Helm
Helm is a Plymouth, Michigan-based brand marketing, engagement, and retail network services provider serving primarily automotive OEMs and Fortune 500 companies. It delivers branded merchandise, fulfillment, dealer field services, and AI-powered ProiQ software platforms to 80+ recognized brands.
- Company typePrivate
- Founded1943
- HeadquartersPlymouth, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Helm does
Helm is a Plymouth, Michigan-based provider of brand marketing, engagement marketing, and retail network services to primarily automotive OEMs and Fortune 500 enterprises, operating as a portfolio company of Banyan Technologies Group since the 2018 acquisition. The company delivers end-to-end programs spanning branded merchandise, eCommerce storefronts, supply chain and third-party fulfillment, dealer network field services, B2B rewards and incentive programs, and event marketing. Its customer base of more than 80 recognized brands spans nearly every major automotive OEM (Stellantis brands including Jeep, Ram, Dodge, Chrysler, Alfa Romeo, Fiat, and Mopar; plus Ford, GM, BMW, Audi, Volkswagen, Honda, Nissan, Jaguar, and Ducati), as well as consumer brands like Castrol. Operating from four U.S. locations — Plymouth (headquarters), Livonia (fulfillment/distribution center), Aliso Viejo (West Coast), and Owings Mills (East Coast) — Helm supports more than one million branded merchandise pieces delivered annually.
The company's productized technology is the ProiQ platform suite: EngageProiQ (AI-powered automated advertising and lead generation across email, text, web, and social with 40+ automated campaigns), RewardsProiQ (B2B rewards and incentive program management), and ConnectProiQ (field team management for multi-location businesses). These integrate with the OneSource Dashboard, which ingests 75+ daily data feeds for field operations, and a Business Intelligence platform providing predictive analytics, segmentation, and CRM monitoring. Sub-brands include Chatterspot (advertising automation) and LoopZero (sustainable apparel made from 100% recycled cotton). Integrations span eCommerce platforms (Magento, Shopify) and established CRM systems.
Helm's revenue model combines multiple streams: professional services fees for brand marketing and retail network programs, managed services and 3PL fees for fulfillment and supply chain, subscription/recurring revenue from software platforms, and transaction-based revenue from branded merchandise eCommerce storefronts. Pricing is bespoke and quote-based under multi-year enterprise contracts with no public rate cards. The go-to-market is enterprise sales-led with dedicated account teams and field-deployed support personnel; brand awareness is built through industry events (NADA, Jeep Beach, Easter Jeep Safari) and content marketing. Under Banyan Technologies Group ownership, with a new CEO appointed in 2024, Helm added 186 employees in 2024 (57.4% YoY growth), earned Inc. 5000 recognition in 2025, and was awarded an EcoVadis Silver Medal in 2022 (top 13% in industry) for sustainability.
Helm firmographics
Firmographics- Name
- Helm
- Legal name
- Helm, LLC
- Website
- https://helm.com
- Company type
- Private
- Founded year
- 1943
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Helm is a Plymouth, Michigan-based brand marketing, engagement, and retail network services provider serving primarily automotive OEMs and Fortune 500 companies. It delivers branded merchandise, fulfillment, dealer field services, and AI-powered ProiQ software platforms to 80+ recognized brands.
- Ownership category
- akta.pro rank
Helm industry classification
Industry- Product category
- Brand Marketing and Merchandising Services
- NAICS
- Business Support Services (5614), Direct Mail Advertising (54186), Custom Computer Programming Services (541511)
- SIC
- Services-Management Services (8741), Services-Prepackaged Software (7372), Services-Direct Mail Advertising Services (7331)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
- akta.pro secondary industry
- General Customer Service (Order/Account/Inquiries) (BPAAABAA)
Keywords
Where Helm is headquartered
LocationHeadquarters
- HQ city
- Plymouth
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Helm business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Brand Marketing Services: End-to-end merchandising and marketing solutions including eCommerce management, data-driven strategies, event activation, and branded merchandise programs. Revenue generated through service fees and product margins.
- Rewards and Incentives Programs: Custom B2B rewards and incentive software platforms, loyalty programs, and engagement solutions. Delivered as managed services or software-as-a-service.
