What Wiland does

Wiland, Inc. is a Colorado-based data science company founded in 2005 that provides predictive marketing intelligence for brands, advertising agencies, and nonprofit organizations across the United States. The company operates an AI-enabled response prediction platform that analyzes trillions of continually-refreshed, brand-specific U.S. consumer spending transactions supplemented with social media engagement signals to forecast purchase behavior, churn risk, and lifetime value. Its core MarketSignals platform underwrites industry-specific solutions—FanSignals for sports and entertainment, GivingSignals for nonprofit fundraising, TravelSignals for travel and hospitality, and RetailSignals for retail—alongside PersonaBuilder, a self-service SaaS application that connects persona modeling to direct audience activation.

The company generates revenue through a hybrid model: annual subscription contracts for data products, predictive analytics platform access, and PersonaBuilder SaaS, supplemented by custom enterprise audience engagements and data enhancement services. Pricing is custom-quoted based on audience size, data depth, and channel requirements, with direct enterprise sales handling negotiations. Distribution spans direct field sales, agency channel partnerships, and pre-integrated availability at 160+ DSPs and platforms including LiveRamp, The Trade Desk, Google, Adobe, Eyeota, Viant Adelphic, and Facebook/walled gardens, plus a self-serve entry point through PersonaBuilder.

Wiland reports 97% client retention, serves thousands of brands and nonprofits, and operates from a single headquarters in Niwot, Colorado with 101-250 employees. The company is privately held with no disclosed institutional or parent ownership, restricts its data scope to the United States (excluding Europe and Asia-Pacific), and aligns its security practices with NIST-800-53 controls under annual third-party audit. The company is led by Chairman and CEO Phillip Wiland (founder) and CEO Mike Gingell, with a leadership team covering product management, software engineering, nonprofit verticals, sports/entertainment, and corporate development.

Name

Wiland

Legal name

Wiland, Inc.

Website

https://wiland.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Niwot

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Audience Data Products: Sale of custom marketing audiences built from consumer spending data. Audiences delivered to DSPs, platforms, or directly for activation across display, mobile, social, video, email, and direct mail channels.
2. Data Enhancement Services: Enrichment data elements enabling clients to improve customer file modeling, prospect audience creation, and cross-sell/upsell opportunity identification.
3. Predictive Analytics Platform Access: Subscription-based access to AI-enabled response prediction platform for customer modeling, scoring, and optimization.
4. PersonaBuilder SaaS: Subscription-based B2B software platform for persona creation and audience activation.
5. Cooperative Database Solution: Cooperative database solution for nonprofits enabling shared donor intelligence across organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Wiland is a data science company that provides predictive marketing intelligence and audience data solutions built on trillions of individual-level U.S. consumer spending transactions and intent signals. Its MarketSignals platform, PersonaBuilder SaaS tool, and industry-specific signal products (FanSignals, GivingSignals, TravelSignals, RetailSignals) enable brands, agencies, and nonprofits to identify, acquire, retain, and reactivate high-value customers and donors through AI-driven audience targeting.

Product overview

Wiland is a data science company that provides a comprehensive predictive marketing intelligence platform transforming consumer spending and intent signals into actionable insights for brands and nonprofits. The product portfolio centers on the MarketSignals platform, which delivers predictive intelligence through industry-specific signal products including FanSignals (sports/fan engagement), GivingSignals (nonprofit fundraising), TravelSignals (travel/hospitality), and RetailSignals (retail). The Audience products enable activation across all major digital channels, while PersonaBuilder provides self-service persona creation and audience activation. Additional modules include Post-Merge Optimization, Data Enhancement, and specialized services for customer acquisition, retention, reactivation, and lifetime value optimization. The platform serves brands, agencies, and nonprofits with solutions spanning predictive analytics, response modeling, and multichannel audience targeting.

Differentiator

Problem solved

Functional benefit

Brands

• MarketSignals®: Predictive intelligence platform transforming consumer spending signals into actionable insights for audience targeting
• FanSignals™
• GivingSignals™
• TravelSignals™
• RetailSignals™
• PersonaBuilder™
• RapidPost
• Peer-to-Peer Texting

