What Smarp does

Smarp is a Helsinki-founded (2011) employee communications and advocacy SaaS provider that has merged with Germany's COYO to operate under the Haiilo brand, building an AI-powered employee experience and intranet platform. The platform consolidates internal communications, knowledge management, employee advocacy, engagement/sentiment analytics, and a branded mobile app into a single hub, supported by the AVA AI assistant for writing, summarization, and search, plus 130+ native integrations with Microsoft 365, Google Workspace, Slack, and major HRIS systems. Customers are predominantly large global enterprises across banking (Rabobank), pharmaceuticals (AstraZeneca), technology (Google), telecommunications (T-Mobile), manufacturing (Otis, Vorwerk), energy (Uniper, Calumet), consumer goods (Ritter Sport, LG West Africa), and other verticals, with a UK sales presence in London alongside the Helsinki headquarters.

The business runs on a quote-based annual SaaS subscription with enterprise and team tiers and an optional ROI calculator for prospect qualification; pricing is not publicly disclosed. Go-to-market combines a demo-led direct enterprise sales motion with a partner/reseller channel, Haiilo Marketplace for third-party add-ons, and post-sale enablement through Haiilo Academy and a Client Community. The company is private (51-100 employees), has raised approximately $11.6M across nine disclosed funding rounds between 2012 and 2018 (largest: a $5M Series 2 led by Nauta Capital in May 2018), and has accumulated multiple G2 leadership, ease-of-use, momentum, and enterprise high-performer badges through Summer 2026, alongside ISO/IEC 27001:2022 and SOC 2 Type II security certifications. Leadership includes co-founder/CEO Roope Heinilä, co-founder/COO Mikael Lauharanta, and Chairman Pedro Ros.

Name

Smarp

Website

https://smarp.com

Company type

Private

Founded year

2011

Headcount range

51–100 employees

Short description

Smarp is a Helsinki-based employee communications and advocacy SaaS provider (founded 2011) that merged with COYO to form Haiilo, selling an AI-powered employee experience and intranet platform with 130+ integrations to global enterprise customers across banking, pharma, tech, telecom, and manufacturing.

Ownership category

akta.pro rank

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Subscription-based SaaS model with per-seat or tiered pricing for the employee experience platform. Annual and multi-year contract options available.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Smarp is an employee communications and advocacy SaaS provider that helps enterprises reach, engage, and activate their workforce through internal communications, social media advocacy, an intranet, and analytics. Following its merger with COYO, the platform (now operating as Haiilo) has been extended into an AI-powered employee experience platform that unifies communications, knowledge, and daily workplace tools with 130+ native integrations, an AI assistant (AVA), sentiment and engagement analytics, and a custom-branded employee mobile app for frontline and desk-based workers.

Differentiator

Problem solved

Functional benefit

Products and services

• Smarp / Haiilo Employee Experience Platform Unified AI-powered employee experience and intranet platform that brings communications, knowledge, daily workplace tools, and analytics into a single digital home for enterprise workforces.
• Intranet Company intranet and living knowledge base with wikis, hubs, employee-generated content, and AI-powered search and summaries that turn scattered documents into trusted, findable knowledge.
• Employee Communications Plan, publish, target, and measure internal communication from one place with role-, location-, and context-based targeting and sentiment and engagement analytics.
• Employee Advocacy Allows employees to share approved company updates to their personal social networks with one-tap sharing, supporting employer branding, talent acquisition, and finance advocacy.
• Insight & Analytics AI-powered analytics providing engagement and sentiment signals, real-time feedback loops, and AI insights that connect activity to outcomes across communications and advocacy.
• Employee App (Custom Branded Mobile App) Custom-branded mobile application giving employees hyper-personalized, mobile-first access to communications, intranet, and tools, with particular focus on frontline and deskless workers.
• AI Features (AVA AI Assistant) AI capabilities including the AVA assistant that helps write, summarize, and find content, plus AI-powered search and summaries that surface relevant knowledge in context.

Quantifiable outcome

• 80%+ engagement rate on company updates
• +2 more outcomes

Named customers10 records

Segments10 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and major.

• Microsoft 365coreTechnology or IntegrationDeep native integration with Microsoft 365 suite including Teams, SharePoint, and Office applications. Key updates pulled from Microsoft 365 ecosystem.
• Google WorkspacecoreTechnology or IntegrationNative integration with Google Workspace applications including Drive, Docs, and collaboration tools.
• SlackcoreTechnology or IntegrationNative integration with Slack for seamless workplace communication and notifications.
• HRIS SystemsmajorTechnology or IntegrationIntegration with HR Information Systems for employee data synchronization and org structure.
• Haiilo Marketplace PartnersmajorTechnology or IntegrationThird-party integration ecosystem available through Haiilo Marketplace extending platform functionality with 130+ integrations total.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Staffbase: Employee experience and intranet platform focused on internal communications and engagement for frontline and desk-based workers. Directly comparable in target buyer (enterprise comms/HR/IT teams), product scope (intranet, comms, mobile app), and integration ecosystem with Microsoft 365 and Google.
• Simpplr: AI-powered employee experience and intranet platform serving mid-market and enterprise customers. Direct competitor in the same product category with comparable modules for intranet, communications, and engagement analytics.
• Dynamic Signal: Employee communications, advocacy, and engagement platform focused on reaching frontline and distributed employees. Overlaps with Smarp/Haiilo in employee advocacy, social sharing, and internal comms use cases for large enterprise customers.
• Sociabble: Employee communications and advocacy platform with strong content curation, internal comms, and social sharing capabilities. Closely aligned with Smarp's original employee advocacy heritage and overlapping customer base in regulated and global enterprises.
• LumApps: Employee experience and intranet platform with deep Google Workspace integration and enterprise focus. Competes for the same digital workplace budget with overlapping modules (intranet, comms, knowledge management) and similar enterprise buyer personas.
• Workvivo: Employee experience platform offering intranet, communications, and engagement features with a strong mobile-first approach. Competes head-to-head with Smarp/Haiilo for the same enterprise communications and HR buyers, particularly in mid-market and large enterprise segments.

Emerging players

• MangoApps: Employee intranet and digital workplace platform with intranet, communications, and employee engagement modules. Comparable product scope targeting similar enterprise buyers, particularly in mid-market and frontline-heavy industries.
• Jostle: Employee engagement and intranet platform focused on simplifying internal communications for mid-sized organizations. Comparable in the engagement and comms category, though typically serving smaller organizations than Smarp/Haiilo's enterprise base.

Broad incumbents

• Workplace by Meta: Enterprise social and communication platform from Meta with broad employee engagement features. Competes in the employee communications space with effectively unlimited distribution and pricing leverage, but does not focus specifically on the advocacy/intranet depth that Smarp/Haiilo offers.
• Microsoft Viva: Microsoft's employee experience platform bundled with Microsoft 365, covering connections, learning, insights, and topics. A major competitive threat given Smarp/Haiilo's deep Microsoft 365 integration, and bundled pricing can displace standalone platforms in Microsoft-centric enterprises.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BeSmarp
• Facebookfacebook.com/Smarp
• LinkedInlinkedin.com/company/smarp-oy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds9 records

Investors4 records

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 Smarp