Automagica

What Automagica does

Automagica, associated with Netcall Technology Limited (LSE: NET), is a UK-headquartered software provider of the Liberty Platform — an AI-powered, composable automation suite combining robotic process automation (Liberty RPA), low-code application development (Liberty Create), an AI contact-centre solution (Liberty Converse), intelligent document processing (Liberty IDP, bolstered by the 2024 acquisition of Belgium-based Parble), and process intelligence (Liberty Spark). The platform is positioned around a human-centric, low-code architecture that allows business users to build and deploy automations with role-based security, centralised analytics, and integration at the user layer without heavy API work.

The company operates an enterprise-focused direct sales motion, primarily driving inbound via a 'Request a demo' call-to-action, augmented by a channel partner programme covering implementation, strategic, and consulting partners such as C2-AI, Analyze Consulting, Amillan, and Vision 33. Customers are concentrated in the United Kingdom and span eight named verticals: healthcare (NHS, AZ Maria Middelares), local government (Newcastle, St Helens, South Hams, Tewkesbury councils), housing (Cairn, Clyde Valley, Valleys to Coast), insurance (Legal & General, Baloise, Input For You), financial services (Nationwide Building Society, Hampshire Trust Bank), rail and transportation (Network Rail, Transport for London, East Midlands Railway), utilities (UK Power Networks), and retail (Holland & Barrett, Dreams). Public-sector recognition includes the Socitm Partner of the Year 2025 award and a Newcastle Transformation Award.

Commercials are subscription-based on annual contracts with quote-based enterprise pricing and no publicly disclosed tiers or freemium option. The company earns recurring software revenue from platform subscriptions sold individually or as an integrated suite. Notable customer outcomes include Transport for London completing over 2,000 hours of data migration with perfect accuracy, Baloise quadrupling Straight-Through Processing, and Nationwide scaling ISA processing, illustrating the platform's deployment at scale within regulated, mission-critical environments.

Name

Automagica

Legal name

Netcall Technology Limited

Website

https://automagica.com

Company type

Public

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Short description

Automagica (associated with UK-listed Netcall) provides the Liberty Platform, an AI-powered automation suite combining RPA, low-code development, AI contact centre, intelligent document processing, and process intelligence for UK enterprise and public-sector customers across eight verticals.

Ownership category

akta.pro rank

Product category

Robotic Process Automation Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design Services (541512)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Robotic Process Automation (RPA) Platforms (HDAEAHAB)

akta.pro secondary industries

Robotic Process Automation (RPA) & Hyperautomation Platforms (HDAEAKAF), iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

Keywords

• Robotic process automation
• Low-code development
• Intelligent document processing
• Contact centre AI
• Process intelligence

Headquarters

HQ city

Bedford

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Subscription-based model for platform access including Liberty RPA, Liberty Create, Liberty Converse, Liberty IDP, and Liberty Spark. The platform appears to be sold as an integrated suite with components available individually.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Automagica provides an AI-powered robotic process automation platform built on the Liberty Platform that combines RPA, low-code application development, AI-powered contact centre solutions, intelligent document processing, and process intelligence. The platform enables business and technical teams to design, automate and connect systems through low-code drag-and-drop capabilities, with role-based security, centralised analytics, and multi-system integration. Customers span healthcare, local government, housing, insurance, financial services, rail and transportation, utilities, and retail verticals.

Product overview

Netcall offers the Liberty Platform, an AI-powered unified platform for building, automating, and connecting systems. The platform operates on a composable architecture consisting of core modules including Liberty RPA (robotic process automation), Liberty Converse (AI-powered contact centre), Liberty Create (low-code application development), Liberty Spark (process mapping and improvement), and Liberty IDP (intelligent document processing). Additional capabilities include Digital Experience solutions and industry-specific variants for Healthcare, Local Government, Housing, Insurance, Financial Services, Rail and Transportation, Utilities, and Retail. The platform is designed for business users with low-code capabilities while offering enterprise-grade security and integration.

Differentiator

Problem solved

Functional benefit

Brands

• Liberty Platform: AI-powered platform for building, automating and connecting systems. Includes Liberty RPA, Liberty Create, Liberty Converse, Liberty Spark, and Liberty IDP.
• Liberty RPA
• Liberty Create
• Liberty Converse
• Liberty Spark
• Liberty IDP

