Showell

What Showell does

Showell Oy is a Finnish SaaS company that provides a field sales enablement platform for enterprises operating distributed sales teams and dealer networks, primarily in manufacturing, MedTech/life sciences, and industrial B2B sectors. Founded in 2012 and headquartered in Jyväskylä, Finland, the company serves enterprise customers including Kubota, Sandvik, Volvo, Bosch, Danone, Geberit, AGCO, DeLaval, BSH Home Appliances, Ottobock, and Sakura Finetek. The mobile-first platform is accessible across iOS, Android, Microsoft, and web browsers with native offline functionality tailored to the realities of field-based selling.

The platform combines content management, sales presentations, buyer engagement, training, analytics, and AI capabilities in a single application. Core modules include a Content Library, Content Personalization, Sales Presentations, Content Sharing & Tracking, and Sales Content Analytics; add-on modules include a Learning Management System (LMS), Showell AI (a generative AI assistant launched in 2024), a Digital Sales Room for buyer engagement, and Custom Sales Tools. The platform integrates with Salesforce, Microsoft Dynamics, SharePoint, Office 365, and major DAM and cloud storage systems. Security credentials include ISO 27001:2022, SOC 2 Type II, GDPR, and CCPA compliance.

Showell monetizes through tiered SaaS subscriptions — Free, Essential, Professional, and Enterprise — with monthly or annual billing and additional charges for LMS, AI, and Digital Sales Room modules. Go-to-market combines direct enterprise sales targeting companies with dozens to hundreds of field reps or dealer partners with a self-serve freemium channel and app-store distribution. The company is privately held and founder-led by CEO and co-founder Sami Suni (with co-founder Juha Suni as CTO), and has raised approximately $1.47M in total disclosed funding, the largest being a 2019 round led by Trind Ventures.

Name

Showell

Legal name

Showell Oy

Website

https://showell.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Showell provides a mobile-first field sales enablement SaaS platform for enterprises with distributed sales teams and dealer networks in manufacturing, MedTech, and industrial sectors. The platform combines content management, AI-assisted search, training, buyer engagement rooms, and analytics in a single offline-capable application.

Ownership category

akta.pro rank

Product category

Sales Enablement Software

akta.pro primary industry

Solution Selling & Value-Based Selling (EDABABAD)

akta.pro secondary industry

Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH)

Keywords

• Sales enablement platform
• Field sales enablement
• Sales content management
• Sales training software
• Buyer engagement tools

Headquarters

HQ city

Jyväskylä

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription Revenue: Showell operates as a SaaS platform with subscription-based recurring revenue. The company offers multiple tiers including Free (freemium), Essential (entry-level paid), Professional, and Enterprise plans. Subscriptions are billed monthly or annually via credit card.
2. Freemium Model: Free users have access to limited features at no cost. Essential users through subscription-based monthly or annual plans have access to enhanced features with fewer limitations. LMS is available as an add-on for Professional and Enterprise plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Showell sells a unified SaaS-based field sales enablement platform that lets sales and marketing teams manage, find, personalize, present, share, and track sales content across web, iOS, Android, and Microsoft devices, including offline. It bundles a centralized Content Library, AI-powered search and generative assistant (Showell AI), Digital Sales Rooms for buyer engagement, an integrated Learning Management System for sales training, and content analytics, distributed as a branded customer-facing sales app.

Product overview

Showell is a unified Field Sales Enablement Platform that combines content management, sales presentations, buyer engagement, analytics, training, and AI capabilities. The core platform includes Content Library, Sales Presentations, Content Sharing & Tracking, Sales Content Analytics, and Integrations modules. Specialized add-on modules include Content Personalization, Showell AI (generative AI assistant), Digital Sales Room (collaborative buyer engagement spaces), and Learning Management System (sales training). Custom Sales Tools (flow.showell.com) enables further customization. The platform operates as a branded sales app accessible across web, iOS, Android, and Microsoft devices, with offline functionality for field sales teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Content Library Centralized repository for managing, organizing, and distributing all sales collateral, giving customer-facing teams access to sales resources anytime, anywhere on any device, including offline.
• Content Personalization Enables quick personalization of sales content and presentations for individual buyers, allowing sellers to tailor presentations to specific buyers in minutes while maintaining brand consistency.
• Sales Presentations Transforms standard sales presentations into engaging, interactive experiences supporting 3D models, interactive presentations, videos, and documents for value communication.
• Content Sharing & Tracking Secure content sharing with buyer engagement tracking: shares files of any type or size and provides analytics on when content is viewed, which pages or slides are accessed, and engagement duration.
• Sales Content Analytics Analytics dashboard measuring team activities, buyer engagement, and content impact, with visibility into materials used, content effectiveness, and sales cycle tracking.
• Learning Management System (LMS) Built-in sales Learning Management System for onboarding and continuous training, delivering structured training programs with courses, lessons, quizzes, and progress tracking, connecting learning directly to sales content and workflows.
• Showell AI AI-powered assistant that gives sellers instant answers and the right content using natural-language queries, generating answers, summaries, email drafts, and product comparisons from the customer's own sales content; supports multiple languages and operates privately without using customer data to train models.
• Digital Sales Room Branded, personalized, and trackable digital space where buyers can access all relevant sales materials, including messaging, video greetings, folder sharing, team collaboration, and restricted downloading capabilities with expiration dates.
• Custom Sales Tools Customizable sales tools that let users build tailored solutions, enabling the creation of personalized sales tools beyond the standard Showell platform features.
• Integrations Native integrations with CRM, cloud storage, DAM, and ERP systems, including Microsoft Dynamics, SharePoint, Salesforce, and Google services, for syncing content and workflows across enterprise systems.

