How Retentia helped Recycly evolve from marketing a single software offering to positioning three distinct products with their own identities, messaging and buyer journeys. Client Overview Over several years, Recycly had built a strong reputation within the IT Asset Disposition (ITAD) industry through its operational expertise and commitment to innovation. Alongside its core services, the business had also developed software to support ITAD organisations with managing assets, operational workflows and customer engagement. Initially, these software capabilities were marketed under the Recycly brand as part of a single technology offering. As the platform matured, however, it became clear that the software had evolved into a suite of specialist solutions, each addressing different operational challenges within the industry. The next stage of growth required more than marketing. It required a clear product strategy. The Challenge As the software portfolio expanded, presenting every capability under a single brand was becoming increasingly difficult. Prospective customers were encountering multiple solutions, but the distinction between them wasn’t always clear. Product messaging overlapped, demonstrations required additional explanation, and marketing materials were no longer reflecting the maturity of the software itself. The business had reached a point where its technology deserved its own structure. The objective was to create a scalable product architecture that would: This wasn’t a rebranding exercise. It was about creating clarity for prospective customers while giving each product room to grow. Our Approach Working closely with the Recycly team, we developed a product-led marketing framework designed to support both current and future growth. Defining the Product Portfolio The first step was establishing a clear structure for the software suite. Rather than presenting one broad technology platform, the portfolio was organised into three specialist products: Each product was positioned around a specific business function, making it easier for prospective customers to understand where it fitted within their own operations. Product Positioning & Messaging Every product required its own narrative. We developed dedicated messaging frameworks that clearly communicated: This ensured customers could quickly understand the purpose of each solution without unnecessary complexity. Content & Product Marketing Supporting the new product architecture required a complete content strategy. Our team developed: Each asset reinforced the positioning of the individual products while maintaining consistency across the overall Recycly brand. Supporting Product Growth Product marketing became an ongoing process rather than a one-off launch. We continued working alongside the Recycly team to refine messaging, create new marketing assets, support product releases and ensure the software portfolio remained aligned with customer needs as it evolved. The Outcome The transition from a single software offering to a structured product portfolio created greater clarity across every stage of the customer journey. The business now benefits from: More importantly, the software portfolio now reflects the maturity of the business itself, giving customers a clearer understanding of each solution and the value it delivers. Client Feedback Services Delivered Key Takeaway As software businesses grow, adding new features isn’t enough. Products need clear identities, distinct value propositions and a marketing strategy that makes it easy for buyers to understand where each solution fits. By helping Recycly transition from marketing software under a single brand to promoting a structured portfolio of specialist products, Retentia Eco Impact created a scalable foundation for future product growth while strengthening the overall customer experience.

How Retentia became an extension of Recycly’s team, helping strengthen its market presence, establish industry authority and create the foundations for future product growth. Client Overview Recycly is a UK-based IT Asset Disposition (ITAD) business providing secure IT lifecycle services, including asset recovery, certified data destruction, electronics recycling, refurbishment, reverse logistics, and sustainability reporting. Operating in a highly specialised sector, Recycly serves organisations where compliance, traceability and operational efficiency are business-critical. As the company continued to grow, it recognised that its digital presence needed to reflect the same level of expertise and professionalism that customers experienced in its services. The objective wasn’t simply to increase marketing activity. It was to build a stronger market presence, communicate technical expertise more effectively, and create a digital platform capable of supporting the company’s long-term ambitions. The Challenge Marketing within the ITAD industry is unlike marketing in most sectors. Potential customers aren’t browsing for inspiration. They’re looking for a trusted partner capable of handling sensitive assets, regulatory compliance and complex operational processes. Every piece of communication must demonstrate credibility. At the outset of our partnership, Recycly required a more structured approach to its digital marketing. The business needed to: Achieving these goals required more than creative execution. It demanded a genuine understanding of the industry itself. Our Approach Rather than working as an external supplier, Retentia Eco Impact became an extension of Recycly’s internal team. We invested time in understanding how the business operated, the challenges its customers faced, the terminology used throughout the industry, and the commercial priorities driving buying decisions. This knowledge shaped every aspect of our work. Strategic Website Content We refined website messaging to better communicate Recycly’s capabilities, ensuring technical services were presented in a way that was informative, commercially focused and accessible to decision-makers. Industry-Focused SEO Rather than pursuing high-volume search terms, we developed an SEO strategy centred around the specialist topics and services prospective customers were actively researching. This improved visibility whilst attracting visitors with genuine commercial intent. Thought Leadership & Content Marketing We developed a consistent programme of educational content covering industry developments, compliance, sustainability, ITAD best practice and operational insights. This positioned Recycly as a knowledgeable voice within the sector rather than simply another service provider. LinkedIn & Brand Awareness Alongside website content, we managed an ongoing LinkedIn content programme featuring educational posts, industry commentary, branded creatives and video content designed to keep Recycly visible within the ITAD community. Ongoing Marketing Support As the relationship developed, our role expanded beyond individual campaigns. We supported the business across website updates, product messaging, marketing collateral, creative design, email campaigns and wider digital marketing initiatives, providing consistent support as the business evolved. The Outcome Over the course of our partnership, Recycly established a significantly stronger digital presence within the ITAD industry. The business achieved: Perhaps most importantly, the partnership created a strong strategic foundation for the company’s next stage of development. As Recycly’s software offering expanded beyond a single solution into multiple specialist products, the business already had the digital authority, content ecosystem and market credibility required to support that evolution. Client Feedback Services Delivered Looking Ahead As Recycly’s software portfolio continued to grow, it became clear that marketing individual software solutions under a single company brand would no longer support the business’s long-term ambitions. The next phase of our partnership focused on creating distinct product positioning for a growing software portfolio, including RecyclyERP, Recycly Asset Manager and Recycly Connect, establishing the foundations for a scalable product-led marketing strategy.