What citrusHR Ltd. does

citrusHR Ltd., doing business as SafeHR, is a UK-based HR solutions provider registered in England (company number 07618138) with a registered office in Cardiff. The company sells a bundled offering of HR software (HR Documents, Payroll & Expenses, Recruitment & Onboarding, Performance Management, Time & Attendance, Absence Management, Engagement, and Reporting) and unlimited HR consultancy support (covering employee relations, absence, performance, and business changes such as TUPE/redundancy). It is positioned as a vertically-segmented, sales-led SMB platform targeting UK businesses with roughly 10+ employees across manufacturing, construction, facilities and property management, engineering, charity, tech/software, and accounting sectors.

Pricing is subscription-based and tiered by employee headcount, with HR Support and HR Software sold separately and add-ons for payroll and recruitment. Indicative entry pricing for HR Software starts around £165/month, with member benefits (partner discounts such as TradePoint and Motia) offering up to £2,000 in annual savings to customers. Go-to-market combines direct website sales (pricing calculator, free trial, demo booking, phone sales at 0333 015 9850) with an emerging channel partner motion through accountants, bookkeepers, and small business advisors, supplemented by content marketing (LinkedIn, Facebook, blogs, guides, on-demand webinars, customer stories).

Operationally, citrusHR Ltd. is part of the Alcumus Group's SafeContractor suite — a five-brand portfolio (SafeHR, SafeContractor, SafeWorkforce, ISOQAR, Planet Mark) collectively serving 50,000+ UK customers with a claimed 30+ year operating history. SafeHR rebranded from CitrusHR in 2024, has 2,000+ customers of its own, and reports 1–10 employees on the legal entity (a figure that almost certainly reflects only the SafeHR unit and understates consolidated group headcount). There is no disclosed AI/ML capability, no public funding rounds, no APIs or developer ecosystem, and revenue is not publicly disclosed.

Name

citrusHR Ltd.

Legal name

SAFEHR LIMITED

Website

https://citrushr.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

SafeHR (formerly citrusHR Ltd.) is a UK-based HR solutions provider offering integrated HR software and unlimited HR consultancy support to over 2,000 small and medium businesses across multiple UK sectors, operating within the Alcumus Group's SafeContractor suite.

Ownership category

akta.pro rank

Product category

HR Software (SMB)

NAICS

Human Resources Consulting Services (541612), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Employment Services (5613)

SIC

Services-Prepackaged Software (7372), Services-Management Services (8741)

akta.pro primary industry

Core HR & HRIS (BPACAPAA)

akta.pro secondary industries

HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL), HRIS/HCM Managed Services & Support (BPAEAGAF), Personnel Records, Document Management & Compliance (BPAAAIAD)

Keywords

• HR software
• Employment law advice
• Payroll processing
• HR consultancy services
• Workforce compliance

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. HR Software Subscription: Subscription-based HR software providing payroll, recruitment, performance management, time & attendance, and reporting modules. Priced based on number of employees with optional add-ons for payroll and recruitment software.
2. HR Support Services: Unlimited HR consulting support including expert HR consultants, employee relations, performance management, absence management, and business changes advisory.
3. Payroll Processing: Optional payroll add-on for businesses requiring outsourced payroll processing, supporting weekly, fortnightly, and monthly payment schedules.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

SafeHR combines a cloud-based HR Software platform with unlimited access to expert HR consultants, selling the bundle as a per-employee subscription to UK small and medium-sized businesses. The software covers payroll and expenses, recruitment and onboarding, performance management, time and attendance, absence management, employee engagement, reporting, and HR document management, while the consulting layer delivers advice on hiring, employee relations, reorganisations, performance and business changes. Optional add-ons include outsourced payroll and recruitment software, plus a member benefits programme offering exclusive partner discounts.

Product overview

SafeHR (formerly CitrusHR Ltd.) offers a unified HR platform combining HR support services with HR software. The core SafeHR product integrates expert HR consultancy with cloud-based software covering payroll and expenses, recruitment and onboarding, performance management, time and attendance, reporting, and employee engagement. The platform serves over 2,000 UK customers and operates as part of the SafeContractor brand suite alongside SafeWorkforce, ISOQAR, and Planet Mark.

Differentiator

Problem solved

Functional benefit

Brands

• SafeContractor: A suite of five brands including SafeHR, SafeContractor, SafeWorkforce, ISOQAR, and Planet Mark that work together to help customers mitigate risks and grow their businesses.

