Home Health Care News Parent Company WTWH Media Rebrands as Arrowfly
WTWH Media, the parent company behind Home Health Care News, has officially rebranded to Arrowfly, signaling a new era of omnichannel B2B media growth.
A New Identity for B2B Media
WTWH Media, the parent organization behind Home Health Care News, has officially transitioned to a new corporate identity known as Arrowfly. This rebranding effort marks a significant evolution for the company, moving away from its origins as a niche trade publisher to become a comprehensive omnichannel B2B media, marketing, and events powerhouse. The shift is designed to better align with the firm's current status as a central hub where industry leaders access critical intelligence, journalism, and high-impact professional experiences.
Expansion and Strategic Growth
The move to Arrowfly follows a trajectory of rapid growth that accelerated after the company entered a strategic partnership with Mountaingate Capital in 2022. During this period, the organization aggressively expanded its influence across various professional sectors, including senior care, healthcare systems, engineering, behavioral health, and foodservice. This expansion was further solidified by the appointment of Matt Logan as CEO in 2025. With a career spanning over 25 years in B2B media, Logan is steering the company toward a broader, more integrated future.
The Vision Behind the Rebrand
Despite the name change, the company’s core operational structure remains intact. Arrowfly continues to manage a massive portfolio of more than 40 vertical media brands and 45 industry events, all of which will retain their current names. CEO Matt Logan emphasized that the rebranding effort is intended to reflect the company’s scale rather than change its fundamental mission. "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," Logan stated regarding the transition.
Technological Integration with Clara
A major component of the company’s updated value proposition is its proprietary performance platform, Clara. This technology offers marketing partners unprecedented transparency by providing real-time visibility into campaign metrics. By replacing traditional, delayed end-of-campaign reporting with interactive, live dashboards, Clara allows partners to monitor audience quality, engagement, and conversion rates as they happen. While the corporate name has changed, the company maintains that the experience for readers and event participants remains consistent, ensuring that the trust built through its editorial authority remains the cornerstone of its operations.
Recent Developments
This corporate rebranding represents the latest breaking news in the B2B media sector as firms adapt to changing digital landscapes. Our team is monitoring these latest updates to ensure stakeholders receive live news regarding how these shifts impact the healthcare industry. You can follow all developments instantly on CareChronicle.net.
Related Topics
🔹 Media Rebranding 🔹 Healthcare Journalism 🔹 B2B Marketing Strategy 🔹 Senior Care Industry 🔹 Corporate Identity Shift 🔹 Professional Networking Events
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Frequently Asked Questions
What does the rebranding to Arrowfly mean for Home Health Care News?
Home Health Care News will continue to operate under its existing name. The rebranding only affects the corporate parent company, WTWH Media, which is now known as Arrowfly.
Will the company's events and media brands change their names?
No, all 40+ media brands and 45+ industry events within the company's portfolio will retain their current names and branding.
What is the purpose of the Clara platform?
Clara is a proprietary performance platform that provides marketing partners with real-time data on campaign performance, replacing static, end-of-campaign reports with transparent, live dashboards.