3Way Group

What 3Way Group does

3Way Group (legal entity: 3 Way Marketing (Pty) Ltd) is a South Africa-founded, founder-owned digital lead generation and marketing data company established in 2007 by Tom Goldgamer and Danny Aaron. The company specializes in performance-based lead generation, omnichannel marketing campaigns, and BPO services for enterprise clients primarily in the insurance, banking/financial services, and telecommunications sectors across South Africa, broader Africa (Ghana, Nigeria, Zambia, Namibia), the UK, USA, and Southeast Asia (Indonesia, Philippines). Its service portfolio spans three tiers: Marketing Data Generation (leads delivered to client call centres), Data Generation and Sales (full-funnel acquisition through to closed sales), and BPO Services, with flexible commercial models including per-lead, per-sale, annuity, and hybrid pricing.

The company's core technology stack leverages an omnichannel platform spanning SMS, telemarketing, email, WhatsApp, social media, Google Search/Display, TV, radio, USSD, AVM (Automated Voice Message), and chatbots, supported by data profiling technology and what it claims is the largest opt-in database in South Africa. Proprietary components include data science and analytics capabilities for conversion ratio and persistency measurement, AI-powered content generation and lead generation, POPIA-compliant data infrastructure managed by an in-house Privacy and Compliance department, and Meta Conversions API integration for enhanced ad targeting. The business maintains wholly-owned sub-brands including Phonefinder (telecommunications platform), Supercompare (insurance comparison), and the acquired Say Hi AVM service.

Revenue mechanics are anchored in a risk-based performance marketing model where clients pay only for results delivered (leads or closed sales), with no setup or creative fees. This aligns vendor incentives with client outcomes but creates variable revenue tied to campaign performance. The company is privately held with no disclosed external funding rounds and operates from a purchased five-story headquarters in Melrose Arch, Johannesburg, with current headcount of 101-250 employees (down from a 2016 peak of 300+). Named enterprise clients include Hollard, Standard Bank, Old Mutual, Sanlam, MTN, Vodacom, Telkom, Cell C, Telesure, TransUnion, African Bank, Bidvest, Aon, Renault, and Walmart.

Name

3Way Group

Legal name

3 Way Marketing (Pty) Ltd

Website

https://3waygroup.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

3Way Group is a South Africa-founded, founder-owned digital lead generation and marketing data company serving enterprise clients in insurance, banking, and telecommunications across Africa, the UK, USA, and Southeast Asia, operating on a performance-based pricing model with the largest opt-in database in South Africa.

Ownership category

akta.pro rank

Product category

Lead Generation Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)

akta.pro secondary industry

Affiliate & Partner Lead Generation Networks (BPAFAKAL)

Keywords

• Lead generation services
• Marketing data generation
• Performance marketing
• Omnichannel marketing campaigns
• Customer acquisition solutions

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Performance-Based Lead Generation: Risk-based performance marketing where payment is solely tied to results delivered. No charges for setup or creative expenses - clients only pay for sales or leads generated.
2. Marketing Data Generation Services: Data flows directly into clients' call centres. Revenue generated through data provision on a per-lead basis.
3. Full-Sales Acquisition Services: 3Way handles entire acquisition funnel from data generation to closing sales, providing end-to-end service.
4. BPO Services: Business process outsourcing services provided to clients.
5. Annuity/Hybrid Models: Flexible commercial models including annuity-based arrangements and hybrid models for long-term client partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels12 records

Core offering

3Way Group provides performance-based marketing and lead generation services to enterprise clients across insurance, financial services, banking, telecommunications, and other verticals. Its core offerings include Marketing Data Generation (lead data delivery to client call centres), Data Generation and Sales (full-funnel acquisition through to closed sales), and BPO Services, delivered via omnichannel campaigns (SMS, telemarketing, email, WhatsApp, social media, AVM, TV, radio) on a shared-risk, pay-for-results model.

