Thryv sells to local service businesses, coaches, and consultants. A sapphic dating app isn't that — so let's name it up front. The value here was never She & HER as a customer. It's that Desirée has standing access to 50,000+ founders and operators on confirmed 2026 stages — small businesses that are your ICP, in communities your acquisition engine can't reach efficiently — and she routes them to you. In exchange, Thryv's platform powers She & HER's own launch, making her your proof case, not just a referral source. It's a two-way trade, drawn across all three of your existing partner lanes and modeled on a program the category's biggest player has already validated at 35,000-startup scale: HubSpot for Startups.
Recurring commission for sending small businesses to Thryv or Keap. Built for volume.
Agencies and consultants packaging Thryv into their own client services.
Integrations, plug-ins, and API connections into the Thryv + Keap marketplace.
One partner operating across all three lanes — ICP-aligned customer pipeline, platform-adoption support, agency networks, and co-built demand gen — measured the only way that counts: net-new Thryv customers.
Around one question — the one a platform your size actually rewards: can this partner bring us customers? Not press for its own sake, not reach for its own sake. Every section below rolls up to net-new Thryv + Keap accounts and the retention that follows. If a line doesn't move that number, it isn't in here.
This isn't a pitch that Thryv's program is the cheapest or the most lucrative — that's not the argument. It's that HubSpot turned a discount ladder into a 35,000-startup customer pipeline, fed by 4,000+ partner organizations. She & HER qualifies through exactly that mechanism today. The ask: pilot the same structure, with She & HER as cohort one and as the ecosystem partner that feeds it.
HubSpot for Startups discount ladder for pre-seed through Series A companies (publicly published terms). Proposed as the parity structure for Thryv + Keap.
“It's not about my reach. It's about the spaces I'm already in — full of small businesses that need exactly what Thryv sells, and don't yet know it.”
She & HER is a community-based dating app for the sapphic community — women who love women — built on a simple thesis: teach people how to date before you match them. We launched at NYC Pride on June 28 — the only brand carrying the official NYC Pride logo — and the runway builds from there: World Pride Amsterdam in August; The AI Conference, NYC Tech Week, and the Lesbians Who Tech conference across September–October; and our primary launch anchor, AfroTech, in November 2026, with national press along the way.
Desirée Mayon is a data scientist with 15+ years in ML across Google, Microsoft/Xbox, Etsy, and Nordstrom. The platform is engineered in-house — which is why our technology partnerships run deeper than discounts.
Active partner in NVIDIA Inception, AWS Activate, and Google for Startups Cloud — the same class of startup programs HubSpot uses to verify eligibility for its 90% tier.
A ~10-person team with an external brand and marketing studio. We are exactly the customer Thryv was built for — big reach, lean headcount, tools doing the work of departments — which is exactly why we can prove the stack from the inside.
The structure we discussed on July 10 is a hybrid — strategic partner + consultant. Desirée comes in as a consultant — advising on net-new acquisition, the conversion method, and the customer she knows better than anyone — and as a partner who routes qualified small businesses into your funnel. In exchange, full access to the platform. Toggle to see each direction.
Value moves both directions. Thryv's platform becomes the growth engine behind She & HER — and She & HER becomes Thryv's flagship use case: living proof the stack can build a real pipeline for a founder running a 10-person team with no marketing department. In return, Desirée gives Thryv two things you can't buy off a media plan — her reach, the communities and rooms your acquisition engine can't get into, and the small-business user journey through a founder's lens, watched in real time as she actually runs the full stack. That's net-new reach that converts and go-to-market strategy from inside the customer's seat — the two inputs that actually move units. It is not an influencer or affiliate arrangement — no sponsored posts, no consumer promotion, no payment for reach. The short version: you power the stack; I deliver net-new conversions in the markets you can't reach — plus the strategy and the case study to repeat them at scale.
Six criteria define a strategic partner worth the name. Here's how we answer each one.
Every source below is quantified, matched to your ICP, and mapped to the Thryv product it's most likely to buy. These are the net-new accounts, segment by segment. Tap each to expand.
A conference isn't 40,000 impressions — it's 40,000 trusted nodes. In high-trust, culturally-aligned communities, each person carries their network, and their network watches them. This is the behavioral economics of reach: the room is where it starts, and a peer referral is the single highest-converting acquisition mechanism there is.
These are tastemaker communities — Black founders, queer operators, technical builders — the people other small businesses watch and follow. When a founder in that room says "I run on Thryv," it doesn't spend an impression; it sets a cultural default. That's social proof and in-group trust doing the work — the same behavioral-economics levers that move conversion 42%→82% in Section 8, now operating across a network in the millions instead of one funnel. It's reach you can't buy, converting the way only trust converts — and it compounds every time a referred customer refers the next one.
Thryv's ratings tell two different stories — and the space between them is the exact problem this partnership is built to close. This isn't a knock on the product. It's where the upside is.
