Intention.ly, a growth marketing agency for financial services, has snagged a 2025 Gramercy Institute Financial Content Marketing Award for its work with Integrated Partners on “The Organic Growth Toolkit.” The recognition, in the Wealth Management Business-to-Intermediary category, highlights a campaign that redefined how financial firms can use content to educate and convert.

Gramercy’s annual awards celebrate excellence in financial content marketing, judged by a panel of senior marketers from top financial, media, and marketing brands. This year’s competition was especially fierce, drawing global submissions from major institutions and agencies.

The Campaign: Growth by Design

The Organic Growth Toolkit was more than a downloadable PDF—it was a strategic playbook for advisors looking to accelerate growth. It outlined four key strategies:

• Moving upmarket to attract higher-net-worth clients

• Niching down to scale expertise and differentiation

• Leveraging core marketing tactics for stronger outreach

• Investing in professional development to sharpen advisor credibility

The results spoke volumes. The campaign captured 168 qualified leads at an efficient $142.70 CPL, and Integrated Partners extended its use beyond marketing—repurposing the toolkit for one-on-one recruitment outreach to advisors.

Content That Connects

“Our content philosophy has always been to lead with genuine value rather than a sales pitch,” said Kelly Waltrich, CEO and Co-Founder of Intention.ly. “Educational, actionable resources are what build real connections with prospects. Those are the campaigns that consistently deliver results.”

Backed with proprietary data—including proof that Integrated Partners’ top 40 advisors grew an average of 17% year-over-year since 2020—the toolkit blended insight with credibility, transforming what might have been traditional sales collateral into a genuine growth driver.

Why It Matters

The win underscores a larger trend in financial services marketing: content that teaches, not just sells, is winning attention and trust. As compliance and skepticism make traditional pitches less effective, resources like Intention.ly’s toolkit show how education-led marketing can fuel both acquisition and retention.

The campaign was a team effort, with contributions from Jess Flynn (VP, Client Account Strategy), Kristin Fink (VP, Client Account Strategy), Evan Hornberger (Creative Director), Dan Natale (Head of Demand Generation), and Lauren Sanders (Head of Content).

For Intention.ly, the award is validation of a simple but powerful idea: in an industry built on trust, marketing that leads with substance is marketing that works.

Get in touch with our MarTech Experts.

The MarTech Summit is packing its bags for Dubai. On September 30, 2025, the globally recognized event series will land at Sofitel Dubai Downtown, drawing more than 150 senior marketing leaders for a single day of AI, data, and culture-driven strategy.

It’s a first for the UAE, but a natural next step. Dubai’s mix of tech investment, diverse talent, and data-driven ambition has turned it into a magnet for global businesses—and now, a testbed for the next wave of marketing innovation.

Why Dubai, Why Now?

The timing is intentional. With Q4 looming, the summit offers a chance for marketers to fine-tune strategies and set a sharper course for 2026. Whether in BFSI, tech, healthcare, or tourism, the challenges are shared: rising ad costs, shifting consumer expectations, and the AI-driven future of engagement.

“Dubai sits at the crossroads of cultural diversity and rapid digital transformation—it’s the perfect venue for a conversation about the future of MarTech,” the organizers noted.

Themes That Matter

The one-day format promises no filler—just practical insights. Expect sessions on:

• Marketing Impact & Measurement – incrementality testing, attribution, and ROI in a privacy-first era.

• Customer-Centric Strategies – omnichannel journeys, cultural intelligence, and authentic influencer marketing.

• Marketing Technology – post-cookie playbooks, AI at scale, and building a resilient MarTech stack.

• Organisational Agility – structuring digital-ready teams and navigating the future of work.

Who’s Speaking?

The first wave of speakers includes senior leaders from Emirates Hospitals Group, Barry Callebaut, HONOR Electronics, Talabat, Henkel, Gilead Sciences, NAOS, TBO.COM, Aster DM Healthcare, Fine Hygienic Holding, Marriott International, and more. The mix reflects both local heavyweights and global giants navigating the same AI- and privacy-fueled shifts.

Why It Stands Out

Unlike sprawling multi-day conferences, this summit is lean by design: one day, high intensity, and 85% of attendees are senior decision-makers. The format is built for marketers who want to leave with action plans, not notebooks full of buzzwords.