Products and services

• SafeHR An integrated HR support and software platform formerly known as CitrusHR, providing UK businesses with HR consultancy, documents, payroll, recruitment, performance, time and attendance, and reporting tools under one subscription.
• SafeHR HR Support Subscription service providing unlimited access to expert HR consultants for guidance on hiring, employee relations, performance management, absence management and business changes such as restructures and TUPE transfers.
• SafeHR HR Software Cloud-based HR software covering payroll and expenses, recruitment and onboarding, performance management, time and attendance, absence management, reporting and employee engagement, sold as a per-employee subscription with optional payroll and recruitment add-ons.

Quantifiable outcome

• Save up to £2,000 per year through member benefits exclusive discounts

Named customers1 record

Segments8 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Alcumus GroupcoreOthersSafeHR is part of the Alcumus Group which operates the SafeContractor suite of brands including SafeContractor, SafeWorkforce, ISOQAR, and Planet Mark. The company shares the same registered domains and cookie infrastructure with the Alcumus group of companies.
• TradePoint (B&Q)minorGTM or Marketing PartnerExclusive member benefit partner offering 10% discount with no minimum spend at TradePoint and B&Q for SafeContractor or SafeSupplier members.
• MotiaminorGTM or Marketing PartnerExclusive fuel card partner offering up to 10p per litre discount for business fleets. Available through Fuel Card Services.
• Accountants and BookkeepersminorChannel Partner/ Reseller/ DistributorSafeHR works with accountants, bookkeepers, and small business advisors as trusted HR partners who refer clients and help businesses with tricky HR and employment law issues.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Employment Hero: Australia-headquartered SMB HR, payroll, and benefits platform with growing UK presence. Employment Hero competes with SafeHR on integrated payroll and HR software for small UK employers at lower price points.
• HiBob: Modern HCM platform for mid-market and SMB, offering core HR, onboarding, performance, and engagement. HiBob targets the same UK customer profile as SafeHR but with a pure-SaaS, UX-led positioning rather than consultancy support.
• Personio: European HRIS/HCM platform targeting SMB and mid-market with all-in-one HR, payroll, and recruiting. Personio competes on the software side of SafeHR's bundle with a pure-SaaS model and is increasingly active in the UK, pressuring pricing for tech-forward customers.
• BambooHR: US-headquartered HRIS focused on SMBs with employee records, onboarding, PTO, and reporting. BambooHR competes with SafeHR's software offering in the UK SMB segment and represents the global pure-play HRIS alternative to the consultant-bundled model.

Broad incumbents

• Alcumus Group (parent): Parent company of SafeHR within the SafeContractor suite. While not a competitor, Alcumus provides context on platform positioning—its compliance/risk management portfolio spans contractor management, workforce safety, ISO certification, and sustainability, which both enables cross-sell to SafeHR and competes for the same compliance budget.
• Xero (HR add-ons ecosystem): UK-market-leading SMB accounting platform with a partner HR/payroll ecosystem (e.g., Xero Payroll, integrated HR apps). Xero is a broad incumbent that competes for the same UK SMB software wallet and channels through accountants—the same channel SafeHR uses as a referral partner.

Direct peers

• Moorepay: UK-based payroll and HR software provider serving SMBs and mid-market with bundled HR, payroll, and auto-enrolment pension services. Moorepay competes with SafeHR's software side, particularly with the payroll add-on, in the same UK SMB segment.
• Croner (part of Hibbitts Group): Long-established UK HR, employment law, and health & safety consultancy serving SMBs and mid-market. Croner is a direct competitor on the consultancy-plus-software bundle and shares SafeHR's compliance-driven value proposition for UK businesses.
• Citation Group (BrightHR): UK HR and health & safety outsourcing group that combines BrightHR software with consultant access, serving SMBs. Highly comparable business model to SafeHR with overlapping SMB target customer, subscription pricing structure, and combined software-plus-consulting value proposition.
• Peninsula Group: UK-based HR, employment law, and health & safety outsourcing provider serving SMBs. Peninsula is the closest direct competitor to SafeHR, offering a similar bundle of unlimited HR/employment-law consultancy plus software, targeting the same UK SMB segment with comparable pricing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/citrushr
• Facebookfacebook.com/citrushr
• LinkedInlinkedin.com/company/citrushr

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 citrusHR Ltd.