Upsales
- Company typePublic
- Founded2006
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Upsales does
Upsales Nordic AB is a Swedish public software company (Nasdaq First North Growth Market: UPSALE) that provides an end-to-end B2B revenue platform primarily serving growth-oriented companies in the Nordic region. Its suite combines Sales & CRM, the Company Data Hub covering approximately 80 million European company records, Revenue Analytics, Marketing Automation, Subscriptions management, and Customer Support — all underpinned by AI-driven lead recommendations, deal probability scoring, risk detection, and revenue forecasting. The company is headquartered in Stockholm with a London office, and operates with 51–100 employees.
The business model centers on a 'land and expand' SaaS subscription model with annual billing, modular add-on features, a 14-day free trial, and no discounting (a discipline Upsales credits with roughly 50% more ARR growth). On 12 May 2026 Upsales launched the AI Agent Workspace — its largest product release to date — embedding autonomous long-running AI agents into customer sales workflows, and followed on 18 May 2026 with a partly consumption-based AI pricing layer. Its subsidiary Aira (a sales intelligence platform commercially launched 15 April 2026) is slated for separation via a Lex ASEA dividend distribution to shareholders. Q1 2026 net sales reached 40.8 million SEK (up 13% year-over-year) with ARR up 5.6%, and management targets EBITDA margins above 35% from Q2 2026 onward.
Upsales firmographics
Firmographics- Name
- Upsales
- Legal name
- Upsales Nordic AB
- Website
- https://upsales.com
- Company type
- Public
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Upsales industry classification
Industry- Product category
- B2B Sales CRM and Revenue Intelligence Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI) (HDAEANAI)
Keywords
Where Upsales is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Upsales business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS (Core ARR): Upsales operates primarily as a SaaS subscription business with annual billing. Recurring revenue is generated through software subscriptions across tiered plans. The company has historically been profitable with recurring revenue as a key growth driver.
- AI-Based Consumption Revenue: Following the launch of AI Agent Workspace on May 12, 2026, Upsales introduced a partly consumption-based pricing structure alongside its subscription model. This new model aligns revenue with customer outcomes and is expected to drive additional ARR growth.
- Additional Orders / Add-on Services: Upsales offers additional user licenses, feature tiers, and services through its Subscription Portal. Customers can add features as add-ons beyond the base subscription, following a 'land and expand' pricing strategy where features are modular and priced individually.
- Onboarding Fees and Customer Projects: One-off revenues from onboarding fees and customer projects contribute to quarterly sales, as noted in Q1 2026 earnings where strong one-off revenues from these sources drove 13% year-over-year sales growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Tiered subscription with base fee plus optional add-ons |
| Freemium | Monthly | 14-day free trial available |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Upsales product offering
Product offeringCore offering
Upsales provides an end-to-end B2B revenue platform combining Sales & CRM, prospecting, marketing automation, revenue analytics, subscription billing, and customer support into one suite, augmented by AI-driven lead recommendations, deal probability, and revenue forecasting. The offering is built on a Company Data Hub of approximately 80 million European company records and was expanded in May 2026 with the AI Agent Workspace, which deploys autonomous AI agents that operate inside customer sales organizations to automate prospecting, follow-up, CRM management, and pipeline work.
Product overview
Upsales is a unified B2B revenue platform that combines multiple modules to help companies accelerate revenue growth. The core offering includes Sales & CRM for pipeline management and deal prioritization, Company Data Hub for accessing 80 million European company records, and Revenue Analytics for performance insights. Additional modules include Marketing Automation for targeted campaigns, Subscriptions for recurring revenue management, and Customer Support for post-sale service. In May 2026, Upsales launched the AI Agent Workspace as its largest product release, introducing autonomous AI agents that operate within customer organizations to automate prospecting, follow-up, CRM management, and pipeline work.
Differentiator
Problem solved
Functional benefit
Brands
- Aira: Sales intelligence platform commercially launched on 15 April 2026, incubated within Upsales Technology AB, to be separated via Lex ASEA distribution.
- AI Agent Workspace
- Executive Network
- Revenue Journal
Products and services
- Sales & CRM End-to-end B2B sales and CRM solution that helps companies identify new business opportunities, expand existing accounts, and prioritize deals based on AI-driven recommendations across pipeline value, deal probability, and risk.
- Company Data Hub Provides access to financial and contact data from approximately 80 million companies in Europe to identify upsell opportunities and discover risks in the customer base.
- Revenue Analytics Analytics dashboard that uncovers insights in sales data with prebuilt and custom dashboards, enabling data-driven decision making, performance tracking, and intelligent sales forecasting.
- Marketing Automation Revenue-generating marketing platform for B2B sales that automates marketing workflows and targets the right companies with outreach campaigns.
- Subscriptions Module for managing recurring revenue with automated handling of subscription billing, lifecycle tracking, churn prevention, and SaaS KPI tracking.
- Upsales Customer Support Case management system designed for B2B organizations to improve collaboration between sales and aftermarket teams on post-sale customer service.
- AI Agent Workspace Next-generation B2B revenue platform featuring autonomous AI agents that operate within customer sales organizations, automating prospecting, follow-up, CRM management, and pipeline work to boost sales productivity per representative.
Quantifiable outcome
- Upsales stopped discounting approximately a decade ago, which the company credits for approximately 50% more ARR growth.
