It may not be flashy, but this Fort Worth-based tech company is one of the fastest growing in North America

When it comes to locations for technology startups, no one really thinks about Fort Worth.

Regardless, Koddi is proud to be headquartered in Fort Worth. And it’s growing.

Nicholas Ward is the president and co-founder of Koddi, and he will admit that the startup itself isn’t necessarily the attention-grabbing kind, like Instagram or Airbnb. Essentially, Koddi is a marketing optimization platform that effectively helps their clients — mostly hotels — reach the right eyeballs. Koddi helps advertisers determine who is more likely to need to book a hotel, and it finds the best ways to reach that customer online.

“It allows advertisers to value the users in different ways,” Ward said.

Again, it’s not as flashy as Uber, but it’s effective. The company claims that it handles four million daily bid decisions, and its customers experience a 45 percent average increase in revenue.

Since the company started in 2013, it’s been steadily growing in business and in employees. Koddi now employs more than 100 people across five offices in Texas, Michigan, New York, California and Germany. The company also acquired HookLogic Travel Business in 2017, which brought even more growth.

In February, Deloitte even named it one of the 500 fastest growing tech companies in North America.

Koddi’s business model seems to be built on a theme of “slightly overlooked.” It operates in a slightly overlooked space of the internet, and it’s headquartered in a slightly overlooked location when it comes to tech. But Ward said Fort Worth has been the home of a lot of interesting tech companies that operate in the same slightly overlooked spaces (like ag tech), so it fits right in with the neighborhood.

“Fort Worth is a great place to be,” Ward said. “It’s a great place to recruit talent.”

Carla Jimenez covers breaking business news and commercial retail development. Born and raised in Euless, she took a detour in the Midwest for a few years, but she’s back in the land of football, barbecue and Dr Pepper.