MOBIVITY HOLDINGS Business Summary

Mobivity Holdings Corp. (MFON) operates a performance-based marketing marketplace that bridges mobile gaming audiences with brick-and-mortar brands through its proprietary Connected Rewards platform. The company generates revenue via a mix of transactional fees—typically ranging from $4 to $10 per game install—software licensing, and partner-funded media, having fully divested its legacy SMS marketing segment in late 2024 to become a pure-play rewards provider. Its business model focuses on incentivizing digital gameplay with real-world brand rewards to drive measurable store traffic and customer frequency for national restaurant and retail chains. Mobivity competes directly with ad-tech and loyalty platforms such as Super League, Adverty, and Supponor, positioning itself as a specialized intermediary that converts virtual engagement into physical consumer actions. Leadership is currently spearheaded by President and CEO Bryce Daniels, an investment specialist formerly with Talkot Capital, and Chief Operating Officer Kim Carlson, who brings over two decades of ad-tech experience from roles at Aarki and Skillz. The executive team also includes Interim CFO Skye Fossey-Tomaske and VP of Engineering Asif Iqbal, while the Board of Directors is chaired by Tom Akin, Managing General Partner of Talkot Capital, the company’s lead investor. Other notable board members include David Simon, an AdTech veteran from Moloco and Fyber, and industry experts Doug Schneider and Ben Weinberger. Originally founded in 2005, the company’s current strategic focus is defined by a January 2026 definitive agreement to sell its core Connected Rewards platform and related assets to Mistplay, a transaction intended to monetize its primary intellectual property and transition the corporate structure.