- Retail Network Services: Field force employment, sales training, compliance support, and customer experience services for automotive dealer networks and franchise operations.
- Fulfillment and Supply Chain Services: Third-party fulfillment (3PF) including inventory management, warehousing, kitting, and distribution services.
- Branded Merchandise Sales: Sale of branded merchandise through eCommerce storefronts including apparel, accessories, and promotional products for automotive brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing based on program scope and service requirements |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Helm product offering
Product offeringCore offering
Helm delivers end-to-end brand marketing, branded merchandise, retail network support, custom rewards and incentives programs, and third-party fulfillment and supply chain services for enterprise clients — primarily automotive OEMs and franchised dealerships — enabled by its proprietary ProiQ AI-powered software suite (EngageProiQ, RewardsProiQ, ConnectProiQ) and Business Intelligence platform. The company combines technology, field operations, and physical fulfillment into a single-source custom solution for some of the world's most recognized brands.
Product overview
Helm operates as a tech-enabled business consulting and marketing services provider offering a unified platform architecture centered around its ProiQ software suite. The core portfolio includes three AI-powered solutions: EngageProiQ (automated advertising and lead generation), RewardsProiQ (rewards and incentive management), and ConnectProiQ (field team management). These platforms integrate with dedicated services including Retail Network Services, Brand Marketing Services, Engagement Marketing Services, and Business Intelligence Solutions. Helm also offers specialized offerings like Chatterspot (advertising automation), LoopZero (sustainable apparel), and the OneSource Dashboard (field operations analytics with 75+ data feed integration). The company serves automotive OEMs, franchised dealerships, and Fortune 500 companies with over 80 years of industry experience.
Differentiator
Problem solved
Functional benefit
Brands
- LoopZero: Fully sustainable apparel line made from 100% recycled cotton with zero water in fiber production, zero dyes or chemicals, and zero microplastics.
- RewardsProiQ
- EngageProiQ
- ConnectProiQ
- ProiQ
Products and services
- EngageProiQ AI-powered engagement platform that creates sales leads via email, text, web, and social media advertising and delivers automated digital marketing campaigns with two-way text communications for enterprise clients.
- RewardsProiQ AI-powered rewards and incentive software platform that enables performance-based incentive programs, loyalty programs, and rewards management for B2B and consumer engagement.
- ConnectProiQ Field team management platform that boosts transparency, improves forecasting, and drives stronger engagement by unifying disparate information across multi-location businesses.
- Brand Marketing Services End-to-end merchandising and marketing solutions including eCommerce management, data-driven strategies, event activation, branded merchandise, and supply chain management for enterprise brands.
- Retail Network Services Full-line retail network solutions including field force employment, sales training, customer experience support, specialized franchise network support, and incentive program delivery for automotive dealer networks.
- Engagement Marketing Services B2B rewards and incentive software combined with data management services enabling targeted email and SMS marketing to boost engagement, retention, and performance across multi-level sales ecosystems.
- Field Operations Services Nationwide recruiting, payroll services, insurance and benefits, onboarding training, and in-field training programs with customizable field structures and optimized territories for client networks.
- Business Intelligence Solutions Data analytics, reporting, and tracking solution combining data ingestion from multiple feeds, predictive analytics for forecasting and segmentation, and custom dashboards for CRM monitoring.
- LoopZero Sustainable Apparel Fully sustainable apparel line made from 100% recycled cotton featuring zero water in fiber production, zero dyes or chemicals, and zero microplastics, developed using closed loop methodology.
- Fulfillment and Supply Chain Services Third-party fulfillment (3PF) services including inventory management, warehousing, kitting, and distribution from the state-of-the-art Livonia distribution center, serving enterprise brand clients.
Quantifiable outcome
- Delivers over 1 million branded merchandise pieces annually
- +3 more outcomes
Companies that use Helm
Customer profileNamed customers19 records
Segments4 records
Ideal customer profiles3 records
Helm technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature5 records
Helm partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- StellantiscoreDeepened partnership in 2025 through new field support programs for Ram Small Business and Mopar Fleet initiatives. Helm serves as official merchandise provider for multiple Stellantis brands including Jeep, Ram, Dodge, Chrysler, Alfa Romeo, Fiat, and Mopar.
