Internet Brands
Internet Brands is a KKR-controlled digital franchise platform operating category-leading vertical brands — Medscape and WebMD in healthcare, Dentrix in dental SaaS, and Martindale-Avvo/FindLaw in legal marketing — serving healthcare professionals, providers, payors, dental practices, and law firms globally.
- Company typePrivate
- Founded1998
- HeadquartersEl Segundo, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingSoftware
What Internet Brands does
Internet Brands is a private, KKR-controlled digital franchise platform that aggregates category-leading vertical media and SaaS assets across five verticals: Health HCP (Medscape serving 13+ million healthcare professionals globally, now including the Medscape AI generative clinical assistant); Health DTC (WebMD consumer health information and PulsePoint's programmatic healthcare advertising platform); Dental (Dentrix practice management SaaS delivered through the Henry Schein One joint venture); Legal (Martindale-Avvo, FindLaw, and Nolo, forming the largest US legal marketing network); and Auto/Home/Travel (CarsDirect, Fodors).
The technology stack is organized around the IB Platform and IB.AI, the company's centralized AI organization that combines proprietary data assets, peer-reviewed clinical content, and a multi-modal AI pipeline spanning generative AI (Medscape AI), predictive analytics (WebMD Ignite's Ignite Pulse), optimization (PulsePoint Adaptive Optimization), and recommendation engines (HCP Endemic Omnichannel Suite). Operating offices span the US (El Segundo HQ, Newark, Portland, Pleasanton, San Francisco), the UK (London), and India (Navi Mumbai engineering hub). The portfolio is GDPR-, HIPAA-, and EU-U.S./UK/Swiss-U.S. Data Privacy Framework-certified, reflecting its handling of protected health information.
The business model mixes advertising revenue (pharma/healthcare DTC spend via PulsePoint and WebMD), subscription/SaaS (Dentrix, Henry Schein One, Martindale-Avvo, FindLaw), and platform/marketing services sold to healthcare providers, payors, and pharmaceutical advertisers. Distribution blends owned digital properties with direct enterprise sales across dental and legal verticals and self-serve programmatic access via PulsePoint. KKR is the primary PE investor with co-investment from Temasek and Warburg Pincus following a multibillion-dollar 2022 recapitalization; growth has combined disciplined bolt-on M&A (PulsePoint 2021, Mercury Healthcare 2022, Limeade 2023, FindLaw 2024) with the JV approach (Henry Schein One, 2018).
Internet Brands firmographics
Firmographics- Name
- Internet Brands
- Legal name
- MH Sub I, LLC
- Website
- http://www.internetbrands.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Internet Brands is a KKR-controlled digital franchise platform operating category-leading vertical brands — Medscape and WebMD in healthcare, Dentrix in dental SaaS, and Martindale-Avvo/FindLaw in legal marketing — serving healthcare professionals, providers, payors, dental practices, and law firms globally.
- Ownership category
- akta.pro rank
Internet Brands industry classification
Industry- Product category
- Vertical Digital Media and SaaS
- NAICS
- Web Search Portals and All Other Information Services (51929), Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Patient Engagement, Education & Messaging Platforms (portal/CRM integrated) (HLALABAJ)
- akta.pro secondary industry
- Employer/Member Engagement Platforms for Provider-Sponsored Plans (HLACAEAM)
Keywords
Where Internet Brands is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Internet Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Healthcare Advertising & Data Services: Revenue from pharmaceutical and healthcare advertising, data monetization through PulsePoint's programmatic advertising platform, and targeted marketing solutions for healthcare professionals and consumers
- Subscription & SaaS Services: Subscription-based revenue from dental SaaS (Dentrix, Henry Schein One), legal marketing platforms (Martindale-Avvo, FindLaw), and professional services for healthcare providers and payors
- Healthcare Information Services: Revenue from WebMD and Medscape platforms providing medical information, clinical tools, and AI-powered insights to healthcare professionals and consumers
- Legal Marketing & Directory Services: Revenue from attorney directories, Avvo Q&A platform, Martindale ratings, and FindLaw legal marketing solutions
- Consumer & Auto Travel: Revenue from automotive (CarsDirect) and travel (Fodors) digital platforms including advertising and lead generation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Medscape AI - Free for 13+ million Medscape members globally |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
Internet Brands product offering
Product offeringCore offering
Internet Brands operates a digital franchise portfolio of owned brands across healthcare (Medscape for clinicians with Medscape AI, WebMD for consumers, PulsePoint marketing technology), dental (Dentrix practice management SaaS via the Henry Schein One joint venture), legal (Martindale-Avvo, FindLaw, Nolo directories and marketing services), and auto/travel (CarsDirect, Fodors), monetized through advertising on owned properties, subscription SaaS, and directory/engagement services. The IB Platform and IB.AI organization unify cross-vertical AI-powered engagement, analytics, targeting, and omnichannel activation.
