Thryv & Wix unveil partnership for small businesses

Thryv and Wix have announced plans for a strategic partnership aimed at service-based small and medium-sized businesses.

The arrangement would combine website tools, commerce functions, bookings, marketing and payments in a single offering for customers in North America and other markets.

Thryv serves about 100,000 active software customers and sells tools to small businesses through a direct sales force. Its products are used by service businesses including plumbers, salon owners, contractors, lawyers and accountants.

Wix brings a larger global user base, with its platform used by hundreds of millions of users worldwide. It also adds website and commerce products, along with payments infrastructure focused on the same segment of service-led small businesses.

The proposed partnership links two companies with established positions in software for smaller businesses. For Thryv, the deal broadens the website and commerce options it can offer alongside its existing marketing software. For Wix, it provides access to Thryv's customer base and sales network in service-business sectors.

Both groups are targeting businesses that often rely on several separate software products to manage customer acquisition, online booking, payments and digital presence. By tying these functions together, they aim to simplify how those firms run customer-facing operations.

Thryv says its platform helps small businesses improve online discovery, identify potential customer leads and measure return on investment. The business has increasingly emphasised artificial intelligence in its products, including website tools and lead analysis.

Wix has also expanded beyond website building into commerce and broader online business management. Its position was strengthened by the 2025 acquisition of Base44, a no-code application platform.

Market focus

The partnership is centred on service-based businesses, a segment where bookings, payments and lead generation are closely linked to websites and other online channels. That focus distinguishes it from broader software tie-ups aimed at retailers or larger companies with more complex technology estates.

For smaller operators, the challenge is often less about access to digital tools than stitching together products from different providers. Vendors in this market have increasingly tried to offer more functions through a single relationship, both to reduce churn and increase spending per customer.

Thryv's direct sales operation may be a key part of that strategy. The company says it brings deep expertise across service-business verticals, which could help Wix extend its reach among businesses that prefer guided sales and support rather than self-service purchasing alone.

At the same time, Wix adds international scale and a well-established web presence platform. That may help Thryv present a broader software package to customers looking to manage both front-end digital visibility and back-office customer interactions through fewer providers.

Joe Walsh, Chairman and Chief Executive Officer of Thryv, outlined the rationale for the tie-up.

"We are thrilled to partner with Wix to provide every service-based small business a complete AI-powered technology foundation - together we provide payments, commerce, bookings, marketing leads and more, without having to stitch together a dozen different tools," said Joe Walsh, Chairman and Chief Executive Officer of Thryv.

He added that the company sees commercial upside as well as a broader product proposition for customers.

"Thryv has successfully built one of the most trusted platforms in the SMB market and together, we can generate significant value providing a comprehensive technology suite to the service-based businesses we support, while creating new opportunities for these businesses to access the tools they need to grow," said Walsh.

The announcement stops short of setting out detailed financial terms or a timetable for rollout. It also does not specify whether the partnership will involve bundled products, deeper technical integration, joint go-to-market activity or a combination of those approaches.

What is clear is that both companies see demand from small businesses for software that brings together customer acquisition, transaction handling and online presence. In the competitive market for small business software, access to customers and the breadth of tools on offer remain central to how providers seek to differentiate themselves.

Thryv says the partnership is designed to expand the range of tools available to the small business market by combining its marketing platform, customer base and sales reach with Wix's website, commerce and payments products.