Products and services

• Wiland Audiences High-performance digital marketing audiences modeled from the deepest consumer spending and intent data, ready for activation across display, mobile, social, video, email, direct mail, and addressable TV.
• RapidPost Audience solution within the Audiences suite enabling quick deployment of high-response marketing audiences for campaign activation.
• MarketSignals Transforms verified consumer spending signals into predictive intelligence to reveal best prospects sooner for smarter audience targeting and campaign performance across acquisition, retention, and loyalty.
• PersonaBuilder Self-service SaaS platform enabling brands, agencies, and nonprofits to build data-driven marketing personas and immediately activate them as high-performance digital audiences.
• FanSignals Industry-specific predictive signals for sports and entertainment brands to optimize fan engagement, subscription growth, and partnership targeting.
• GivingSignals Ready-to-use donor insight variables for nonprofits, powered by the largest donor database in America and AI-driven analytics, covering prospect identification, capacity indicators, and seasonality prediction.
• TravelSignals Predictive analytics solution for travel and hospitality brands providing predictive scoring for booking behavior, upgrade propensity, competitive switching, and traveler segmentation.
• RetailSignals Predictive retail growth intelligence that converts real purchase behavior into actionable insights for customer acquisition and lifetime value optimization.
• MarketSignals Custom Personas Custom persona creation through MarketSignals enabling brand-unique audience development tailored to specific marketing objectives.
• Peer-to-Peer Texting Solution SMS-based donor engagement solution for nonprofits to reach supporters through personalized texting for fundraising campaigns.
• Post-Merge Optimization AI-enabled direct mail optimization service that ranks names by performance likelihood and identifies lowest-performing names for removal from mailings.
• Data Enhancement Enhancement data service that applies predictive analytics to individual-level spending signals to rank consumers by likelihood to spend, improving customer file modeling and prospect audience creation.
• B2B Audiences Business-to-business marketing solution using individual-level B2B spending data and proprietary buyer classifications to reach actual business buyers through person-based targeting.
• High-Response Seasonal Audiences Digital marketing audiences curated for seasonal moments throughout the promotional calendar, optimized for high response rates.

Quantifiable outcome

• Reduce acquisition costs through better targeting
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability12 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core.

• AvidcoreStrategic or Co-development Partner · 10 March 2026Joint launch of the largest nonprofit fundraising benchmark providing fundraisers with free, instant access to performance data from peers. Wiland contributes donor data; Avid contributes platform capabilities.
• StellarAlgocoreStrategic or Co-development Partner · 11 February 2025Strategic partnership to transform fan engagement with FanSignals—a MarketSignals product. StellarAlgo provides fan engagement platform capabilities while Wiland contributes audience intelligence and predictive data solutions.
• ViantcoreGTM or Marketing Partner · 10 September 2024Partnership to enhance omnichannel audience activation. Viant serves as a DSP and data collaboration platform; Wiland provides audience data for activation across channels.
• OneMagnifycoreGTM or Marketing Partner · 6 August 2024Partnership to advance marketing and advertising capabilities. OneMagnify provides marketing analytics and customer experience solutions; Wiland provides audience intelligence.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Acxiom (IPG): Acxiom, owned by IPG, is a long-established data and identity solutions provider serving enterprise marketers with audience data, data clean rooms, and analytics. It is comparable to Wiland in foundational consumer data offerings but with deeper agency integration and larger enterprise reach.
• Oracle Advertising: Oracle Advertising (formerly DataLogix/Grapeshot) combines a massive offline consumer data asset with Oracle's enterprise cloud stack for audience targeting and measurement. It competes with Wiland in audience data for brands but as part of a much broader enterprise software portfolio.
• Experian Marketing Services: Experian Marketing Services leverages the credit bureau's massive consumer data footprint for audience targeting, identity, and marketing analytics. It serves similar brand and agency customers as Wiland, with substantially greater financial and geographic resources.
• Merkle (Dentsu): Merkle, owned by Dentsu, is a large data-driven marketing services firm specializing in CRM, audience targeting, and identity resolution. It overlaps with Wiland in audience modeling and direct mail optimization but offers a much broader agency-services portfolio.
• Epsilon (Publicis): Epsilon is a Publicis-owned marketing platform with a large consumer data core (CORE ID), predictive analytics, and end-to-end campaign execution. It overlaps with Wiland in predictive audience targeting but operates at much greater scale and offers a broader agency-integrated portfolio.

Direct peers

• Stirista: Stirista is a mid-sized data and audience activation company providing B2C and B2B audience solutions across digital channels and direct mail. It is closely comparable to Wiland in scale, customer base, and the combination of proprietary data plus omnichannel activation.
• Zeta Global: Zeta Global is a data-driven marketing technology company combining proprietary consumer data, AI, and an omnichannel activation platform. It closely mirrors Wiland's data-plus-activation model for enterprise brands, serving similar acquisition, retention, and loyalty use cases across display, email, social, and direct mail.
• LiveRamp: LiveRamp operates a leading data collaboration network and identity resolution platform that connects advertiser data across DSPs and platforms. Wiland audiences are also distributed through LiveRamp, but Wiland competes as a data provider whose audiences can be activated across LiveRamp and rival platforms, making it a direct peer in audience data and activation.
• Adstra: Adstra provides people-based identity, audience data, and data onboarding for marketers across digital and offline channels. It is comparable to Wiland in audience data infrastructure and omnichannel activation, with a similar focus on enterprise brands and agencies.

Emerging players

• DonorSearch: DonorSearch is a leading wealth-screening and prospect-research provider for nonprofit fundraising. It overlaps with Wiland's GivingSignals product in donor identification and major donor scoring but is narrower in scope and does not compete across Wiland's brand-side verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WilandInc
• Facebookfacebook.com/wilandinc
• LinkedInlinkedin.com/company/wiland

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Wiland