What Welcome Wagon does

Welcome Wagon is a US-based new mover marketing company founded in 1928 by Thomas Briggs in Memphis, Tennessee, now operating as a wholly-owned subsidiary of Porch.com, Inc. (Porch Group Companies). The company sells B2B marketing services that enable local businesses and national brands to reach newly relocated households through two product lines: targeted direct mail (customized Gift Books and postcards) and digital marketing (online channels plus the Welcome Wagon mobile app on iOS and Android and the directory.welcomewagon.com consumer deals platform). Its underlying technology is a proprietary New Mover Data Platform that aggregates mover information from public records, third-party data providers, and supplemental data from Porch Group Companies, reaching over 1 million consumers monthly.

Welcome Wagon serves advertisers across more than 15 industry verticals, including Automotive, Beauty & Hair Salons, Child Care, Dental, Financial Services, Health & Fitness, Home Services, Insurance, Medical, Restaurants, Schools, Solar Energy, Veterinary, and Water Treatment Providers. Pricing is quote-based and structured on annual subscriptions for direct mail, digital, and the National Program tier aimed at multi-market enterprise clients. The company operates a dual go-to-market motion: an outside sales force of Community Marketing Executives (independent contractors with protected territories) and an inside sales team based at the Coral Springs, Florida headquarters, supplemented by a direct-to-consumer mobile app and online directory that connects movers with SMB advertisers. Headquartered in Coral Springs, FL with 551 employees, the company has reached over 100 million households cumulatively since its founding.

Name

Welcome Wagon

Legal name

Welcome Wagon, LLC

Website

https://welcomewagon.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Welcome Wagon, founded in 1928 and a subsidiary of Porch.com, Inc., sells direct mail and digital new mover marketing services to local businesses and national brands across 15+ verticals, reaching over 1 million consumers monthly through its proprietary mover data platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Coral Springs, Fl

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Marketing Services to Local Businesses: Welcome Wagon sells marketing products and services to local businesses (B2B), enabling those businesses to reach new movers through Welcome Wagon's direct mail and digital channels. Revenue is generated from business clients who pay for marketing programs where Welcome Wagon engages with consumers on their behalf.
2. National/Enterprise Program: Welcome Wagon offers a National Program targeting new movers at scale for larger brand clients, in addition to local community marketing programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Welcome Wagon sells new mover marketing services to local businesses and national brands, combining targeted direct mail (Gift Books, postcards) with digital marketing campaigns that reach recently relocated households. Its proprietary new mover data platform reaches over 1 million consumers monthly, complemented by a consumer-facing mobile app and online directory where movers access local business coupons.

Product overview

Welcome Wagon offers a new mover marketing platform with two primary channels: Direct Mail and Digital Marketing. The Direct Mail product includes customized Gift Books and postcard campaigns delivered to new movers, while the Digital Marketing product reaches consumers through online channels and the Welcome Wagon mobile app. The National Program extends reach across multiple markets nationwide. The company serves a wide range of industries including Automotive, Beauty & Hair Salons, Child Care, Dental, Financial Services, Health & Fitness, Home Services, Insurance, Medical, Restaurants, Schools, Solar Energy, Veterinary, and Water Treatment Providers. Consumer-facing touchpoints include a mobile app for iOS and Android and the directory.welcomewagon.com local deals platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Mail Marketing Solutions Targeted direct mail marketing solutions including customized Gift Books and postcard campaigns delivered to new movers, enabling local businesses to welcome and acquire new residents in their community.
• Digital Marketing Solutions Digital marketing solutions that reach new movers across online channels, expanding client reach to homeowners and renters in target markets.
• National Program National marketing program enabling businesses to reach new movers across multiple markets nationwide.
• Welcome Wagon Mobile App Mobile application available on iOS and Android that allows new movers to access coupons from local businesses and national brands.
• Local Business Directory Online directory where new movers can find and access local coupons and deals from businesses in their area.

Quantifiable outcome

• 85% of new movers choose the first business that contacts them
• +6 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Porch Group Companies / Porch.com, Inc.coreStrategic or Co-development PartnerWelcome Wagon is a subsidiary of Porch Group Companies (Porch.com, Inc.). Welcome Wagon operates as a Porch.com business and shares personal information with Porch Group Companies for marketing purposes, to improve products and services, and for other internal business purposes. The Porch Group Companies provide Welcome Wagon with customer data that helps classify movers and supplement Welcome Wagon's own databases.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ADvo: ADvo is a direct mail advertising company delivering shared mail products (ADvo, Valpak, ADpay) to households. It is a direct competitor in the same direct mail / shared mail advertising space that Welcome Wagon operates in.
• Valpak: Valpak is a direct mail advertising company famous for its blue envelope of coupons delivered to local households. It is the closest direct competitor to Welcome Wagon's direct mail coupon and local business acquisition model, targeting the same small/local business buyers and end consumers.
• Money Mailer: Money Mailer is a direct mail advertising franchise that delivers coupon mailers to households, working with local businesses on community couponing. It competes head-to-head with Welcome Wagon for local SMB advertising budgets via shared direct mail.

Broad incumbents

• Angi (formerly Angie's List): Angi is a leading home services marketplace connecting consumers with local service professionals (the same SMB target customers Welcome Wagon serves). It competes for SMB marketing spend and for new mover attention with a digital-first lead generation model.
• HomeAdvisor: HomeAdvisor is a home services marketplace that matches consumers with local service professionals. It pursues the same SMB advertisers and new mover audiences as Welcome Wagon but through a digital marketplace rather than direct mail.
• Vericast (formerly Valassis): Vericast is one of the largest US direct mail and promotional marketing companies, offering shared mail, in-store, and digital products. It is a much larger incumbent in the same direct mail advertising category where Welcome Wagon competes, providing comparable capabilities to enterprise clients.

Emerging players

• Postable: Postable is an online direct mail service that lets SMBs and individuals send cards, flyers, and coupons via mail. It competes with Welcome Wagon's direct mail offering with a more digital, self-serve experience.
• Lob: Lob is a developer-focused direct mail automation API that enables businesses to send postcards, letters, and checks programmatically. It is an emerging technology-driven alternative to traditional direct mail advertising service providers like Welcome Wagon.
• Reachdesk: Reachdesk is a SaaS platform for direct mail and corporate gifting used by B2B marketers. It addresses the same direct mail marketing need as Welcome Wagon but with a digitally native, self-serve model focused on enterprise senders.

Others

• Porch Group: Porch Group is the parent company of Welcome Wagon and provides the home services data that supplements Welcome Wagon's mover database. While not a direct competitor, it is the structural owner and ecosystem partner that determines Welcome Wagon's strategic and capital context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/welcome-wagon

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Welcome Wagon