Act!

What Act! does

Act! is a Scottsdale, Arizona-headquartered provider of CRM and marketing automation software for small and medium-sized businesses, with European operations anchored in Newcastle upon Tyne, UK. Founded in 1987 by Pat Sullivan and Mike Muhney — who invented the activity tracking technology that preceded modern CRM — Act! has operated under successive owners (Sage Group from 2001, Swiftpage from 2013, and SFW Capital Partners from 2018) before being rebranded as Act! LLC. The platform unifies customer relationship management, sales pipeline management, calendar and activity tracking, email marketing automation, and business analytics into a single product suite.

The company's core product architecture spans two deployment models: Act! Premium Cloud (a SaaS offering hosted on AWS infrastructure across US, UK, EU-Frankfurt, and AU regions) and Act! Premium Desktop (a Windows-based self-hosted installation built on SQL Server 2022 Express). Adjacent modules include Act! Marketing (email marketing, landing pages, surveys, newsletters), Act! Mobile (native iOS/Android apps), Act! Payments (integrated payment processing), and Act! AI Innovation (AI-powered summarization and content generation via OpenAI and Anthropic APIs). The platform exposes JSON-based REST APIs with OData and OpenAPI 2.0 support and a .NET Native SDK, and integrates natively with Microsoft Office, Exchange, Outlook, and Gmail.

Act!'s commercial model is a hybrid SaaS subscription and perpetual license structure, with cloud pricing starting at $30/user/month for SMBs (1-10 people). Distribution combines direct digital sales through act.com (with a free 14-day trial) and a global network of Act! Certified Consultants spanning 13+ countries who provide reselling, implementation, configuration, and training. Revenue streams include recurring subscription (per user/month), perpetual desktop licenses, and professional services/support plans. The customer base — described as 'hundreds of thousands' worldwide — is concentrated in small businesses across diverse verticals including insurance, financial services, manufacturing, real estate, healthcare, and professional services.

Name

Act!

Legal name

Act! LLC

Website

https://act.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Act! is a CRM and marketing automation platform for small and medium-sized businesses, offering sales pipeline management, email marketing, AI-assisted content generation, and mobile access via cloud and self-hosted desktop deployments on AWS and SQL Server infrastructure.

Ownership category

akta.pro rank

Product category

Customer Relationship Management (CRM) Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

akta.pro secondary industry

Sales Force Automation (SFA) CRM (HDAEAFAA)

Keywords

• Customer relationship management
• Marketing automation software
• CRM platform
• Sales pipeline management
• Email marketing automation

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Per User/Month: Act! generates revenue primarily through subscription pricing at $30/user/month for small businesses, with bundled email marketing included. Pricing varies by version (Act! Premium Cloud, Act! Premium Desktop, Act! Growth Suite) and deployment type (cloud vs. self-hosted).
2. Professional Services - Support Plans: Revenue from technical support plans, onboarding assistance, and training services. Customers receive dedicated account managers and free onboarding with subscription.
3. Perpetual Licenses: Act! Premium Desktop is available as a perpetual license (one-time purchase) in addition to subscription, particularly for self-hosted deployments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Act! develops and sells all-in-one customer relationship management (CRM) and marketing automation software for small and medium-sized businesses. Its products combine contact and activity management, sales pipeline tracking, email marketing, landing pages, surveys, and analytics in a single platform, available as a cloud-hosted SaaS subscription (Act! Premium Cloud) or a self-hosted Windows installation (Act! Premium Desktop).

Product overview

Act! offers a unified CRM and marketing automation platform designed for small and medium businesses. The core product Act! CRM combines customer relationship management, sales pipeline management, calendar and activity tracking, email marketing, and business analytics. The main deployment options are Act! Premium Cloud (cloud-hosted SaaS) and Act! Premium Desktop (self-hosted Windows installation). Additional products include Act! Marketing (email marketing and automation), Act! Mobile (iOS/Android companion app), Act! Payments (payment processing), Act! AI Innovation (AI-powered summarization and content generation), Act! Growth Suite (bundled growth package), and Act! CRM Classic (legacy tier). The platform integrates with Microsoft Exchange/Office 365, Outlook, Gmail, and offers a REST Web API with .NET SDK for developer integrations.