Product overview

3Way Group operates as a unified lead generation and marketing data company offering three core service tiers: Marketing Data Generation (data flows to client call centres), Data Generation and Sales (full funnel to closed sales), and BPO Services. The company also maintains distinct sub-brands including Phonefinder (telecommunications platform) and Supercompare (insurance comparison), plus acquired brand Say Hi AVM (Audio Voice Mail, acquired 2020) which provides voice-based lead generation with high opt-in rates. The portfolio is tied together through omnichannel marketing strategies, data intelligence, and POPI-compliant lead delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Data Generation Lead generation service where 3Way profiles and qualifies consumer data and delivers it into the client's own call centre or 3Way's call centre partner network. Core offering using an omnichannel approach (SMS, telemarketing, WhatsApp, email, social, AVM, TV, radio).
• Data Generation and Sales Full-funnel service in which 3Way handles the entire customer acquisition process from data generation through to closing sales, removing the need for clients to manage their own call centre operations.
• BPO Services Business process outsourcing service providing flexible commercial models with per-lead, per-sale, annuity, or hybrid pricing options, allowing clients to outsource the full acquisition funnel.
• Say Hi (AVM) Audio Voice Mail (AVM) marketing service acquired by 3Way Group in 2020, offering automated voice messaging campaigns with high response rates for product and service opt-in campaigns.
• Phonefinder Phone and telecommunications platform wholly owned by 3Way Group that helps clients build data-driven marketing campaigns to expand their customer base.
• Supercompare Insurance comparison platform under the 3Way Group umbrella that enables consumers to compare insurance products and connects insurance providers with purchase-intent shoppers.

Quantifiable outcome

• R200 million+ turnover achieved by 2016 with 60 blue-chip clients
• +3 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Say Hi AVMcoreStrategic or Co-development Partner · 1 January 2020Acquired Say Hi AVM business in 2020 to further bolster 3Way's lead generation capabilities. This acquisition enhanced their automated voice message (AVM) marketing services.
• Top-Tier Call Centre PartnerscoreChannel Partner/ Reseller/ Distributor3Way partners with a variety of call centres to deliver successful campaigns. Benefits include ability to scale campaigns up and down quickly, drives better performance through partner selection for each campaign, 24-hour service across time zones, and language optionality.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Others

• ActiveProspect: Lead compliance and consent management platform (TrustedForm). Comparable to 3Way as an enabler for the lead-generation ecosystem, particularly around TCPA/consent compliance similar to 3Way's POPI focus.

Direct peers

• MediaAlpha: Insurance lead generation marketplace connecting insurance carriers with consumers. Closely comparable to 3Way's insurance and financial services lead-generation focus, with a similar performance-based commercial model.
• QuinStreet: US-based performance marketing company that generates leads in financial services, insurance, and education. Highly comparable to 3Way given the shared focus on vertical lead generation with pay-for-performance pricing.
• LendingTree: Lead generation platform focused on financial services (loans, credit, insurance). Comparable to 3Way's credit/financial services segment and the underlying data-driven matching model.
• Direct Agents: Performance-based digital marketing agency offering paid search, programmatic, and lead generation services. Comparable to 3Way's omnichannel performance marketing approach with pay-for-results pricing.
• EverQuote: Online insurance lead generation marketplace in the US, operating consumer-facing comparison and lead-routing infrastructure. Highly comparable to 3Way's insurance vertical and to its Supercompare sub-brand.
• MoneySupermarket Group: UK-based price comparison platform for insurance and financial services. Comparable to 3Way's Supercompare insurance comparison sub-brand and its financial services lead-gen business.

Emerging players

• Wpromote: Digital marketing agency with strong performance marketing and media buying capabilities. Comparable to 3Way in omnichannel execution though it serves a more diversified US-centric client base.

Broad incumbents

• HubSpot: Large-scale CRM and inbound marketing platform. Overlaps with 3Way's lead generation and nurturing services as a broader incumbent that increasingly encroaches on the lead-gen value chain.
• Thryv: Small business marketing and customer acquisition platform, including lead generation and advertising. Broader incumbent in the lead-gen and SMB marketing category that overlaps with 3Way's full-funnel offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/3waymarketing
• LinkedInlinkedin.com/company/3-way-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 3Way Group