Products and services

• Liberty Platform AI-powered unified platform for building, automating and connecting enterprise systems. Comprises composable capabilities including Liberty RPA, Liberty Create, Liberty Converse, Liberty Spark and Liberty IDP, designed for enterprise and public sector organisations seeking to modernise operations through automation.
• Liberty RPA AI-powered robotic process automation solution that streamlines everyday tasks, improves accuracy and builds autonomous workflows. Features low-code drag-and-drop, centralised control and analytics, real-time reporting, multi-system integration and role-based security with encryption.
• Liberty Create Low-code application development platform enabling business and technical teams to design, launch and adapt digital services with less friction and more control.
• Liberty Converse AI-powered contact centre solution delivering faster, more personal service across every channel. Connects teams and systems to streamline journeys, reduce costs and improve customer experience with omnichannel engagement, AI virtual assistants and autonomous agents.
• Liberty Spark Process intelligence solution that helps teams discover, map and improve how work flows, providing clarity to fix inefficiencies, optimise operations and unlock smarter ways of working.
• Liberty IDP AI-powered Intelligent Document Processing solution that turns unstructured content into structured, usable data to drive applications, trigger workflows and power smarter decisions across the Liberty platform. Capability was enhanced through the 2024 acquisition of Belgium-based Parble.
• Digital Experience Solution for creating seamless, user-friendly online services including portals, forms and websites that connect people to the right services quickly, reduce friction and improve engagement.
• Liberty for Healthcare AI-powered platform solution tailored for healthcare and NHS organisations, improving patient access with high digital uptake, connecting systems, cutting repetition and automating routine clinical and administrative processes.
• Liberty for Local Government AI-powered platform solution for local government councils to modernise citizen service delivery, empower teams and improve citizen experiences by connecting departments and systems to streamline processes and reduce costs.
• Liberty for Insurance Industry platform solution transforming insurance policy servicing, claims and customer engagement by reducing friction, automating routine tasks and unlocking AI insights to improve efficiency, accuracy and customer experience.
• Liberty for Financial Services Industry platform solution helping banks and lenders move faster, stay compliant and deliver better customer experiences by uniting automation, AI and engagement tools.

Quantifiable outcome

• Over 2,000 hours of data migration work completed with perfect accuracy
• +2 more outcomes

Named customers21 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• C2-AIcoreStrategic or Co-development PartnerPartnership focused on transforming risk management across NHS, councils and housing sectors. Combines C2-AI's risk analytics capabilities with Netcall's automation platform.
• Analyze ConsultingminorImplementation/ SI/ Consulting PartnerStrategic partnership with Analyze Consulting for process intelligence and improvement initiatives.
• Great MindsminorStrategic or Co-development PartnerStrategic partnership aligned for consulting and analytical services.
• AmillanminorGTM or Marketing PartnerPartnership empowering businesses with AI-enhanced contact centre solutions.
• Vision 33minorImplementation/ SI/ Consulting PartnerOn-demand partnership focused on leveraging AI to improve government service delivery.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• UiPath: Market-leading pure-play RPA platform with AI-augmented automation, low-code, IDP, and process mining — directly overlaps Automagica's Liberty RPA, Liberty Create, Liberty IDP, and Liberty Spark across enterprise and public-sector buyers.
• Appian: Process automation and low-code platform with embedded RPA and AI — comparable to Liberty Create + Liberty RPA + Liberty Spark, with strong footprint in government and financial services.
• Nintex: Process management, workflow automation, and document automation platform — comparable to Liberty Create + Liberty Spark + Liberty IDP, with similar mid-market and enterprise positioning.
• Automation Anywhere: Cloud-native RPA + AI platform competing head-to-head with Liberty RPA and Liberty IDP for enterprise automation spend, particularly in banking, insurance, and shared-service centres.
• Bizagi: Low-code process automation and iBPMS platform with RPA connectors — overlaps Liberty Create and Liberty Spark, with notable presence in banking, manufacturing, and public-sector accounts.
• Blue Prism (SS&C): UK-headquartered RPA platform now under SS&C with deep UK public-sector and enterprise penetration — a direct competitor in the same NHS, council, and financial-services accounts Automagica targets.

Broad incumbents

• Pegasystems: iBPMS and low-code platform with RPA, case management, and conversational AI — broadly overlaps Liberty's unified suite, particularly for regulated industries like insurance, financial services, and healthcare.
• Microsoft Power Automate: Hyperscaler-bundled low-code and RPA within the Microsoft 365/Power Platform stack — the dominant incumbent threat to Liberty Create and Liberty RPA, especially in Microsoft-heavy UK public-sector and enterprise estates.

Emerging players

• ABBYY: Specialist in intelligent document processing and process intelligence — a direct competitor to Liberty IDP and Liberty Spark, especially for insurance claims, mortgage, and regulated-document workflows.
• WorkFusion: AI-native automation platform combining RPA, document AI, and analytics — directly comparable to Liberty's AI/RPA + IDP positioning, with growing traction in banking and insurance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Netcall123
• LinkedInuk.linkedin.com/company/netcallplc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Automagica