WTWH Media, the parent organization behind Home Health Care News, has officially rebranded as Arrowfly. The transition, announced by the company, reflects a shift in its operational focus from a specialized trade publisher to a broader, omnichannel B2B media, events, and marketing firm. This rebranding effort consolidates the company’s extensive portfolio of over 40 vertical media brands and more than 45 industry events under a single corporate identity.
For the professional readers and event attendees who rely on the company’s industry-specific coverage, the change is primarily structural. The existing media brands, including those covering healthcare systems, senior care, and behavioral health, will continue to operate under their established names. According to the company, the new Arrowfly identity is intended to provide a more cohesive view of the editorial and marketing resources available across its entire network.
Strategic Evolution and Growth
The move to rebrand follows a period of rapid expansion for the company, which began in 2022 following a strategic partnership with Mountaingate Capital. Since that time, the organization has aggressively pursued a growth strategy focused on acquisitions, expanding its footprint into sectors such as engineering, foodservice, and various healthcare verticals. This growth trajectory was punctuated by the appointment of Matt Logan as CEO in 2025. Logan, a veteran of the B2B media sector with over 25 years of experience, was brought in to lead the company through its current phase of development.
The company emphasizes that while the name has changed, its core mission—maintaining editorial authority within specialized markets—remains the foundation of its business model. “We built this company by earning the trust of professionals in industries where editorial authority matters,” said Arrowfly CEO Matt Logan. “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.”
Clara Platform and Marketing Solutions
A significant component of the company’s updated value proposition is its proprietary performance platform, known as Clara. The platform is designed to provide marketing partners with real-time data regarding campaign effectiveness. By moving away from traditional, end-of-campaign reporting, Arrowfly intends to offer partners transparent dashboards that track key metrics such as audience quality, engagement, and conversion rates.
This technological integration is part of a broader effort to provide what the company describes as “full-funnel marketing solutions.” By uniting the portfolio under the Arrowfly name, the firm aims to demonstrate the scale of its reach to advertisers while maintaining the niche, editorial-driven focus that defined its earlier years as a trade publisher. The company maintains that this shift will not disrupt the editorial independence or the specialized content that its professional audiences currently receive.
What Remains the Same for Readers
Despite the change in corporate branding, the daily experience for readers of the company’s media brands remains largely unchanged. The editorial staff and the industry-specific focus of the various publications will continue as they have previously. The transition to the Arrowfly name serves primarily as an umbrella identity to simplify the company’s external presence and highlight the cross-functional capabilities of its media and events divisions.
Arrowfly plans to continue its focus on sectors where professional, verified information is critical for market progress, with no immediate changes reported to the editorial leadership or operational structures of its individual media properties.
Readers and industry partners can find further information regarding the corporate transition and the company’s full suite of services on the official website at Arrowfly.com.
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