ASI Computer Systems

What ASI Computer Systems does

ASI Computer Systems, Inc. is a privately held software company headquartered at 402 E. 4th Street in Waterloo, Iowa, that has operated continuously in the promotional products industry since 1969. The company develops and licenses business management software — principally ASI SmartBooks and ProfitMaker — purpose-built for promotional product distributors and suppliers. Its products cover the full back-office workflow: product sourcing, order processing and tracking, commission calculation and payment, general ledger accounting, inventory management (including distributor- and client-owned stock and wearable matrix programs), freight and shipping, and eCommerce web stores. The technology is deeply integrated with ESP (the industry's dominant product database and CRM), EDI for electronic document exchange, punch-out site procurement, and payment processors including Authorize.net and PromoPayment.

The product architecture is domain-specialized rather than horizontal: both core platforms model the dual-sided workflow of suppliers and distributors, with supplier-controlled pricing and availability, dynamic web store synchronization, and customizable reporting. Complementing the core suites are ASI EDI, a dynamic web store module with real-time inventory and pricing synchronization, and a custom programming service that delivers bespoke configurations, including features such as points-based eCommerce redemption systems. The company also offers an online training program (2-hour blocks for up to 24 attendees) and bundles 8 hours of training, unlimited technical support, and free version updates into the upfront software cost.

ASI Computer Systems monetizes through quote-based software licensing, sold direct with no public pricing tiers disclosed. Its go-to-market is sales-led and direct: lead capture via a 'Request a Free Demo' web form and inbound phone line (800-544-1274), supplemented by a training video library and published customer testimonials. There is no evidence of channel partner resale, self-serve acquisition, or geographic operations outside the United States. The customer base is concentrated entirely in the promotional products vertical, spanning SMB to mid-market distributors (primary) and suppliers (secondary). No funding rounds, M&A activity, or leadership transitions are documented.

Name

ASI Computer Systems

Legal name

ASI Computer Systems, Inc.

Website

https://sales.asicomp.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

ASI Computer Systems develops ASI SmartBooks and ProfitMaker, domain-specific business management software for promotional products distributors and suppliers. The privately held Waterloo, Iowa firm monetizes through direct, quote-based licensing bundled with training and support, targeting SMB and mid-market U.S. customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Waterloo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing: ASI Computer Systems generates revenue through the sale and licensing of its business management software products — ASI SmartBooks and ProfitMaker — to promotional products distributors and suppliers. The software is sold with included training hours, unlimited technical support, and free version updates as part of the upfront cost, suggesting a perpetual or subscription licensing model with ongoing support services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ASI Computer Systems sells business management software built specifically for the promotional products industry, encompassing sourcing, sales, accounting, order processing, commission calculation, inventory management, and eCommerce workflows. Flagship products ASI SmartBooks and ProfitMaker are integrated with ESP (the industry's #1 product database), payment processors (Authorize.net, PromoPayment), EDI, and punch-out procurement systems. The core offering is bundled with training, unlimited technical support, free version updates, and optional custom programming services.

Product overview

ASI Computer Systems offers a portfolio of business management software designed specifically for the promotional products industry. The core products are ASI SmartBooks and ProfitMaker, which are comprehensive business management solutions that handle back-office operations including accounting, inventory management, order processing, and eCommerce. Both products integrate with ESP (the industry's leading product database and CRM system) and support payment processing through Authorize.net and PromoPayment. Additional offerings include ASI EDI for electronic document exchange, dynamic web store modules for eCommerce integration, and custom solution development services.

Differentiator

Problem solved

Functional benefit

Brands

• ASI SmartBooks: Business management software that manages back-office operations including sourcing, sales, accounting, inventory, and eCommerce solutions, with integration to ESP CRM and payment processors.
• ProfitMaker
• ASI EDI

