What Madwire does

Madwire is a privately held, family-founded technology company headquartered in Fort Collins, Colorado, that provides an integrated marketing and business management software platform — branded Marketing 360 — to small and mid-sized businesses across the United States and Canada. Founded in 2009 by JB Kellogg and his father, the company operates a horizontal SaaS-plus-services model in which the same platform is offered under both DIY (self-serve) and DIFM (managed service) subscription tiers, supported by an in-house team of Marketing Success Managers, Content Specialists, Designers, Ad Specialists, and Video Pros. The product portfolio extends beyond Marketing 360 to include Websites 360 (bundled site builder), Top Rated Local (reputation management with a proprietary five-pillar Rating Score), SpaceCraft (white-label website platform for franchises and agencies, acquired October 2019), and a Payments module integrated with Stripe (launched 2020). The company also operates Small Business Benefits, a marketplace launched in 2021 with Chalice Network, bundling payroll, HR, accounting, and lending services from partners such as Paychex (Oasis), BenefitHub, 1-800Accountant, UPS, and Office Depot.

The underlying platform is a cloud-based suite comprising CRM, scheduling, email and SMS marketing (Nurture), social media management, multi-channel advertising (including Google Local Services Ads integration), SEO and content performance tracking (Content), reputation management, and unified payments. Distribution combines direct sales with a dedicated DIFM service team, an exclusive Canadian channel partnership with Torstar Corporation (covering ~30,000 Canadian SMBs), a SpaceCraft partner program for agencies and franchises, a Gravity Forms plugin for the Payments app, and the Chalice Network SMB benefits marketplace. Co-founder JB Kellogg has publicly cited revenue above $100M and a base of more than 20,000 paying SMB subscribers, supported by 600+ employees and an Austin engineering office inherited via the SpaceCraft acquisition. The company has appeared on the Inc. 5000 list for eight consecutive years, was named to D.A. Davidson's Herd Top 100 Private U.S. Tech Companies in 2021, and has been recognized by ColoradoBiz Magazine as a Top 50 Family-Owned Company for 11 consecutive years. Capital structure includes prior debt and equity rounds — a $5.5M round (2014), a $2M round (2015), and a $16M growth facility from CIBC Innovation Banking in 2019 — with a 2024 capital event involving Granite Creek Partners, while remaining founder- and family-controlled without a disclosed controlling private equity sponsor.

Name

Madwire

Legal name

Madwire, LLC

Website

https://madwire.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Madwire, founded in 2009 and based in Fort Collins, Colorado, provides the Marketing 360 SaaS platform and managed services to small and mid-sized businesses across the United States and Canada, bundling website building, CRM, payments, advertising, and reputation management.

Ownership category

akta.pro rank

Product category

SMB Marketing Software

NAICS

Advertising Agencies (541810), Software Publishers (5132), Media Buying Agencies (54183)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industries

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB), Performance Marketing Automation & Bid Management Services (MPAAACAM), Reputation Management & Online PR (BPAFADAN)

Keywords

• SMB marketing software
• Business management platform
• Digital marketing services
• CRM software
• Reputation management software

Headquarters

HQ city

Fort Collins

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Revenue: Subscription-based revenue from Marketing 360 platform with both DIY (Do-It-Yourself) and DIFM (Do-It-For-Me) plans at various price tiers. SpaceCraft acquisition added complementary SaaS DIY plans to expand subscriber base and capture more market share.
2. Payment Processing: Transaction-based revenue from payment processing through Marketing 360 Payments app integrated with Stripe. Facilitates tens of millions of consumer interactions monthly.
3. Professional Services: Managed marketing services provided by dedicated team of Marketing Success Managers, Content Marketing Specialists, Designers, Ad Specialists, and Video Pros for DIFM customers

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Madwire develops and sells the Marketing 360® all-in-one SaaS platform for small and medium-sized businesses, unifying website building, CRM, payment processing, scheduling, email/SMS marketing, social media management, advertising (including Google Local Services Ads), SEO/content marketing, reputation management, and analytics. The platform is sold via DIY self-serve subscriptions and DIFM managed-service subscriptions backed by a 600+ person team, with additional white-label distribution through SpaceCraft and a partner marketplace via Small Business Benefits.

Product overview

Madwire is a technology company providing business management and marketing software and services for SMBs and franchises. The core product is Marketing 360, an all-in-one marketing and business management platform that unifies website building, payment processing, CRM, scheduling, email/SMS marketing, social media management, advertising, SEO/content marketing, reputation management, and analytics. The platform is available as DIY (Do-It-Yourself) or DIFM (Do-It-For-Me) options. Supporting products include Websites 360 (bundled website builder), Top Rated Local (reputation management), and SpaceCraft (acquired website platform for partners). The platform facilitates tens of millions of consumer interactions monthly for over 20,000 businesses in the US and Canada. Small Business Benefits, launched in 2021, extends the ecosystem to include employee benefits and back-office services through strategic partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Marketing 360®: All-in-one marketing platform for small businesses providing website design, CRM, email marketing, social media management, reputation management, multi-channel digital advertising, content marketing, and payment processing.
• Websites 360®
• SpaceCraft™
• Top Rated Local®
• Small Business Benefits

Products and services

• Marketing 360 All-in-one cloud-based marketing and business management platform for small and medium-sized businesses. Provides website building, CRM, payment processing, scheduling, email/SMS marketing, social media management, multi-channel advertising (including Google Local Services Ads), SEO and content marketing, reputation management, and analytics under DIY self-serve and DIFM managed-service subscription plans.
• Websites 360 Website building and hosting platform bundled with Marketing 360, enabling SMBs to build, edit, and maintain business websites integrated with their marketing, CRM, and payments data.
• Top Rated Local Reputation management software that ranks local businesses based on a proprietary Rating Score built on five customer-experience pillars (quality, value, timeliness, experience, satisfaction) and helps businesses monitor and respond to online reviews.
• SpaceCraft Cloud-based website building platform acquired by Madwire in October 2019 that serves as the partner-focused brand offering white-label and co-branded websites for franchises, marketing agencies, business consultants, industry associations, and schools.
• Small Business Benefits Digital marketplace and network launched in partnership with Chalice Network that bundles employee benefits, payroll, HR, retirement, insurance, marketing, and accounting resources for small businesses through strategic partners such as Oasis (Paychex), BenefitHub, 1800Accountant, UPS, and Office Depot.

