Retain
Retain is a white-label SaaS platform that uses a patented machine learning engine (Heartbeat) to automate and optimize digital debt collection communications for financial services organizations, including debt buyers, card servicers, credit unions, collection agencies, law firms, and non-bank lenders.
- Company typePrivate
- Founded-
- HeadquartersLenexa, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Retain does
Retain, operated by TrueML Products LLC, is a white-label SaaS platform that automates and optimizes digital debt collection communications for regulated financial services organizations. The platform combines email, SMS/MMS, and ringless voicemail outreach with a patented machine learning engine called Heartbeat (marketed under the HumAIn Financial Solutions sub-brand), which analyzes millions of historic data points to select the optimal channel, message, and send time for each individual account. It is delivered as a modular suite of seven product surfaces, including Digital Communications, Texting, AI, Client Portal, Payments, Compliance, and Electronic Model Validation Notices, with built-in compliance controls for FDCPA, TCPA, Regulation F, and state-level disclosures, alongside PCI DSS Web Compliant and ISO 27001 certifications.
The company sells exclusively into financial services through direct enterprise field sales, targeting debt buyers, card servicers, credit unions, collection agencies, collection law firms, and non-bank lenders including BNPL providers and neobanks. Pricing is custom, subscription-based, and structured around multi-year contracts scaled to portfolio volume, with reported customer outcomes including 24% roll-rate reductions for card servicers, 30% repayment-rate gains for credit unions, 6:1 ROI for collection law firms, and 40% servicing-cost reductions for unsecured debt lenders.
Retain is a subsidiary of TrueML Technologies LLC, with no external venture capital or private equity funding disclosed in the source material, and is headquartered in Lenexa, Kansas. The platform is backed by four granted US patents on the Heartbeat AI engine and one pending application, and is led by a General Manager with dedicated Directors across Engineering, Product, Client Success, Client Strategy, and a General Counsel/Chief Compliance Officer overseeing regulatory functions.
Retain firmographics
Firmographics- Name
- Retain
- Legal name
- TrueML Products LLC
- Website
- https://getretain.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Retain is a white-label SaaS platform that uses a patented machine learning engine (Heartbeat) to automate and optimize digital debt collection communications for financial services organizations, including debt buyers, card servicers, credit unions, collection agencies, law firms, and non-bank lenders.
- Ownership category
- akta.pro rank
Retain industry classification
Industry- Product category
- Debt Collection Software
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- akta.pro primary industry
- Skip Tracing & Contact Data Services (FSAKAJAE)
Keywords
Where Retain is headquartered
LocationHeadquarters
- HQ city
- Lenexa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Retain business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscription: Retain operates as a white-label SaaS platform with subscription-based pricing. The company offers scalable plans that charge based on usage and portfolio volume managed through the platform. Revenue is generated through software licensing and service fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom enterprise pricing based on portfolio size and needs |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Retain product offering
Product offeringCore offering
Retain is a white-label SaaS platform that automates and optimizes digital debt collection communications for financial services organizations. Using the patented Heartbeat AI engine, it personalizes outreach timing, channel, and message for each individual account across email, SMS, and ringless voicemail, and integrates a payment portal, compliance controls, and Regulation F-aligned Electronic Validation Notices. It is sold on a subscription basis to debt buyers, card servicers, credit unions, collection agencies, law firms, and non-bank lenders.
Product overview
Retain by TrueML Products is a white-label digital debt collection SaaS platform powered by patented machine learning. The platform comprises seven integrated modules: Retain AI (Heartbeat) as the core intelligence engine; Digital Communications for omni-channel outreach (email, SMS, ringless voicemail); Texting for SMS/MMS debt collection messaging; Client Portal for reporting and content management; Payments for integrated payment portal and plan optimization; Compliance for built-in regulatory controls; and Electronic Model Validation Notices (EVN) for Regulation F-aligned digital validation notice delivery. These modules work together as a unified platform enabling automated, personalized, compliant digital debt collection communications.
Differentiator
Problem solved
Functional benefit
Brands
- HumAIn Financial Solutions: AI-powered financial solutions brand featuring patented machine learning technology for debt collection communications optimization.
