ETF Engagement Waycross recently amplified its exposure to fixed income ETFs by acquiring a position in Invesco BulletShares 2030 Corporate Bond ETF. This suggests a strategic emphasis on ETF vehicles and suggests potential interest in ETF data, performance analytics, and client reporting capabilities tailored to ETF strategies. A targeted outreach could pitch ETF analytics, due diligence dashboards, or portfolio construction tools that integrate with custodians and fund administrators.

Scalable Tech With a lean team (2-10 employees) and mid-market revenue, Waycross is likely prioritizing scalable, cost-efficient tech to support growth. Opportunities exist for lightweight CRM, marketing automation, automated client reporting, and outsourced operations that reduce admin load while improving client service.

Security Compliance Security posture is evident via KnowBe4 uptake, indicating awareness of cyber risk. They may benefit from enhanced vendor risk management, SOC 2 readiness, and managed security offerings to meet regulatory expectations and protect client data as they grow.

Partnership Data Their activity in ETF space and reference to industry peers implies potential for data, research, and distribution partnerships. Approaching with data feeds, research subscriptions, or co-marketing arrangements with ETF issuers or market data providers could unlock new revenue streams or distribution channels for Waycross.

Digital Presence Online presence and technology stack appear dated, opening a door for digital modernization. Propose a website revamp, SEO and content marketing, analytics, and a marketing automation stack to drive lead generation and improve client onboarding.