RD Station
- Company typePrivate
- Founded2011
- HeadquartersFlorianópolis, Brazil
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
RD Station firmographics
Firmographics- Name
- RD Station
- Legal name
- RD Station
- Website
- https://rdstation.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
RD Station industry classification
Industry- Product category
- Marketing Automation Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)
- akta.pro secondary industries
- Customer Service, Support & Contact Center CRM (HDAEAFAC), Customer Success & Account Management CRM (HDAEAFAD)
Keywords
Where RD Station is headquartered
LocationHeadquarters
- HQ city
- Florianópolis
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
RD Station business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations
Revenue model
- Subscription - Marketing Automation: Monthly/annual subscriptions for RD Station Marketing platform with tiered pricing based on contact volume and features. Includes email marketing, automation, landing pages, lead management.
- Subscription - CRM: Monthly/annual subscriptions for RD Station CRM with free tier available and paid tiers for advanced features like automation and team management.
- Subscription - Conversas: Conversational commerce platform subscription for WhatsApp automation, chatbots, and omnichannel customer service.
- Freemium CRM: Free CRM tier providing basic sales management capabilities to attract and convert SMB customers to paid plans.
- Professional Services: Paid onboarding, consulting, and implementation services under 'Servicos' tier for Advanced plan customers requiring guided setup.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Light Plan - Entry-level marketing for beginners |
| Subscription | Monthly | Basic Plan - Attract more audience |
| Subscription | Monthly | Pro Plan - Advanced automation and customization |
| Subscription | Monthly | Advanced Plan - Personalized strategy with services |
| Freemium | Monthly | Free CRM - Free sales management |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
RD Station product offering
Product offeringCore offering
RD Station provides an integrated cloud-based SaaS platform combining marketing automation, sales CRM, and conversational commerce (WhatsApp-centric customer service) for Brazilian businesses. Its three core products—RD Station Marketing, RD Station CRM, and RD Station Conversas—enable lead generation, automated nurturing across email, SMS, and WhatsApp, sales pipeline management, and AI-powered customer service under a unified customer view.
Product overview
RD Station is a Brazilian SaaS platform offering an integrated suite of three core products for marketing, sales, and customer service: RD Station Marketing (marketing automation), RD Station CRM (sales management), and RD Station Conversas (conversational commerce/customer service). The platform includes specialized e-commerce solutions, AI-powered tools (generative AI, AI agents, predictive analytics), and acquired products (Exact Sales for sales engagement, Tallos for conversational commerce). RD Station operates as part of the TOTVS ecosystem after its 2021 acquisition, targeting Brazilian businesses with a comprehensive marketing-sales-attendance integration strategy.
Differentiator
Problem solved
Functional benefit
Brands
- RD Station Marketing: Marketing automation platform for digital marketing, including landing pages, email marketing, lead management, and automation flows.
- RD Station CRM
- RD Station Conversas
- RD Station Marketing para Ecommerce
- Prisma
- RD Station Mentor IA
- Lexos Hub
- RD University
Products and services
- RD Station Marketing Digital marketing automation platform for creating landing pages, email campaigns, marketing automation flows, lead management, lead scoring, social media scheduling, and SEO optimization. Positioned as the flagship marketing automation product, used by Brazilian SMB and mid-market businesses to attract, nurture, and convert leads across email, SMS, and WhatsApp.
- RD Station CRM Sales CRM for organizing sales pipelines, automating commercial processes, managing sales teams, and closing deals. Features include customizable sales funnels, WhatsApp CRM integration, sales automation, team management, and AI-powered sales reports; offers a free tier as well as paid Advanced tier.
- RD Station Conversas Customer service and conversational commerce platform for centralizing conversations across channels, particularly WhatsApp. Features include AI agents for WhatsApp, chatbots, automated customer service, WhatsApp mass campaigns, omnichannel support, and customer service dashboards.
- RD Station Marketing para E-commerce Multi-channel marketing automation solution specifically designed for online stores. Includes abandoned cart recovery, product catalog integration, and e-commerce-specific automation workflows synced with platforms such as Shopify, VTEX, Nuvemshop, and Loja Integrada.
- Radar GEO Standalone AI tool that evaluates how generative AI systems such as ChatGPT and Google Gemini interpret a brand's positioning compared to competitors, providing insight to optimize digital strategy in the era of LLM-driven search and discovery.
- RD Station Mentor IA AI-powered productivity assistant integrated with RD Station solutions to help users of Marketing, CRM, and Conversas work more efficiently with day-to-day tasks and recommendations.
- Exact Sales Sales engagement software acquired for R$ 51 million in June 2023 that expands the RD Station portfolio with sales engagement functionality, including e-commerce and AI capabilities for sales teams.
- Tallos Digital customer service and conversational commerce software acquired for R$ 6.7 million in August 2022, focused on real-time communication channels, particularly WhatsApp.
Quantifiable outcome
- WhatsApp messaging increases conversion by up to 40%
- +4 more outcomes
Companies that use RD Station
Customer profileNamed customers9 records
Segments11 records
Ideal customer profiles3 records
RD Station technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability8 records
Feature9 records
RD Station partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- TOTVScoreTOTVS acquired RD Station in 2021 and maintains it as a subsidiary. TOTVS is a leading Brazilian enterprise software company. RD Station operates as the group's digital marketing and sales automation unit, benefiting from TOTVS's enterprise customer base and resources while maintaining its brand identity.
