Treble’s Record Growth Signals a New Era for PR in the Age of AI

AUSTIN, TX – January 20, 2026 – B2B technology public relations agency Treble has announced a record 20% year-over-year revenue increase for 2025, a figure that stands in stark contrast to the broader industry's recent performance. While many agencies navigated a cautious market that saw a collective 1.5% dip in fee income in 2024, Treble’s growth underscores a successful strategy rooted in deep specialization and a forward-looking approach to the new realities of an AI-driven media landscape.

The Austin and San Francisco-based firm attributes its performance to the strategic expansion of its Enterprise Technology and Cybersecurity Practice Groups. This expansion was punctuated by its selection as the U.S. agency of record for KnowBe4, a dominant force in the human risk management and security awareness training market. The move signals a larger market shift where enterprise brands are increasingly seeking partners who can not only navigate traditional media but also ensure visibility and authority within AI-powered search and discovery engines.

“2025 was a transformative year for Treble,” said Ethan Parker, founder and CEO of Treble, in a statement. “Our growth at the enterprise level—paired with our commitment to growth-stage startup innovators—positions us uniquely in the market. We are building a team that collaborates and wins with innovative companies across the spectrum of B2B technology.”

Niche Dominance as a Growth Engine

Treble’s success story is a testament to the power of specialization in a crowded and competitive field. By doubling down on high-demand, complex sectors like cybersecurity and enterprise technology, the agency has carved out a defensible niche. The addition of KnowBe4 to its client roster is a significant validation of this approach. KnowBe4 is not just another tech company; it is consistently recognized as a market leader by top industry analyst firms. Both Gartner and Forrester have named the company a “Leader” in their respective reports on security awareness training, citing its dominant market share and comprehensive platform.

Securing such a high-profile client validates Treble’s deep domain expertise. “The cybersecurity market moves fast, and expertise matters,” noted Matt Grant, senior vice president and head of Treble’s Cybersecurity and Enterprise Practice Groups. “KnowBe4 is the standard-bearer for security awareness. Representing a brand of this caliber is a testament to the depth of our cybersecurity practice.”

This sentiment was echoed by KnowBe4’s leadership. “In the cybersecurity sector, cutting through the noise is critical,” said Sara Aiello, vice president of corporate marketing at KnowBe4. “We partnered with Treble because they bring proven experience guiding VC and PE-backed companies through significant growth, strong relationships with top-tier media and a creative approach to the crowded tech landscape.”

The agency’s enterprise practice is further bolstered by relationships with established companies like application performance monitoring leader LogicMonitor and Java platform provider Azul, demonstrating its ability to deliver integrated PR programs that support business goals from market leadership to IPO readiness.

The New PR Imperative: Optimizing for AI Search

Perhaps the most significant aspect of Treble’s announcement is its explicit focus on a new frontier for public relations: optimizing for AI. The firm’s performance reflects a growing understanding among corporate leaders that the battle for visibility is increasingly being fought within the algorithms of generative AI models. As Google and other search giants integrate AI Overviews and conversational answers, the source material these models rely on has become paramount.

Recent industry studies confirm this trend. A 2025 Muck Rack report found that an overwhelming 85.5% of AI citations reference earned media, with paid placements being almost entirely ignored. This fundamentally elevates the role of PR, shifting it from a communications function to a core component of what is now being called Generative Engine Optimization (GEO). The goal of GEO is to build a brand’s authority and trustworthiness across a wide array of credible, third-party sources—the very definition of a successful earned media program.

Treble’s clients confirm the importance of this strategic shift. “Public relations has become a critical driver of visibility and influence in an AI-driven buying environment, not just with journalists but with the AI models shaping how buyers discover and evaluate companies,” explained Michelle McGlocklin, vice president of corporate communications at Azul. “Treble understands this shift better than anyone. They are helping Azul future-proof its narrative by ensuring our story is clear, consistent and discoverable across both media and AI-powered search.”

This focus on future-proofing a brand’s narrative is central to the agency’s value proposition. By securing high-impact media coverage, Treble is not just reaching today’s readers but is also feeding the AI engines that will shape tomorrow’s search results and, by extension, corporate reputations.

A Differentiated Model in a Competitive Field

In a B2B tech PR landscape populated by global giants like Edelman and Hotwire, as well as numerous specialized boutiques, Treble differentiates itself with a hands-on operational model. The agency emphasizes its use of “senior-level teams embedded in day-to-day operations,” a structure designed to provide clients with consistent strategic counsel rather than relegating senior talent to pitches and quarterly check-ins.

This approach aims to combine the agility and dedicated attention of a boutique with the sophisticated, results-driven execution required by enterprise clients. “Scaling communications requires a partner that moves with speed without sacrificing strategy. Treble brings a rare combination of boutique-level agility and enterprise-grade sophistication,” commented Richard Brewer-Hay, head of communications at LogicMonitor. “They act as a true extension of our team, consistently delivering the high-impact media results necessary to support LogicMonitor’s market expansion.”

This model, combined with a focus on translating complex technology into compelling stories, appears to be the engine behind the agency's financial success and its ability to attract and retain premier clients in its core practice areas, which also include Artificial Intelligence and Hardtech.

Looking ahead to 2026, Treble plans to continue its expansion and invest further in senior-level talent. The agency’s mission remains centered on using data-backed storytelling and earned media to help clients accelerate valuation and secure market leadership. As the line between media relations and search optimization continues to blur, this integrated approach is becoming less of a novelty and more of a necessity.

“We are at the forefront of accelerating PR in the age of AI,” Grant added. “Earned media must excel at its core purpose while also fueling the AI engines that shape discovery, trust and decision-making. Treble brings senior-level strategic talent and agile execution that helps both enterprise brands and growth-stage innovators punch above their weight and build lasting market leadership.”