What Five Mill does

BMG360 (also referenced as Five Mill) is a US-based full-service performance marketing and lead generation agency headquartered in San Francisco, founded in 2009. The company serves enterprise and mid-market brands across multiple verticals, with primary depth in Medicare Advantage/health insurance and home services (homebuilders, windows, doors, garage doors, modular construction, solar) and secondary presence in D2C e-commerce, broader insurance and financial services, health and wellness, education, technology and mobile apps, and B2B. Named clients include Renewal by Andersen, Lennar, OGD, General Steel Buildings, ARS Rescue Rooter, American Standard, Abodu, Teladoc Health, Uber Eats, HelloFresh, Toms, Speedo, Mattress Firm, and Upside. The company claims #1 TV Buyer status in peak-season Medicare Advantage with 20% TV share in that category.

The company's core offering is an integrated performance marketing platform combining multi-channel media buying (TV, CTV, search, social, paid media), in-house creative production, and cross-channel data attribution. Its proprietary technology, Captivatr360™, provides AI-assisted high-velocity creative production and real-time optimization for performance advertising. The technology stack integrates data across TV, CTV, search, social, and paid media for real-time campaign optimization and attribution, supported by platform partnerships with Microsoft, Google, and Meta.

BMG360 operates on a professional services revenue model with performance-based arrangements, generating revenue from media buying, lead generation, creative production, and data attribution services. Services emphasize full-funnel execution with measurable outcomes tied to lead volume, conversion rates, inbound calls, CPL reduction, and revenue growth. The GTM is sales-led, targeting enterprise and mid-market brands through direct consultation, case study demonstrations, and vertical-specific service offerings. No pricing tiers or rate cards are publicly disclosed; services are custom-quoted based on client needs, scale, and vertical specificity. The company maintains 11-50 employees and is led by founder Dan Soha.

Name

Five Mill

Legal name

BMG360

Website

https://fivemill.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

BMG360 (Five Mill) is a US-based full-service performance marketing and lead generation agency serving enterprise and mid-market brands across Medicare Advantage, home services, insurance, and D2C verticals. The company operates proprietary AI-powered creative technology (Captivatr360™) with multi-channel media execution.

Ownership category

akta.pro rank

Product category

Performance Marketing Services

NAICS

Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

Keywords

• Performance marketing services
• Lead generation services
• Media buying services
• Marketing attribution analytics
• Performance creative production

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Performance Marketing Services: Full-service performance marketing and lead generation services including media buying, creative production, data attribution, and channel optimization. Revenue derived from professional service fees, likely performance-based arrangements with measurable outcomes tied to lead volume, conversion, and revenue goals.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Five Mill, operating as BMG360, is a full-service performance marketing agency that drives customer acquisition and lead generation across paid search, paid social, programmatic, TV, CTV, and other performance channels. The firm delivers measurable outcomes through proprietary AI-powered creative technology (Captivatr360™), in-house performance creative production, multi-channel media buying, and cross-channel data attribution. Services are vertically specialized for Medicare Advantage, Insurance, Home Services, D2C/eCommerce, Health & Wellness, and mobile app categories.

Product overview

BMG360 is a unified performance marketing and lead generation platform that combines proprietary AI technology with multi-channel advertising capabilities. The core BMG360 Performance Marketing Platform serves as the central offering, supported by proprietary creative tool Captivatr360™, Performance Technology with AI capabilities, Performance Creative services, multi-channel media buying (Performance Channels & Stacks), specialized Lead Generation services, and Data & Attribution tools. These components work together as an integrated performance engine focused on driving customer acquisition and measurable revenue growth for brands in home services, insurance, healthcare, D2C e-commerce, and B2B sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Captivatr360™: Proprietary AI-powered creative technology for high-velocity production and real-time optimization of performance advertising content.

Products and services

• Performance Channels & Stacks Multi-channel paid media buying service covering paid search, paid social, programmatic, TV, and CTV, delivered through a full-funnel channel stack approach for enterprise and growth brands.
• Lead Generation Vertical-specific lead generation programs that drive qualified inbound calls, form fills, and applications for B2C brands in regulated and high-velocity categories.
• Performance Creative In-house performance creative production for paid media, leveraging the proprietary Captivatr360™ AI creative platform to accelerate creative output and optimization.
• Performance Technology (Proprietary AI Tech) Proprietary AI-powered marketing technology services for performance marketers, anchored by the Captivatr360™ platform for creative and campaign optimization across paid channels.
• Data & Attribution Cross-channel measurement and attribution service that connects paid search, paid social, programmatic, TV, and CTV activity to downstream conversion and revenue outcomes.

Quantifiable outcome

• 5X revenue lift for window & door full-funnel scale campaigns
• +11 more outcomes

Named customers14 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Design RushminorGTM or Marketing PartnerMarketing partnership indicated through Design Rush logo display. Design Rush is a design and marketing marketplace/platform.
• FreedonomicsminorGTM or Marketing PartnerMarketing/partnership relationship indicated through Freedonomics logo display in partner section.

Scale indicators12 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• GroupM Nexus: WPP-owned global performance and addressable media arm operating at vastly greater scale; competes with BMG360 on enterprise CTV and cross-channel buying but as part of a much broader portfolio.
• Omnicom Media Group: Holding-company media services network including OMD, PHD, and Hearts & Science; competes for the same enterprise brand budgets and increasingly bundles performance and CTV capabilities.

Direct peers

• Tinuiti: Large independent performance marketing agency offering paid media, SEO, creative, and analytics across channels including CTV and TV — directly comparable to BMG360's full-funnel performance model and mid-market/enterprise focus.
• Wpromote: Performance and digital marketing agency with Polaris, a proprietary tech platform for media management and attribution; comparable in cross-channel execution, proprietary tooling narrative, and enterprise client mix.
• Power Digital Marketing: Tech-enabled performance marketing agency combining media buying, creative, and proprietary analytics; similar GTM, vertical specialization, and PE-backed growth trajectory to BMG360.
• Disruptive Advertising: Performance marketing agency focused on paid media, CRO, and lifecycle marketing for mid-market and enterprise clients; comparable in channel mix and outcome-based service model.
• Hawke Media: Full-service digital marketing agency offering performance media, creative, and CRO across D2C and eCommerce — overlaps heavily with BMG360's D2C/Insurance/Home Services vertical mix.
• Direct Digital Holdings: Public holding company for performance marketing brands (Huddled Masses, Orange 142) offering programmatic, CTV, and lead generation — directly comparable in channel mix and regulated-vertical exposure.

Emerging players

• MNTN: CTV-focused performance marketing platform built around TV-to-call and measurable outcomes — direct overlap with BMG360's CTV + TV-to-call activation thesis in Medicare Advantage and home services.

Others

• Alvarez & Marsal Performance Improvement (Media advisory): Adjacent professional services firm that frequently works with PE acquirers of marketing services businesses; relevant as an ecosystem participant rather than a competitor, useful for benchmarking agency valuations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fivemill-marketing
• Instagraminstagram.com/bmg_360

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Five Mill