PrenticeWorx
PrenticeWorx is a Microsoft Gold and Inner-Circle Partner that implements, customizes, and integrates Microsoft Dynamics 365 CRM and Business Central ERP for mid-market and enterprise customers across healthcare, legal, manufacturing, transportation, financial services, and professional services.
- Company typePrivate
- Founded2014
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What PrenticeWorx does
PrenticeWorx is a private Microsoft Dynamics 365 partner founded in 2014 by Ken Auton and Nick Auton and headquartered in Layton, Utah (Salt Lake City metro). The firm delivers implementation, customization, integration, and advisory services for Microsoft Dynamics 365 Customer Engagement (CRM) and Business Central (ERP), with deep specialization in the Microsoft Dynamics xRM framework for building custom line-of-business applications. Its portfolio spans core CRM modules (Sales, Customer Service, Marketing, Field Service, Project Service Automation), ERP modules (Financials, Operations, Supply Chain), business intelligence via Power BI, portals/Power Pages, and verticalized sub-brands including Flourish HR for healthcare and Curo365 for legal practice management.
The company's go-to-market is consultative, enterprise-focused direct sales targeting mid-market and enterprise customers across six primary verticals: Banking & Finance, Transportation, Manufacturing, Professional Services, Legal, and Healthcare. Pricing is project-based and quote-driven rather than tiered, with multi-year contracts typical for implementation engagements. Named customers include CR England (enterprise transportation), Nelson Laboratories (enterprise testing/lab), Dell Nichols Commercial Real Estate (SMB), plus reference deployments supporting 30,000+ users for an international church organization and 200+ volunteers for a global nonprofit.
PrenticeWorx operates as a Microsoft Gold and Inner-Circle Partner, generating revenue primarily through professional services (implementation, custom development, integration, training) supplemented by recurring subscription elements from Business Central and Flourish HR deployments. Ownership is closely held by the founders with no disclosed institutional funding or acquisition activity; Lauritz Christensen serves as Board Member. The firm differentiates on small-team specialization, founder accessibility, and depth on the xRM platform rather than scale or breadth across competing CRM/ERP ecosystems.
PrenticeWorx firmographics
Firmographics- Name
- PrenticeWorx
- Legal name
- PrenticeWorx
- Website
- https://prenticeworx.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PrenticeWorx is a Microsoft Gold and Inner-Circle Partner that implements, customizes, and integrates Microsoft Dynamics 365 CRM and Business Central ERP for mid-market and enterprise customers across healthcare, legal, manufacturing, transportation, financial services, and professional services.
- Ownership category
- akta.pro rank
PrenticeWorx industry classification
Industry- Product category
- CRM/ERP Implementation Services
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Consulting Services (8742)
- akta.pro primary industry
- ERP Implementation & Systems Integration Services (BPAEAGAA)
- akta.pro secondary industries
- CRM Implementation & Customization Services (BPAEAGAC), ERP, CRM & Enterprise Applications Consulting (BPAHAEAI)
Keywords
Where PrenticeWorx is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PrenticeWorx business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Microsoft Dynamics Implementation Services: Professional services revenue from implementing, customizing, and deploying Microsoft Dynamics 365 CRM and ERP solutions. Includes advisory consulting, configuration, custom development, integration, and training services.
- Custom Development and LOB Solutions: Revenue from building custom line-of-business applications and solutions on the Microsoft Dynamics xRM platform for clients with unique operational needs
- Dynamics 365 Business Central ERP: Implementation and ongoing services for Dynamics 365 Business Central ERP deployments, including financial management, operations, and supply chain capabilities
- Flourish HR Platform: Healthcare HR platform integrated with Dynamics 365, offering features for credentialing, onboarding, and workforce management
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing - no standardized tiers disclosed |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
PrenticeWorx product offering
Product offeringCore offering
PrenticeWorx implements, customizes, and supports Microsoft Dynamics 365 Customer Engagement (CRM) and Business Central (ERP) solutions for mid-market and enterprise customers. The firm also builds custom line-of-business applications on the Dynamics xRM framework, delivers integration services across hundreds of third-party systems, and offers industry-specific solutions such as Flourish HR (healthcare) and Curo365 (legal).
