StructuredWeb, a trailblazer in AI-driven enterprise channel communication, has announced the appointment of Shane Edmonds as its new Chief Product & Technology Officer (CPTO). This strategic move reflects the company's commitment to accelerating innovation and expanding the capabilities of its flagship platform, ChannelGPT, the industry’s first AI solution purpose-built for channel marketers.

With Edmonds at the helm of product and technology, StructuredWeb is poised to revolutionize channel marketing with next-gen AI tools, reinforcing its leadership in the MarTech ecosystem.

Leadership Appointment: A Strategic Move for AI-Driven Growth

• Shane Edmonds Joins as CPTO

  • Brings a proven track record in scaling enterprise SaaS platforms.

  • Expertise in building high-performing engineering teams and driving platform transformation.

  • Recognized as one of the “Top 10 Washington DC CIO/CTOs” by SmartCEO Magazine.

• Executive Statement

  • Daniel Nissan, CEO of StructuredWeb, emphasized the value Edmonds brings:

“His leadership will be instrumental in expanding our suite of Channel capabilities and solidifying our position as the market leader in channel AI.”

ChannelGPT: Reinventing Channel Marketing with AI

• A Purpose-Built Platform for Channel Marketers

  • ChannelGPT stands as the first AI solution designed specifically for the challenges and needs of channel marketing.

  • It includes advanced tools such as:

    • AssistantAI – for dynamic support and real-time channel insights.

    • CreateAI – for automated content creation across marketing assets.

    • Additional modular tools that streamline campaign execution and performance analysis.

• Strategic Vision with Edmonds' Leadership

  • Enhanced focus on AI-first product strategy.

  • Commitment to continuous platform innovation and agility.

  • Alignment of product and engineering to meet evolving market demands.

A New Chapter in Channel Communication Excellence

• Shaping the Future of Partner-Led Growth

  • StructuredWeb’s technology empowers enterprises to scale partner marketing programs with precision and speed.

  • Edmonds’ role will catalyze the next phase of growth, integrating scalable AI architecture to automate and personalize partner interactions at scale.

• Edmonds' Vision

“I’m thrilled to join StructuredWeb at this pivotal time in the evolution of channel marketing and AI technology. I look forward to accelerating innovation, enhancing our AI capabilities, and strengthening our position as the leader in intelligent channel communication solutions.”

The appointment of Shane Edmonds as CPTO marks a decisive step in StructuredWeb’s journey toward AI-powered excellence in channel marketing. By harnessing Edmonds’ deep expertise and vision, the company is set to elevate its ChannelGPT platform, delivering more value to enterprises and their partners worldwide. As channel ecosystems become more complex and data-driven, StructuredWeb continues to redefine what’s possible with intelligent communication tools built for scale.

Camco, a household name in the outdoor recreation industry and a leading manufacturer of aftermarket parts and accessories, has named Mythic its new creative agency of record (AOR). The decision follows a competitive agency review and signals Camco’s intent to sharpen its brand strategy and ramp up marketing effectiveness across every channel from retail to digital to direct-to-consumer (DTC).

By tapping into Mythic’s strategic depth and proven creative prowess, Camco is laying the groundwork for its next phase of growth, one rooted in data-driven insights, compelling storytelling, and lifestyle-first marketing.

Why Mythic? Strategic Fit Meets Lifestyle Insight

• Strategic Expertise
  Camco selected Mythic based on the agency’s robust track record of delivering measurable outcomes across adjacent lifestyle and retail categories. Mythic brings a deep understanding of today’s passionate, community-driven consumers, especially those who embrace the RV and outdoor lifestyle.

• Client Vision
  Lisa Schoder, Chief Marketing Officer at Camco, commented:

“We were searching for a strategic partner to help propel Camco into its next phase of growth – one who truly understands our industry and brings a fresh, results-driven approach to marketing. Mythic stood out for its ability to translate insights into impactful, creative work.”

