MeritDirect wasn't content being just another data list provider. The rebrand to Anteriad signals a fundamental shift: from selling contact lists to selling outcomes. With 69 employees, they're lean enough to pivot fast but scaled enough to handle enterprise complexity. Their leadership team reads like a B2B marketing playbook—Controller Seth Chickering, SVP Heather Buxton in HR, and Todd Love leading performance marketing. The name change wasn't cosmetic; it was a strategic repositioning from transactional to transformational.

While their traffic metrics show 'N/A' across the board, this isn't a red flag—it's a strategic choice. Unlike consumer-facing platforms, Anteriad operates in the shadows of B2B marketing. Their $15M revenue at 69 employees yields ~$217K per employee, a healthy ratio for a data services business. The tech stack reveals their priorities: Tailwind CSS for speed, Google Analytics for measurement, and Swiper for UX. They're not chasing vanity metrics; they're building infrastructure for clients who need precision, not volume.