What Smartree does

Smartree (legally SMARTREE HRTECH S.A.) is a Romanian HR outsourcing and HR technology company that has operated in the Romanian market for over 25 years following its founding in 1998. The company targets small, medium, large, and multinational companies operating in Romania, providing two complementary offerings: (1) fully managed payroll outsourcing and personnel administration services, priced per employee per month, and (2) access to its proprietary modular HCM software platform, MyStaff, delivered through SaaS subscription, on-premise license, or bundled with outsourcing engagements.

The MyStaff platform is the company's central technology asset, internally developed over many years and comprising 13+ integrated modules covering personnel, payroll, reporting, self-service, time tracking, scheduling, expenses, recruitment, exit interviews, training, benefits administration, document management, notifications, and internal communications. The platform integrates with ERP systems via APIs and natively aligns with the Romanian government's REGES Online digital ecosystem for real-time legislative compliance. The company holds ISO 9001 and ISO/IEC 27001 certifications, operates Microsoft Gold Partner status, and is the authorized local ADP partner in Romania.

Commercially, Smartree runs a sales-led go-to-market anchored on direct enterprise account teams and a content-marketing-driven inbound channel (blog, LinkedIn, Facebook, YouTube, HubSpot newsletters). Its customer base spans 350+ companies (mostly multinationals) across at least nine industries, including Philips Romania, McDonald's Romania, Knauf, Pfizer, NN, Kärcher, Corteva, eMAG, and World Vision. The company processes 900,000 payslips annually through its 90+ HR specialists based at its Bucharest headquarters, with all operations consolidated at a single location. The business model combines recurring managed-services revenue, recurring SaaS subscriptions, periodic license fees, and project-based professional services, with no external capital raise beyond a 2006 seed round from Gecad Ventures.

Name

Smartree

Legal name

SMARTREE HRTECH S.A.

Website

https://smartree.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Smartree is a Romanian HR outsourcing and HR software company that provides payroll outsourcing, personnel administration, temporary staffing, and its proprietary MyStaff HCM platform to small, medium, large, and multinational companies operating in Romania.

Ownership category

akta.pro rank

Product category

HR Outsourcing & Payroll Services

NAICS

Payroll Services (541214), Human Resources Consulting Services (541612), Office Administrative Services (5611)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742), Services-Employment Agencies (7361)

akta.pro primary industry

Payroll Outsourcing & Pay Administration (Multi-country/Managed Payroll) (BPACAKAD)

akta.pro secondary industries

Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ), Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)

Keywords

• Payroll outsourcing services
• HR software platform
• Personnel administration
• Human capital management
• Romanian labor compliance

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HR Outsourcing / Payroll Outsourcing Services: Full-service payroll outsourcing and personnel administration outsourcing. Smartree handles salary calculations, payslip generation, Declaration 112 filing, legal compliance, ITM audit support, and ongoing labor law consultancy. Revenue is generated through service fees typically priced per employee per month or as a per-payroll-processing contract. This is a managed services model.
2. SaaS HR Software Rental (MyStaff): Rental/subscription access to the MyStaff HCM software platform. Customers pay to access the modular HR software on a subscription basis (monthly or annual billing). Includes modules for payroll, time, self-service, scheduling, and more.
3. Software Licensing (MyStaff): Full software licensing of the MyStaff platform for organizations that prefer to deploy and manage the solution internally rather than rent or outsource.
4. Professional Services (Consultancy, Audit): Additional HR consultancy services including labor law consulting, HR audits, electronic archiving, and exit interviews. These services are billed as separate professional service engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Smartree provides HR outsourcing services — primarily payroll outsourcing and personnel administration — for Romanian companies of all sizes, including multinational corporations, processing approximately 900,000 payslips annually across 350+ clients. The company also sells its proprietary MyStaff HCM software platform as both a SaaS subscription and perpetual license, covering the full employee lifecycle (payroll, time tracking, scheduling, recruitment, training, expenses, self-service, and benefits). All offerings are anchored in deep Romanian labor-law compliance expertise and native integration with the REGES Online government digital ecosystem.

Product overview

Smartree offers a comprehensive HR software and services portfolio centered on its MyStaff Software Suite — a modular HCM (Human Capital Management) platform. The core MyStaff platform provides the foundational infrastructure for HR processes, while individual modules extend functionality across specific domains: MyStaff Personnel handles employee data management; MyStaff Payroll processes salary calculations and fiscal obligations; MyStaff Time and MyStaff Schedule manage time tracking and shift planning; MyStaff Self Service enables employee autonomy; and additional modules cover recruitment, training, expenses, documents, flexible benefits, notifications, and internal news. Smartree also provides complementary communication tools (Smart Communication, MySmarty) and a suite of outsourcing services including payroll outsourcing, personnel administration, and HR SaaS rental. The company positions itself as a strategic partner for companies seeking 100% legislative compliance and digital transformation of HR departments in the Romanian market.

