What Membrain.com does

Membrain is a Sweden-headquartered SaaS company that sells an AI-augmented B2B sales execution platform combining CRM and sales enablement into a single product. Founded in 2012 and operating under the legal entity Upstream Business Solutions AB (with US subsidiary Membrain.com Inc. in Michigan), the company targets midsize to enterprise B2B organizations whose sales motions involve long cycles, multiple stakeholders, and structured methodologies. The platform centers on Insight Engine, a proprietary AI layer that ingests the customer's defined sales process, playbooks, pipeline behavior, and conversation context to guide reps, and is delivered alongside four core modules (Prospecting, Active Pipeline, Account Growth, Elevate), three extensions (Flows, Tickets, Content Hub), and built-in functionality for analytics, productivity, automations, quotes, CRM, and integrations via an open API and Zapier.

The product architecture is purpose-built for complex B2B sales rather than adapted from transactional CRM, with embedded methodology, in-context content delivery, and coaching capabilities (Elevate) that surface in the daily workflow of sales managers and reps. The company monetizes through annual subscriptions with quote-based pricing tailored to organization size and requirements, sold via direct enterprise field sales, inside sales for mid-market, and a global partner network of sales trainers and consulting firms that embed their methodologies into the platform.

Membrain has built vertical depth in Manufacturing and Managed Service Providers and claims thousands of customers across 80+ countries. Recent strategic signals include the launch of Insight Engine as a differentiating AI capability, completion of SOC2 Type 1 (February 2025) with ISO 27001-aligned security policies, multi-category recognition on G2 in 2025 (including Momentum Leader and High Performer designations in both America and Europe), and continued multi-year streaks of industry awards (Top Sales CRM, Top Sales Tool, Top Sales Enablement Technology). The company is founder-led by George Brontén, with Henrik Öquist as COO and a small leadership team (sub-50 total employees), and operates without disclosed external institutional investment beyond a 2016 funding round of unknown size.

Name

Membrain.com

Legal name

Upstream Business Solutions AB

Website

https://membrain.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Membrain is a Sweden-based SaaS company selling an AI-augmented CRM and sales enablement platform for complex B2B sales. It targets midsize to enterprise organizations with long, multi-stakeholder sales cycles, serving thousands of customers across more than 80 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (SaaS): Subscription-based access to the Membrain B2B Growth Platform providing CRM and sales enablement capabilities. The platform combines prospecting, active pipeline management, account growth, sales coaching, and analytics in a unified system. Pricing is quote-based and tailored to organization size and requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Membrain is an AI-powered B2B Growth Platform that combines CRM and sales enablement in a single SaaS application. It provides sales teams in complex B2B environments with structured playbooks, active pipeline management, account growth planning, and sales coaching, all driven by its proprietary Insight Engine. The platform is aimed at midsize and enterprise sales organizations seeking predictable revenue execution rather than mere activity tracking.

Product overview

Membrain is a B2B Growth Platform combining CRM and Sales Enablement in a unified architecture. The platform centers on Insight Engine as its AI-powered intelligence layer, supported by four core product areas: Prospecting (for building quality pipeline), Active Pipeline (for improving win rates through structured sales processes), Account Growth (for expanding best accounts), and Elevate (for developing sales people). Extensions include Flows, Tickets, and Content Hub. Built-in functionality provides Analytics, Productivity Tools, Automations, Quotes, CRM, and Integrations. The platform is designed for B2B companies with complex sales environments, longer sales cycles, and multiple stakeholders.

Differentiator

Problem solved

Functional benefit

Brands

• Insight Engine: The intelligence layer for B2B sales execution - AI-powered tool built inside Membrain that understands sales processes, playbooks, and customer conversations.