Quantifiable outcome

• 84% say Showell saves them time in daily sales work (Growflow survey)
• +11 more outcomes

Named customers25 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core.

• Microsoft DynamicscoreTechnology or IntegrationShowell for Microsoft Dynamics provides integration and terms of service for Showell users who want to connect with Microsoft Dynamics CRM and related Microsoft business applications.
• SharePointcoreTechnology or IntegrationIntegration with SharePoint enables seamless sync with SharePoint folders, making it effortless to upload files and access them within Showell. Customers report efficient workflow integration.
• SalesforcecoreTechnology or IntegrationCRM integration with Salesforce mentioned as a key compatibility feature, enabling connection with other key tools in the sales tech stack.
• Office 365coreTechnology or IntegrationIntegration with Office 365 mentioned as potential compatibility feature for customers using Microsoft ecosystem.
• CRM SystemscoreTechnology or IntegrationSeamlessly integrate Showell with your CRM, cloud storage, DAM, and ERP to streamline workflows and boost efficiency. Platform provides ready-made integrations.
• Cloud StoragecoreTechnology or IntegrationIntegrations with cloud storage solutions enable content synchronization and centralized management within the Showell platform.
• DAM (Digital Asset Management)coreTechnology or IntegrationDAM integrations complement Showell's sales content management. Typically DAM is integrated into Showell and both platforms work side-by-side for content organization and sales enablement.
• ERP SystemscoreTechnology or IntegrationERP integrations mentioned as part of Showell's integration ecosystem to streamline workflows across enterprise systems.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Salesloft: Salesloft is a leading sales engagement platform for cadencing, email, and call workflows. It is adjacent rather than directly overlapping, but as buyers consolidate enablement and engagement spend, Salesloft expands into Showell's territory on content delivery and buyer engagement.
• Allego: Allego combines sales learning, content, and conversation intelligence for B2B sales teams. It overlaps Showell on the training/content side but with a stronger learning-and-coaching emphasis and a different go-to-market focus.
• MindTickle: MindTickle is a sales readiness platform focused on training, coaching, and content for B2B sales teams. It competes for the same training-LMS budget Showell targets with its built-in LMS module, though its core emphasis is on-readiness rather than field content management.

Direct peers

• Highspot: Highspot is a leading enterprise sales enablement platform with content management, training, buyer engagement, and AI capabilities. It competes with Showell for the same enterprise field-sales and marketing use cases, especially in manufacturing and high-tech verticals.
• Showpad: Showpad is a mobile-first sales enablement platform focused on field sales and distributed selling teams, with content management, training, and analytics. It is the closest direct competitor to Showell, sharing a mobile/offline-first architecture and similar mid-market-to-enterprise customer profile.
• Seismic: Seismic is the largest pure-play sales enablement platform, offering content management, learning, buyer engagement, and AI. Its broad product depth and enterprise customer base make it the benchmark Showell is measured against in enterprise deals.
• Bigtincan: Bigtincan is a sales enablement platform combining content, learning, conversation AI, and buyer engagement for enterprise field and inside sales. It targets many of the same manufacturing and B2B enterprise segments as Showell.
• Pitcher: Pitcher is a mobile-first sales enablement platform with deep offline capabilities and a strong focus on field and consumer-goods sales. It is highly comparable to Showell on mobile-first architecture, vertical specialization, and similar target buyers.

Broad incumbents

• Salesforce Sales Cloud: Salesforce is the dominant enterprise CRM with growing sales enablement and content features inside Sales Cloud and Slack. Showell competes with and integrates into Salesforce; Salesforce's broad portfolio could displace niche enablement vendors in consolidated enterprise deals.
• Microsoft Dynamics 365 Sales: Microsoft Dynamics 365 Sales (and adjacent Viva Sales) is a broad CRM and sales productivity suite with embedded enablement-style features. Showell has direct 'Showell for Microsoft Dynamics' integration, indicating both partnership and direct competition for the same Microsoft-ecosystem buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/showellapp
• Facebookfacebook.com/showellapp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Showell