Product overview
Internet Brands operates a multi-vertical digital franchise platform comprising distinct business units in Health HCP (Medscape for healthcare professionals with Medscape AI generative capabilities), Health DTC (WebMD consumer health information, PulsePoint AI-driven marketing technology), Dental (Dentrix practice management software through the Henry Schein One joint venture), Legal (Martindale-Avvo legal network including FindLaw and Nolo), and Auto/Home/Travel (CarsDirect, Fodors). The portfolio includes over 13 million Medscape members and serves majority of US healthcare providers and payors. The IB Platform unifies these verticals with AI-powered engagement, analytics, targeting, and omnichannel activation capabilities, with IB.AI serving as the centralized AI team driving cross-portfolio innovation.
Differentiator
Problem solved
Functional benefit
Brands
- WebMD: Healthcare information brand for consumers
- Medscape
- PulsePoint
- Martindale-Avvo
- FindLaw
- Dentrix
- WebMD Ignite
- IB.AI
- Nolo
- CarsDirect
- Fodors
Products and services
- Medscape Leading clinical information and medical education platform for healthcare professionals, providing specialty-specific clinical insights, peer-reviewed journal access, and medical news to over 13 million HCPs globally. Now includes Medscape AI generative AI capabilities for specialty-specific clinical queries.
- WebMD Most trusted consumer health information brand, empowering consumer health decisions through comprehensive health content, symptom checkers, and patient engagement solutions.
- PulsePoint AI-driven healthcare marketing technology platform offering programmatic advertising, endemic omnichannel solutions, HCP targeting, and direct-to-consumer campaign optimization, including Adaptive Optimization Insights and HCP2DTC Influence capabilities.
- WebMD Ignite (with Ignite Pulse) Healthcare marketing intelligence and activation platform for health systems, providers, and payers, including Ignite Pulse for predictive analytics, audience segmentation, and marketing ROI optimization.
- Authority Network Legal professional authority and visibility platform leveraging the Martindale-Avvo legal network to enhance attorneys' online presence and influence in AI discovery environments and high-intent legal searches.
- Martindale-Avvo Comprehensive legal network combining Martindale (peer ratings, lawyer directory) and Avvo (attorney profiles, Q&A, legal guides) to form the largest U.S. legal marketing network.
- FindLaw Legal marketing and web presence solutions for law firms, including website development, SEO, and online marketing services.
- Dentrix World's leading dental practice management software (SaaS) providing clinical, administrative, and financial tools for dental practices, distributed through the Henry Schein One joint venture.
- CarsDirect Automotive shopping platform providing new and used car pricing, dealer connections, and financing resources for consumers.
- Fodors Trusted travel guide and planning platform offering hotel reviews, restaurant recommendations, and travel inspiration.
- Medscape AI Medical-grade Generative AI platform built into Medscape that integrates proprietary content, peer-reviewed literature from over 400 journals, and real-time medical news to deliver specialty-specific clinical insights with verifiability against source materials; jointly developed with practicing clinicians and free to all 13+ million Medscape members globally.
Quantifiable outcome
- 18% improvement in audience quality with Adaptive Optimization™ Insights
- +3 more outcomes
Companies that use Internet Brands
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles6 records
Internet Brands technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability11 records
Feature5 records
Internet Brands partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered regional and core.
- TencentregionalWebMD and Tencent partnered to deliver health information in China, expanding Medscape's global reach into the Chinese market.
- Henry ScheincoreHenry Schein and Internet Brands formed a joint venture to deliver integrated technology to enhance dental practice management, resulting in Henry Schein One. The joint venture combines Dentrix operations with IB's dental technology capabilities.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Internet Brands competitors and assessment
Company assessmentDirect peers
- Nextech Systems: Nextech is a leading specialty healthcare IT vendor with a sizable dental practice management and EHR franchise, directly comparable to Dentrix within the Henry Schein One joint venture.