- +4 more outcomes
Companies that use Upsales
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles2 records
Upsales technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature8 records
Upsales partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Aira (Inkubera)coreAira is a sales intelligence platform commercially launched on April 15, 2026 and currently incubated within Upsales Technology AB. Upsales proposed to separate Aira via a Lex ASEA dividend distribution to Upsales shareholders, subject to shareholder approval on May 15, 2026. Aira's Capital Markets Day was scheduled for May 26, 2026 in Stockholm.
- FortnoxcoreUpsales integrates with Fortnox, a leading Nordic ERP and accounting platform. The integration allows customers to sync financial and business data, enabling unified CRM and ERP operations within the Upsales platform.
- Google (G Suite)coreUpsales offers deep integrations with Google G Suite including Gmail, Google Calendar, and Google Drive. The Gmail integration provides email tracking, calendar synchronization, and contact management within the Upsales CRM. Data use adheres to Google API Services User Data Policy including Limited Use requirements.
- Microsoft (Outlook)coreUpsales provides an Outlook Add-In integration that grants access to contacts, emails, calendar, distribution lists, and message bodies, enabling seamless CRM functionality for Microsoft users.
- 1% for the PlanetminorUpsales is a member of 1% for the Planet, pledging to donate 1% of annual sales to environmental causes. This partnership reflects Upsales' corporate social responsibility commitments.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Upsales competitors and assessment
Company assessmentDirect peers
- Pipedrive: Pipedrive is an Estonia-origin SMB-focused CRM and sales pipeline platform serving European and global B2B sales teams. It is the most direct head-to-head competitor to Upsales in the Nordic SMB CRM category and competes on similar price points and use cases.
- SuperOffice: SuperOffice is a Norwegian CRM vendor focused on the Nordic and European mid-market with a sales, marketing, and service suite. It competes directly with Upsales on geography, customer profile, and integrated CRM/marketing automation scope.
- Vainu: Vainu is a Finnish sales intelligence and company-data platform providing firmographic and trigger data on European companies. It is a direct comparable to Upsales' Company Data Hub layer and increasingly to the AI-driven prospecting motion.
- Apollo.io: Apollo.io is a sales intelligence and engagement platform combining a large B2B contact database with sequencing and AI-assisted prospecting. Comparable to Upsales' prospecting, lead recommendations, and pipeline automation capabilities, though serving a global market.
- Cognism: Cognism is a UK-based sales intelligence platform offering premium B2B contact data, intent signals, and prospecting tools for EMEA-focused sales teams. Directly comparable to Upsales' European company-data and prospecting offering.
- Lusha: Lusha is a B2B contact and company data platform used by sales teams for prospecting and enrichment. It overlaps with Upsales' data layer and lead-recommendation capabilities, particularly in the European SMB segment.
- Dealfront: Dealfront (formerly Leadfeeder + Echobot) is a Nordic-origin B2B sales intelligence platform combining visitor identification, firmographic data, and prospecting tools across Europe. Directly comparable to Upsales on geography, customer profile, and the prospect-intelligence workflow.
Broad incumbents
- ZoomInfo: ZoomInfo is the largest B2B sales intelligence and go-to-market data platform globally. It overlaps with Upsales' Company Data Hub and prospecting layers but operates at a much larger scale and broader geographic scope.
- HubSpot: HubSpot is a global CRM, marketing automation, and revenue platform with AI Breeze agents now embedded across the suite. It competes with Upsales across CRM, marketing automation, and revenue analytics, particularly as it expands AI agent capabilities.
- Salesforce: Salesforce is the dominant global CRM platform, with Einstein and Agentforce AI agents now deeply embedded across Sales Cloud and the broader revenue stack. It sets the competitive ceiling for Upsales' AI Agent Workspace and represents the long-term benchmark for autonomous sales agents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Upsales social profiles
Digital presenceUpsales compliance and trust
Trust signalCompliance2 records
Upsales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upsales leadership team
Management profileNumber of profiles
Profiles2 records
Upsales subsidiaries and ownership
Company hierarchySubsidiaries1 record
Upsales funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upsales 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 Upsales
What does Upsales do?
Upsales provides an end-to-end B2B revenue platform combining Sales & CRM, prospecting, marketing automation, revenue analytics, subscription billing, and customer support into one suite, augmented by AI-driven lead recommendations, deal probability, and revenue forecasting. The offering is built on a Company Data Hub of approximately 80 million European company records and was expanded in May 2026 with the AI Agent Workspace, which deploys autonomous AI agents that operate inside customer sales organizations to automate prospecting, follow-up, CRM management, and pipeline work.
Is Upsales a public or private company?
Upsales is a public company. It is classified as public and is currently operating.
When was Upsales founded?
Upsales was founded in 2006. It employs 51 to 100 people.
Where is Upsales based?
Upsales is headquartered in Stockholm, Sweden, in the Europe region.
How does Upsales make money?
Four revenue lines are on record. Subscription SaaS (Core ARR) is the primary driver. The others are AI-Based Consumption Revenue, additional Orders / Add-on Services and onboarding Fees and Customer Projects.
Who are Upsales's main competitors?
Direct peers on record are Pipedrive, SuperOffice, Vainu, Apollo.io, Cognism, Lusha and Dealfront. Broad incumbents are ZoomInfo, HubSpot and Salesforce.
Does Upsales have an API?
Yes. Upsales offers a public API that allows developers to build integrations and automate workflows. The API documentation is available at api.upsales.com with SDKs available. Developer documentation is at api.upsales.com.
What industry is Upsales in?
Upsales's product category is B2B Sales CRM and Revenue Intelligence Software. Its primary akta.pro industry code is HDAEANAI, AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI). Its NAICS code is 513210 and its SIC code is 7372.