Marigold

What Marigold does

Marigold (legally Iris Holdings L.P., d/b/a Marigold) is a privately-held marketing technology company headquartered in Nashville, Tennessee, that delivers a SaaS portfolio of email marketing, automation, and CRM-integrated communications platforms. Following the November 24, 2025 divestiture of its enterprise software business—including Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker, and Grow—to Zeta Global Holdings Corp. for up to $325 million in aggregate consideration, the remaining Marigold entity focuses on small and mid-sized organizations through three sub-brands. Campaign Monitor serves small businesses and agencies via a self-serve, product-led entry point; Emma targets higher education institutions, nonprofits, franchises, and growing multi-location businesses via demo-driven sales; and Vuture serves professional services firms with CRM-integrated, data-driven communications delivered via assisted sales.

Marigold's underlying technology stack spans Generative AI Services (producing text, imagery, audio, and source code within platform-defined constraints), API-based integration connectors (permitted to link third-party social platforms including Twitter, Facebook, LinkedIn, and Instagram), automated abuse-detection systems for phishing, spam, and fraud, and a defence-in-depth security program with externally audited certifications published via the Marigold Trust Portal. The company operates data processing infrastructure in the United States, United Kingdom, European Union, and Australia, and maintains certified compliance with the EU-U.S., UK Extension, and Swiss-U.S. Data Privacy Frameworks, GDPR, and CCPA/CPRA. In April 2026, Marigold reinforced its AI and product posture with two senior leadership appointments: Elizabeth Smalley as Chief AI Officer and Pat Jenakanandhini as Chief Product & Technology Officer.

Marigold's revenue model is built on annual subscription SaaS fees with tiered plans set per Ordering Document, supplemented by Professional Services (onboarding, specialized support, customizations, design/project work) and usage-based overage fees triggered when customers exceed SMS short/long-code transmissions or Liveclicker request thresholds. Subscription fees are non-cancelable and non-refundable for the Order Term, supporting predictable recurring revenue, while free trials are offered on a limited, revocable basis as a freemium entry point. Distribution operates through a hybrid go-to-market: product-led growth via Campaign Monitor's storefront, demo-driven field sales for Emma and Vuture, and a global sales-led motion led by a Chief Revenue Officer (Sales Led). Pricing is quote-based and not publicly disclosed; tier structure is set per Ordering Document with annual billing cadence.

Name

Marigold

Legal name

Iris Holdings L.P.

Website

https://meetmarigold.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Marigold is a Nashville-based SaaS marketing technology firm providing email and CRM-integrated communications (Campaign Monitor, Emma, Vuture) to small and mid-sized organizations. After its late-2025 divestiture to Zeta Global, the firm is refocusing on SMB customers with new AI capabilities.

Ownership category

akta.pro rank

Product category

Marketing Automation Software

NAICS

Software Publishers (513210), Software Publishers (5132), Advertising Agencies (541810), Advertising Material Distribution Services (54187), Advertising Material Distribution Services (541870)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

akta.pro secondary industries

Marketing Automation Operations for Demand Gen (Email/CRM Workflows) (BPAFAKAM), Player Account Management (PAM), CRM & Loyalty Platforms (MPAEAKAF), Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Email marketing automation
• Marketing technology software
• Customer relationship marketing
• Personalized email campaigns
• SaaS marketing platform

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Subscription SaaS fees: Recurring subscription fees based on Subscription Plan tiers selected on Ordering Documents; fees are non-cancelable and non-refundable for the Order Term, with quantities that cannot be decreased during the relevant term.
2. Professional Services: Fees for Professional Services including Specialized Support Services, onboarding, customer-specific customizations, and Custom Works (e.g., design or project work); require additional fees per Ordering Document or SOW.
3. Overage / usage fees: Where Customers exceed Subscription Plan limits or Ordering Document scope, Company may charge overage fees; SMS short-code / long-code transmission usage and Liveclicker Requests above defined thresholds are subject to additional charges.
4. Free Trial accounts: Free trials may be offered on a limited, non-exclusive, non-transferable, revocable basis for evaluation purposes; Company can terminate free trials at any time in its sole discretion.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Core offering

Marigold sells SaaS marketing technology through three core sub-brands: Campaign Monitor (email marketing and automation for small businesses and agencies), Emma (brand-governed email campaigns with governance controls for higher education, nonprofits, franchises and multi-location businesses), and Vuture (personalized data-driven communications with real-time CRM integration for professional services firms). The offerings include generative AI capabilities, multi-channel delivery, and a shared security and privacy program administered via the Marigold Trust Center.

