What type of software is Insight Guide?

Insight Guide is a business marketplace platform that uses AI-enhanced technology to connect association members with industry suppliers. It generates non-dues revenue for associations while providing qualified leads to suppliers and helping members solve industry-specific business problems.

Does Insight Guide replace an Association Management System?

No, Insight Guide is a best-of-breed solution that complements an AMS rather than replacing it. While an AMS handles member database management and dues processing, Insight Guide specializes in supplier-member engagement and marketplace functionality that most AMS platforms lack.

How does Insight Guide generate revenue for associations?

Insight Guide creates non-dues revenue through supplier subscription fees, premium listing upgrades, and sponsored placements. The platform is designed so associations generate more revenue than they pay in platform fees, with some implementations achieving 200-400% ROI.

What makes Insight Guide different from traditional association directories?

Unlike passive directories, Insight Guide uses AI-driven matching to connect members with relevant suppliers based on behavior and preferences. It includes automated engagement technology, measurable analytics, and full-service supplier relationship management, creating an active marketplace rather than a static list.

Who founded Insight Guide and what is their background?

Insight Guide was founded in 2022 by Andy Steggles, who co-founded Higher Logic, the leading community engagement platform in the association space. The CTO is Rick Schott, former Principal Architect at Higher Logic, bringing deep association technology expertise to the platform.

Insight Guide Software Review for Association Executives

Nov 4
10 min read

The Insight Guide Software being reviewed by Association executives with SmartThoughts

Insight Guide Software Review for Association Executives: AI-Enhanced Business Marketplace Platform

Association leaders face a recurring challenge: how do we diversify revenue streams while simultaneously delivering more value to both members and industry partners? Traditional buyer's guides and vendor directories have become outdated relics that fail to generate meaningful engagement or measurable results. Enter Insight Guide, a technology platform fundamentally reimagining how associations connect members with industry suppliers through an AI-powered business marketplace that creates a win-win-win scenario for all stakeholders.

What Category Is This Software Found In?

Insight Guide operates within the Business Marketplace Platform or Member-Supplier Engagement Platform category. This represents an emerging software category that bridges member engagement, non-dues revenue generation, and supplier relationship management. Unlike traditional directory software or static buyer's guide solutions, this category leverages artificial intelligence and automated engagement technology to create dynamic, interactive marketplaces specifically designed for association ecosystems.

Summary of Insight Guide Buyers Guide Software

Insight Guide, LLC was founded in 2022 by Andy Steggles, the co-founder of Higher Logic [1]. The company describes itself as a privately owned, impact-driven software company with no debt and no outside investors [2]. The technical leadership includes Rick Schott as CTO, who served as former Principal Architect and Senior Manager of Software Engineering at Higher Logic [2].

According to the company website, "Insight Guide is a business marketplace platform designed to engage members with industry-focused suppliers while generating non-dues revenue for your association, and providing highly qualified leads to industry suppliers" [3]. The platform was launched in March 2023 with the explicit goal of disrupting traditional association buyer's guides and vendor directories [4].

Based on LinkedIn data, Insight Guide currently has a small but specialized team focused exclusively on the association market [5]. The company has established notable partnerships, including powering ASAE's SolutionsHQ platform, which serves over 52,000 association professionals [6].

The Purpose Statement of Insight Guide Buyers Guide Software

Insight Guide's mission centers on creating a new category of member engagement by solving what founder Andy Steggles calls "an age-old problem: how to effectively connect association members with the right industry suppliers" [4].

Steggles states: "When I created Higher Logic, my focus was to engage members with each other. At Insight Guide, we are continuing that theme, but this time, we're getting members engaged with suppliers" [4].

The platform aims to transform static directories into dynamic ecosystems where three critical goals align: associations generate significant non-dues revenue, members solve industry-specific business problems efficiently, and suppliers receive qualified lead generation with measurable ROI [7].

What Makes Insight Guide a Fit for the Association Market

Insight Guide addresses a specific gap in the association technology stack that most Association Management Systems cannot effectively fill. While AMS platforms excel at member database management, dues processing, and event registration, they typically lack sophisticated tools for supplier-member engagement and AI-driven marketplace functionality.

