About Us

Our Story

For over three decades, our team has been focused on one thing: new product innovation that generates growth and creates equity value. When our founder started in the private equity industry in the early 1990s, debt, cost-cutting, and low acquisition multiples could generate superior equity returns. Not anymore. In today's hyper-competitive, AI-driven markets, growth through new product innovation is the most powerful equity value create because it increases revenue, profitability, and exit multiples. But driving accelerated growth from new product innovation is extremely hard to do.

Our team has worked at and with leading global corporations, top-tier venture-backed startups, and leading private equity firms. We have refined our method and built our platform with one mission in focus: creating equity value through new product innovation.

We create new startups using our thrv 5 innovation platform and our JTBD OS tech stack. For B2B control buy-out software deals, thrv is partnered with Luminate Capital. We provide our equity value creation platform based on our proprietary Jobs-to-be-Done method to our portfolio companies. Our platform includes our innovation software for product strategy, product roadmapping, and go-to-market that we use to build and market new product innovations in order to accelerate growth and create equity value for our portfolio companies.

What do we do?

We develop product strategies, create product roadmaps, build new products, and execute go-to-market plans with our portfolio companies on our platform. We help our portfolio companies build, market, and sell products customers love. We use our software, method, and process to focus our portfolio companies' product, marketing and sales teams on the customer's unmet needs. We identify the optimal growth strategy in the target market using the customer's JTBD. We then create product roadmaps, build the product innovations, and go to market in order to accelerate our portfolio companies' growth and create equity value.

How do we do it?

Our team starts with JTBD research and analysis that is actionable and measurable. We have the largest database in the world of customer jobs-to-be-done, and our software enables us to provide our portfolio companies with highly differentiated quantitative insights and analysis. We then create the product roadmap, validate the roadmap with customers, and build the product. We use our platform and software to generate marketing messages and sales tactics to bring our product innovations to market for our portfolio companies.

Why is it valuable?

To create equity value faster, a portfolio company's growth strategy is everything. With our platform, method, and software we focus on product innovations that will accelerate our portfolio companies' growth with less risk. By keeping product, marketing, and sales teams aligned with the customer's unmet needs in their JTBD, we increase the probability that our portfolio company's investment in product innovations will generate superior equity returns and better results for all stakeholders.