Differentiator

Problem solved

Functional benefit

Brands

• MyStaff: Comprehensive HR software platform featuring modules for personnel management, payroll, reporting, self-service, time tracking, scheduling, expenses, recruitment, exit interviews, training, notifications, documents, flexible benefits, and news.
• Smart Communication
• MySmarty

Products and services

• MyStaff HR Software Suite Comprehensive modular HR software suite that digitizes and connects the entire employee experience for Romanian companies. It includes multiple modules for personnel management, payroll processing, time tracking, scheduling, expense management, recruitment, training, and employee self-service. Available as SaaS rental or perpetual software license with native REGES Online government integration and ERP/API connectivity.
• Payroll Outsourcing Services Full-service managed payroll outsourcing for Romanian companies. Smartree handles automated salary calculations, payslip generation, Declaration 112 transmission, fiscal obligation management, ITM audit support, and ongoing labor law consultancy. Priced per employee per month and targeted at multinationals, large domestic firms, and SMEs lacking in-house payroll capacity.
• Personnel Administration Outsourcing Outsourced personnel administration services covering employee records, employment documentation management, personnel workflow administration, and ongoing compliance with Romanian labor regulations. Designed for companies seeking to offload administrative HR work while maintaining regulatory compliance.
• Smart Communication Internal communication platform designed for HR departments, integrated with the broader Smartree HR ecosystem. Provides communication tools to support HR announcements and employee engagement workflows.
• MySmarty HR technology solution focused on employee communication and engagement within the Smartree ecosystem, offered as a complementary tool to the MyStaff platform.
• HR Consultancy and Related Professional Services Professional HR consultancy services including labor law consulting, HR audits, electronic archiving, and exit interview services, billed as separate professional service engagements for clients needing targeted HR expertise beyond standard outsourcing.

Quantifiable outcome

• 900,000 payslips processed annually
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature12 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ADP (Automatic Data Processing)coreTechnology or IntegrationSmartree is the authorized local payroll partner of ADP in Romania. This partnership provides Smartree access to ADP's global payroll technology, methodologies, and best practices, enabling Smartree to deliver payroll services aligned with the world's largest HR and payroll solutions provider's standards. The relationship involves ADP's global protocols, audit standards, and technology, which Smartree applies to its Romanian client base.
• MicrosoftcoreTechnology or IntegrationSmartree holds Microsoft Gold Partner status, indicating advanced technical competencies in Microsoft technology solutions. The partnership likely supports Smartree's cloud infrastructure, software development, and integration capabilities within the Microsoft ecosystem.
• Facebook / MetaminorGTM or Marketing PartnerSmartree maintains an active Facebook page (SmartreeHrTech) and uses Facebook's advertising and analytics tools (_fbp cookie) for targeted marketing campaigns and audience insights on the Romanian market.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• ADP (Automatic Data Processing): ADP is the world's largest payroll and HCM solutions provider. Smartree is ADP's authorized local payroll partner in Romania, meaning they both cooperate and directly compete for the same multinational client base globally.
• Workday: Workday is a global cloud HCM platform serving large enterprises with payroll, HR, and talent modules. Represents the global incumbent platform Smartree competes against for large multinational clients' HR technology stacks.
• SAP SuccessFactors: SAP SuccessFactors is a global enterprise HCM platform used by large multinationals for payroll, talent, and HR. Competes for the same multinational client base Smartree serves in Romania.

Direct peers

• SD Worx: SD Worx is a leading European provider of payroll, HR, and workforce management outsourcing, operating across multiple European countries. Compares directly on cross-border managed payroll and HR software for multinational clients.
• Personio: Personio is a European HR SaaS platform for SMB and mid-market companies covering personnel, payroll, time tracking, and recruitment. Comparable to MyStaff in modular HCM coverage of the employee lifecycle.
• Factorial: Factorial is a European HR SaaS platform targeting SMBs with payroll, time, document, and HR modules. Comparable to Smartree's MyStaff SaaS offering aimed at Romanian small and mid-sized companies.

Emerging players

• Deel: Deel is a global EOR and payroll platform rapidly expanding into Eastern Europe. Threatens Smartree's local execution layer by offering multinationals a single global vendor.
• Remote: Remote is a global payroll and EOR provider with a growing presence across European markets. Comparable as a newer, capital-rich competitor targeting multinational HR consolidation.

Regional players

• Securex Romania: Securex is a Romanian HR services and payroll outsourcing provider serving local and multinational clients. Direct domestic competitor on managed payroll outsourcing in Romania.
• Netbridge / Romanian payroll outsourcers (e.g., Prohuman, CIT One): Prohuman is a Romanian HR outsourcing and temporary staffing firm offering payroll and personnel administration. Competes with Smartree domestically on managed payroll services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCoECbHNoJ1DdhihFkp-SaSA
• Facebookfacebook.com/SmartreeRomania
• LinkedInlinkedin.com/company/smartree-romania
• Xx.com/SmartreeRomania

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Smartree