The platform distinguishes itself through several unique capabilities specifically designed for associations:

AI-Enhanced Matching Technology: The platform utilizes advanced algorithms and data-driven insights to match members with suppliers based on user behavior, preferences, and industry-specific needs [8]. This personalization saves members time and increases the likelihood of finding relevant solutions.
Automated Engagement System: A "Smart Assistant" with automated outreach technology proactively engages the target audience, eliminating the passive nature of traditional directories [3]. This active engagement drives measurable interactions between members and suppliers.
Non-Dues Revenue Generation: The platform is explicitly designed as a revenue generator for associations. Supplier subscription fees, premium listing upgrades, and sponsored placements create new income streams without requiring member dues increases [9].
Full-Service Model: Unlike software-only solutions, Insight Guide provides proactive industry supplier outreach to sell, upgrade, and renew listing subscriptions, along with full accounting and reconciliation of supplier payments [3]. This white-glove approach removes administrative burden from association staff.
Brand Integration: The platform is fully themed and branded to match each association's identity, ensuring seamless integration with existing member experiences [3].

The revenue model makes particular sense for associations of all sizes. According to their own materials, associations using premium plans may see a 200-400% ROI by leveraging enhanced listings, sponsored placements, and upsells [10].

What Are the Functional Goals of the Software?

Based on publicly available information, Insight Guide serves the following functional areas:

Supplier-Member Matchmaking: AI-driven recommendation engine that connects members seeking solutions with relevant industry suppliers
Non-Dues Revenue Management: Subscription-based supplier listing management with automated renewal processing and payment reconciliation
Lead Generation & Analytics: Provides suppliers with highly qualified leads and measurable engagement metrics to demonstrate ROI
Member Benefit Platform: Creates exclusive member benefits by giving them access to vetted, industry-specific solution providers
Content Management: Enables suppliers to create and manage profiles, showcase products/services, and publish promotional content
AMS/CRM Integration: Full system integration capabilities with association management systems, CRM platforms, and event management systems [3]
Automated Communications: Smart assistant technology for automated member and supplier outreach and engagement
Reporting & Analytics: Continuous monitoring with engagement reports, allowing associations to demonstrate platform value to stakeholders
Exhibitor/Sponsor Pipeline: Functions as a lead generator for new conference exhibitors and sponsors [11]

Where Does Insight Guide Fit in the Association Technology Ecosystem?

Insight Guide is like the quirky sidekick to your Association Management System's superhero. Instead of duking it out for the spotlight, it plays nice, offering a "best-of-breed" or, as we like to call it, "best of need" solution. Picture your AMS as the brainy central nervous system keeping tabs on member data, while Insight Guide is the cool organ that knows all the best spots for commerce and supplier shindigs.

Most associations operate with 4-8 enterprise software systems on average, and up to 12 for larger organizations [12]. Insight Guide fits into this ecosystem as a specialized marketplace platform that handles a specific use case that AMS systems typically handle poorly or not at all.

Integration with AMS: The platform integrates directly with your existing AMS/CRM to sync member data, ensuring suppliers can target outreach based on member segments, interests, and engagement history [3]. This eliminates data silos and maintains a single source of truth for member information.

When It Makes Sense: Associations should consider Insight Guide when they:

Have industry suppliers seeking to reach their member base
Currently maintain a static buyer's guide or directory generating minimal engagement
Need to diversify non-dues revenue streams
Want to provide tangible value to corporate/industry supplier members
Host trade shows or events and want to expand exhibitor/sponsor relationships year-round
Operate in industries where members regularly seek business solutions from trusted vendors

Complementary Not Competitive:

The platform doesn't replace member community platforms, event management systems, or learning management systems. Instead, it fills the specific niche of facilitating transparent, measurable commerce between members and industry suppliers—something most AMSs listed in SmartThoughts' tier framework lack [13].

Who Are Some Likely Competitors in the Association Market?

