Partnership management platform,impact.com, has announced continuing strong performance in 2024, adding more than 500 brands and partners to its total client roster.

As a result, the company has welcomed leading brands including Under Armour, SumUp, Gatorade, and AG1 (formerly Athletic Greens).  

impact.com’s continued growth comes at a time when the industry is seeing a seismic shift in how consumers engage with brands. In an age where more content is being consumed from all angles, the modern consumer is seeking out reviews and searching social media to see the product and hear what people they trust and respect say about it.

This makes sense when 88% of consumers say they trust personal recommendations over any other channel. Successful brands are embracing this paradigm shift and incorporating partnerships into their marketing mix to open up new revenue streams and new spheres of influence that simply don’t exist in traditional advertising channels. In fact, brands that incorporate partnerships into their marketing mix see an impressive 29% increase in revenue growth.

impact.com CEO David A. Yovanno, said: “We’ve moved into an era where consumers are firmly in the driver’s seat, calling the shots in how they want to be contacted, engaged with and sold to. The growth we’re seeing today stems from the irreversible trend of Gen Z consumers ignoring traditional ads, and turning instead to authentic sources of recommendations and advice that they can trust.

“Inspiration, discovery, and connection are foundational to the modern shoppers’ experiences, and we’re seeing brands of all sizes embracing and tapping into this new customer journey by working with influencers, publishers, affiliates and other partners.”

The company has also been recognised by several leading industry organisations globally for delivering innovative technology solutions and its leadership in the partnerships industry.

In addition to client growth and industry recognition, the company announced a new CFO, Dale Lynch, a seasoned public company executive who will lead impact.com through its next stage of growth. The company also appointed Nikolai Lundstrøm Brink as Country Manager, Denmark, an experienced affiliate marketer who will lead its efforts in the region.

In its Australia New Zealand region, impact.com announced it has aligned its ANZ sales and customer success teams, promoting Helena Barroso Zarco to Director, Customer Success and Sales ANZ.