CAS Software

What CAS Software does

CAS Software AG is a privately held German software company headquartered in Karlsruhe, founded in 1986 and operating with over 400 employees under a traditional AG governance structure with Martin Hubschneider as Vorstand and Dr. Dr. Jörg Maurer chairing the Aufsichtsrat. The company is positioned as the German market leader for customer relationship management (CRM) software targeting the Mittelstand (mid-market) segment, with a portfolio organized into two core pillars: CAS genesisWorld, an adaptive CRM + AIA platform with industry- and size-specific variants (SmartWe, City CRM, CRM für Kanzleien/Hochschulen/Autohäuser), and CAS Merlin CPQ, a Configure-Price-Quote solution for complex, variant-rich B2B products. Beyond the two pillars, the company runs adjacent vertical products including CAS Campus (higher-education administration), CAS netWorks and CAS Alumni (membership and alumni management), CAS Maecenas (foundation management), and We.Network (community CRM), giving it exposure to public-sector, association, foundation, and education verticals in addition to its manufacturing-heavy CPQ base.

The technology stack is proprietary and developed in Germany: CAS Merlin CPQ is built on Merlin Core, a SAT-algorithm-based rule calculation engine, and M.Model, a no-code modeling interface for product rules and dependencies, with the Merlin Standard API enabling webhook-based integration to external systems. AIA (Augmented Intelligence Assistants) layers AI-driven recommendations and multi-criteria optimization onto the CPQ workflow, while pre-built connectors to SAP ERP/S/4HANA, SAP LO-VC, SAP AVC, SAP CRM/C4C, and Microsoft Dynamics anchor the solution into the enterprise IT estates of large German manufacturers such as Jungheinrich, Miele, MAN Truck & Bus, and Konica Minolta. The cloud offering carries ISO 27001, GDPR, 'Software Made in Germany', and 'Software Hosted in Germany' certifications, with all data stored exclusively in German data centers.

CAS Software generates revenue through a mix of on-premise software licenses, cloud-based SaaS subscriptions (CPQ-as-a-Service) priced modularly by user role, recurring maintenance and support contracts, and 360-degree professional services spanning implementation, modeling, training, and certification. Distribution combines direct enterprise sales with a certified CAS partner network and a dedicated CPQ partner portal. The company serves primarily the German Mittelstand while extending into 11 European country markets through localized sites and partner channels, and has been recognized consecutively in 2025–2026 as a WirtschaftsWoche Innovation Champion, a Top Mittelständer (rank 40), and one of Germany's Most Innovative Companies by Capital/Statista.

Name

CAS Software

Legal name

CAS Software AG

Website

https://cas.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

251–500 employees

Short description

CAS Software AG is a privately held German software company and self-described market leader for CRM in the Mittelstand, offering CAS genesisWorld CRM and CAS Merlin CPQ configuration software to mid-market and large enterprises, primarily manufacturers, across the DACH region and 11 European markets.

Ownership category

akta.pro rank

Product category

Customer Relationship Management (CRM) and Configure-Price-Quote (CPQ) Software

NAICS

Software Publishers (5132), Software Publishers (513210), Computer Systems Design Services (541512)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045), Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)

akta.pro secondary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Customer relationship management
• Configure price quote software
• Enterprise CRM solutions
• Product configuration platform
• Sales force automation

Headquarters

HQ city

Karlsruhe

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions (SaaS): CAS Merlin CPQ is offered as a cloud-based subscription solution (CPQ as a Service) with modular pricing based on roles within the sales organization. The subscription model provides flexible scalability and transparent costs without large upfront investment.
2. On-Premise Software Licenses: Traditional software license sales for CAS genesisWorld and on-premise CPQ deployments, including standard software, data sets, and maintenance contracts.
3. Professional Services: 360-degree consulting services including requirements analysis, implementation support, modeling services, product training, certification, user portal, and ongoing optimization workshops. Services are provided across all project phases from conception through live operation and beyond.
4. Maintenance and Support: Ongoing technical support services with product-specific phone numbers and email support. Standard support hours are weekdays 9:00-12:00 and 14:00-17:00 (CET), excluding Baden-Württemberg public holidays. 24/7 SLA available for cloud customers upon request.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

CAS Software AG develops and sells the CAS genesisWorld CRM/XRM platform and the CAS Merlin CPQ Configure-Price-Quote solution, along with a portfolio of industry-specific CRM, campus, membership, and foundation management products. The software is offered both on-premise and as German-hosted cloud subscriptions, accompanied by professional services, support, and certified partner implementation. The company's primary customers are German mid-market and enterprise organizations in manufacturing, automotive, machinery, and other complex product industries.

Product overview

CAS Software AG, headquartered in Karlsruhe, Germany, is a CRM and CPQ software provider serving the German-speaking SME market. Its product portfolio is organized into two main pillars: (1) CAS genesisWorld, an adaptive CRM + AIA platform with industry-specific and company-size-specific modules including SmartWe, City CRM, CAS Campus (campus management), CAS netWorks/CAS Alumni (membership management), CAS Maecenas (foundation management), and We.Network (community CRM); and (2) CAS Merlin CPQ, a Configure-Price-Quote solution built on the Merlin Core computational engine and M.Model rule editor, offered both on-premise and as cloud-based CPQ-as-a-Service. CAS Merlin CPQ is extended through modular sub-products — M.Sales (internal sales), M.Sales Reseller (partner/dealer networks), M.Customer (end-customer self-service configurator), and AIA modules (AIA Optimization for AI-driven recommendations and multi-criteria optimization, AIA Collaboration for cross-departmental workflows). All CRM and CPQ products are complemented by professional services, support, and training.