The business marketplace platform category for associations remains relatively nascent, with few direct competitors offering comparable AI-enhanced functionality. However, several alternatives exist:

Member Marketplace Inc.: Provides marketplace websites for local businesses and member-based organizations with a focus on chambers of commerce. Offers business listing capabilities, promotional tools, and ROI tracking. Strengths include rapid deployment and strong chamber focus. Limitations include less sophisticated AI matching and supplier management features [14].

Platoyo: European-based platform offering marketplace solutions for trade associations with emphasis on product data management and e-commerce. Strengths include robust inventory management and retail integration. Weaknesses include a limited North American presence and less focus on service-based suppliers [15].

Traditional AMS Built-In Directories: Platforms like iMIS, Fonteva, and GrowthZone offer basic directory functionality. Strengths include native AMS integration. Significant limitations include a lack of AI matching, minimal supplier engagement tools, and passive rather than active marketplace dynamics [16].

Custom-Built Solutions: Some associations develop proprietary marketplace platforms. Benefits include complete customization. Drawbacks include high development costs, ongoing maintenance burden, and lack of marketplace best practices [17].

The competitive landscape suggests Insight Guide operates in a category it largely created—AI-enhanced business marketplaces purpose-built for associations. Most competing solutions are either basic directories (lacking engagement and AI) or general marketplace platforms (not optimized for association dynamics).

The buyer's guide for modern-day Associations, Insight Guide reviewed

What Does The Product Roadmap of Insight Guide Look Like?

Based on publicly available information from the company website and press releases, Insight Guide demonstrates active product development:

AI Integration: The platform launched with AI-enhanced matching capabilities as a core feature [8]. The company describes its platform as utilizing "advanced algorithms and data-driven insights" to power supplier-member matching. Specific AI capabilities include behavioral analysis, personalized recommendations, and predictive lead scoring.
Recent Developments: In August 2024-2025, Insight Guide announced its partnership with ASAE to power SolutionsHQ, indicating significant platform maturation and enterprise readiness [6]. This partnership demonstrates the platform's capability to scale to large association communities.
Leadership Activity: Founder Andy Steggles has spoken at conferences and webinars about leveraging AI in associations, suggesting ongoing thought leadership and product evolution in AI applications [18].

However, there is no publicly available detailed product roadmap or timeline of planned features on the company website. The company appears to prioritize client-specific customization and white-glove implementation over publicizing future feature releases.

What Is the Price of Insight Guide Software?

Insight Guide does not publish standardized pricing on its website. According to their pricing page, "Our pricing is designed to be affordable for all sizes of association" and is structured so associations "make far more money than we do" [9].

The company operates on a custom quote model. Prospective clients must submit their name and email to receive a pricing quote [9]. CSAE marketplace listings have mentioned promotional offers such as "$1000 off implementation fees" for organizations signing up within specific quarters [19].

The revenue model appears to be subscription-based, with associations likely paying platform fees while generating income through supplier subscriptions, premium listings, and sponsored placements. One comparable solution in the marketplace category suggests associations using premium plans may achieve 200-400% ROI [10].

In the end, it is recommended to contact the software vendor directly for the latest pricing information.

What Do Peers Say About Insight Guide Software?

As a relatively new platform launched in 2023, Insight Guide has a limited presence on major peer review sites like G2, Capterra, Software Advice, GetApp, or SelectHub. This is common for emerging software categories and newer companies still building market presence.

Available Testimonials: The company website and CSAE marketplace listing feature several endorsements from association leaders:

Reggie Henry, CAE, Chief Information and Performance Excellence Officer at ASAE stated: "The disruption of the last three years has taught us that we need to reimagine how we provide value to our members, association execs, and industry partners alike. Disruption = Opportunity! Insight Guide is a modern, intuitive, reimagination of the buyer-seller relationship like I haven't seen before" [11].

Additional testimonials from association professionals highlight appreciation for the platform's innovation and flexibility, particularly noting it fills a long-standing gap in supplier-member engagement [11].

