HME Business’ parent company, WTWH Media (WTWH), has rebranded as Arrowfly.
The new name and identity reflect the company’s transformation from a specialized trade publisher into an omnichannel B2B media, events and marketing company where hard-to-reach professional decision-makers gather for trusted journalism, industry intelligence and high-impact experiences that move their markets forward.
The company’s portfolio includes more than 40 vertical media brands and more than 45 industry events, which will continue to operate under their existing names.
The rebrand follows a period of significant expansion fueled by a 2022 strategic partnership with Mountaingate Capital. Since then, the company has broadened its reach across all three of its pillar networks through strategic acquisitions that extended its footprint in key sectors, including healthcare systems, senior care, behavioral health, engineering and foodservice.
The appointment of CEO Matt Logan in 2025, a veteran B2B media executive with more than 25 years of experience, positioned the company for this next chapter of growth.
“We built this company by earning the trust of professionals in industries where editorial authority matters,” said Matt Logan, CEO of Arrowfly. “The name is new, but the foundation is the same: editors who speak each industry’s language, events that connect buyers and sellers who would never meet otherwise, and communities that professionals rely on for the insight and intelligence they need to make real decisions. Arrowfly gives us a brand that matches the scale and ambition of what we have become.”
Central to Arrowfly’s value proposition is Clara, the company’s proprietary performance platform. Clara provides marketing partners with real-time visibility into campaign performance, replacing end-of-campaign reporting with transparent dashboards that track engagement, audience quality, and conversion.
For readers and event attendees, little will change aside from the corporate name. Arrowfly serves as the corporate identity uniting the company’s portfolio, giving audiences and partners a clearer view of the editorial authority, community and full-funnel marketing solutions behind the brands they already trust.