Scope of Work: Building a Cohesive, Multi-Channel Brand Experience

As Camco’s AOR, Mythic will take the lead on a broad range of initiatives, including:

• Brand Strategy & Positioning
  Discovering what sets Camco apart and turning that into a narrative that resonates with outdoor consumers.

• Integrated Creative Development
  Creating cohesive campaigns across video, digital, social, and in-store environments.

• Social Media Strategy & Content
  Leading organic social efforts to foster a stronger connection with Camco’s community of RVers, campers, and outdoor enthusiasts.

• Full-Funnel Marketing
  Supporting growth across retail, digital, and direct-to-consumer channels with measurable results at every touchpoint.

Camco: A Legacy of Trust and Innovation in Outdoor Recreation

With more than 4,000 products in its catalog, Camco has built a reputation for quality and innovation in the RV, marine, camping, towing, and ATV spaces. Its brands — including Rhino, TastePURE, FasTen, TST, Power Grip, and Eaz-Lift — are staples for millions of adventurers.

• A Customer-Driven Philosophy
  Camco doesn’t just sell parts - it supports a lifestyle of exploration and freedom. Whether it's water filtration for RVs, towing equipment for road trips, or sanitation systems for remote camping, Camco has become synonymous with reliability and convenience.

Mythic’s Mission: Connect with Consumers Who Live the Brand

• CEO Perspective
  Ken Baker, CEO of Mythic, shared his vision:

“RV consumers aren’t just buyers — they’re passionate explorers who care deeply about quality, reliability, and the lifestyle that comes with life on the road. With Camco’s expansive product portfolio and growing DTC business, we see a tremendous opportunity to drive meaningful brand and business growth.”

• Immediate Initiatives
  Mythic will begin work on brand discovery and campaign development, followed by a rollout of creative and social strategies aimed at amplifying Camco’s presence across multiple touchpoints.

A Marketing Partnership Geared for Impact

The Camco–Mythic partnership reflects the evolving landscape of outdoor recreation marketing — where lifestyle, authenticity, and performance converge. With a powerful blend of strategic insight, creative energy, and marketing discipline, the collaboration is poised to energize Camco’s brand presence and deepen engagement with a growing community of modern explorers.

As Mythic begins execution, all eyes will be on the campaigns and storytelling that will define Camco’s next era of growth — both on the road and online.

In an increasingly fragmented and performance-driven mobile advertising landscape, creative strategy is no longer a one-size-fits-all game. AppsFlyer’s newly released 2025 State of Creative Optimization report provides a comprehensive, data-rich examination of how creative variations, emotional resonance, and content formats impact user acquisition and retention across 1,300 apps and 1.1 million ad creatives.

Covering both Gaming and Non-Gaming verticals and analyzing $2.4 billion in ad spend, the report makes one thing clear: top-performing creatives still matter, but scaling creative diversity and tapping into emotional drivers are now essential for sustainable growth.

1. The Shift from Scaling Winners to Scaling Variety

• Top 2% Still Dominate in Gaming:
  In the Gaming category, just 2% of ad creatives are responsible for 53% of total ad spend, underscoring a winner-takes-most dynamic.

• Diversification in Non-Gaming:
  In contrast, Non-Gaming apps show a more distributed pattern, with the top 2% accounting for 43% of spend — a 10-point difference signaling a strategic shift toward broader creative testing, audience segmentation, and fatigue mitigation.

2. Creative Volume: A Tale of Two Verticals

• Non-Gaming on the Rise:
  High-spending Non-Gaming apps increased creative output by 18% YoY, averaging 2,365 creative variations per quarter, outpacing Gaming by 80% in growth.

• Gaming Still Leads in Volume:
  While Gaming apps still lead in total volume with 2,743 creatives per quarter, mid-tier Gaming advertisers are producing fewer creatives than last year — potentially putting them at risk amid rising competition.