Notable Clients: Verifiable implementations include:

ASAE (American Society of Association Executives): Powers their SolutionsHQ platform serving 52,000+ members [6]
CSAE (Canadian Society of Association Executives): Listed as marketplace partner [19]

Review Site Caution: As with all software decisions, peer reviews evolve rapidly and may not reflect current product capabilities, especially for actively developed platforms. Association executives should request current references and conduct thorough demos. For additional guidance on effectively evaluating software reviews beyond rating sites, visit the SmartThoughts resource on this topic [20].

SmartThoughts Expert Analysis and Reasoning

Insight Guide represents an intriguing value proposition for associations struggling with two interconnected challenges: generating sustainable non-dues revenue and providing tangible value to industry supplier stakeholders.

Strengths Worth Noting:

The pedigree matters here. Andy Steggles co-founded Higher Logic, which became the dominant community engagement platform in the association space. This deep association market knowledge is evident in how Insight Guide addresses specific pain points—passive directories, unmeasurable supplier ROI, and administrative burden—that association executives consistently cite.

The AI-enhanced matching represents genuine innovation rather than AI-washing. By analyzing member behavior and supplier capabilities to facilitate connections, the platform moves beyond keyword searches to intelligent matchmaking. This approach acknowledges a fundamental truth: members don't want vendor lists; they want solutions to specific problems.

The full-service model differentiates Insight Guide from software-only competitors. Many associations lack dedicated staff for supplier relations management. By handling supplier outreach, onboarding, renewals, and payment reconciliation, Insight Guide functions more as a managed service than mere software—a compelling proposition for resource-constrained organizations.

Considerations for Evaluation:

As with any newer platform, associations should carefully assess:

Market Maturity: The business marketplace category for associations remains emerging. Early adopters benefit from innovation but should evaluate the company's long-term viability and product roadmap transparency.

Integration Complexity: While the platform promises AMS/CRM integration, associations should verify technical requirements, implementation timelines, and ongoing data synchronization processes during demonstrations.

Supplier Ecosystem: The platform's value correlates directly with supplier participation. Associations should understand how Insight Guide attracts and retains suppliers in their specific industry vertical.

Change Management: Shifting from static directories to dynamic marketplaces requires member education and adoption strategies. Success depends on associations actively promoting the platform to both members and suppliers.

Competitive Landscape: The ASAE partnership provides significant validation and potentially accelerates awareness in the association community. However, associations should monitor whether this exclusivity creates limitations or opportunities.

ROI Measurement: The platform's emphasis on measurable results is commendable. Associations should establish clear success metrics before implementation—whether supplier subscription revenue, member engagement rates, or demonstrated member problem-solving.

Leadership Continuity: As a privately held startup, Insight Guide's trajectory depends significantly on the founder's vision and leadership stability. Associations entering long-term partnerships should understand succession planning and organizational resilience.

The platform appears most suitable for:

Trade and professional associations with active industry supplier communities
Organizations currently generating minimal value from traditional directories
Associations seeking to expand revenue beyond events and dues
Markets where members regularly purchase business solutions and services

Associations should approach Insight Guide as a specialized tool for a specific use case rather than as a comprehensive solution. When that use case aligns—facilitating transparent commerce between members and vetted suppliers—the platform offers compelling capabilities that most AMS systems cannot match.

Final Conclusion

Insight Guide addresses a genuine gap in the association technology ecosystem by transforming passive vendor directories into active, AI-powered business marketplaces. For associations with engaged industry supplier communities seeking to diversify revenue while delivering measurable member value, the platform warrants serious evaluation.

The combination of association market expertise, AI-enhanced matching, and full-service management creates a differentiated offering that extends beyond traditional buyer guide software solutions. However, as with all technology decisions, success depends on organizational readiness, strategic alignment, and thoughtful implementation.

Association executives not currently working with a consultant who want to explore whether Insight Guide fits their specific needs should schedule a conversation for a free evaluation. For additional software reviews and comparison resources across the association technology landscape, visit SmartThoughts' comprehensive review library [21].