For Dubai-based leaders, it’s a chance to connect with global peers. For visitors, it’s a window into one of the world’s most forward-looking markets. Either way, the conversations in Dubai will shape how marketers measure impact, adapt to AI, and stay human in a digital-first economy.

Get in touch with our MarTech Experts.

Centerfield, a leading digital customer acquisition platform, announced today that it has acquired ConsumerVoice, a digital commerce business known for curating and promoting products across its high-traffic sites, ConsumerVoice.org and BuyersReport.org.

The deal bolsters Centerfield’s digital portfolio and extends its reach into more than a dozen new product categories. Centerfield’s proprietary Dugout platform already connects in-market consumers with brands in home services, insurance, e-commerce, and business services. The addition of ConsumerVoice will amplify those efforts, enabling brands to drive purchases at greater scale.

“ConsumerVoice is an innovative business that allows Centerfield to serve leading brands in more than a dozen new categories,” said Kris Barton, CEO of Centerfield. “We’re also excited for their commerce capabilities to expand the business of our current clients.”

ConsumerVoice, led by Co-Founder and CEO Dylan Ramsey, has built a digital commerce model that scales across multiple service and product sectors.

“By partnering with Centerfield we will be able to grow faster and leverage our platform for more brands,” Ramsey said.

This marks the sixth acquisition for Centerfield since its own acquisition by Platinum Equity. In a joint statement, Platinum Equity Co-President Jacob Kotzubei and Managing Director Matthew Louie highlighted the strategy behind the deal:

“Centerfield continues to be a powerful platform for growth, and we’re excited to support its expansion into new audiences and channels.”

Vista Point Advisors acted as exclusive financial advisor to ConsumerVoice.

Get in touch with our MarTech Experts.

White Peak Marketing has launched MaximizeOS™, a fully managed marketing service designed to help businesses extract more value from every website visitor as artificial intelligence upends digital acquisition strategies.

With organic traffic on the decline and paid ads becoming increasingly expensive, marketers are under pressure to protect revenue and growth. White Peak’s answer isn’t another piece of software—it’s a service layer focused on the part of the funnel that matters most: what happens after the click.

“Visibility is no longer guaranteed, and ad costs are soaring. What happens after the click is now the difference between growth and going out of business,” said Tim Woda, CEO of White Peak. “We’re watching the beginning stages of a mass extinction event for businesses that don’t adapt.”

What MaximizeOS Does

MaximizeOS integrates conversion rate optimization, lifecycle marketing, automation, segmentation, and AI-driven personalization into one execution framework. It’s built to boost ROI without requiring new traffic sources.

Key features include:

• AI-powered personalization & testing – dynamic A/B testing and tailored site layouts for each visitor.

• Behavior-triggered messaging – real-time email and SMS campaigns that adapt to funnel stage and traffic source.

• Advanced segmentation – precision targeting with lead scoring for higher conversion rates.

• Dynamic capture & follow-up – smart popups, quizzes, and CTAs with automated flows.

• Social proof & urgency tools – live purchase alerts, scarcity triggers, and geo-nudges to accelerate decisions.

• Checkout optimization – cart recovery, upsells, and shipping incentives to lift order values and retention.

Why It Matters

Rather than chasing new channels or pouring money into ads, MaximizeOS ensures businesses maximize ROI from the traffic they already have. By optimizing post-click performance, companies can experiment with new acquisition strategies without putting budgets—or stability—at risk.

Who It’s For

• B2B firms scaling smarter instead of spending more

• E-commerce brands seeking higher order values and repeat purchases

• Web-first businesses facing SEO decline and rising acquisition costs

• Any marketer ready to patch funnel leaks and convert more effectively

As AI continues to reshape how customers search and buy, White Peak positions MaximizeOS as a survival tool for businesses navigating an uncertain digital future.

Get in touch with our MarTech Experts.

Procedureflow, a leading knowledge management platform, has announced a strategic partnership with Laivly, an AI solutions provider for contact centers. The collaboration merges Procedureflow’s visual guidance capabilities with Laivly’s AI intelligence to help agents deliver faster, more accurate, and consistent customer support across all channels.

“Partnering with Laivly allows us to offer agents additional tools and insights to better serve customers,” said Dan Keddy, VP Partner Sales and Channel Management at Procedureflow. “Together, we can help contact centers operate more efficiently and elevate service quality across industries like Retail, BFSI, Hospitality, and Healthcare.”