“We’re seeing marketers scale variety, not just winners,” says Adam Smart, Director of Product Gaming at AppsFlyer. “Creative scale is becoming a strategic imperative across the board.”

3. Emotional Storytelling: A Power Lever Still Underused

• TV and Music Stars Outperform Movie Stars:

  • TV personalities generate 2x the IPM (installs per 1,000 impressions) of movie stars.

  • Music artist ads yield 50% higher 7-day retention, yet movie stars still command 80%+ of celebrity budgets.

• Narratives Drive Deeper Impact:

  • “Failure-to-Success” storytelling in Hypercasual Gaming delivers 78% higher IPM, yet receives 40% less spend than “Pure Success” stories.

  • In Mid-core Gaming, competition-driven narratives and challenge formats yield strong engagement and retention.

4. UGC Tutorials and Reviews Beat Testimonials

• In Finance & Social:

  • UGC tutorials in Social Media apps drive 45% higher IPM and 17% stronger 7-day retention.

  • In Finance, tutorial-style creatives outperform testimonials by delivering 37% higher retention.

• GenAI Insights:

  • Comparison-style creatives (before-and-after) excel in initial performance but show poor retention.

  • UGC testimonials, however, lead to 36% higher retention, proving their value in long-term user engagement.

5. Motivation-Based Messaging: Tailoring to Intent

• Finance:

  • Instant Gratification messaging (e.g., “Get Paid Today!”) boosts 7-day retention by 17% via DSPs.

• Dating:

  • Creatives tied to “Serious Relationship” goals outperform casual themes by 15%, despite lower ad spend.

6. Social and Search: Untapped Creative Goldmines

• Narrative Hooks in Social:

  • “Storytelling Hooks” — emotional arcs with twists — make up just 6% of social ad spend but deliver highest Day 7 retention at 8.4%.

• Social Proof:

  • Ads leveraging peer validation or trend participation offer strong performance but remain underutilized.

7. Strategic Takeaways for Marketers

1. Diversify Your Creative Investment

• Don’t over-index on a handful of top performers.

• Regularly test across formats, themes, and emotions.

2. Prioritize User Retention

• Installs are not the finish line. Creatives that resonate long-term — especially UGC and tutorials — outperform flashier alternatives.

3. Leverage Data-Driven Narratives

• Emotional hooks, failure arcs, and social proof can deliver significant ROI if used strategically.

4. Elevate Mid-Tier Advertiser Production

• Particularly in Gaming, mid-tier brands must scale creative production or risk falling behind.

A New Era of Creative Intelligence

AppsFlyer’s 2025 State of Creative Optimization Report is a wake-up call for marketers: in an AI-first, mobile-centric world, creative is no longer a soft metric — it's a growth engine.

Whether you’re scaling Gaming ads or educating users in Finance and Social, data-backed creative variety and emotionally intelligent content are the keys to standing out and retaining loyal users. As platforms grow smarter, your creatives must too.

In Southeast Asia (SEA), where gaming is more than just a pastime, social media has emerged as a primary source of discovery for new titles. A recent report by Niko Partners, titled “Optimal Channels for Promoting New Games: Preferred Social Media & Messaging Platforms,” reveals that 62% of SEA gamers rely on social media for updates on new game releases.

As marketers shift from traditional ads to digital-first, community-driven strategies, understanding the nuances of platform preferences, user behavior, and content types is essential to increase visibility, brand loyalty, and engagement among Asia's diverse gamer demographics.

1. Social Media: The New Frontline of Game Discovery

Social media isn't just a distribution tool — it’s a trusted ecosystem where gamers interact, form opinions, and build community.

Statistic

62% of SEA gamers use social media to discover new games, more than any other channel.

This trend is driven by multiple factors:

• Real-time updates from developers

• Influencer-led reviews and gameplay

• Community engagement via comments and livestreams

• Platform-native tools like TikTok trends, Instagram Reels, and YouTube Shorts

Takeaway for Marketers:

Focus on interactive, mobile-friendly content and tap into trending formats to increase shareability and trust.

