Thryv Q1 2026: Small Business SaaS ARPU Jumps 13% to $378 as AI Features Drive Upmarket Shift

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Thryv reported SaaS revenue of $116.7M (+5% YoY) with SaaS now 70% of total revenue (up from ~62% a year ago), completing its transformation from a marketing services firm. The real story is ARPU expansion: SaaS ARPU grew 13% YoY to $378 as AI-powered capabilities (lead scoring, image generation) made the platform stickier. 'Quality customers' now represent 70% of SaaS revenue. Full-year SaaS guidance raised to $463-471M. For builders: AI features are driving ARPU expansion and upmarket movement even for SMB-focused SaaS — the playbook is sticky AI > more seats.