How the Partnership Works

Procedureflow’s platform guides contact center teams through complex workflows, reducing errors and streamlining processes. Features like Power Shapes allow automation to be embedded directly into processes, while task automation handles CRM updates, ticket creation, and other repetitive tasks—freeing employees to focus on higher-impact work.

Additional tools include:

• Built-in calculators for instant eligibility, payment, or balance determinations

• Display tables that sync data across systems, keeping agents informed without switching platforms

• Visual guidance combined with AI-driven insights to ensure consistent, accurate interactions

Laivly’s AI complements Procedureflow by providing intelligent automation that enhances decision-making and process adherence, enabling agents to respond quickly and consistently to customer needs.

Implications for Contact Centers

By integrating AI with knowledge management, organizations can establish a reliable foundation for AI adoption in customer support environments. Accuracy, accessibility, and actionable insights are critical for industries like BFSI and Healthcare, where compliance and regulatory requirements demand consistent processes.

This partnership reflects the broader industry trend of combining AI with human-centric workflows. Contact centers that adopt integrated solutions like Procedureflow and Laivly can improve operational efficiency, reduce errors, and enhance the overall customer experience—all while keeping employees at the center of the process.

As customer expectations continue to rise, the collaboration underscores a commitment to providing solutions that make customer support faster, smarter, and more reliable.

Get in touch with our MarTech Experts.

The NFL isn’t just a football spectacle—it’s still TV advertising’s most powerful stage, according to EDO’s third annual NFL TV Outcomes Report. The study analyzed every national TV ad across the 2024–25 season to identify which creative strategies, categories, and media placements drove measurable consumer response.

“In conversations with CMOs and media directors, I’ve arrived at an undeniable conclusion: the NFL remains the ultimate platform for brand engagement at scale,” said Laura Grover, SVP, Head of Client Solutions at EDO.

NFL Ads Outperform Traditional TV

EDO’s report confirms the league’s unmatched influence on consumer engagement:

• TV Impact vs. Average: One NFL ad during the 2024 regular season generated the same impact as 23 standard TV ads, with 19% higher effectiveness during the regular season, 63% during playoffs, and a whopping 243% for the Super Bowl. The league drives an estimated $5.2 billion per year in national TV ad spend.

• Streaming Boosts Engagement: Streaming-exclusive NFL broadcasts outperformed traditional TV by 66%, with highlights including Amazon’s Black Friday game, Peacock’s Week 1 Brazil broadcast, and Netflix’s Christmas slate.

Winning Categories and Standout Advertisers

Not all industries benefit equally from NFL airtime. The report found:

• Restaurants (+69%), Luxury Auto (+42%), and Finance (+27%) brands delivered the strongest engagement during the regular season.

• Solo Stove led the pack, outperforming the league average by 1,403%, making it the season’s most effective advertiser.

NFL players themselves also proved valuable in driving results: ads featuring stars were 13% more likely to generate engagement. Davante Adams’ Taco Bell spots outperformed the average NFL ad by 124%, while Patrick Mahomes and Travis Kelce drove standout outcomes for State Farm and Subway.

Strategic Insights for Marketers

The report, introduced by Gina Reduto, EVP of Strategy, Advertising & Partnerships at NBCUniversal, positions the NFL as convergent TV’s crown jewel. Reduto notes that evolving formats and streaming options create new ways for brands to connect with highly engaged viewers.

EDO’s NFL TV Outcomes Report also covers:

• Super Bowl LIX performance and engagement trends

• Regional and demographic analysis of ad effectiveness

• Top-performing categories and creative strategies

For marketers planning campaigns ahead of the NFL Kickoff on September 4, 2025, on NBC and Peacock, these insights offer actionable guidance on maximizing ROI and engagement on the nation’s most-watched sports stage.

Get in touch with our MarTech Experts.

Understanding human behavior in the workplace has long relied on frameworks like MBTI® and DiSC®, but those tools capture only snapshots of personality. WethosAI, the Organizational Empowerment & Performance Platform, is raising the bar with its new Artificial Individual Intelligence (Aii™)—an AI-powered system that continuously maps and analyzes employee behavior, communication styles, and decision-making patterns in real time.

The goal: give organizations an unprecedented “mirror and lens” to understand, align, and optimize human performance at scale.

