnkey website solution. On your site, you're showcasing your reviews. Watch how those reviews come in, AI drafts the response. The business owner reads it, tweaks it if they want, and approves. Every review answered, every time, and that responsiveness is exactly what AI models and search engines reward.

Social, AI generates the image and writes the caption, content that actually fits your brand. The business owner reviews, edits if needed, and it's live across their channels. There's no additional headcount, there's no blank page, that's the magic. AI generates the work your business needs to grow, you stay in control. The website's live, reviews are answered, and social is posting. All of that visibility does exactly what it's supposed to do. You show up in AI search, consumers trust you because your listings are updated, your social proofing is real, the phone starts ringing, leads start coming in. When we head back to this dashboard, the AI Lead Insights widget is right at the top telling you where to start. Leads from calls, forms, messages, every single one scored by AI for buying intent.

We don't just collect your lead. We tell you which ones matter, this is already working. SMBs using this feature are seeing up to 40% more revenue per client. That's money in the bank, there's no guessing. For this one, AI has already read the message, summarized what they need, identified the action item, surfaced the score. AI does all of this. If you don't want to just see your most recent, here's the full list. Every lead, every score, all in one place. This one, not ready yet. The system deprioritizes it. Here's the power. You don't waste your time chasing every lead. You focus on the ones that are actually worth your time, the high-intent ones that close, that's where 40% comes from. Your improved website, your listings, your social presence, they're all bringing in the leads.

This scores them so you know exactly where to focus. From every call, form, and message that comes in, the system is reading it and scoring it. That's converting more leads into closes because the business owner is talking to the right person at the right time. We're also making it incredibly simple to plug into the systems SMBs already use. One click, and now the score leads are flowing into their CRM automatically. The lead comes with the intent score, the AI summary, and the action items already attached. Here's the key. We're not competing with these tools. We're coming alongside and amplifying the value those solutions are providing to their customers. The scored lead with the AI summary and the action items attached, that makes their CRM better. We're elevating the data flowing into their systems. We're solving the whole funnel, not forcing them into one tool.

Here's what's different. Most marketing platforms bury ROI in reports. Not transparent. We elevate it to the visibility view so the small business owner sees exactly how their spend brings them a return on investment. This is the funnel. Impressions, clicks, leads, all attributed by channel, and it projects ROI in dollars. When an HVAC service business sees their investment working, they start closing one and a half times faster on those leads. They see it. They understand why the investment is working. Most platforms don't show it. It gets buried. It's not transparent, and we do it without requiring them to buy everything from us. It's based on a projected attribution and integrations with their existing tools, and that's what no one else is doing. Here's something new for us. You can buy your software from Thryv on your own, right here in the product.