Company Overview

WM Technology, Inc. operates a cannabis-focused technology and software platform primarily through its Weedmaps marketplace and related software solutions. The company serves licensed cannabis retailers, brands, and consumers by providing online discovery tools, advertising services, compliance-enabled software, and e-commerce infrastructure for cannabis transactions where permitted by law. WM Technology operates within the broader cannabis technology, digital advertising, and software-as-a-service (SaaS) industries, with revenue historically driven by subscription services, digital listings, advertising placements, and software products sold to cannabis businesses.

The company’s principal business lines include the Weedmaps consumer marketplace, which connects cannabis consumers with dispensaries and brands, and WM Business, which provides retailers and brands with customer relationship management tools, point-of-sale integrations, logistics support, analytics, and marketing services. WM Technology traces its origins to Weedmaps, founded in 2008 by Justin Hartfield and Keith Hoerling during the early development of regulated cannabis markets in the United States. The company later became publicly traded through a merger with a special purpose acquisition company in 2021. Its strategic positioning has historically centered on brand recognition within the cannabis sector, a large network of dispensary relationships, and operational experience navigating fragmented state-by-state cannabis regulations.

Business Operations

WM Technology organizes its operations primarily around technology-enabled marketplace and subscription services for cannabis businesses. The company generates most of its revenue from recurring subscriptions and advertising products purchased by cannabis retailers and brands seeking visibility on the Weedmaps platform. Through WM Business, the company offers software products that include ordering tools, menu management, compliance support, customer engagement systems, and data analytics. The Weedmaps marketplace also supports consumer discovery, product search, and online ordering functionality in jurisdictions where cannabis commerce is regulated and legally permitted.

The company’s operations are concentrated in the United States, particularly in states with established medical or adult-use cannabis markets, though its platform has historically maintained some international exposure through informational and marketplace services. WM Technology controls proprietary software infrastructure and consumer-facing applications tied to cannabis retail discovery and engagement. Public disclosures have also referenced strategic integrations with retail technology providers and cannabis operators to improve ordering, logistics, and compliance workflows. Data regarding the materiality of certain partnership arrangements is limited based on available public sources.

Strategic Position & Investments

WM Technology’s strategic direction has focused on expanding software-enabled recurring revenue, strengthening retailer retention, and deepening its role in cannabis commerce infrastructure. Company filings and investor materials have emphasized operational efficiency, product development, and increased monetization of the Weedmaps consumer audience. Management has also highlighted the importance of regulatory-compliant technology tools as cannabis legalization expands across additional U.S. jurisdictions.

The company has invested in platform capabilities involving e-commerce enablement, consumer analytics, retail software integration, and advertising technology. WM Technology has also pursued selective acquisitions and technology integrations to strengthen its software ecosystem, although acquisition activity has been more limited in recent years relative to earlier expansion periods. The company remains exposed to emerging opportunities tied to regulated cannabis markets, digital retail infrastructure, and cannabis data services. However, the pace and scale of future expansion remain dependent on regulatory developments and cannabis market conditions.

Geographic Footprint

WM Technology is headquartered in Irvine, California, and its operations are primarily concentrated across the United States cannabis market. The company maintains a strong presence in states with legalized medical or recreational cannabis programs, including large markets such as California, Michigan, Illinois, Arizona, and Colorado. Its marketplace platform is designed to support geographically localized cannabis retail ecosystems, reflecting the fragmented regulatory structure of the U.S. cannabis industry.

Historically, Weedmaps has also maintained limited international visibility through informational content and platform accessibility in selected global markets where cannabis reform has advanced. However, the company’s commercial operations and revenue base remain predominantly North American. Public disclosures indicate that the majority of revenue is derived from U.S.-based cannabis operators and brands.

Leadership & Governance

WM Technology was co-founded by Justin Hartfield and Keith Hoerling, with the company evolving from an early cannabis directory platform into a publicly traded cannabis technology business. Leadership has consistently emphasized regulatory compliance, software-driven operational tools, and the long-term digitization of cannabis retail infrastructure. The company operates under a corporate governance framework typical of U.S.-listed public companies, including board oversight, executive leadership accountability, and SEC reporting obligations through filings such as Form 10-K and Form 10-Q.

Key executives and leadership figures include:

• Doug Francis – Chief Executive Officer
• Raegan Moya-Jones – Chairperson of the Board
• Jason White – Chief Financial Officer
• Juanjo Feijoo – Chief Technology Officer
• Justin Hartfield – Founder and former executive leadership figure

Executive roles and board composition may change over time based on company filings and governance updates. Publicly available information confirms that management strategy has focused on operational discipline, product innovation, and sustaining leadership within cannabis technology and marketplace services.