UpSwell
UpSwell is a technology-enabled direct response marketing agency combining direct mail, digital advertising, and proprietary analytics to drive measurable customer acquisition for SMBs and multi-location enterprises in auto repair, dental, fitness, and home services verticals across the US and Canada.
- Company typePrivate
- Founded2008
- HeadquartersKennesaw, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What UpSwell does
UpSwell is a technology-enabled direct response marketing agency founded in 2008 and headquartered in Marietta, Georgia. The company combines direct mail marketing (postcards, plastic mailers, newsletters, envelope mailers, weekly mailers) with digital marketing services (paid social, paid search PPC, email, mobile geofencing, and display retargeting) to drive measurable customer acquisition for location-based service businesses. Its proprietary technology stack includes an analytics warehouse, call tracking, ROI/ROAS measurement tools, and Mail2Mobile, an omnichannel attribution capability linking direct mail to mobile engagement. Reported scale metrics include 25,000+ businesses served, 500,000+ campaigns executed, and $1.6B+ in client-side revenue generated in 2025, alongside a 90% client retention rate.
The business model is professional services with quote-based, customized pricing, typically structured as multi-year contracts. UpSwell serves four primary verticals — auto repair, dental practice, health & fitness, and home services — plus multi-location/enterprise businesses. The customer mix spans SMB clients (e.g., Burt Brothers, Mountain View Dental, The Dog Stop) and enterprise accounts (Crunch Fitness with 300+ locations, Meineke). Go-to-market combines enterprise field sales targeting franchise operators with a self-serve free marketing assessment funnel for SMBs. Geographic coverage is the United States and Canada.
The company is privately held and currently owned by Mountaingate Capital following its March 2026 platform acquisition from prior owner Clearview Capital. Under Clearview's ownership, UpSwell completed two strategic acquisitions: Dental Marketing (July 2024) to deepen vertical specialization and Taradel (December 2024) to add a self-service SMB product line. Leadership includes CEO Eric Goodstadt and Founder/President Tim Ross, both continuing post-acquisition. Headcount is in the 11–50 range, and the company's partner ecosystem includes Google Partner and Meta Business Partner certifications plus a financing partnership with Fundwell.
UpSwell firmographics
Firmographics- Name
- UpSwell
- Legal name
- UpSwell, LLC
- Website
- https://upswellmarketing.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UpSwell is a technology-enabled direct response marketing agency combining direct mail, digital advertising, and proprietary analytics to drive measurable customer acquisition for SMBs and multi-location enterprises in auto repair, dental, fitness, and home services verticals across the US and Canada.
- Ownership category
- akta.pro rank
UpSwell industry classification
Industry- Product category
- Direct Response Marketing Services
- NAICS
- Direct Mail Advertising (541860), Direct Mail Advertising (54186)
- SIC
- Services-Direct Mail Advertising Services (7331), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Sales Enablement & Revenue Operations (RevOps) Tools & Services (BPAFAFAJ)
Keywords
Where UpSwell is headquartered
LocationHeadquarters
- HQ city
- Kennesaw
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
UpSwell business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain
Revenue model
- Direct Mail Marketing Services: Direct response marketing services including postcards, plastic mailers, newsletters, envelope mailers, and weekly mailers for customer acquisition and retention campaigns.
- Digital Marketing Services: Digital advertising services including social media ads, paid search PPC, email marketing, mobile geofencing, and display ads with retargeting capabilities.
- Data & Analytics Services: Analytics warehouse, call tracking, and reporting services that provide campaign performance visibility and ROI measurement for clients.
- Financing Services (Referral): Partnership with Fundwell to offer flexible financing options to clients, with lines up to $250K and 24-hour funding availability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom marketing programs tailored to client needs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
UpSwell product offering
Product offeringCore offering
UpSwell is a technology-enabled direct response marketing agency that combines direct mail marketing (postcards, plastic mailers, newsletters, envelope mailers, weekly mailers) with digital marketing (social media ads, paid search PPC, email marketing, mobile geofencing, display retargeting) under a single integrated platform. Its proprietary Analytics Warehouse and Call Tracking technology provide ROI and ROAS measurement across every campaign, enabling performance-based marketing for location-based service businesses in auto repair, dental, fitness, and home services.
Product overview
UpSwell Marketing is a technology-enabled direct response marketing platform that combines omnichannel marketing solutions for location-based service companies. The platform consists of three core service areas: Mail Marketing (direct mail postcards, plastic mailers, newsletters, envelope mailers, and weekly mailers), Digital Marketing (social media ads, paid search PPC, email marketing, mobile geofencing, and display ads/retargeting), and Data & Analytics (analytics warehouse and call tracking). These are supported by tools including ROAS/ROI calculators and financing options through Fundwell. The platform targets automotive, home services, dental, and fitness verticals, serving over 25,000 businesses with a focus on measurable, performance-driven growth. UpSwell has expanded through acquisitions including Taradel (self-service marketing) and Dental Marketing.