2. The Power of Community Building

Niko Partners highlights community engagement as a core driver of success. A strong gaming community can:

• Accelerate word-of-mouth marketing

• Create sustained engagement through fan art, memes, and UGC

• Support live service models with direct feedback loops

• Turn casual gamers into brand advocates

Community-driven marketing isn’t a side project — it’s the main game loop for modern mobile, PC, and console titles.

3. Platform Preferences by Region and Gamer Type

By Game Platform:

• Mobile Gamers: Prefer short-form, visually engaging platforms such as TikTok, Instagram, and Facebook Lite.

• PC Gamers: Gravitate toward platforms like Discord, Reddit, and YouTube for more technical deep dives and livestreams.

• Console Gamers: Split usage between YouTube, Twitch, and Twitter/X, especially for previews and patch updates.

By Country:

Niko’s report breaks down platform dominance by region, showing significant variance:

• Indonesia & Philippines: Heavy TikTok and Facebook usage

• Thailand: YouTube and LINE are key

• Vietnam: Zalo and Facebook dominate messaging

• Singapore & Malaysia: Balanced use across Instagram, Twitter, and Discord

Local context matters. An effective SEA-wide campaign should blend pan-regional themes with localized creative and platform strategy.

4. Messaging Platforms: A Silent Engine of Engagement

Beyond social media, messaging apps like WhatsApp, LINE, Telegram, and Zalo serve as private spaces for community sharing.

Gamers are:

• Sharing game links and reviews

• Joining invite-only beta communities

• Following influencer chats or brand accounts

Messaging platforms offer high-trust, low-noise environments ideal for nurturing loyal fanbases.

5. Exhibits from the Report

The Niko Partners report features detailed data visualizations that can guide targeting and creative strategy:

• Primary Sources for New Game Info by Game Platform
  Shows where mobile, console, and PC gamers prefer to learn about games.

• Primary Sources by Gamer Type
  Dissects differences in preferences among casual vs. hardcore gamers.

• Influential Platforms by Country
  Visuals to help regional marketing teams prioritize channels.

6. Strategic Implications for Game Marketers

Invest in Micro-Communities

• Create niche Discord channels

• Engage in Reddit AMAs

• Leverage Facebook Groups and LINE Communities

Blend Influencer and UGC Content

• Partner with local creators

• Incentivize gameplay reviews and walkthroughs

• Use reaction videos and meme formats to boost organic reach

Use Messaging for Conversion

• Deploy chatbots for early access

• Share referral codes in Telegram groups

• Offer exclusive downloads via WhatsApp

Think Hyper-Local, Act Regional

• Translate content and match cultural tone

• Time announcements to local festivals and game events

• Customize by device usage trends in each market

Platform Fluency = Marketing Mastery

As mobile penetration deepens and new gamers enter the market daily, knowing where and how to engage them is just as important as the game itself. Niko Partners’ report reinforces that social media and messaging apps are not just promotional tools — they are core to the gamer experience in Asia.

Whether you're launching a hyper-casual mobile game or an open-world RPG, your success will hinge on building community, choosing the right platforms, and delivering emotionally resonant content across SEA’s dynamic digital landscape.

In an exciting new partnership, 5WPR, a leading communications agency, has been appointed as the communications agency of record for Nissan U.S.'s strategic initiatives targeting multicultural consumers. The collaboration aims to elevate Nissan’s brand presence within diverse communities while reinforcing its commitment to inclusion and cultural resonance.

The partnership, which includes strategic brand development, communications planning, and a variety of experiential marketing efforts, will ensure that Nissan’s messaging authentically connects with a broader spectrum of audiences, aligning with the brand’s current goals of driving sales and enhancing customer satisfaction.