Product overview

Marigold is a SaaS relationship and marketing intelligence company that delivers a portfolio of email, SMS, loyalty, and customer-experience marketing solutions. Following the November 2025 sale of its enterprise software business (Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker, Grow) to Zeta Global, the remaining Marigold entity is positioned around three core sub-brands targeted at small and mid-sized organizations: Campaign Monitor (email marketing and automation for small businesses and agencies), Emma (brand-governed email for higher education, nonprofits, franchises, and growing multi-location businesses), and Vuture (CRM-integrated, data-driven communications for professional services firms). The portfolio is unified by a shared security and privacy program (administered via the Marigold Trust Center) and a common Acceptable Use Policy and Services Agreement that govern generative AI, SMS, email, and Liveclicker-style experiences across the products.

Differentiator

Problem solved

Functional benefit

Brands

• Campaign Monitor: Email marketing and automation platform built for small businesses, agencies, and marketing teams; flagship small/mid-size product under Marigold.
• Emma
• Vuture

Products and services

• Campaign Monitor

Quantifiable outcome

• Projected client ROI increase from 6x to more than 10x via Zeta integration of Marigold's enterprise business
• +3 more outcomes

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature6 records

Partnerships

Three partnerships are on record, tiered strategic (via zeta global partnership that now encompasses former marigold enterprise), strategic (via zeta global — athenas ai marketing platform built on openai technology) and flagship / transformational.

• Palantir Technologiesstrategic (via zeta global partnership that now encompasses former marigold enterprise)Technology or Integration · 1 April 2026Seven-year strategic partnership between Zeta Global (which acquired Marigold's enterprise business) and Palantir Technologies involving integration of Zeta's Data Cloud with Palantir's Foundry platform, with performance incentives for Palantir.
• OpenAIstrategic (via zeta global — athenas ai marketing platform built on openai technology)Technology or Integration · 1 January 2026Strategic collaboration between Zeta Global and OpenAI to power the Athena AI marketing platform, which spans the Audience, Campaign, and QA agents now operating across the former Marigold enterprise customer base.
• Zeta Globalflagship / transformationalStrategic or Co-development Partner · 24 November 2025On November 24, 2025 Zeta Global completed its acquisition of Marigold's enterprise software business — including Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker and Grow — for up to $325 million. Zeta raised its 2025 revenue guidance to $1.289–$1.292 billion and 2026 guidance to at least $1.73 billion on closing, with projected client ROI increase from 6x to more than 10x. The two organizations now share AI/data infrastructure and customer bases (incl. Fortune 500).

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• GetResponse: Email marketing, automation, webinar and CRM platform focused on SMBs and mid-market. Comparable to Campaign Monitor in target buyer, self-serve entry, and bundled marketing-automation value proposition.
• Klaviyo: Public SMB/mid-market email and SMS marketing automation platform with strong product-led adoption. Directly comparable to Campaign Monitor in target customer, core email/SMS functionality, and self-serve GTM motion.
• Mailchimp (Intuit): Flagship SMB email marketing platform, now owned by Intuit. Direct competitor to Campaign Monitor in the small-business and agency segment, with similar ease-of-use positioning and a self-serve entry point.
• ActiveCampaign: SMB and mid-market email marketing automation and CRM platform. Closely comparable to Campaign Monitor and Emma in customer profile (growing businesses, multi-location) and automation-led value proposition.
• Brevo (formerly Sendinblue): SMB-focused email, SMS and marketing automation suite serving small businesses and mid-market organizations. Directly comparable to Campaign Monitor and Emma in customer profile and multi-channel marketing functionality.
• Constant Contact: Long-standing SMB email and digital marketing platform with strong presence among small businesses, nonprofits, and associations. Comparable to Campaign Monitor (SMB) and Emma (nonprofits/franchises) in target segments and product positioning.
• dotdigital: Email and cross-channel marketing automation provider with particular strength in retail, travel and B2B segments. Comparable to Vuture in serving relationship-driven organizations and to Emma in multi-location brand governance.

Broad incumbents

• HubSpot: Broader CRM and marketing automation suite that includes email marketing as part of a wider platform. Competes with Marigold's full portfolio but at a different scale and price point, often displacing point solutions like Campaign Monitor and Emma in growing accounts.
• Salesforce Marketing Cloud: Enterprise marketing platform spanning email, SMS, social, advertising and loyalty. Competes with the enterprise Marigold brands that were divested to Zeta Global and increasingly down-market against Vuture and Emma in mid-market accounts.

Emerging players

• Omnisend: Ecommerce-focused email and SMS marketing automation platform. Comparable to Campaign Monitor in self-serve SMB email, with a sharper ecommerce ICP and a similar ease-of-use story.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/meet-marigold
• Facebookfacebook.com/MarigoldEngage

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marigold