Aptive Launches Intelligent Pest Control™, Challenging a Century-Old Category with Data-Driven Pest Prediction

New brand platform, powered by the proprietary Pest Intelligence Center™, replaces the industry's reactive playbook with proactive, data-led home protection

PROVO, Utah--(BUSINESS WIRE)--For more than a hundred years, pest control has worked the same way. Wait for a problem. Treat the problem. Repeat. Today, Aptive is challenging that model. The company is launching Intelligent Pest Control™, a new brand platform built in part on a proprietary data engine that predicts pest activity before it reaches the homeowner, marking the category's first meaningful shift in operating model in decades.

At the center of the launch is Aptive's Pest Intelligence Center™, a proprietary AI and analytics engine that draws on more than 500 million data points across 76 U.S. markets. The platform combines real-time customer data, in-field technician observations, and environmental signals like weather and seasonality to identify when and where pest activity is most likely to surge. Its insights update daily and now sit at the center of how Aptive serves current customers and reaches new ones.

The system is already surfacing real pest activity patterns. Fly activity is up 53% year-over-year in Orlando, and wasp activity is up 68% year-over-year in Dallas. Looking ahead based on weather and seasonal modeling, the Aptive Pest Activity Index™ is projecting silverfish will have a high surge in Boston this week, and fleas are expected to be up 76% in Corona this season.

"Pest control is one of the last large consumer categories that hasn't yet modernized," said April Anslinger, Chief Marketing and Experience Officer at Aptive. "It's a category that runs on fear and sells urgency. Aptive is here to break that model. We're using intelligence and predictive data to know where pests are heading before homeowners ever see them, and we're bringing that insight to consumers to help them make smarter decisions about protecting their homes. That's the foundation of our intelligent pest control strategy, and it opens the door to a more personalized experience down the road. And of course, we'll always address active pest concerns, but consumers deserve a company that helps them stay ahead of pests. Aptive is here to redefine the category."

The launch is supported by a new national campaign developed in partnership with creative agency Said Differently, designed to introduce the new positioning and the Pest Intelligence Center™ to a broad consumer audience.

“The story has been the same for a hundred years. See bug, kill bug,” said Josh Combs, Chief Creative Officer at Said Differently. “With Aptive, we set out to introduce something the category has never offered before, a proactive approach centered on real data. Because what's better than killing a bug? Not having to.”

Aptive's brand launch has already shown real traction. A social media activation in March, surrounding the NCAA March Madness basketball tournament, used their pest data to help predict potential winners. The fun and interactive content generated over 2.7 million impressions and reached 849,000 accounts, with the flagship post hitting 10,000% above the company's average. Most of the engagement came from audiences that had never engaged with Aptive before, an early sign that consumers are paying attention when the category has something new to say.

The campaign begins rolling out nationally this month across connected TV, YouTube, digital, and social media. It is part of a multimillion-dollar 2026 marketing investment, 70% above the prior year, with insights from the Pest Intelligence Center™ continuing to inform Aptive's consumer-facing communications throughout the year.

About Aptive: Intelligent Pest Control™

Aptive: Intelligent Pest Control™ is the data-driven challenger redefining the pest control category. Through its proprietary Pest Intelligence Center™, Aptive analyzes more than 500 million data points across 76 U.S. markets to help predict pest activity before it reaches the homeowner, replacing the category's reactive model with intelligence and transparency. Aptive serves customers in 36 states across the U.S. and is a proud member of the EPA's Pesticide Environmental Stewardship Program. The company has also partnered with the United Nations Foundation's “United to Beat Malaria” initiative to help stop the spread of malaria transmitted by mosquito bites. To learn more, visit www.AptivePestControl.com or find the company on Facebook (@AptivePestControl), X (@Go_Aptive), Instagram (@Aptive.PestControl) or LinkedIn (@AptiveEnvironmental).

*The Aptive Pest Activity Index™ provides pest activity trend analysis based on Aptive’s proprietary data models. All predictions and forecasts are estimates based on customer reports, environmental data, trends, field observations and historical patterns