RightSpend (formally Beekman Associates)
RightSpend, formerly Beakman Associates, is a data-driven marketing procurement platform founded in 2001 that serves brand marketers globally. It delivers ROI-focused procurement analytics and supplier benchmarking, with US headquarters and APAC client services capability.
- Company typePrivate
- Founded2001
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What RightSpend (formally Beekman Associates) does
RightSpend, formerly known as Beakman Associates, is an online data-driven marketing procurement platform serving brands seeking advanced ROI on marketing investments. Founded in 2001 and headquartered in New York, the company operates with 11-50 employees and provides a platform that enables brand marketers to procure, benchmark, and optimize marketing spend across channels and suppliers. The firm's "data-driven" positioning indicates that core value is delivered through accumulated benchmarking data, supplier pricing intelligence, and procurement analytics accumulated over two decades of operation.
The company's business model centers on B2B enterprise services for brand-side marketing and procurement teams, supported by a global client services organization. Leadership includes a CEO (Iain Seers), Chairman (David Gilbertson), CFO (Dermot Hough), a VP-level Global Client Services Director, and an APAC Client Services Director, indicating a structured professional services overlay on top of the underlying platform technology. The firm has raised approximately $22.4 million across multiple funding rounds, with the most recent disclosed round in September 2020 led by LDC, a UK-based growth capital investor. Geographic presence extends beyond the US to include dedicated APAC client services capability.
Strategic positioning appears to combine elements of a SaaS procurement platform with embedded professional services — a hybrid model common in marketing procurement advisory. The rebrand from Beakman Associates to RightSpend reflects a deliberate repositioning around the platform's data-driven identity rather than the legacy advisory brand. Pricing model details, customer counts, and specific product feature sets are not disclosed in the available data, and the company website currently returns a verification page rather than public content, limiting transparency on the underlying platform architecture and technology stack.
RightSpend (formally Beekman Associates) firmographics
Firmographics- Name
- RightSpend (formally Beekman Associates)
- Website
- https://rightspend.com
- Company type
- Private
- Founded year
- 2001
- Headcount range
- 11–50 employees
- Short description
- RightSpend, formerly Beakman Associates, is a data-driven marketing procurement platform founded in 2001 that serves brand marketers globally. It delivers ROI-focused procurement analytics and supplier benchmarking, with US headquarters and APAC client services capability.
- Ownership category
- akta.pro rank
Where RightSpend (formally Beekman Associates) is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
RightSpend (formally Beekman Associates) business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
RightSpend (formally Beekman Associates) product offering
Product offeringCore offering
RightSpend is an online, data-driven marketing procurement platform that helps brands analyze, benchmark, and optimize marketing spend to deliver advanced ROI. The platform provides intelligence on marketing investment decisions, enabling brand marketers to make procurement and allocation choices backed by performance data.
Differentiator
Problem solved
Functional benefit
Products and services
- RightSpend Marketing Procurement Platform An online, data-driven marketing procurement platform that helps brands analyze marketing spend, benchmark investments, and optimize ROI across marketing activities. Designed for brand marketers seeking performance-based procurement decisions.
Companies that use RightSpend (formally Beekman Associates)
Customer profileIdeal customer profiles1 record
RightSpend (formally Beekman Associates) technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
RightSpend (formally Beekman Associates) partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights3 records
RightSpend (formally Beekman Associates) competitors and assessment
Company assessmentBroad incumbents
- Coupa Software: Coupa is a large spend-management and procurement platform with marketing-specific modules. It competes with RightSpend for brand-side marketing-procurement budgets, though Coupa's strength is general enterprise procurement rather than marketing-specialist workflows.
- MediaOcean: MediaOcean is a large, established ad-tech platform spanning media planning, buying, and operational workflow for brands and agencies. While broader than RightSpend's procurement focus, both serve brand-side marketing-operations needs and compete for CMO procurement and media-management budgets.
Direct peers
- MediaMath: MediaMath is a demand-side platform (DSP) used by brands to buy and optimize digital media programmatically. It overlaps with RightSpend on brand-side media procurement and ROI accountability, though MediaMath focuses on execution while RightSpend focuses on procurement governance.
- Marin Software: Marin Software provides a cloud-based platform for managing digital advertising spend across channels, helping brands optimize ROI on paid media. Like RightSpend, it is a data-driven platform focused on brand-side marketing procurement and ROI measurement.
- Ebiquity: Ebiquity is a marketing-media investment analytics firm that helps advertisers optimize agency and media spend. It is closely comparable to RightSpend as a specialist in independent, data-driven marketing procurement and media benchmarking.
- Analytic Partners: Analytic Partners provides marketing ROI analytics and performance measurement for brands, helping CMOs justify spend. It is a close functional peer to RightSpend's procurement-led, data-driven approach to brand marketing investment.
- Ipsos MMA (Marketing Management Analytics): Ipsos MMA offers marketing-mix modeling and procurement analytics for brands seeking ROI accountability. It directly competes with RightSpend on the analytics-driven marketing procurement thesis.
Others
- ISBA (Incorporated Society of British Advertisers): ISBA is a UK trade body representing brand advertisers, producing benchmarks and frameworks for media procurement. While not a commercial peer, its work overlaps with RightSpend's data-driven procurement remit and serves a similar buyer community.
- Procurement Leaders: Procurement Leaders is a membership and intelligence community for senior procurement executives, including marketing procurement leaders. It is thematically adjacent to RightSpend's buyer base and category focus rather than a direct competitor.
Emerging players
- Mediahawk (by Impax Media): Mediahawk is a media-audit and benchmarking firm for brands, providing independent measurement of media and agency performance. It overlaps with RightSpend's procurement-services positioning, though smaller in scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
RightSpend (formally Beekman Associates) social profiles
Digital presenceRightSpend (formally Beekman Associates) financial estimates
Financial estimateRevenue estimate
Valuation estimate
RightSpend (formally Beekman Associates) leadership team
Management profileNumber of profiles
Profiles5 records
RightSpend (formally Beekman Associates) funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RightSpend (formally Beekman Associates) M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RightSpend (formally Beekman Associates)
What does RightSpend (formally Beekman Associates) do?
RightSpend is an online, data-driven marketing procurement platform that helps brands analyze, benchmark, and optimize marketing spend to deliver advanced ROI. The platform provides intelligence on marketing investment decisions, enabling brand marketers to make procurement and allocation choices backed by performance data.
When was RightSpend (formally Beekman Associates) founded?
RightSpend (formally Beekman Associates) was founded in 2001. It employs 11 to 50 people.
Where is RightSpend (formally Beekman Associates) based?
RightSpend (formally Beekman Associates) is headquartered in New York, United States, in the North America region.
Who are RightSpend (formally Beekman Associates)'s main competitors?
Broad incumbents on record are Coupa Software and MediaOcean. Direct peers are MediaMath, Marin Software, Ebiquity, Analytic Partners and Ipsos MMA (Marketing Management Analytics). Others are ISBA (Incorporated Society of British Advertisers) and Procurement Leaders. Mediahawk (by Impax Media) is listed as an emerging player.
Does RightSpend (formally Beekman Associates) have an API?
No public API is recorded for RightSpend (formally Beekman Associates).