Quantifiable outcome

• 3-year growth of 94.02%
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature10 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Chalice NetworkcoreStrategic or Co-development Partner · 13 July 2021Partnership with Chalice Network to launch Small Business Benefits - powerful network and digital marketplace offering resources from employee benefits and payroll to marketing and accounting. Strategic partners include Oasis (Paychex), BenefitHub, 1800Accountant, lending partners, UPS, and Office Depot.
• 1-800 AccountantcoreGTM or Marketing Partner · 7 May 2021Partnership brings advisory, bookkeeping, and tax services to Madwire/Marketing 360 clients. Also provides existing 1-800Accountant clients access to Marketing 360 software. Represents paradigm shift bringing value-added services directly to client base.
• Torstar CorporationcoreChannel Partner/ Reseller/ Distributor · 20 April 2020Exclusive partnership with Toronto-based Torstar Corporation to bring Marketing 360 software to Canadian SMB market. Torstar gained exclusive access to market Marketing 360 across Canada to their roster of about 30,000 small businesses. Partnership followed successful pilot program.
• StripecoreTechnology or IntegrationGlobal payments processing platform partnership. Stripe provides enterprise-grade payment infrastructure enabling Marketing 360 Payments with digital wallets (Apple Pay, Google Pay), e-commerce, retail, and service business support. Integration went live within 4 months.
• GooglecoreTechnology or IntegrationGoogle Local Services Ads (LSA) integration through Marketing 360 Ads app enables SMBs to drive exclusive leads through pay-per-lead advertising. Platform monitors LSA performance and optimizes campaigns.
• Be the GiftminorOthersColorado nonprofit providing practical assistance to single mom homeowners in need of home repair. Madwire partners annually for holiday gift program - 5 consecutive years of partnership providing gifts for moms and children.
• United Way of Larimer CountyminorOthersAnnual fundraising campaign partnership. 2023 campaign raised $9,775 for United Way through various team events including spaghetti lunch, corn hole tournament, ping pong tournament, pickleball tournament, and 50/50 raffle.
• Convoy of HopeminorOthersHumanitarian aid organization partnership. Madwire team packed 600 hygiene kits for Denver Dream Center through Convoy of Hope's distribution network to homeless shelters and food banks.
• DigitalMarketerminorGTM or Marketing PartnerCo-host partnership for webinar series. DigitalMarketer Content Strategist Becky Zieber and Director of Content Marketing Amanda Powell co-hosted webinar with JB Kellogg on testimonial lifecycle strategies.
• World Trade Centre TorontominorGTM or Marketing PartnerRAP Webcast Series partnership where JB Kellogg presented 5 effective marketing strategies for small business success in 2021.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Squarespace: Squarespace provides website building, email marketing, scheduling, and commerce for SMBs and creatives — directly competing with Websites 360 and Marketing 360 for design-conscious small businesses.
• Constant Contact: Constant Contact provides email marketing, social, and basic marketing automation primarily for small businesses and nonprofits, directly overlapping Marketing 360's email/social/reputation offering for the same SMB segment.
• GoDaddy: GoDaddy provides website building, domain, marketing, and commerce tools aimed at very small businesses, overlapping directly with Madwire's Websites 360, CRM, and SMB marketing bundles across similar customer segments.
• Wix: Wix is a leading SMB website builder that has expanded into CRM, email marketing, bookings, and payments — a direct horizontal competitor to Marketing 360's website + business management bundle for SMBs.
• Mailchimp: Mailchimp (Intuit) is a leading SMB email marketing and marketing automation platform with website, landing page, and CRM capabilities — competing for the same DIY SMB segment as Madwire's Nurture, Social, and Content apps.
• HubSpot: HubSpot offers an all-in-one CRM, marketing automation, sales, and customer service platform for SMBs and mid-market — directly competing with Marketing 360 across CRM, email, social, ads, and website tools, but with a stronger freemium/PLG motion.
• ActiveCampaign: ActiveCampaign offers email marketing, marketing automation, CRM, and sales engagement for SMBs — overlapping significantly with Marketing 360's Nurture, CRM, and Ads apps for small business customers.

Emerging players

• Yodle / Web.com: Web.com (parent of Yodle and Network Solutions) provides SMB website, SEO, and digital marketing services with a managed-service approach — a near-twin of Madwire's DIFM SMB marketing model, though smaller in scale.
• Square / Block: Block's Square ecosystem combines SMB payments, point-of-sale, and growing software/marketing tools (Square Marketing, Appointments) — comparable to Madwire's Marketing 360 Payments + scheduling + SMB marketing bundle, especially in retail/service SMBs.

Broad incumbents

• Salesforce: Salesforce's Marketing Cloud, Account Engagement (Pardot), and Starter Suite target SMB and mid-market with CRM and marketing automation — a broader incumbent whose SMB-focused tiers overlap with Marketing 360's capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/marketing360
• Xx.com/madwire
• Facebookfacebook.com/Madwiremedia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors4 records

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

M&A2 records

Investments

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

Frequently asked questions about Madwire