- RoadKill NightsminorPartnership for Helm's first national sweepstakes program, leveraging the RoadKill Nights automotive event platform for consumer engagement.
- Wichita State University Barton School of BusinessminorCollaborative research project creating data-driven consumer insights on extended warranties across multiple product lines. Students produce analysis and reports while Helm provides data and market access.
- Ford Motor CompanycoreAwarded Quick Lane Interior Elements program providing franchise infrastructure including furniture, fixtures, signage, point-of-sale displays, and store essentials. Helm oversees order processing, fulfillment, and inventory management.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Helm competitors and assessment
Company assessmentDirect peers
- Ansira: Marketing services firm specializing in franchised dealer network and channel partner programs; directly comparable in the automotive retail network services segment Helm serves.
- HALO Branded Solutions: Largest direct competitor in branded merchandise, promotional products, and corporate gifting programs; serves Fortune 500 enterprises with integrated marketing services and is the closest one-stop-shop comparable to Helm.
- 4imprint: Public promotional products distributor serving enterprise customers with branded merchandise; comparable in core product category but more narrowly focused on goods fulfillment versus Helm's broader services.
- Boundless: Enterprise branded merchandise and corporate gifting platform combining eCommerce storefronts, global fulfillment, and AI-enabled selection; comparable tech-enabled approach to Helm's brand marketing services.
- Stratis (formerly Communication Logistics): Brand logistics and promotional merchandise fulfillment provider serving enterprise marketing teams; directly comparable in kitting, warehousing, and 3PL services to Helm's fulfillment and supply chain business.
- Motivators: Promotional products and branded merchandise distributor with enterprise focus; comparable offering in the merchandise and marketing collateral fulfillment space.
Broad incumbents
- Blackhawk Network: Large-scale incentive, rewards, and payments network; broader portfolio but directly comparable in B2B rewards and incentive programs that overlap with Helm's RewardsProiQ offering.
- Omnicom Group: Global marketing holding company providing advertising, branding, and customer relationship management services; comparable as a broad incumbent competitor that large OEMs may select for brand marketing engagements.
- Dentsu: Global advertising and marketing services group; a broad incumbent that competes for automotive OEM brand experience mandates where Helm currently wins business.
Emerging players
- Tango Card: Digital rewards and incentive platform focused on B2B programs; comparable emerging player in the incentive technology stack that competes with RewardsProiQ for software-forward buyers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Helm social profiles
Digital presenceHelm compliance and trust
Trust signalCompliance2 records
Helm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Helm leadership team
Management profileNumber of profiles
Profiles6 records
Helm funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Helm M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Helm
What does Helm do?
Helm delivers end-to-end brand marketing, branded merchandise, retail network support, custom rewards and incentives programs, and third-party fulfillment and supply chain services for enterprise clients — primarily automotive OEMs and franchised dealerships — enabled by its proprietary ProiQ AI-powered software suite (EngageProiQ, RewardsProiQ, ConnectProiQ) and Business Intelligence platform. The company combines technology, field operations, and physical fulfillment into a single-source custom solution for some of the world's most recognized brands.
Is Helm a public or private company?
Helm is a private company. It is classified as private equity controlled and is currently operating.
When was Helm founded?
Helm was founded in 1943. It employs 101 to 250 people.
Where is Helm based?
Helm is headquartered in Plymouth, United States, in the North America region.
How does Helm make money?
Five revenue lines are on record. Brand Marketing Services are the primary driver. The others are rewards and Incentives Programs, retail Network Services, fulfillment and Supply Chain Services and branded Merchandise Sales.
Who are Helm's main competitors?
Direct peers on record are Ansira, HALO Branded Solutions, 4imprint, Boundless, Stratis (formerly Communication Logistics) and Motivators. Broad incumbents are Blackhawk Network, Omnicom Group and Dentsu. Tango Card is listed as an emerging player.
Does Helm have an API?
No public API is recorded for Helm.
What industry is Helm in?
Helm's product category is Brand Marketing and Merchandising Services. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms, with a secondary code of BPAAABAA, General Customer Service (Order/Account/Inquiries). Its NAICS code is 5614 and its SIC code is 8741.