eFax
Opening a new chapter in secure data exchange
From digital fax to enterprise data
As one of the first to offer a digital alternative to traditional paper fax machines, eFax has always been an innovator and today, it is the world’s most-recognized provider of cloud fax—a technology that remains essential in regulated industries such as healthcare.
In the more than three decades since its founding, the company has grown to be a leader not just in cloud fax, but also in interoperability and digital transformation solutions—redefining how businesses of all sizes communicate and manage secure data exchange.
Embracing the enterprise
With enterprise customers becoming a critical driver of growth, the company decided to make a strategic pivot from pure-play cloud fax service to enterprise solutions provider.
Consensus Cloud Solutions, the parent of eFax, was spun off from Ziff-Davis in 2021 to capture the growing need for secure enterprise data communications. Prompted by emerging AI technologies such as machine learning and unstructured data transformation, the company began building out its portfolio of advanced enterprise solutions.
Bridging eFax to a new digital future
It soon became apparent that the existing fax-focused brand no longer aligned with the company’s strategic direction.
After a thorough exploration of potential paths forward by Tenet’s research and strategy team, the decision was made to leverage the massive equity of the eFax name and build a new brand around it.
Building on the idea of connection
The new brand had to show that eFax is about much more than fax, while maintaining its status as the world’s pre-eminent cloud fax service. Threading that needle called for a bold approach to brand transformation.
New eFax positioning, high-level messaging and brand promise all came to life through a dynamic visual representation that suggests connection, data flow and transformation: the threads that tie all that eFax does together.
Making it real
To tie the brand to real business results, Tenet developed a comprehensive go-to-market strategy. Leveraging market insights, the strategy spanned segments, attributes, personas, and sales enablement playbooks including service bundling and refreshed product messaging.
Helping to spark growth
eFax has a long history of strong financial performance. The brand’s new message drew fresh attention to eFax and its future-forward, technology-driven strategy, helping to fuel powerful acceleration: as of early 2026, the company is seeing positive market trends and meaningful expansion of revenue across its broader portfolio.
During its Q4 2025 earnings call in February, Consensus executives noted record free cash flow, robust margins, and accelerating corporate momentum as the organization pivots to enterprise sales. Investors have taken note, with the stock price up more than 35% since the beginning of the year.