Fluent Sharpens Strategy with Divestiture and Refinancing

Fluent US34380C1027

Fluent, Inc. is taking decisive steps to streamline its operations and accelerate growth within its most promising division. The recent sale of its call center subsidiary, Winopoly LLC, to InsureCo, finalized last Friday, represents a pivotal move in the company's strategic shift. This realignment focuses corporate resources squarely on the expanding commerce media sector, a transition supported by recent financial performance and new capital arrangements.

• Subsidiary Divestment: The sale of Winopoly LLC completes the exit from the call solutions business.
• Core Segment Growth: Commerce media now contributes 40% of total revenue, up significantly.
• Strengthened Balance Sheet: A new $30 million credit facility has been secured with Bay View Funding, a subsidiary of Heritage Bank of Commerce.
• Upcoming Catalyst: Fourth-quarter 2025 results are scheduled for release on February 27.

Preceding this operational shift, Fluent moved to bolster its financial foundation. In late 2025, the company arranged a $30 million funding line, providing the liquidity required to support its ongoing strategic initiatives. This capital access is viewed as essential for scaling the digital commerce media solutions platform, a market considered far more dynamic than the legacy call-center operations.

The decision to divest Winopoly underscores a management priority to reduce operational complexity. By concentrating on its core digital marketing competencies, Fluent aims to better leverage internal synergies and strengthen its competitive position within the e-commerce ecosystem.

Operational Momentum Evident in Quarterly Results

The strategic pivot is already demonstrating tangible results in the company's financials. Third-quarter 2025 figures reveal the accelerating traction of the commerce media segment. Having contributed just 16% to total revenue in the prior year, the division's share surged to 40% in Q3 2025.

With total quarterly revenue reaching $47 million, the commerce media business achieved an annual run-rate exceeding $85 million. This growth trajectory highlights the segment's increasing importance to Fluent's overall revenue model and validates the strategic decision to focus resources in this area.

Awaiting Year-End Confirmation

Investor attention now turns to the upcoming fourth-quarter report, due on February 27, 2025. This release will provide critical insight into whether the positive momentum in commerce media sustained through the end of the year. Furthermore, the financial statements will clarify the impact of the Winopoly sale on the company's balance sheet and reveal the extent to which growth in digital media is offsetting the removed call-center revenue.

The report is anticipated to offer a clearer view of Fluent's post-transformation financial health and its progress in building a more focused, growth-oriented enterprise.