- Exact SalescoreExact Sales was acquired by RD Station for R$ 51 million as part of strategy to expand into sales engagement software. The acquisition integrates Exact Sales' sales engagement capabilities into the RD Station ecosystem, strengthening the CRM and sales automation offerings with additional features for sales teams.
- TalloscoreTallos was acquired for R$ 6.7 million in cash to strengthen RD Station's focus on conversational commerce. The acquisition brought capabilities for real-time communication channels, particularly WhatsApp integration, which is central to the Brazilian market strategy.
- Partner Agencies (Marketplace)coreExtensive network of certified partner agencies in Brazil who implement, customize, and resell RD Station solutions. Partners access exclusive resources, training, and support through the Partnerflix program. The Marketplace allows customers to find agencies for their implementation needs.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
RD Station competitors and assessment
Company assessmentBroad incumbents
- Salesforce: Enterprise CRM leader with Marketing Cloud and Service Cloud that overlaps with all three of RD Station's product pillars. Competes at the enterprise end of RD Station's addressable market through Marketing Cloud Account Engagement (Pardot) and Service Cloud.
- Mailchimp: Email-first marketing automation platform (owned by Intuit) that has expanded into CRM-lite and landing pages. Overlaps with RD Station Marketing as a broad incumbent in SMB email/marketing automation, with deeper marketing budget but weaker conversational commerce and WhatsApp capabilities.
- Zoho CRM: Broad SMB/affordable CRM and marketing suite (Zoho One) competing across marketing, sales, and service. Comparable in targeting cost-conscious SMBs, but with weaker WhatsApp and conversational commerce depth than RD Station.
Direct peers
- HubSpot: Global SaaS leader offering an integrated marketing automation, sales CRM, and customer service platform (Marketing Hub, Sales Hub, Service Hub). Most direct global analog to RD Station's three-product suite, and the primary competitive benchmark in the SMB/mid-market segment.
- Dinamize: Brazilian email marketing automation and lead management platform serving SMB and mid-market customers. Most direct domestic competitor to RD Station Marketing, particularly for Brazilian ecommerce and education segments.
- Pipedrive: Sales CRM with workflow automation, lead management, and pipeline tools aimed at SMBs. Competes most directly with RD Station CRM and would compete with the Conversas product in WhatsApp-equipped sales motion.
- SharpSpring: Marketing automation and CRM platform built specifically for marketing agencies and SMBs, with a strong agency channel. Comparable agency-channel and SMB focus to RD Station's Marketplace partner motion.
- ActiveCampaign: Marketing automation + CRM + conversational tools platform targeting SMBs and mid-market. Comparable business model to RD Station, with a similar emphasis on email automation, sales pipelines, and emerging AI features for SMB marketers.
Emerging players
- Zendesk: Customer service and conversational platform with messaging and AI agents. Already an integration partner of RD Station Conversas, and an adjacent competitor if it expands upstream into marketing automation or down into WhatsApp-first commerce.
Regional players
- LeadLovers: Brazilian marketing automation platform with landing pages, email, and CRM features focused on digital infoproducers and small businesses. Competes with RD Station in the lower-end Brazilian SMB and infoproductor segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
RD Station social profiles
Digital presenceRD Station compliance and trust
Trust signalCompliance2 records
RD Station financial estimates
Financial estimateRevenue estimate
Valuation estimate
RD Station leadership team
Management profileNumber of profiles
Profiles8 records
RD Station subsidiaries and ownership
Company hierarchySubsidiaries2 records
RD Station funding detail
Funding detailFunding overview
Funding rounds5 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RD Station M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RD Station
What does RD Station do?
RD Station provides an integrated cloud-based SaaS platform combining marketing automation, sales CRM, and conversational commerce (WhatsApp-centric customer service) for Brazilian businesses. Its three core products—RD Station Marketing, RD Station CRM, and RD Station Conversas—enable lead generation, automated nurturing across email, SMS, and WhatsApp, sales pipeline management, and AI-powered customer service under a unified customer view.
Is RD Station a public or private company?
RD Station is a private company. It is classified as corporate owned and is currently operating.
When was RD Station founded?
RD Station was founded in 2011. It employs 501 to 1,000 people.
Where is RD Station based?
RD Station is headquartered in Florianópolis, Brazil, in the Latin America region.
How does RD Station make money?
Five revenue lines are on record. Subscription - Marketing Automation is the primary driver. The others are subscription - CRM, subscription - Conversas, freemium CRM and professional Services.
Who are RD Station's main competitors?
Broad incumbents on record are Salesforce, Mailchimp and Zoho CRM. Direct peers are HubSpot, Dinamize, Pipedrive, SharpSpring and ActiveCampaign. Zendesk is listed as an emerging player. LeadLovers is listed as a regional player.
Does RD Station have an API?
Yes. RD Station provides public API documentation through its API Center (developers.rdstation.com) for developers to build solutions that integrate with the RD Station platform. The platform also offers an AppStore (rdstation.com/integracoes) for finding and installing applications that integrate with RD Station products. Additionally, MCP (Model Context Protocol) is available, allowing connection to ChatGPT and Claude with real RD Station data. Developer documentation is at developers.rdstation.com.
What industry is RD Station in?
RD Station's product category is Marketing Automation Software. Its primary akta.pro industry code is BPAFAFAK, Customer Service/Support CRM & Contact Center Platforms, with a secondary code of HDAEAFAC, Customer Service, Support & Contact Center CRM. Its NAICS code is 51821 and its SIC code is 7372.