Product overview
PrenticeWorx is a Microsoft Dynamics partner offering a comprehensive portfolio built on Microsoft Dynamics 365 as the core platform. The portfolio centers on Dynamics 365 Customer Engagement (CRM) with modules for Sales, Customer Service, Marketing, and Project Service Automation, complemented by Dynamics 365 Business Central for ERP and financials. The Microsoft Dynamics xRM framework enables custom line-of-business solutions tailored to specific industries. Add-on solutions include Flourish HR (healthcare HR management), Curo365 (legal practice management), Power BI business intelligence, Portals/Power Pages for web engagement, and Amazon sales channel integration for e-commerce. Integration services connect these solutions with social media, SharePoint, Microsoft Office, accounting systems, eCommerce platforms, and various third-party applications.
Differentiator
Problem solved
Functional benefit
Brands
- Flourish HR: An HR management platform for Dynamics 365, specifically designed for healthcare organizations, featuring automated HR processes, credentialing compliance dashboards, and employee management tools.
Products and services
- Microsoft Dynamics 365 Customer Engagement (CRM) Implementation Services PrenticeWorx sells, implements, and customizes Microsoft Dynamics 365 Customer Engagement (CRM), a cloud-based CRM platform covering Sales, Customer Service, Marketing, and Project Service Automation, for businesses that need integrated customer relationship management.
- Dynamics 365 Business Central ERP Implementation Services PrenticeWorx implements and supports Microsoft Dynamics 365 Business Central, a cloud-based ERP solution covering financials, sales, marketing, inventory, supply chain, manufacturing, and warehouse management for small to mid-size businesses.
- Custom xRM Line-of-Business Application Development PrenticeWorx builds tailored line-of-business applications on the Microsoft Dynamics xRM framework for clients managing people, objects, contracts, projects, patients, e-commerce, and industry-specific workflows that off-the-shelf software cannot address.
- Dynamics 365 Integration Services PrenticeWorx designs and builds custom integrations between Microsoft Dynamics 365 and third-party systems including social media, SharePoint, Office 365, accounting platforms, eCommerce/payment processing, shipping/logistics, SQL databases, HR/payroll, and custom line-of-business applications.
- Flourish HR Flourish HR is PrenticeWorx's healthcare-focused HR management platform integrated with Dynamics 365, offering automated HR processes, credentialing compliance dashboards, onboarding, and workforce performance visibility for healthcare organizations.
- Curo365 Legal Practice Management Curo365 is PrenticeWorx's legal practice management solution built on Microsoft 365 and Dynamics, integrated with Office and Teams, for law firms managing practice operations, client engagement, matters, and compliance.
- Power BI Business Intelligence Services PrenticeWorx delivers Business Intelligence solutions using Microsoft Power BI for data visualization, dashboards, and analytics across Dynamics 365, SQL databases, and other operational data sources.
- Dynamics 365 Portals / Power Pages Solutions PrenticeWorx delivers Dynamics 365 Portals/Power Pages web solutions that extend Microsoft Dynamics CRM with customer self-service portals, community forums, event management, and eCommerce experiences.
- Amazon Sales Channel Integration for Business Central PrenticeWorx implements Amazon e-commerce integrations connecting Dynamics 365 Business Central with Amazon Seller Central, Vendor Central (via EDI partners such as SPS Commerce and TrueCommerce), and Amazon Multi-Channel Fulfillment for retailers managing Amazon and other channels.
Quantifiable outcome
- 30% reduction in onboarding time
- +2 more outcomes
Companies that use PrenticeWorx
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles3 records
PrenticeWorx technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration31 records
Feature3 records
PrenticeWorx partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MicrosoftcorePrenticeWorx operates as a Microsoft Gold and Inner-Circle Partner, specializing in Microsoft Dynamics 365 CRM and ERP implementations. The partnership involves reselling, deploying, and customizing Microsoft Dynamics solutions including Sales, Customer Service, Marketing, Business Central, and custom xRM applications. As a certified partner, they have access to Microsoft resources, training, and co-sell programs.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
PrenticeWorx competitors and assessment
Company assessmentDirect peers
- Avanade: Joint venture between Accenture and Microsoft, Avanade is the largest global Microsoft Dynamics 365 implementation partner. It directly competes with PrenticeWorx for mid-market and enterprise Dynamics CRM/ERP deals but at vastly greater scale.
