Tria Prima

What Tria Prima does

Tria Prima, LLC is a privately held, Austin, Texas-based consulting and marketing-technology firm founded in 2007 that serves financial institutions, banks, credit unions, insurance and investment companies, and fintechs. The company operates a two-tier business model: a professional services arm (marketing strategy, experience design, Salesforce CRM and Marketing Cloud implementation and support, and fractional CMO engagements billed via Statements of Work on net-14 terms) and a subscription-based technology product called Prima ID that performs identity resolution, enriching Salesforce and HubSpot CRM records with demographic and financial-propensity data sourced from a third-party identity graph via a single line of code. Sub-products include Prima ID POC (a free 3-week proof-of-concept) and Prima ID ROI (an analytical overlay), supported by a proprietary Prima ROI Dashboard that surfaces marketing revenue impact for finance leaders.

The underlying technology stack is anchored in the Salesforce ecosystem (CRM, Marketing Cloud, Marketing Cloud Intelligence, and Data Cloud), augmented by proprietary frameworks (the trade-secret-protected Experience Design Framework covering demand gen, lead gen, customer education, sales process design, and cross-selling) and registered brand identities (Prima ID, Prima ROI). Distribution is dual-channel: direct field sales for consulting engagements and inside sales with a free-POC motion for Prima ID, supplemented by content marketing through a Resources blog and LinkedIn thought leadership. Across its history the firm has executed Salesforce engagements for more than 700 financial institutions and has delivered multi-continent enterprise programs such as a Center of Excellence operating model for Petra Financial Technologies covering 8 brands in 5 countries across 3 continents.

The business is founder-led (CEO and Founder Keith Brannan, with 30 years of marketing experience in investments, banking, insurance, and fintech) and operates as a bootstrapped Texas LLC with 11-50 employees and no disclosed institutional funding. Customer logos include enterprise fintechs (Petra Financial Technologies), early-stage startups (Cached), and the cumulative base of 700+ banks, credit unions, and fintech partners on Salesforce implementations.

Name

Tria Prima

Legal name

Tria Prima, LLC

Website

https://triaprima.io

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Tria Prima provides marketing strategy, experience design, and Salesforce CRM and Marketing Cloud consulting to financial institutions, banks, credit unions, insurance firms, and fintechs. It also offers Prima ID, a proprietary identity resolution SaaS product that enriches CRM records.

Ownership category

akta.pro rank

Product category

Marketing Technology Consulting for Financial Services

NAICS

Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

Keywords

• Marketing strategy consulting
• Salesforce implementation services
• Identity resolution software
• Financial services marketing
• Fractional CMO services

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Professional services including marketing strategy, experience design, Salesforce CRM and Marketing Cloud implementation and support, and fractional CMO services. Billed via Statements of Work, typically on a per-project or monthly engagement basis with net-14 payment terms.
2. Prima ID Subscription: Subscription-based technology product providing identity resolution and CRM data enrichment. Subscription fees invoiced monthly in advance. Governed by separate Data Services Agreement and Order Form with committed initial term.
3. Product Services: Subscription-based technology and data products including Prima ID, API-based products, and other technology products made available under product-specific agreements. Includes data services, identity resolution, and related integrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Tria Prima delivers marketing strategy, experience design, and Salesforce CRM/Marketing Cloud consulting services to banks, credit unions, fintechs, and insurance/investment firms, paired with Prima ID, a proprietary SaaS identity-resolution product that identifies anonymous website visitors and enriches Salesforce or HubSpot CRM records with demographic and financial propensity data for sales and marketing activation.

Product overview

Tria Prima operates a two-tier portfolio combining consulting services with a proprietary subscription-based technology product called Prima ID. The consulting arm provides marketing strategy, experience design, Salesforce implementation and support, fractional CMO leadership, and Go-To-Market strategy services focused on financial services, fintech, and banking clients. Prima ID is the core SaaS product — an identity resolution platform that identifies anonymous website visitors, enriches CRM records with demographic and financial propensity data, and activates outreach workflows natively within Salesforce or HubSpot. Related sub-products include Prima ID POC (free proof-of-concept) and Prima ID ROI (ROI analysis tool). The company also offers a proprietary Marketing ROI Dashboard built on Salesforce data for performance measurement. The combined offering positions Tria Prima as both a marketing technology platform vendor and a strategic consulting partner.