Differentiator

Problem solved

Functional benefit

Brands

• CAS genesisWorld: CRM & XRM solution for customer relationship management
• CAS Merlin CPQ
• SmartWe
• City CRM
• CAS Campus
• CAS netWorks
• CAS Alumni
• CAS Maecenas
• We.Network
• AIA (Augmented Intelligence Assistants)
• M.Model
• Merlin Core
• Merlin Standard API
• M.Sales
• M.Customer
• M.Sales Reseller
• AIA Optimization
• AIA Collaboration

Products and services

• CAS genesisWorld Flagship adaptive CRM + AIA platform for managing customer relationships, sales pipelines, marketing automation, project management, and customer service across all business areas and company sizes; modules include Sales Pro, Marketing Pro, Event Management, Survey, Project, Helpdesk, and ERP connect.
• SmartWe CRM solution targeted at small and medium-sized enterprises, providing core CRM functionality for relationship management and process digitization.
• City CRM CRM solution tailored for municipal and local government use cases.
• CRM für Kanzleien CRM solution designed for law firms and legal practices.
• CRM für Hochschulen CRM solution for higher education institutions.
• CRM für Autohäuser CRM solution designed for automobile dealerships.
• CAS Campus Campus management solution for managing educational institutions' processes including student administration, course scheduling, and academic operations.
• CAS netWorks Membership management solution for associations and member-based organizations.
• CAS Alumni Alumni management solution for educational institutions and organizations to manage and engage with alumni networks.
• CAS Maecenas Foundation management solution for non-profit organizations.
• We.Network Community CRM platform for managing professional communities and network-based relationships.
• CAS Merlin CPQ Configure-Price-Quote software for managing complex product configuration, pricing, and proposal generation for B2B sales, built on the Merlin Core SAT-algorithm engine and M.Model rule editor with a Connector layer for third-party integrations; available on-premise or as German-hosted CPQ-as-a-Service.

Quantifiable outcome

• Quote creation time reduced from 30 minutes to 1 minute for some vehicle types at Jungheinrich
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and strategic.

• SAPcoreTechnology or IntegrationDeep technology integration partnership with SAP for ERP (SAP ERP, SAP S/4HANA), CRM (SAP CRM On-Premise, SAP Sales Cloud, SAP C4C), and variant configuration (SAP LO-VC, SAP AVC). CAS Merlin CPQ connects to SAP systems through standardized connectors for master data, product structures, prices, and bill of materials. Joint customers include Jungheinrich, Miele, and Konica Minolta.
• MicrosoftcoreTechnology or IntegrationIntegration with Microsoft ecosystem including Microsoft Dynamics CRM and Microsoft Exchange for synchronization of addresses and appointments. CAS genesisWorld supports Microsoft Exchange sync for calendar and contact synchronization.
• PLM System ProvidersstrategicTechnology or IntegrationPartnership with PLM (Product Lifecycle Management) providers to enable product data import into CPQ as single source of truth, supporting Engineer-to-Order (ETO) use cases and seamless processes from sales to engineering.
• Certified CAS PartnerscoreChannel Partner/ Reseller/ DistributorNetwork of certified implementation and reseller partners who deploy and resell CAS Software solutions. Partners have access to the partner portal, certifications, and co-marketing support. The company maintains a dedicated CPQ partner network.
• CAS Future LabsstrategicStrategic or Co-development PartnerInnovation partnership with CAS Future Labs for research and development of future technologies. Future Labs monitors market trends and technologies, developing CAS Software's technology roadmap continuously.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Salesforce: Global CRM market leader offering Sales Cloud, Service Cloud, and Salesforce CPQ (formerly SteelBrick). Directly competes with CAS genesisWorld and CAS Merlin CPQ in the German mid-market, though Salesforce's breadth and ecosystem dwarf CAS's Mittelstand focus.
• Microsoft Dynamics 365: Microsoft's CRM and ERP suite, including Dynamics 365 Sales and Customer Service. A core integration partner for CAS genesisWorld but also a direct competitor for enterprise CRM deals in the DACH market.
• SAP Sales Cloud / SAP CPQ: SAP's CRM (formerly C/4HANA, now Sales Cloud) and CPQ capabilities bundled with the broader SAP ecosystem. Both an integration partner and a competitive threat to CAS, particularly for SAP-centric enterprises.
• Oracle CPQ (BigMachines): Oracle's CPQ cloud (formerly BigMachines) for enterprise B2B sales configuration. Competes with CAS Merlin CPQ for large enterprise deals, particularly in Oracle ERP-centric environments.

Direct peers

• HubSpot: CRM platform targeting SMB and mid-market companies with marketing automation, sales hub, and service hub. Directly overlaps with CAS genesisWorld's mid-market CRM positioning, with growing presence in the DACH region.
• Tacton: Sweden-headquartered CPQ vendor specializing in Configure-Price-Quote for complex manufacturing products. Closest direct competitor to CAS Merlin CPQ in Europe, serving similar industrial OEMs with sophisticated product configuration requirements.
• SugarCRM: Mid-market CRM platform offering sales, service, and marketing automation. Competes directly with CAS genesisWorld for SMB and mid-market deals, with overlapping industry verticals.
• Configure One: CPQ software for complex product configuration in manufacturing and distribution. Direct competitor to CAS Merlin CPQ for industrial OEMs requiring rule-based configuration of engineered products.
• Creatio: No-code CRM and workflow automation platform with strong European presence. Competes with CAS genesisWorld in mid-market CRM deals, particularly for process-driven sales and customer service workflows.
• Pipedrive: CRM platform focused on SMB and mid-market sales pipeline management with intuitive UX. Competes with CAS genesisWorld and SmartWe for smaller Mittelstand deals and growth-stage companies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/cassoftware
• LinkedInlinkedin.com/company/cassoftware

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 CAS Software