Products and services

• ASI SmartBooks Core business management software that manages all back-office operations for promotional products companies, including sourcing, sales, accounting, inventory management, order processing, commission calculation, and eCommerce solutions. Integrates natively with ESP CRM & Orders and payment processors such as Authorize.net and PromoPayment. Includes 8 hours of training, unlimited tech support, and no extra charge for version updates as part of upfront costs.
• ProfitMaker Business management solution designed specifically for the promotional products industry, covering sales and marketing, customer service, order processing, accounting and reports, inventory and fulfillment, dynamic web stores, and supplier control. Integrates with ESP.
• ASI EDI Electronic Data Interchange (EDI) solution that transfers documents between computer systems quickly, efficiently, and accurately, reducing administrative costs and eliminating manual data entry errors.
• Dynamic Web Stores eCommerce module that integrates web stores directly with ASI software. Orders generated on websites are imported automatically without rekeying data, and inventory levels, descriptions, and pricing are synchronized in real time without requiring a web designer.
• Training Services Training offerings including 8 hours of training bundled with ASI SmartBooks and online training delivered in 2-hour blocks for up to 24 attendees per session. Covers order entry, invoicing, accounts receivable, commissions, general ledger, and other modules.

Quantifiable outcome

• Elimination of manual data re-entry through automated order and inventory synchronization
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• ASI (Advertising Specialty Institute)coreStrategic or Co-development PartnerASI Computer Systems has a strategic partnership with ASI (Advertising Specialty Institute), leveraging ASI's industry positioning and the ESP product database. The company utilizes this key knowledge of the industry in partnership with ASI to shape its software packages into an efficient business management solution. The software integrates with ESP Web and ESP Orders.
• ESP (Electronic Sales Platform)coreTechnology or IntegrationESP is the promotional products industry's #1 product database. ASI SmartBooks and ProfitMaker integrate with ESP CRM & Orders, enabling users to source products and place orders directly within the software. The integration also covers ESP Web and ESP Orders for simplified operations and processing time.

Scale indicators1 record

Recent moves1 record

Expansion highlights3 records

Direct peers

• commonsku: commonsku is a vertical SaaS / CRM platform purpose-built for promotional products distributors, offering order management, supplier sourcing, and CRM. It is the closest direct competitive peer to ASI SmartBooks and ProfitMaker in the same end market with similar promotional-products-only workflows.
• OrderEase: OrderEase is an eCommerce and order management platform built specifically for the promotional products industry, connecting suppliers and distributors with similar industry-specific automation goals. It competes head-to-head with ASI's Dynamic Web Stores and EDI modules for the same distributor buyer.
• PromoShopper: PromoShopper is a promotional products-focused platform providing industry-specific tools for distributors and suppliers, including product sourcing and store integration. It is a smaller, niche peer that overlaps with ASI's supplier/distributor eCommerce and web-store modules.

Broad incumbents

• Sage Group: Sage provides SMB accounting and ERP software (Sage 100, Sage Intacct) that promotional products distributors frequently consider alongside or in lieu of vertical-specific software. It competes with ProfitMaker's general-ledger, AP/AR, and reporting features as a broader, less specialized alternative.
• Oracle NetSuite: NetSuite is a cloud ERP targeting mid-market distributors with inventory, order management, accounting, and ecommerce capabilities. It competes with ProfitMaker as a generalist ERP option that larger promotional products distributors adopt as they outgrow vertical-specific software.
• Infor: Infor offers industry-specific ERP suites (including distribution-focused CloudSuite Distribution) that overlap with ASI's back-office, inventory, and order-processing capabilities. It is an incumbent that mid-market distributors weigh against niche vertical software.
• Microsoft Dynamics 365 Business Central: Microsoft Dynamics 365 Business Central is a mid-market cloud ERP with inventory, order processing, and finance modules widely used by distributors. It is a competitor for distributors evaluating whether to stay on ASI's vertical software or migrate to a mainstream ERP.
• Acumatica: Acumatica is a cloud-native mid-market ERP with distribution, financials, and inventory management. It competes with ProfitMaker for distributors modernizing from on-premise systems, offering a SaaS alternative to ASI's more traditional deployment model.
• Epicor: Epicor provides ERP solutions geared toward distribution, manufacturing, and retail SMBs with order management, inventory, and accounting functionality. It competes with ASI's back-office feature set for distributors evaluating broader ERP platforms.

Emerging players

• Intuit QuickBooks Enterprise: QuickBooks Enterprise is widely used by SMB distributors for core accounting functions and offers inventory and order-management add-ons. For smaller promotional products distributors it serves as a lower-cost, lighter-weight alternative to ASI SmartBooks for basic back-office accounting needs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/asicompsys
• Facebookfacebook.com/asicomputersystems
• LinkedInlinkedin.com/company/asi-computer-systems

Revenue estimate

Valuation estimate

Number of profiles

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 ASI Computer Systems