1. A Comprehensive Approach to Multicultural Marketing

Under the new partnership, 5WPR will lead a multicultural communications program that spans several key activities:

Strategic Brand Development

By tailoring Nissan’s messaging to meet the cultural needs and preferences of various diverse groups, 5WPR will build a cohesive brand presence across multiple platforms.

Experiential Events

The agency will execute engaging events featuring Nissan vehicles, designed to create memorable experiences and foster direct interaction with diverse consumer groups. These experiences will serve as an essential touchpoint for building brand loyalty.

Press & Stakeholder Relations

To enhance Nissan’s visibility and reputation, 5WPR will manage strategic media placements, securing press coverage and cultivating strong relationships with stakeholders across multicultural sectors.

Reputation Management

Through effective reputation management, the agency will support Nissan in positioning itself as a brand that genuinely understands and values its multicultural customer base, enhancing its long-term brand health.

2. Building Authentic Connections Through Storytelling

Ashley Barton, Senior Vice President & Group Director of Multicultural at 5WPR, emphasized the importance of strategic storytelling to build deeper connections with Nissan’s diverse audiences:

"Through strategic storytelling, dynamic media partnerships, and culturally resonant experiences, we aim to strengthen Nissan's connections with diverse communities. Our collaboration will not only amplify Nissan's commitment to inclusivity but also ensure their messaging authentically reflects the voices and values of the audiences they serve."

By focusing on authentic engagement, 5WPR will craft narratives that resonate deeply with multicultural communities, ensuring brand loyalty and emotional investment.

3. Culturally Relevant Events and Initiatives

One of the key components of this partnership is the creation of culturally relevant events. These events will not only showcase Nissan vehicles but will also highlight Nissan's commitment to diversity and inclusion. These grassroots initiatives aim to:

• Bring Nissan closer to multicultural communities

• Celebrate diverse cultures through unique experiences

• Foster direct engagement with the brand

4. Influencer Engagement and National Reach

In today’s digital age, influencers hold substantial power in shaping brand perceptions. 5WPR will leverage its extensive network of influencers to amplify Nissan’s brand message on a national scale. By working with influential voices within multicultural communities, 5WPR will ensure that Nissan’s messages reach their target audiences in an authentic and impactful way.

5. Data-Driven Insights for Authentic Engagement

A key strength of this partnership will be the use of data-driven insights to guide marketing efforts. By understanding the unique preferences and behaviors of multicultural consumers, 5WPR will develop campaigns that resonate deeply, ensuring that Nissan’s messaging is not just relevant but also impactful.

This data will guide decisions around:

• Campaign targeting

• Content development

• Media placements

• Influencer strategies

Through this data-driven approach, Nissan can ensure that its multicultural marketing efforts are efficient and effective, ultimately increasing brand awareness and customer satisfaction.

6. Strengthening Nissan’s Reputation as a Leader in Innovation

As part of the strategic communications plan, 5WPR will collaborate closely with Nissan Corporate Communications to help reinforce Nissan’s reputation as an industry leader in automotive technology and innovation. By highlighting Nissan’s ongoing innovations, sustainability efforts, and cultural relevance, 5WPR will support Nissan in cementing its position as a forward-thinking and inclusive brand.

Nissan’s commitment to multicultural marketing reflects the brand’s understanding that success in today’s automotive market is not just about product excellence but also about meaningful connections with customers from all walks of life.

A Partnership for the Future

The partnership between 5WPR and Nissan U.S. marks a significant step in the brand’s ongoing efforts to connect with diverse consumers and build an inclusive marketing ecosystem. By focusing on cultural relevance, community engagement, and data-driven insights, this partnership will ensure that Nissan’s brand message resonates across all demographic segments, leading to increased brand loyalty, consumer trust, and sales growth.

With the support of 5WPR, Nissan is poised to strengthen its reputation in multicultural markets, creating an even more inclusive brand experience for all its consumers.