Products and services

• Insight Engine An AI-powered intelligence layer built inside Membrain that understands the organization's defined sales process, playbooks, pipeline behavior, and real customer conversations, and uses that context to guide sales professionals toward better conversations, decisions, and outcomes. It serves B2B sales organizations seeking to contextualize AI to their specific sales methodology.
• Prospecting Sales Engagement playbooks that provide workflow guidance and tools to engage prospects in a more human yet disciplined and structured way, helping B2B sales teams build quality pipeline.
• Active Pipeline Brings the sales process to life in each opportunity, actively guiding sales teams through an easy-to-use methodology to make pipeline predictable and improve win rates.
• Account Growth Helps sales teams visualize best customers, create account plans, expand relationships, and gain insights to drive growth with existing accounts.
• Elevate Sales coaching module that identifies strengths, uncovers areas for improvement, and creates tailored development plans for individual sales team members to grow their people and performance.
• Services & Training Professional services and training offerings available to Membrain customers to embed sales methodologies, drive behavior change, and ensure successful adoption of the platform.

Quantifiable outcome

• 48% higher win-rates for sales teams following a structured sales process
• +5 more outcomes

Named customers46 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Amazon Web Services (AWS)coreTechnology or IntegrationInfrastructure service provider used by Membrain for cloud hosting and services. Listed as a service provider in Membrain's privacy policy for processing personal data.
• Google CloudcoreTechnology or IntegrationCloud infrastructure and security services provider used by Membrain. Listed as a service provider in Membrain's privacy policy for processing personal data.
• MicrosoftcoreTechnology or IntegrationCloud and security services provider (Microsoft Azure/trust center) used by Membrain. Listed as a service provider in Membrain's privacy policy for processing personal data.
• Global Sales Training & Consulting PartnerscoreImplementation/ SI/ Consulting PartnerGlobal partner network of world-class sales trainers and experts who embed their methodologies directly into Membrain. Partners complement Membrain's technology to help make sales training stick and drive behavior change.
• Fox/CROW Industry InsightsminorStrategic or Co-development PartnerIndustry insights partner co-developing content for MSP sales and manufacturing sales verticals. Webinar content created in collaboration with industry experts.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• HubSpot: Leading CRM and sales/marketing platform with strong mid-market traction. Overlaps with Membrain in CRM and sales enablement, particularly for B2B teams seeking integrated marketing-sales workflows.
• Salesforce: Largest CRM platform globally with Sales Cloud, Sales Engagement, and Einstein GPT for AI-driven selling. Competes with Membrain in mid-market and enterprise B2B CRM but serves a much broader market and bundles sales enablement features.
• Microsoft Dynamics 365 Sales: Enterprise CRM tightly integrated with Microsoft 365 and Copilot AI. Competes with Membrain in enterprise B2B accounts, particularly those standardized on the Microsoft stack.
• Zoho CRM: Broad CRM platform with sales enablement, automation, and analytics features at competitive price points. Competes with Membrain in the mid-market B2B segment globally.

Direct peers

• Pipedrive: Sales-focused CRM targeting SMB and mid-market B2B teams with pipeline management. Direct competitor to Membrain in the sales-CRM category, though more weighted toward simpler, transactional sales cycles.
• Mindtickle: Sales readiness and coaching platform with content, training, and performance analytics. Most directly comparable to Membrain's Elevate coaching and Content Hub offerings for enterprise sales teams.
• Showpad: Sales enablement and coaching platform combining content, training, and analytics. Overlaps with Membrain's Elevate and Content Hub for complex B2B sales organizations.
• Highspot: Sales enablement platform focused on content, training, and engagement for B2B sales teams. Closely comparable to Membrain's Content Hub, Elevate, and sales coaching capabilities.
• Salesloft: Sales engagement and revenue orchestration platform competing directly with Membrain on guided selling, playbooks, and pipeline execution for B2B sales teams.
• Outreach: Sales engagement platform with AI-driven workflows for pipeline management and seller productivity. Comparable to Membrain's Active Pipeline and Prospecting capabilities, particularly for B2B sales teams with structured playbooks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/membrain_com
• Facebookfacebook.com/membraincom
• LinkedInlinkedin.com/company/membraincom

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 Membrain.com