Who We Are and How We Got Here

Rich Whipkey and Joe Petrucci embarked on their professional careers in the thick of the dotcom boom—that strange, exciting, and frequently confusing era when technology was evolving faster than any of us knew what to do with it. For people who lacked curiosity and a sense of adventure, it was all a bit unsettling. But for guys like Joe and Rich—curious, intrepid, engaged—the changing landscape was a place to explore and learn new things.

Rich, an entrepreneur at heart, successfully launched multiple startups, including an on-demand digital print house where he helped clients personalize and coordinate their marketing efforts across multiple channels.

Joe, meanwhile, cut his corporate teeth at Xerox, where he helped enterprise-level customers understand the potential inherent in the new technologies that were revolutionizing the marketing industry.

As technology junkies, the new tools inspired Joe and Rich, but they were also frequently frustrated that so many of their clients failed to grasp how truly powerful it all could be (or how much success they could have) if they took a step back to think about process and strategy before turning on their powerful machines.

That gut-level instinct is how Waybetter got its start. And it has remained our foundation ever since: at our core, we have a passion for great technology, a fierce commitment to bulletproof strategy, and a dogged belief that everything can get way better if you think creatively, choose the best tools for the job, and then work really, really hard.

In its infancy, Joe and Rich steered Waybetter to the industries their old clients populated: financial services, healthcare, and retail. Then, a stroke of luck put them in touch with the admissions team at a large, highly ranked university in Washington, D.C. that was struggling to enroll students in one of its summer programs. Joe and Rich—knowing literally nothing about higher ed admissions—put everything they’d learned in the “real world” about personalized, multichannel communications and marketing to work. Revenue for that university’s one program went up $1,000,000 over the previous year.


Today, Waybetter has clients across the higher ed landscape. We work for schools in the Ivy League, at universities in Boston, Washington, D.C., and Philadelphia, at small colleges in Pennsylvania, Ohio, Michigan, Iowa, and Kansas, and everywhere in between.

Despite Waybetter’s growth, Joe and Rich are actively involved in every single client’s strategy and process—from search name buys to brainstorming email subject lines at our weekly writing sessions.  Nobody knows more—or cares as much—about successful higher ed enrollment practices than they do. Of that they make very, very certain.