As National Small Business Week approaches in the United States, Constant Contact, a leading digital marketing and automation platform, has unveiled its latest Small Business Now report. The report uncovers a surprising contradiction in how consumers view small businesses: while there is a deep emotional and personal connection, many fail to recognize the true scale of small businesses and their value to the global economy.

Frank Vella, CEO at Constant Contact, pointed out that while small businesses are deeply embedded in our daily lives, there is a significant awareness gap regarding their economic and community impact. This disconnect emphasizes the importance of not only appreciating small businesses but also actively supporting and celebrating their contributions.

1. Consumers' Emotional Connection with Small Businesses

The report reveals several insights that underscore how much consumers emotionally connect with small businesses, even if they are not fully aware of their broader significance. Here are some key emotional findings:

• 82% of consumers agree that small businesses have a positive impact on their lives.

• 83% of people would feel upset if their favorite small business closed, with 40% stating they would be devastated by such a loss.

• 40% of consumers worldwide visit their favorite small businesses at least once a week.

These findings highlight the strong, emotional ties that consumers have with small businesses, especially those that are integral to the local community, such as restaurants, grocery stores, and wellness businesses.

2. The Awareness Gap: Consumers Underestimate the Scale of Small Businesses

Despite these deep emotional connections, the report reveals a startling awareness gap when it comes to recognizing the scale of small businesses. The findings show that:

• Only 19% of Americans correctly identified how many small businesses operate in the U.S. (33 million).

• In Canada, only 16% of consumers were aware of the number of small businesses in the country.

• In the UK, 20% had an accurate understanding, and in Australia and New Zealand (ANZ), only 11% of consumers knew.

This lack of understanding underscores the critical importance of small businesses in shaping both local economies and communities. The emotional connection consumers feel with small businesses is not always aligned with an understanding of their economic contribution.

3. Supporting Small Businesses: A Matter of Pride and Community Connection

Consumers across the world express a strong sense of pride in supporting small businesses. This emotional connection is further highlighted by the following insights:

• Across all regions, consumers state that supporting small businesses makes them feel connected, helpful, and proud.

• The top reasons for supporting small businesses include:

  • Quality of products and services

  • Personalized customer support

  • Local impact

These factors reflect the value that small businesses bring to the community, offering products and services that are often of superior quality, with a personal touch that cannot be replicated by large corporations.

4. Popular Types of Small Businesses Around the World

The report also sheds light on the types of small businesses that are most popular with consumers. Food and beverage businesses, such as restaurants and bakeries, along with grocery stores, retail shops, locally-owned franchises, and personal care or wellness businesses, were identified as the top types of small businesses.

These types of businesses not only meet consumers’ needs but also play an integral role in community development and the local economy. Consumers tend to engage with businesses that offer reliable, high-quality services, which further strengthens the local economy.

5. The Importance of Supporting Small Businesses: An Economic and Social Responsibility

Constant Contact’s report underscores the critical role small businesses play in both local and national economies. Small businesses are not only significant for their economic contribution but also for the social fabric they build in communities.

By supporting small businesses, consumers can help sustain jobs, stimulate economic growth, and contribute to community vitality. Additionally, small businesses foster an environment of innovation and entrepreneurship, providing diverse products and services that enhance the quality of life.

6. Bridging the Awareness Gap: The Call to Action

As we head into National Small Business Week, Constant Contact’s report serves as a reminder that small businesses are a cornerstone of our economies, yet they are often underappreciated in terms of their economic significance.

Frank Vella’s statement calls for action:

"Small businesses are deeply embedded into our lives, yet it is easy to look past them and take them for granted... small businesses deserve more than just our appreciation; they should be seen, supported, and celebrated."

This is a pivotal moment to recognize and celebrate the contributions of small businesses while encouraging consumers to actively support their local favorites, whether through visits, purchases, or word-of-mouth.

