helenaCRM
- Company typePrivate
- Founded2021
- HeadquartersBelo Horizonte, Brazil
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
helenaCRM firmographics
Firmographics- Name
- helenaCRM
- Legal name
- HelenaCRM
- Website
- https://helenacrm.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
helenaCRM industry classification
Industry- Product category
- Conversational CRM and Customer Engagement Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
- akta.pro secondary industries
- Marketing Automation & Campaign Management CRM (HDAEAFAB), Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)
Keywords
Where helenaCRM is headquartered
LocationHeadquarters
- HQ city
- Belo Horizonte
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
helenaCRM business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- White Label Licensing: Partners license the platform and resell it under their own brand. Partners acquire base licenses (up to 3 users per channel) and can decide which solutions to offer clients. Partners set their own pricing and create custom packages.
- White Label Premium Plans: Premium plan offers higher customization including personalized domain and branded apps on Apple and Play Store, representing a higher-tier licensing option.
- Payment Processing Integration: Integration with Asaas for payment processing (Pix, credit card, boleto) within WhatsApp conversations. Revenue may come from transaction fees or bundled licensing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | White Label PRO - Domain and app customization with generic branding logic |
| Subscription | Monthly | White Label Premium - Full personalization with own branded app in Apple and Play Store |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
helenaCRM product offering
Product offeringCore offering
HelenaCRM sells a White Label conversational CRM and customer service platform for WhatsApp (with Instagram Direct and Facebook Messenger support) that combines a sales-funnel CRM, multichannel service inbox, no-code AI chatbot, multi-agent AI Agents with an AI Supervisor, campaign messaging, cadence sequences, and integrated Pix/credit card/boleto payments via Asaas. The platform is offered both as direct SaaS and as a White Label license that partners rebrand with their own domain, pricing, and mobile apps (PRO and Premium tiers).
Product overview
HelenaCRM is a White Label conversational CRM platform for WhatsApp that enables teams to connect with clients and leads through AI agents, human service, and a CRM that learns from every conversation. The platform operates on a modular architecture with core customer service and CRM capabilities supplemented by specialized add-on modules. The core offering includes the CRM and Sales Module for managing the sales funnel and customer journeys, integrated with Payments via Asaas for in-conversation payment processing. Customer Service provides multichannel inbox unifying WhatsApp, Instagram, and Messenger with intelligent routing. AI Agents for WhatsApp offers multi-agent AI systems with specialized capabilities working collaboratively in conversations, complemented by the AI Chatbot for no-code automated customer interactions. Additional modules include Campaign Messaging for marketing broadcasts, Scheduled Messages for automated follow-ups, Sequences for cadence automation, Customer Portfolio Management for contact assignment, Internal Chat for team collaboration, Groups on Official WhatsApp API for professional collaboration, and Automatic Distribution with overflow handling. The White Label CRM platform allows partners to resell the entire solution under their own brand with full customization including domain, branding, menus, and interface elements. Developer tools include API access, Partner API for deeper integration, Make and N8N workflow connectors, comprehensive documentation, and system status monitoring. The platform also provides partner enablement through Helena Academy for training and certification, a partner community for collaboration, downloadable materials and resources, and a blog for ongoing education. Founded in Brazil with operations in Belo Horizonte and Uberlândia, HelenaCRM was acquired by Asaas for $29 million in June 2026 and has raised $5.3 million in funding.
Differentiator
Problem solved
Functional benefit
Brands
- White Label: White Label platform allowing partners to resell CRM, customer service, automation and AI capabilities under their own brand identity.
Products and services
- CRM and Sales Module Conversational CRM integrated with WhatsApp, Instagram, and Messenger that tracks the sales funnel in real time, manages leads and opportunities, and provides unified conversation history across messaging channels. Built for Brazilian sales and service teams.
- Payments via WhatsApp Payment processing offering that lets users send payment links and receive Pix, credit card, and boleto confirmations directly within WhatsApp conversations, powered by the Asaas integration.
- Campaign Messaging (Disparo de Campanhas) WhatsApp marketing campaign tool that sends personalized messages to segmented audiences based on interests, behavior, or purchase history, with real-time results tracking.
- Customer Portfolio Management (Carteirização) Contact organization module that assigns contacts to users or teams strategically, ensuring continuity, context, and priority in customer service from sales to post-sale.
- Customer Service System (Atendimento) Multichannel customer service inbox unifying WhatsApp, Instagram Direct, and Facebook Messenger with intelligent queues, automatic distribution, configurable overflow, and real-time monitoring for support teams.
- AI Chatbot No-code chatbot builder for automating customer service, lead capture, and qualification 24/7, with a visual flow builder, hundreds of components, multimedia support, and seamless human handoff with CRM context.
- AI Agents for WhatsApp Multi-agent AI system with specialized agents working collaboratively in WhatsApp conversations, including an AI Supervisor for intent detection, intelligent routing, and custom knowledge bases with MCP server integration.
- Automation for WhatsApp Comprehensive automation suite for WhatsApp including AI agents, trigger-based flows, cadence sequences, and integration connectors, covering sectors such as e-commerce, healthcare, real estate, restaurants, education, and financial services.
- White Label CRM White Label platform that lets partners resell CRM, customer service, AI, and automation solutions under their own brand, with customizable domain, branding, menus, and account management features in PRO and Premium tiers.