Differentiator
Problem solved
Functional benefit
Products and services
- Mail Marketing
- Digital Marketing
- Data & Analytics
- Taradel
- Dental Marketing
Quantifiable outcome
- $1.6B+ revenue generated for clients in 2025
- +5 more outcomes
Companies that use UpSwell
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
UpSwell technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
UpSwell partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- TaradelcoreDigital marketing company acquired by UpSwell on December 24, 2024. Taradel operates as a separate division retaining its brand and operations, focusing on self-service marketing solutions to enhance UpSwell's comprehensive marketing service offerings.
- Dental MarketingminorCompany acquired by UpSwell backed by Clearview Capital as part of strategic expansion in the dental marketing sector.
- FundwellminorFinancing partner offering flexible financing options to UpSwell clients. Fundwell provides lines up to $250K with 24-hour funding availability, enabling customers to access marketing services with flexible payment terms.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
UpSwell competitors and assessment
Company assessmentBroad incumbents
- LocaliQ: LocaliQ is the SMB marketing solutions arm of Gannett, providing digital advertising, SEO, and marketing automation across thousands of local businesses. A broader incumbent with overlapping SMB marketing services and greater scale.
Direct peers
- Valpak: Valpak is one of the largest direct mail advertising cooperatives in North America, sending cooperative mailers to local households on behalf of small and mid-sized businesses. Direct overlap with UpSwell's direct mail core offering.
- Thryv: Thryv (formerly Yodle) provides SaaS-enabled marketing and business management tools for SMBs, including digital advertising, websites, and email. Comparable in targeting SMB service businesses with integrated marketing technology.
- Adtaxi: Adtaxi is a digital marketing agency specializing in data-driven paid media, programmatic, and analytics solutions. Comparable in performance-oriented digital marketing capabilities and analytics infrastructure.
- Scorpion: Scorpion is a marketing and technology company that combines digital marketing, websites, and traditional media to drive customer acquisition for service businesses including home services, legal, and healthcare. Most directly comparable to UpSwell's integrated multi-channel approach for location-based service verticals.
- Wpromote: Wpromote is a performance digital marketing agency offering paid media, SEO, and analytics-driven campaigns for mid-market and enterprise clients. Comparable in performance-based digital marketing delivery and analytics rigor.
- Money Mailer: Money Mailer is a direct mail advertising franchise that delivers coupons and promotional mailers to local households on behalf of SMB clients. Closely comparable to UpSwell's direct mail marketing services for location-based service businesses.
- Hibu: Hibu is a marketing services provider combining digital marketing (search, social, display) with traditional channels including direct mail and print for local SMBs. Strong overlap with UpSwell's combined direct mail + digital offering for service-business clients.
- R2C Group: R2C Group is a direct response marketing agency combining direct mail and digital channels with measurement and analytics for lead-generation clients. Directly comparable business model and integrated channel strategy.
- ReachLocal: ReachLocal (a Gannett company) provides digital marketing solutions including paid search, social, display, and websites for local businesses. Comparable in serving multi-location and franchise clients with performance-focused digital marketing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
UpSwell social profiles
Digital presenceUpSwell financial estimates
Financial estimateRevenue estimate
Valuation estimate
UpSwell leadership team
Management profileNumber of profiles
Profiles3 records
UpSwell subsidiaries and ownership
Company hierarchySubsidiaries2 records
UpSwell funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UpSwell M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UpSwell
What does UpSwell do?
UpSwell is a technology-enabled direct response marketing agency that combines direct mail marketing (postcards, plastic mailers, newsletters, envelope mailers, weekly mailers) with digital marketing (social media ads, paid search PPC, email marketing, mobile geofencing, display retargeting) under a single integrated platform. Its proprietary Analytics Warehouse and Call Tracking technology provide ROI and ROAS measurement across every campaign, enabling performance-based marketing for location-based service businesses in auto repair, dental, fitness, and home services.
Is UpSwell a public or private company?
UpSwell is a private company. It is classified as private equity controlled and is currently operating.
When was UpSwell founded?
UpSwell was founded in 2008. It employs 11 to 50 people.
Where is UpSwell based?
UpSwell is headquartered in Kennesaw, United States, in the North America region.
How does UpSwell make money?
Four revenue lines are on record. Direct Mail Marketing Services are the primary driver. The others are digital Marketing Services, data & Analytics Services and financing Services (Referral).
Who are UpSwell's main competitors?
LocaliQ is listed as a broad incumbent. Direct peers are Valpak, Thryv, Adtaxi, Scorpion, Wpromote, Money Mailer, Hibu, R2C Group and ReachLocal.
Does UpSwell have an API?
No public API is recorded for UpSwell.
What industry is UpSwell in?
UpSwell's product category is Direct Response Marketing Services. Its primary akta.pro industry code is BPAFAFAJ, Sales Enablement & Revenue Operations (RevOps) Tools & Services. Its NAICS code is 541860 and its SIC code is 7331.