Empowering Small Businesses

Constant Contact’s Small Business Now report provides critical insights into the emotional connections that consumers have with small businesses while also highlighting the awareness gap regarding their scale and economic value. It’s clear that while consumers value small businesses, there is still work to be done to help them fully recognize the impact these businesses have on the economy.

By bridging this awareness gap, both consumers and businesses can ensure that small businesses are not only appreciated but also empowered to thrive in today’s competitive landscape.

In 2024, the voluntary benefits sector saw impressive growth, continuing its upward trajectory following the post-pandemic rebound. According to the U.S. Voluntary/Worksite Sales Report by Eastbridge Consulting Group, total sales of voluntary benefits reached a record-breaking $9.53 billion, marking a 2% increase over the previous year. In addition, in-force premiums grew at a robust 6.1%, bringing the total to an all-time high of $56.6 billion.

This growth signals a growing recognition among employers and employees of the value that voluntary benefits offer in supporting employees' health and financial well-being.

1. Strong Growth in In-Force Premiums Reflects Greater Employer and Employee Engagement

The most notable growth in the voluntary benefits sector was seen in in-force premiums, which increased significantly by 6.1%. This uptick indicates that more employers and employees are choosing to retain their voluntary coverage, reflecting a stronger commitment to long-term benefits. Nick Rockwell, Eastbridge's president, noted that while voluntary sales growth slowed slightly from the high levels of the post-pandemic rebound, the sustained increase in premiums is a promising sign for the industry.

These figures highlight the growing appreciation of voluntary benefits and their importance in enhancing the overall employee benefits package. As employees seek more flexible and personalized options, voluntary benefits such as critical illness insurance, hospital indemnity plans, and life insurance are proving essential.

2. Supplemental Health Products Drive Growth in 2024

In terms of product categories, supplemental health benefits led the charge with the largest sales increases. Among these, critical illness insurance saw the most significant growth, with a 13% increase in sales. Similarly, hospital indemnity and supplemental medical products grew by 7%.

This surge in health-related voluntary benefits can be attributed to the increasing concern over healthcare costs and the growing recognition that traditional insurance plans do not always cover the full spectrum of employees' needs. As healthcare costs rise, employees are looking for supplemental coverage that offers added protection against unexpected medical expenses.

3. Group Voluntary Products Remain Dominant

Group voluntary products continued to dominate the market, making up 78% of total voluntary sales in 2024. Sales in this category grew by 3%, maintaining a stable trend of steady demand among larger companies. In contrast, individual voluntary products saw a slight decline, with a 1% decrease in sales.

The prevalence of group benefits reflects employers' ongoing interest in offering comprehensive benefits packages to their employees. Larger employers, in particular, are better positioned to offer a range of benefits, including group voluntary products, which can be more affordable due to collective purchasing power.

4. Strongest Sales Growth in Larger Businesses

The report found that businesses with 2,500 or more employees experienced the strongest sales growth in the voluntary benefits market, with an increase of about 6%. This growth is consistent with the trend of larger businesses offering more extensive benefits packages, including voluntary benefits, to attract and retain top talent.

On the other end of the spectrum, businesses with fewer than 10 employees saw the largest decline in voluntary benefits sales, down by 14%. This drop may be attributed to smaller businesses having fewer resources to offer comprehensive benefits packages, as well as the challenges faced by small employers in providing voluntary benefits at scale.

5. Market Trends and Future Outlook for Voluntary Benefits

Looking ahead, the report signals continued growth in the voluntary benefits market, driven by several key trends:

• Employee demand for flexible, affordable benefits continues to rise as employees seek greater control over their benefits choices.

• Health-related products, including critical illness insurance, hospital indemnity plans, and supplemental medical coverage, will remain strong growth areas as healthcare costs remain a significant concern.

• Larger employers will continue to lead the way in offering comprehensive voluntary benefits packages, while smaller businesses may face challenges in providing competitive offerings.