Quantifiable outcome
- 66% of users have hired services via WhatsApp
- +2 more outcomes
Companies that use helenaCRM
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
helenaCRM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability10 records
Feature10 records
helenaCRM partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- AsaascoreAsaas, a Brazilian financial and operations platform for SMEs, acquired Helena CRM for $29 million. The deal is Asaas' largest acquisition to date. Helena will operate independently through 2028 before full integration in 2029. Asaas has completed five acquisitions and reported a 234% increase in net profit in 2025.
- AsaascoreAsaas payment gateway integration allows HelenaCRM users to receive Pix, credit card, and boleto payments directly within WhatsApp conversations. 35% of Helena's 500 partners were already using Asaas at acquisition announcement.
- MetacoreHelenaCRM is a Meta Business Solution Provider, utilizing the Official WhatsApp API for business communications. This partnership provides official API access and platform credibility.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
helenaCRM competitors and assessment
Company assessmentDirect peers
- Take Blip: Brazilian conversational platform enabling businesses to build chatbots and customer journeys on WhatsApp, Instagram, and Messenger with AI agents. Closely comparable offering to HelenaCRM's AI agent and CRM capabilities.
- Respond.io: Omnichannel messaging platform combining CRM, automation, and AI agents across WhatsApp, Messenger, and other channels. Comparable in scope and target market to HelenaCRM's multichannel customer service and AI capabilities.
- ManyChat: Leading chatbot platform focused on Instagram, WhatsApp, and Messenger automation with AI-driven flows. Comparable product category (conversational automation on Meta channels) though more SMB/SMB-marketer oriented.
- Zenvia: Brazilian conversational AI and messaging platform offering WhatsApp Business API, chatbots, and customer service automation for SMBs and enterprises. Directly competes with HelenaCRM in the same geography and product category.
- Weni (formerly Movidesk/Weni platform): Brazilian conversational AI platform specializing in WhatsApp business automation, intelligent agents, and omnichannel customer service for enterprise clients. Direct competitor in AI-driven WhatsApp CRM.
Broad incumbents
- HubSpot: Global CRM and marketing automation platform with conversational tools, AI agents (Breeze), and growing WhatsApp support. Overlaps with Helena in CRM, marketing automation, and customer service for SMBs.
- Intercom: AI-first customer service platform with conversational bots (Fin AI) and CRM-like functionality. Comparable in customer service automation and AI agent positioning, though primarily web/app-based rather than WhatsApp-native.
- Twilio: Communications platform providing WhatsApp Business API access and messaging infrastructure. Upstream enabler and competitor for messaging-centric CRM solutions targeting enterprise developers.
- Salesforce: Global CRM leader with WhatsApp integration via Marketing Cloud and Einstein AI agents. Larger enterprise competitor entering the conversational AI space that could erode Helena's differentiation.
- Zoho CRM: Global CRM platform with WhatsApp integration, automation, and AI assistant (Zia). Larger incumbent offering a much broader feature set; competes with Helena for SME and mid-market customers wanting WhatsApp-native capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
helenaCRM social profiles
Digital presencehelenaCRM compliance and trust
Trust signalCompliance4 records
helenaCRM financial estimates
Financial estimateRevenue estimate
Valuation estimate
helenaCRM leadership team
Management profileNumber of profiles
Profiles3 records
helenaCRM funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
helenaCRM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about helenaCRM
What does helenaCRM do?
HelenaCRM sells a White Label conversational CRM and customer service platform for WhatsApp (with Instagram Direct and Facebook Messenger support) that combines a sales-funnel CRM, multichannel service inbox, no-code AI chatbot, multi-agent AI Agents with an AI Supervisor, campaign messaging, cadence sequences, and integrated Pix/credit card/boleto payments via Asaas. The platform is offered both as direct SaaS and as a White Label license that partners rebrand with their own domain, pricing, and mobile apps (PRO and Premium tiers).
Is helenaCRM a public or private company?
helenaCRM is a private company. It is classified as corporate owned and is currently acquired.
When was helenaCRM founded?
helenaCRM was founded in 2021. It employs 51 to 100 people.
Where is helenaCRM based?
helenaCRM is headquartered in Belo Horizonte, Brazil, in the Latin America region.
How does helenaCRM make money?
Three revenue lines are on record. White Label Licensing is the primary driver. The others are white Label Premium Plans and payment Processing Integration.
Who are helenaCRM's main competitors?
Direct peers on record are Take Blip, Respond.io, ManyChat, Zenvia and Weni (formerly Movidesk/Weni platform). Broad incumbents are HubSpot, Intercom, Twilio, Salesforce and Zoho CRM.
Does helenaCRM have an API?
Yes. HelenaCRM offers a public API for developers and partners. The API enables integration with external systems, allowing partners to connect ERPs, payment gateways, and custom systems. Authentication supports OAuth 2.0 and permanent tokens for direct, secure authentication. Webhook capabilities enable real-time event integration. Developer documentation is at helena.readme.io/reference/getting-started-with-your-api.
What industry is helenaCRM in?
helenaCRM's product category is Conversational CRM and Customer Engagement Software. Its primary akta.pro industry code is HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support), with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 513210 and its SIC code is 7372.