Beyond Legacy Behavioral Frameworks

Powered by Natural Language Processing (NLP) and advanced analytics, WethosAI now synthesizes insights from traditional personality frameworks with ongoing behavioral data from daily interactions. CEO Stuart McClure emphasizes that this is more than personality profiling:

“We are delivering the world’s first true Artificial Individual Intelligence (Aii). It’s not just about understanding personality; it’s about providing a dynamic, evolving ‘mirror’ that reflects individual traits and biases in real-time context, enabling unparalleled agility and strategic responsiveness.”

Board member CeCe Morken notes that such intelligence can be transformational:

“WethosAI’s always on-demand coaching and actionable insights create alignment, enabling teams to collaborate effectively, adapt quickly, and deliver results. In today’s hybrid and virtual environments, that combination of alignment, trust, and inclusive leadership isn’t just a competitive advantage—it’s essential.”

1. Artificial Individual Intelligence (Aii™)
Aii™ synthesizes behavioral preferences, communication styles, and decision-making patterns into a multi-layered profile, providing prescriptive guidance far beyond traditional assessments.

2. Dynamic “Mirror & Lens”
Unlike point-in-time evaluations, WethosAI continuously updates its insights. By combining Wethos Styles with MBTI®, DiSC®, and real-world interaction data, leaders gain a comprehensive behavioral blueprint for coaching, team formation, and talent deployment.

3. Agility in an AI-Driven World
WethosAI enables organizations to anticipate friction, leverage strengths, and mitigate biases—essential in an era where AI is reshaping roles and workflows. Decision-making becomes faster and more informed, fostering responsive, high-performing teams.

4. Context-Aware Coaching
The platform tailors guidance to each situation, ensuring that coaching is actionable and directly relevant to both individuals and teams.

As AI reshapes the workplace, human capital insights are becoming as critical as technical capabilities. WethosAI’s approach bridges the gap between behavioral science and actionable AI intelligence, allowing leaders to optimize team performance, improve alignment, and drive measurable outcomes.

For enterprises looking to future-proof their workforce, Aii™ offers a competitive advantage: a system that continuously adapts to both human behavior and organizational needs, turning insights into strategy.

Get in touch with our MarTech Experts.

ZINFI Technologies, a leader in Unified Partner Management (UPM) solutions, has successfully completed a SOC 2 Type 2 audit for its UPM platform, underscoring the company’s commitment to security, compliance, and operational reliability.

Conducted by Sensiba LLP, the independent audit verified that ZINFI’s internal controls and operational processes meet the stringent standards set by the American Institute of Certified Public Accountants (AICPA). The final report issued a clean opinion with no exceptions, confirming the platform’s robustness and reliability.

Security and Compliance at the Core

The SOC 2 Type 2 certification evaluates operational effectiveness of internal controls over a defined period, focusing on security, availability, processing integrity, confidentiality, and privacy. For ZINFI, this audit validates the safeguards and processes protecting sensitive partner and client data across its Unified Partner Management ecosystem.

Founder and CEO Sugata Sanyal commented:

“The successful SOC 2 Type 2 audit is a testament to our strict security measures and dedication to maintaining the highest levels of compliance. This enhances our platform’s security posture and supports our customers’ regulatory requirements.”

ZINFI’s UPM platform allows businesses to manage the entire partner lifecycle, from recruitment to sales and ongoing success—making compliance and security particularly critical in channel-driven environments.

Customer Assurance and Trial Access

To provide transparency, ZINFI makes the SOC 2 Type 2 report available to potential and existing customers under NDA. Additionally, prospective users can experience the platform through a 30-day free trial, which requires no credit card and offers access to ZINFI’s full UPM automation suite.

This approach not only demonstrates confidence in the platform but also allows potential clients to validate its capabilities firsthand before purchase—a critical differentiator in the competitive channel management space.

Industry Context

In the broader UPM and partner marketing industry, security and compliance are increasingly vital. As organizations rely on partner ecosystems to drive sales and customer engagement, platforms that combine automation with verified security controls gain a competitive edge. By achieving SOC 2 Type 2 certification, ZINFI aligns itself with top-tier providers and sets a benchmark for trustworthiness in the channel management sector.

Sensiba LLP, the audit firm, is recognized globally for accounting, tax, risk assurance, and consulting services. Its SOC 2 Type 2 assessment reinforces ZINFI’s credibility among enterprise clients, particularly those with strict regulatory and data governance requirements.

Get in touch with our MarTech Experts.