Thryv launches AI lead tool for ANZ small businesses

Thryv has launched Thryv AI Lead Flow in Australia and New Zealand, targeting small businesses that want to manage leads and automate follow-up.

The system brings together online visibility tools, lead management and automated sales follow-ups in one platform. Built on Thryv Marketing Centre and Keap software, it includes lead summaries, lead scoring, automated routing and follow-up workflows.

Thryv outlined the product in four stages: attracting and capturing leads through stronger online visibility; managing leads with AI-generated summaries and scoring; linking marketing and sales through handover between Thryv and Keap; and converting leads through automated follow-up tools.

The launch comes as Thryv research points to rising AI use among small and medium-sized businesses in both markets. Its 2025 Business Index and Consumer Report found that 59 per cent of Australian SMBs and 56 per cent of New Zealand SMBs already use AI, including AI-enabled software.

The research also suggests many businesses expect trading conditions to improve. The report found that 64 per cent of Australian SMBs and 72 per cent of New Zealand SMBs expect revenue to rise over the next six months, while 39 per cent of Australian SMBs and 41 per cent of New Zealand SMBs identified better marketing as a likely growth driver.

Thryv argues the need for the new product lies in what happens after a customer makes contact. Small businesses may succeed in generating interest, but often struggle to respond consistently when leads arrive through multiple channels.

Elise Balsillie, Head of Thryv Australia and New Zealand, said the product is designed to address that gap.

"Across Australia and New Zealand, many small businesses are doing the hard part of earning attention, however, they are still losing time and opportunity in the gap between enquiry and action," Balsillie said.

"Too often, leads arrive through different channels, follow-up depends on whoever has a spare minute and strong prospects cool off before the business has had a real chance to respond. That is where a smarter, connected system can make an immediate commercial difference."

Research findings

Thryv's data also points to a disconnect between how businesses view their online presence and how consumers see it. More than 72 per cent of Australian SMBs and 75 per cent of New Zealand SMBs believe they have a strong digital profile, yet only 49 per cent of Australian consumers and 52 per cent of New Zealand consumers agree.

That gap suggests visibility alone may not be enough to convert interest into sales. Quick response times, consistent follow-up and a clearer customer journey appear to be central issues for businesses trying to turn online searches and enquiries into revenue.

Balsillie said lead handling has become a more pressing issue for smaller firms.

"Eliminating lead leakage has become a much sharper growth priority," she said.

"Small businesses need clearer visibility over which leads matter, faster follow-up and a more reliable path from interest to customer. That is where AI is proving its value, not as hype, but as a practical way to reduce drag and help businesses convert demand with more consistency."

Product functions

The system is designed to help businesses strengthen online visibility across more than 30 listing sites, capture and summarise leads from calls, forms and chats, identify higher-intent prospects through AI lead scoring, and automate follow-up based on customer actions.

The emphasis on automation reflects the workload pressures facing many owner-managed firms. In markets where staff time is limited and customer expectations remain high, businesses often need to respond quickly without adding administrative work.

Balsillie framed the challenge as one of time and margin pressure as much as marketing execution.

"Business owners are being asked to do more with tighter time, tighter margins and higher customer expectations," she said.

"When technology can help a business show up more strongly, understand its leads faster and keep follow-up moving without adding manual burden, it gives that business a better shot at growth that is both measurable and sustainable," added Balsillie.