As the market evolves, employers will need to stay attuned to the changing demands of their workforce and continue to tailor their voluntary benefits offerings to meet those needs.

A Growing Market with Potential for Expansion

The 2024 U.S. Voluntary/Worksite Sales Report from Eastbridge Consulting Group underscores a positive outlook for the voluntary benefits market. While growth in sales has slowed slightly compared to the post-pandemic surge, the continued increase in in-force premiums and the expansion of supplemental health products signal a maturing market with strong potential for future growth.

Employers who invest in voluntary benefits can enhance their employee offerings and improve satisfaction, while employees gain access to critical coverage that can provide peace of mind. As this sector continues to evolve, both employers and insurance providers will need to adapt to the changing needs of the workforce, ensuring that voluntary benefits remain an essential part of the benefits landscape.

In a strategic move to solidify its position in the social media and influencer marketing landscape, SAMY Alliance has successfully acquired Intermate, a category leader in social media marketing. The acquisition, advised by JEGI CLARITY, positions SAMY to leverage Intermate's advanced technology and strong client base, particularly in the DACH region (Germany, Austria, and Switzerland), an important European market for social media marketing.

Founded in 2012, SAMY has carved a niche by offering cutting-edge social-first marketing services, combining proprietary software and advanced analytics to empower brands in the influencer media space. Intermate, founded in 2015, specializes in end-to-end social media marketing, utilizing a data-driven platform and technology to provide best-in-class execution and creator-led strategies.

1. Expanding Presence in the DACH Region

With Intermate's strong footprint in the German market — where it generates nearly 100% of its revenue — the acquisition expands SAMY’s influence in the DACH region, a key area for social media marketing growth in Europe. This move allows SAMY to leverage Intermate’s market expertise, solidifying its presence in one of the largest and most influential social media markets in the world.

As social media usage continues to rise across Europe, especially in the DACH region, SAMY Alliance is strategically positioning itself to become a dominant player in the local social-first marketing space.

2. Enhanced Technology and Data-Driven Capabilities

By integrating Intermate's proprietary technology and data-driven platform, SAMY Alliance gains access to a powerful set of tools designed to deliver top-tier creator-led strategies. This acquisition further strengthens SAMY’s ability to execute effective paid social campaigns, produce high-quality content, and provide data-driven consulting services.

The acquisition also enriches SAMY's capabilities in key verticals such as healthcare, retail, and e-commerce, ensuring the company can cater to the diverse needs of brands across multiple industries. The combination of both companies' technological strengths promises an even more sophisticated approach to influencer marketing and content creation.

3. Strengthening Client Relationships

Intermate’s established relationships with clients across the DACH region also contribute to SAMY’s expanded client portfolio. As social media and influencer marketing continue to gain momentum, SAMY Alliance is poised to capitalize on these long-standing partnerships while expanding its global reach.

The integration of Intermate’s team of 250 employees in Berlin, Hamburg, and Cologne further bolsters SAMY's workforce, ensuring the company is well-equipped to handle the growing demands of brands in social-first marketing.

4. Benefits of the Acquisition

• Expansion into the DACH Region: SAMY gains a stronger foothold in the German market, opening doors to new business opportunities.

• Advanced Technology: Intermate’s technology enhances SAMY's social media marketing, content production, and data-driven consulting services.

• Enhanced Market Expertise: With Intermate’s deep market knowledge and relationships in the DACH region, SAMY strengthens its position in healthcare, retail, and e-commerce verticals.

• Workforce Expansion: The acquisition brings in a talented team of 250 employees, boosting SAMY’s capabilities across multiple functions.

The acquisition of Intermate marks a pivotal step in SAMY Alliance’s growth strategy, as it expands its presence in the DACH region and strengthens its position as a leader in the social media and influencer marketing space. By combining both companies' technological expertise and market know-how, SAMY is well-positioned to provide even more powerful and data-driven marketing solutions to brands across Europe and beyond.