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§ Private Profile · Orem, UT, USA
SaaS platform for MLM & direct selling, with tools for commission, inventory, e-commerce, and sales channel management.
Founded in 2013 by Rodger Smith, Jim Marks, and Michael Karagiannis, DirectScale provides a software as a service platform for multilevel marketing, direct selling, and affiliate organizations. Based in Orem, Utah, the company offers specialized tools for commission management, inventory control, electronic commerce, downline management, and back office reporting to help businesses launch and grow their sales channels. Operating with an estimated 51 to 200 employees, the enterprise generates between nine million and twenty million dollars in annual revenue across its various software subscriptions. DirectScale has secured nearly eighteen million dollars in total funding from prominent venture capital firms including Origin Ventures, Grotech, and Kickstart Seed Fund, while serving major corporate customers such as the health and wellness brand Truvy. The growing business currently operates as a subsidiary following its strategic acquisition by industry competitor Exigo.
DirectScale has raised $13.0M across 2 funding rounds.
DirectScale has raised $13.0M in total across 2 funding rounds.
DirectScale has raised $13.0M across 2 funding rounds. Most recently, it raised $9.0M Series B in October 2017.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Oct 1, 2017 | $9M Series B | Grotech Ventures | Access Venture Partners, Kickstart Fund, Origin Ventures, Revolution, Techstars, Vitalize Venture Group, Daren Cotter, Emil Michael | Announced |
| Oct 1, 2015 | $4M Series A | Kickstart Fund, JIM Mcgeever | — | Announced |
DirectScale has raised $13.0M in total across 2 funding rounds.
DirectScale's investors include Grotech Ventures, Access Venture Partners, Kickstart Fund, Origin Ventures, Revolution, Techstars, Vitalize Venture Group, Daren Cotter, Emil Michael, Jim McGeever.
DirectScale is a SaaS provider of enterprise software for multi-level marketing (MLM), network marketing, direct selling, and social/affiliate sales organizations. Now operating as an Exigo company following its 2022 acquisition, it offers a comprehensive platform for commission management, inventory control, back-office operations, e-commerce, data analytics, and distributor tools to streamline sales channels and business growth[1][2][3][7]. The platform serves direct-selling companies of all sizes, solving complex challenges like real-time commission calculations, scalable distributor management, and integration with third-party systems such as NetSuite for finance and supply chain, enabling businesses to launch, track, and expand efficiently without building custom tech[3][4][5].
Founded in 2013 in Lindon (also listed as Orem), Utah, DirectScale—formerly Virtuoso Branding—emerged to address the unique technology needs of the direct and social selling industry, where companies require highly configurable tools for distributor management, commissions, and reporting[1][2][4]. Key early leadership included CEO Rodger Smith, who drove partnerships like the 2020 integration with VERB Technology for mobile lead generation and sales enablement via interactive video CRM[1][2]. Pivotal moments included rapid adoption as a startup-to-enterprise SaaS leader, culminating in its 2022 acquisition by Exigo, which enhanced its global scalability and positioned it under a PaaS model with headless architecture[3][7].
DirectScale stands out in the MLM software space through these key strengths:
DirectScale rides the wave of digital transformation in direct selling, where influencer, affiliate, and person-to-person models demand agile, data-driven platforms amid globalization and e-commerce booms. Its timing aligns with post-2020 shifts to mobile sales enablement and real-time analytics, fueled by market forces like rising demand for headless PaaS architectures that bypass clunky legacy systems[1][7]. By enabling quick global expansion and monetizing seller networks, it influences the ecosystem by empowering smaller MLM firms to compete with enterprises, reducing "buy vs. build" costs, and fostering industry innovation through API ecosystems and partnerships[4].
With Exigo's backing, DirectScale is poised to dominate as the go-to PaaS for direct selling, leveraging unmatched real-time processing and global reach to capture growth in emerging markets. Trends like AI-enhanced personalization, deeper social commerce integrations, and regulatory-compliant scaling will shape its path, potentially evolving its influence toward broader influencer economy tools. This positions it to amplify revenue flywheels for clients, tying back to its roots in revolutionizing how direct-selling businesses launch and thrive[7].