Aaron's Bets on 'Culture-First' Marketing as Fintech Firm IQVentures Completes Acquisition

NEW YORK, NY – November 20, 2025

A New Era for Aaron's: Acquisition and Strategic Shift

The Aaron’s Company, a leading provider of lease-to-own and retail solutions, is embarking on a new chapter following the completion of its acquisition by IQVentures Holdings, LLC. This strategic move coincides with a revamped marketing approach, highlighted by a new partnership with independent advertising agency Truth Marketing + Media. The collaboration aims to modernize customer engagement, drive acquisition, and resonate with a diverse consumer base in a highly competitive market. The acquisition by IQVentures, a fintech organization, is expected to inject new technological capabilities and financial strategies into the company's operations.

“The goal is to create a seamless and personalized experience for our customers,” said one industry analyst familiar with the deal. “IQVentures sees an opportunity to leverage technology and data analytics to enhance the customer journey and drive growth.”

Truth Marketing + Media: Championing 'Culture-First' Engagement

Truth Marketing + Media, an agency known for its multicultural expertise and data-driven performance, will spearhead Aaron’s new marketing strategy. The agency’s focus will be on crafting culturally relevant campaigns that resonate with diverse communities, moving beyond traditional demographic targeting. This approach is increasingly crucial as consumers demand authenticity and representation from the brands they support.

“Brands are realizing that simply translating messages into different languages isn’t enough,” explains a marketing consultant specializing in multicultural campaigns. “Consumers want to see themselves reflected in the storytelling, and they want brands to genuinely understand their values and cultural nuances.”

Truth’s approach centers on deep audience insight and a commitment to understanding the unique motivations and preferences of diverse consumer segments. This is a significant departure from the “one-size-fits-all” marketing tactics that have historically dominated the rent-to-own industry. The agency intends to integrate data analytics with human insights to create more effective and impactful campaigns.

Navigating a Challenging Retail Landscape

The Aaron’s Company, which also operates BrandsMart USA, is facing a challenging retail landscape marked by evolving consumer habits and increased competition. Recent financial reports indicate a decline in comparable sales for both businesses, although some sequential improvement has been observed. BrandsMart USA, in particular, has faced criticism regarding customer service, delivery issues, and warranty concerns.

“The retail sector is undergoing a massive transformation,” stated one retail analyst. “Consumers are demanding more convenience, personalization, and value. Companies that fail to adapt will struggle to survive.”

IQVentures’ acquisition of Aaron’s is seen as an attempt to address these challenges by injecting capital, technology, and expertise into the business. The partnership with Truth Marketing + Media is a key component of this strategy, as it aims to revitalize the brand’s image, attract new customers, and improve customer retention. Efforts are also underway to address the longstanding service issues at BrandsMart USA, with a focus on improving delivery times, enhancing customer support, and streamlining the warranty process.

The rise of e-commerce and flexible payment options has also disrupted the traditional rent-to-own model. Aaron’s is responding by investing in its online platform and expanding its omnichannel capabilities. The company is also exploring innovative financing options to appeal to a wider range of customers.

The shift to a more data-driven marketing approach is expected to play a crucial role in these efforts. By leveraging data analytics, Aaron’s can gain a deeper understanding of customer behavior, personalize marketing messages, and optimize its marketing spend.

Truth Marketing + Media’s experience in building culturally relevant campaigns will be particularly valuable in reaching diverse consumer segments and driving engagement. The agency's commitment to authenticity and storytelling will help Aaron’s connect with customers on a more emotional level and build brand loyalty. The agency boasts a team geographically diverse, capable of reaching key markets and understanding local cultures.

“The goal is to create a marketing strategy that is both effective and meaningful,” noted one marketing professional familiar with the partnership. “It’s about building relationships with customers based on trust, respect, and shared values.”