Differentiator

Problem solved

Functional benefit

Brands

• Prima ID: Identity resolution product that identifies anonymous website visitors, enriches CRM data with demographic and behavioral attributes, and integrates with Salesforce and HubSpot for real-time sales and marketing activation.
• Prima ROI

Products and services

• Prima ID Identity resolution SaaS product that identifies anonymous website visitors and enriches Salesforce or HubSpot CRM records with demographic and financial propensity data without requiring form submissions, enabling targeted sales and marketing activation.
• Prima ID POC Free 3-week proof-of-concept engagement for Prima ID that identifies website visitors, enriches CRM records, and delivers a sample ROI analysis for prospective financial-services clients.
• Prima ID ROI ROI analysis and reporting offering that helps clients quantify the business value of Prima ID identity resolution and CRM enrichment.
• Marketing Strategy Consulting Consulting engagement focused on go-to-market planning, sales process design, ideal customer profile development, message hierarchy, and product launch strategy grounded in data and analytics for financial institutions and fintechs.
• Experience Design Proprietary consulting framework optimizing the lifecycle of customer engagement, including demand generation, lead generation, customer education, sales team process design, and cross-selling engagement programs for financial-services clients.
• Salesforce Implementation and Support Consulting, implementation, configuration, and ongoing optimization support for Salesforce CRM, Marketing Cloud, and Marketing Cloud Intelligence deployments targeting banks, credit unions, fintechs, and insurance and investment firms.
• Fractional CMO and Martech Leadership Interim marketing leadership service providing strategic marketing direction, team guidance, and technology decision-making for companies building toward or transitioning between full-time marketing leadership, including pre-revenue startups.
• Go-To-Market Strategy and Execution End-to-end go-to-market consulting covering market entry planning, positioning, sales enablement, and launch execution for new products and market expansions for financial-services and fintech clients.
• Marketing Performance Analytics Analytics consulting service focused on marketing ROI measurement, campaign performance tracking, and data-driven decision-making to demonstrate marketing's financial impact to executive leadership.
• Client Experience Design Customer experience design consulting service that creates and optimizes customer interactions across sales and marketing touchpoints for financial-services clients.
• Content Development Marketing content creation service supporting demand generation, lead nurturing, and customer education initiatives for financial-services and fintech clients.

Quantifiable outcome

• Saved $4 million annually for Petra Financial Technologies vs regional ownership model
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature6 records

Partnerships

One partnership is on record.

• Identity Resolution Provider (unnamed)coreTechnology or IntegrationTria Prima licenses identity data services from an independent third-party Identity Resolution Provider for the Prima ID product. The provider performs identity matching and enrichment. Tria Prima acts as an authorized end user of that data through the Prima ID service. Company API intellectual property retained by Tria Prima while identity graph owned by provider.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Demandbase: B2B account identification and visitor intelligence platform that identifies anonymous web traffic and routes it to CRM/sales systems. Competes head-to-head with Prima ID's identity resolution value proposition, particularly for B2B fintech and banking clients.
• Listrak: Cross-channel marketing platform focused on retail and financial services, offering email, SMS, identity and personalization. Comparable to Tria Prima in vertical specialization (financial services) and CRM-adjacent activation, though without the management consulting wrapper.
• Rightpoint (Genpact): Digital experience and Salesforce consulting firm (now part of Genpact) serving financial services clients with experience design, MarTech and CRM implementations. Competes with Tria Prima's consulting practice on experience design and Marketing Cloud delivery for banks and fintechs.
• LiveRamp: Independent identity resolution and data collaboration platform powering customer recognition across CRM, marketing and analytics stacks. Directly competes with Prima ID's visitor identification and CRM enrichment capabilities, but at significantly greater scale and across all verticals.
• Zeta Global: Enterprise martech platform combining customer data, identity resolution and AI-driven activation, with notable financial-services client penetration. Competes with the combination of Prima ID's identity layer and Tria Prima's marketing activation consulting.
• Marigold Engage (formerly Cheetah Digital): Enterprise martech platform purpose-built for banks, credit unions and insurers, offering customer engagement, journey orchestration and identity resolution adjacent to CRM/Marketing Cloud. Most directly comparable to Tria Prima's combined financial-services consulting and Prima ID SaaS positioning.

Broad incumbents

• Slalom: Large strategy and technology consulting firm with a dedicated financial services practice and significant Salesforce delivery. Competes with Tria Prima on marketing strategy, experience design and Salesforce Marketing Cloud implementations for banks and fintechs.
• Perficient: Large, publicly traded IT consultancy with a dedicated financial services practice and deep Salesforce/Marketing Cloud delivery capability. Competes with Tria Prima on enterprise Salesforce implementations for banks and fintechs, but at much larger scale and broader scope.

Emerging players

• 6sense: Account identification and buyer-intent platform that identifies anonymous accounts, scores buying stages and activates workflows in CRMs including Salesforce. Overlaps directly with Prima ID's anonymous-visitor-to-known-lead motion, with broader intent-data depth.
• Leadspace: B2B data and identity platform that builds unified customer/account profiles and routes them into Salesforce and other CRMs. Direct comparability to Prima ID's CRM enrichment and propensity scoring capability, scaled toward B2B SaaS and fintech verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tria-prima

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Tria Prima