- Justia: Justia operates free attorney directories, legal Q&A, marketing tools, and lawyer profiles, competing head-to-head with Martindale-Avvo and FindLaw in the U.S. legal marketing network category.
- Tripadvisor: Tripadvisor is the dominant user-generated travel planning and review platform globally, directly comparable to Fodors in the consumer travel information vertical.
- CarGurus: CarGurus runs one of the largest U.S. online car shopping and comparison marketplaces with dealer leads, directly comparable to Internet Brands' CarsDirect consumer auto platform.
- Doximity: Doximity is the largest professional network for U.S. physicians with deeply integrated clinical news, CME, and workflow tools, making it the closest direct peer to Medscape in HCP-facing information and engagement.
- Everyday Health Group: Everyday Health Group operates consumer health content, condition communities, and provider-marketing solutions across multiple conditions, directly comparable to WebMD's DTC health information franchise.
Broad incumbents
- Wolters Kluwer: Wolters Kluwer publishes clinical decision support (UpToDate), legal and regulatory information (Westlaw), and tax/healthcare compliance software, a broader incumbent operating in many of the same Health HCP and Legal verticals as Internet Brands.
- RELX (LexisNexis): RELX, the parent of LexisNexis, is a global information and analytics incumbent in legal, risk, and scientific research that competes with Internet Brands' Martindale-Avvo, FindLaw, and adjacent legal marketing offerings.
- The Trade Desk: The Trade Desk is a leading independent programmatic ad-buying platform across CTV, display, and audio, broadly comparable to PulsePoint's programmatic ad operations serving healthcare marketers.
Emerging players
- Open Dental / Curve Dental: Open Dental and Curve Dental are cloud-native dental practice management challengers gaining share in smaller practices and DSOs against incumbent on-prem systems like Dentrix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Internet Brands social profiles
Digital presenceInternet Brands compliance and trust
Trust signalCompliance5 records
Internet Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Internet Brands leadership team
Management profileNumber of profiles
Profiles17 records
Internet Brands subsidiaries and ownership
Company hierarchySubsidiaries13 records
Internet Brands funding detail
Funding detailFunding overview
Funding rounds5 records
Investors20 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Internet Brands M&A and investment
M&A and investmentM&A25 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Internet Brands
What does Internet Brands do?
Internet Brands operates a digital franchise portfolio of owned brands across healthcare (Medscape for clinicians with Medscape AI, WebMD for consumers, PulsePoint marketing technology), dental (Dentrix practice management SaaS via the Henry Schein One joint venture), legal (Martindale-Avvo, FindLaw, Nolo directories and marketing services), and auto/travel (CarsDirect, Fodors), monetized through advertising on owned properties, subscription SaaS, and directory/engagement services. The IB Platform and IB.AI organization unify cross-vertical AI-powered engagement, analytics, targeting, and omnichannel activation.
Is Internet Brands a public or private company?
Internet Brands is a private company. It is classified as private equity controlled and is currently operating.
When was Internet Brands founded?
Internet Brands was founded in 1998. It employs 5,001 to 10,000 people.
Where is Internet Brands based?
Internet Brands is headquartered in El Segundo, United States, in the North America region.
How does Internet Brands make money?
Five revenue lines are on record. Healthcare Advertising & Data Services are the primary driver. The others are subscription & SaaS Services, healthcare Information Services, legal Marketing & Directory Services and consumer & Auto Travel.
Who are Internet Brands's main competitors?
Direct peers on record are Nextech Systems, Justia, Tripadvisor, CarGurus, Doximity and Everyday Health Group. Broad incumbents are Wolters Kluwer, RELX (LexisNexis) and The Trade Desk. Open Dental / Curve Dental is listed as an emerging player.
Does Internet Brands have an API?
No public API is recorded for Internet Brands.
What industry is Internet Brands in?
Internet Brands's product category is Vertical Digital Media and SaaS. Its primary akta.pro industry code is HLALABAJ, Patient Engagement, Education & Messaging Platforms (portal/CRM integrated), with a secondary code of HLACAEAM, Employer/Member Engagement Platforms for Provider-Sponsored Plans. Its NAICS code is 51929 and its SIC code is 7311.