- Hitachi Solutions: Global Microsoft Dynamics partner offering CRM and ERP implementation, customization, and managed services. Competes head-to-head with PrenticeWorx in the same Microsoft ecosystem for similar mid-market and enterprise customers.
- Velosio: US-based Microsoft Dynamics 365 Gold Partner focused on ERP, CRM, and Power Platform implementations for mid-market companies. Closely comparable in size, vertical focus, and service portfolio to PrenticeWorx.
- RSM US: Large accounting and consulting firm with a substantial Microsoft Dynamics 365 practice serving middle-market clients. Competes directly with PrenticeWorx for CRM/ERP implementation work in banking, manufacturing, and professional services verticals.
- Sikich: Mid-market professional services firm with a Microsoft Dynamics ERP and CRM practice. Comparable to PrenticeWorx in targeting specialized industries and providing tailored Dynamics implementations.
- Catapult Systems: Microsoft-focused IT services firm delivering Dynamics 365, Azure, and Power Platform solutions. Competes directly with PrenticeWorx in the mid-market Dynamics implementation segment.
- PowerObjects (an HCL Technologies company): Long-standing Microsoft Dynamics CRM/ERP implementation partner, now part of HCL. Directly comparable service portfolio targeting mid-market and enterprise Dynamics customers like PrenticeWorx.
Broad incumbents
- KPMG: Global Big Four firm with a substantial Microsoft Dynamics practice through its KPMG Microsoft alliance. Competes with PrenticeWorx for enterprise Dynamics deals but as part of a much broader consulting portfolio.
- Crowe LLP: Major US accounting and advisory firm with a Microsoft Dynamics 365 implementation practice. Overlaps with PrenticeWorx in mid-market Dynamics deployments but operates across a much wider service range.
- BDO USA: Top-tier US accounting and consulting firm with a Microsoft Dynamics 365 practice serving mid-market and enterprise clients. Competes with PrenticeWorx in Dynamics ERP/CRM implementations as part of broader advisory offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
PrenticeWorx social profiles
Digital presencePrenticeWorx financial estimates
Financial estimateRevenue estimate
Valuation estimate
PrenticeWorx leadership team
Management profileNumber of profiles
Profiles3 records
PrenticeWorx funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PrenticeWorx 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 PrenticeWorx
What does PrenticeWorx do?
PrenticeWorx implements, customizes, and supports Microsoft Dynamics 365 Customer Engagement (CRM) and Business Central (ERP) solutions for mid-market and enterprise customers. The firm also builds custom line-of-business applications on the Dynamics xRM framework, delivers integration services across hundreds of third-party systems, and offers industry-specific solutions such as Flourish HR (healthcare) and Curo365 (legal).
Is PrenticeWorx a public or private company?
PrenticeWorx is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PrenticeWorx founded?
PrenticeWorx was founded in 2014. It employs 11 to 50 people.
Where is PrenticeWorx based?
PrenticeWorx is headquartered in Salt Lake City, United States, in the North America region.
How does PrenticeWorx make money?
Four revenue lines are on record. Microsoft Dynamics Implementation Services are the primary driver. The others are custom Development and LOB Solutions, dynamics 365 Business Central ERP and flourish HR Platform.
Who are PrenticeWorx's main competitors?
Direct peers on record are Avanade, Hitachi Solutions, Velosio, RSM US, Sikich, Catapult Systems and PowerObjects (an HCL Technologies company). Broad incumbents are KPMG, Crowe LLP and BDO USA.
Does PrenticeWorx have an API?
No public API is recorded for PrenticeWorx.
What industry is PrenticeWorx in?
PrenticeWorx's product category is CRM/ERP Implementation Services. Its primary akta.pro industry code is BPAEAGAA, ERP Implementation & Systems Integration Services, with a secondary code of BPAEAGAC, CRM Implementation & Customization Services. Its NAICS code is 541511 and its SIC code is 7373.