4.3–4.6 / 5 on G2 across ~2,000 reviews, ~90% from small businesses, with repeat "Leader" and "Easiest to Use" awards. Reviewers single out one thing again and again: the hands-on help during initial setup. When a Thryv person is in the room, customers love it.
2.3 / 5 on Trustpilot · 300+ BBB complaints in 12 months. The theme isn't the software — it's the journey once onboarding ends: unclear billing, hard-to-cancel contracts, "I paid and got no results," support that goes quiet. Happy while guided; gone once alone.
That split is a user-journey gap, not a product gap — and it's the back half of the only number that matters: retention. It's also the half of this exchange a media plan can't deliver. As a founder running the full stack solo — no rep holding my hand — Desirée documents the journey from inside the customer's seat: where it breaks, where a lean team gets stuck, what turns a trial into a renewal. The case study becomes the proof those reviews are missing — a real business that got results without the hand-holding. Every gap closed is a customer who renews instead of writing the next one-star review.
Net-new acquisition is your #1 priority — you said so on July 10 — and it's the thing your direct floor, built to farm the existing base, isn't built to hunt. The advisory leg is the engine that produces it. Every platform reads the funnel data; none of them layer behavioral economics on top — asking about affordability and fit conversationally, in a way that reads culture and feeling, not just numbers. That's what converts free and curious into paid, in markets your competitors can't reach.
At Xbox, Desirée worked on converting Xbox Cloud Gaming (xCloud) users from free trials into paid Game Pass across emerging markets — the same regions Microsoft pushed cloud gaming into (India, Latin America, and beyond) specifically to remove the $300–500 console barrier. The lever wasn't discounting; it was rewriting the onboarding questions with cultural and behavioral context so people converted willingly. The response from Xbox leadership was, essentially — "I didn't think of it like that." Same method, now pointed at Thryv's net-new problem.
This isn't a hunch. Decades of behavioral-economics research show that reframing the ask — not the offer — is one of the largest levers on conversion there is. It's the difference between a plumber closing the tab and a plumber becoming a paying unit.
Minority-owned SMBs (AfroTech as the proof), the dispensary market ("everybody has a dispensary now — what makes you different?"), and every undifferentiated small business competing against a big brand. Your real competitor here is GoHighLevel, not up-market HubSpot — and the niche below them is wide open. My reach is instant access to it.
The differentiator every competitor is missing: converting on feeling and culture, not just data — especially for businesses that work one-to-one with people, or anyone going up against a bigger brand. This is a freemium→paid, top-of-funnel conversion lever for net-new — not a fix for the onboarding your team already runs. It builds a subscription base people want to pay for.
I don't touch your codebase — your engineering team does. I work with your product/engineering champions to map the conversion-focused changes; I bring the method, the reach, and a UI team; you build. Equally yoked: if I eat, you eat. A pre-scoped Apollo integration for emerging/smaller markets — something HubSpot doesn't offer — is already warming.
Companies struggle to see a thing before it exists, so we start by showing it — a campaign that proves the net-new conversion play at a dated event before anyone commits at scale. AfroTech (mainstage, ~3M+ interactions, dense with minority-owned SMBs) is the natural anchor; NYC Pride is already in hand with the CRM data every partner needs; World Pride Amsterdam brings global small-business reach in August. Each is a measurable net-new window with its own conversion target — so your VP sees the units, where they came from, and exactly how they were produced.
Market, Sell, Grow is Thryv's own framework — it's on your homepage. Thryv is Market, Keap is Sell, and She & HER is the Grow engine. But the engine runs both ways: Thryv's platform powers She & HER's launch (the use case), and that documented result — carried into 50,000+ founder seats — feeds ICP-matched companies, reach, and user-journey insight back to Thryv. Below is exactly how we get you there — the same logic broken into five measurable moves, each one a checkpoint your VP can hold us to. Every turn of the loop is a net-new customer.
Desirée × Tiana. Strategic-partner direction set; HubSpot benchmark shared.
Launched as the only brand carrying the official NYC Pride logo; national press, full CRM and audience data secured. The proof point already banked.
Desirée × Erin. Immediate alignment on the shape of it — a hybrid strategic-partner + consultant relationship — and on the real problem to solve: net-new acquisition. Chemistry first; structure follows.
Erin briefs the VP at Monday leadership. This document is built to travel with that briefing.
Map the net-new conversion play with product + engineering champions; lock co-branding for the activation slate.
Global small-business owners on the ground; international net-new reach in markets Thryv doesn't touch.
The AI Conference (San Francisco), NYC Tech Week (sponsored by Uber and NYC Pride), and a speaking slot at the Lesbians Who Tech conference — founder- and operator-dense stages, back-to-back.
Mainstage; primary net-new anchor and product-launch milestone. Full-funnel Thryv + Keap case study and the conversion-pilot results delivered; review to scale.