Products and services
- Digital Communications
Quantifiable outcome
- 24% reduction in card servicers' roll rates
- +9 more outcomes
Companies that use Retain
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles6 records
Retain technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature5 records
Retain partnerships and signals
Strategic signalScale indicators20 records
Recent moves6 records
Expansion highlights5 records
Retain competitors and assessment
Company assessmentBroad incumbents
- Latitude by Genesys: Genesys is a global contact-center and customer-experience platform used by large enterprises including collections operations. Genesys competes at the communications-orchestration layer above Retain and is often considered by the same buyers for digital outbound modernization.
- Pegasystems: Pega provides enterprise case management and workflow automation broadly used in collections and customer service. Pega serves the same regulated-debt-collection buyers as Retain but at the workflow-and-CRM layer, making it both an incumbent alternative and a potential integration/compete partner.
- Paymentus: Paymentus is a billing and electronic payment platform serving utilities, municipalities, and financial-services clients, with strong overlap in the payments-portal and bank-account-verification stack that Retain offers inside its platform.
- Experian: Experian combines credit-bureau data, analytics, and a portfolio of collections and decisioning tools, including consumer-engagement capabilities. Its data and enterprise reach make it a broad-incumbent competitor that could bundle digital outbound communications similar to Retain into existing client contracts.
- TransUnion: TransUnion offers credit reporting, analytics, and a growing suite of consumer-engagement and collections solutions serving banks, lenders, and debt buyers. Its data assets and integration with credit decisioning make it comparable to Retain from a buyer perspective.
- FICO: FICO is a long-standing incumbent in credit scoring and decisioning analytics used by banks and card issuers. Its Decisioning Suite and analytics tooling intersect with Retain's debt-collection analytics, and FICO's data scale and enterprise footprint make it a likely bundler competitor for AI-driven outreach.
Emerging players
- TCN: TCN is a cloud-based contact-center and compliance platform that supports outbound voice, SMS, and other communications for collections and BPO operations. It overlaps with Retain's SMS and dialer-adjacent capabilities and is increasingly used as an alternative or complement.
Direct peers
- TrueAccord: TrueAccord is an AI-driven digital debt collection platform that uses personalized messaging (email, SMS) to recover consumer debt. It directly competes with Retain in the same heart-of-market buyer set (banks, BNPL, fintech lenders) with a comparable ML-driven, channel-optimized engagement approach.
- Finvi (formerly Ontario Systems): Finvi is a specialized debt-recovery and collections software vendor serving ARM agencies, debt buyers, and healthcare providers. Like Retain, it focuses on accounts-receivable workflows and can be a direct alternative for enterprises evaluating modern, digitally native collections stacks.
- Prodigal: Prodigal is an AI-powered consumer finance intelligence and engagement platform that helps lenders and debt collectors improve recovery via personalized, multichannel communications. It overlaps directly with Retain's Heartbeat-driven channel-timing-message optimization for accounts-receivable teams.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights6 records
Customer concentration
Retain social profiles
Digital presenceRetain compliance and trust
Trust signalCompliance2 records
Retain financial estimates
Financial estimateRevenue estimate
Valuation estimate
Retain leadership team
Management profileNumber of profiles
Profiles6 records
Retain funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Retain M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Retain
What does Retain do?
Retain is a white-label SaaS platform that automates and optimizes digital debt collection communications for financial services organizations. Using the patented Heartbeat AI engine, it personalizes outreach timing, channel, and message for each individual account across email, SMS, and ringless voicemail, and integrates a payment portal, compliance controls, and Regulation F-aligned Electronic Validation Notices. It is sold on a subscription basis to debt buyers, card servicers, credit unions, collection agencies, law firms, and non-bank lenders.
Is Retain a public or private company?
Retain is a private company. It is classified as corporate owned and is currently operating.
When was Retain founded?
Retain was founded in -1. It employs 51 to 100 people.
Where is Retain based?
Retain is headquartered in Lenexa, United States, in the North America region.
How does Retain make money?
One revenue line is on record: saaS Subscription.
Who are Retain's main competitors?
Broad incumbents on record are Latitude by Genesys, Pegasystems, Paymentus, Experian, TransUnion and FICO. TCN is listed as an emerging player. Direct peers are TrueAccord, Finvi (formerly Ontario Systems) and Prodigal.
Does Retain have an API?
No public API is recorded for Retain.
What industry is Retain in?
Retain's product category is Debt Collection Software. Its primary akta.pro industry code is FSAKAJAE, Skip Tracing & Contact Data Services. Its NAICS code is 522320.