Differentiator

Problem solved

Functional benefit

Brands

• Act! Premium Cloud: Cloud-hosted CRM and marketing automation subscription service for SMBs.
• Act! Premium Desktop
• Act! Marketing
• Act! Mobile
• Act! Payments
• Act! AI Innovation
• Act! CRM Classic
• Act! Growth Suite
• Act! Advantage

Products and services

• Act! Premium Cloud Cloud-hosted version of Act! CRM accessible via web browser with all CRM features, marketing automation, automatic updates, mobile access, and dedicated support. Designed for small and medium-sized businesses seeking an all-in-one customer relationship and marketing platform.
• Act! Premium Desktop Windows-based installed version of Act! CRM (current version v27.1) supporting access via Windows client or web browser. Uses SQL Server 2022 Express database and is available as a perpetual license or subscription. Targeted at customers needing self-hosted CRM deployments.
• Act! Marketing Integrated email marketing and marketing automation module within Act! CRM. Enables creation of professional emails, landing pages, surveys, and newsletters, with AI-powered content generation assistant included. Targeted at SMB marketing and sales teams.
• Act! Premium Cloud Mobile Native mobile application for Act! Premium Cloud available on Apple iOS and Android. Manages contacts, activities, and opportunities on-the-go. Available exclusively for Act! Premium Cloud subscribers.
• Act! Payments

Quantifiable outcome

• Each email campaign with Act! Marketing Automation drives approximately 30% increase in website traffic
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core infrastructure, core ai capability, core integration, adjacent integration, core distribution and supporting service.

• Amazon Web Services (AWS)core infrastructureTechnology or IntegrationAWS provides cloud hosting infrastructure for Act! Premium Cloud and Act! Marketing Automation. EU customer data (excluding UK) is hosted in Frankfurt, Germany; UK customers in London. AWS is a critical sub-processor under GDPR with appropriate data processing agreements in place.
• OpenAI, L.L.C.core ai capabilityTechnology or IntegrationOpenAI provides AI model services for Act! AI Features including contact/activity summarization and AI-assisted content generation. API data is not used for model training. Data retained up to 30 days for abuse monitoring, then deleted. Processing location: United States.
• Anthropic PBCcore ai capabilityTechnology or IntegrationAnthropic provides AI model services for augmentation of general CRM capabilities within Act! AI Features. API data not used for model training. Data retained for limited period for abuse monitoring, then deleted. Processing location: United States.
• Microsoftcore integrationTechnology or IntegrationDeep integrations with Microsoft ecosystem including Office 2021, 2019, 2016 (32-bit and 64-bit), Microsoft Exchange, and Office 365 for contact and calendar synchronization. Act! Contact Link for Outlook enables seamless process management.
• Sage 50adjacent integrationTechnology or IntegrationSage 50 integration available for UK market, allowing accounting data synchronization with Act! CRM for small business customers.
• Act! Certified Consultantscore distributionChannel Partner/ Reseller/ DistributorGlobal network of certified partners providing configuration, customization, integration, and training services. Partners available across USA, UK, France, Germany, Canada, Australia, New Zealand, Ireland, Netherlands, Belgium, Switzerland, Austria, and South Africa.
• SparkPostsupporting serviceTechnology or IntegrationEmail delivery service for Act! Marketing Automation. Emails are temporarily stored (~10 days) on SparkPost's US-based servers. GDPR-compliant data processing agreement in place between Act! and SparkPost.

Scale indicators5 records

Recent moves14 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/actCRM
• Facebookfacebook.com/actcrm

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors3 records

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

M&A1 record

Investments

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

Frequently asked questions about Act!