What Optimate.me does

Optimate.me is a New Zealand-based software consulting firm that implements, integrates, and supports best-of-breed CRM and marketing automation platforms — SugarCRM, Pipedrive, Zendesk, and Act-On — for SMEs and mid-market businesses primarily in New Zealand and Australia. Originally operating as CloudTech for roughly a decade, the firm rebranded to optimate.me to position as a broader 'Growth Partner' across sales, marketing, and customer experience transformation, and in November 2024 completed a merger with Australian-based Evolution Marketing, opening a Brisbane regional office alongside its Auckland headquarters and extending its operating geography into the trans-Tasman market.

The company's core technical assets are not the CRM platforms themselves but proprietary integration tooling layered on top: optiSync, an in-house ETL middleware that connects source systems (databases, accounting platforms, RESTful services via FTP/SFTP) to target CRMs with configurable extract-transform-load workflows and duplicate detection; and SalesRoller, a Xero-to-SugarCRM connector that surfaces invoicing, payment status, and account history inside Sugar without requiring Xero access. Service delivery is anchored by certified partner status across the four core vendors, with SugarCRM Elite Partner tier (the highest partner level) as the flagship relationship and a broader affiliate network covering MobileForce CPQ, Aircall, Fieldmagic, Sales-i, ClickUp, JotForm, and Ask Nicely.

Commercially, Optimate.me generates revenue predominantly through professional services — implementation, customization, training, and ongoing support — with engagement values ranging from approximately $3,000–$10,000 for SMB-focused Pipedrive rollouts up to $25,000–$100,000+ for enterprise SugarCRM deployments, supplemented by per-user licensing pass-through ($15–$100/user/month). The customer base skews toward mid-market distribution, automotive, marine, agriculture, finance, and engineering firms across ANZ, with named enterprise logos including Tourism Holdings (NZX-listed), TotalEnergies NZ, and Fackelmann Housewares, alongside a long tail of SMB and mid-market implementations. The company is privately held with no external investors disclosed, operates with 11–50 employees, and is led post-merger by CEO Tom Risbrook and COO Darren Flood.

Name

Optimate.me

Legal name

optimate.me

Website

https://optimate.me

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Optimate.me is a New Zealand-based software consulting firm that implements, integrates, and supports CRM and marketing automation platforms (SugarCRM, Pipedrive, Zendesk, Act-On) for SMEs and mid-market businesses across New Zealand and Australia, complemented by proprietary integration middleware.

Ownership category

akta.pro rank

Product category

CRM and Marketing Automation Implementation Services

NAICS

Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Computer Systems Design and Related Services (5415)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Services-Management Consulting Services (8742)

akta.pro primary industry

Enterprise Application Managed Services Outsourcing (ERP/CRM/HRIS AMS) (BPAEAMAI)

akta.pro secondary industries

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO), Application Maintenance & Support (AMS) (BPAEAFAC), ITIL/ITSM Process Consulting & Implementation (BPAEAJAB)

Keywords

• CRM implementation services
• Marketing automation consulting
• CRM platform integration
• Customer experience software
• Sales automation consulting

Headquarters

HQ city

Takapuna

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. CRM Implementation Services: Implementation of CRM platforms (SugarCRM, Pipedrive, Zendesk) for businesses. Includes configuration, data migration, integrations, and training. Pipedrive implementations typically range from $3,000-$10,000. SugarCRM enterprise deployments range from $25,000-$100,000+.
2. Marketing Automation Implementation: Implementation of Act-On marketing automation platform. Typically 4-8 week implementations depending on campaign complexity and CRM integration requirements.
3. Consulting Services: Strategic consulting for digital transformation, CRM selection, and process optimization. Includes assessing current state, defining objectives, mapping processes, and selecting right platforms.
4. Training Services: Training services to equip teams with skills to use new systems effectively. Part of implementation delivery.
5. Ongoing Support: Ongoing support services for implemented systems, including optimization and troubleshooting during NZ business hours.
6. Integration Services: System integration services connecting CRM with existing systems like Xero, MYOB, ERP systems, email, and calendar. Includes optiSync proprietary middleware and custom integration development.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Optimate.me is a software consulting firm that implements, configures, and supports best-of-breed CRM and marketing automation platforms — SugarCRM, Pipedrive, Zendesk, and Act-On — for businesses across New Zealand and Australia. Service delivery spans consulting, implementation, training, and ongoing support, complemented by proprietary integration middleware (optiSync) and a Xero-to-SugarCRM connector (SalesRoller). Revenue is generated through professional services fees on implementation projects (typically $3,000–$100,000+ depending on platform and scale) and managed support services.

Product overview

Optimate.me is a software consulting firm that implements and supports best-of-breed CRM and marketing automation platforms rather than building its own proprietary software product. The core offering centers on four primary platforms: SugarCRM, Pipedrive, Zendesk, and Act-On, which Optimate.me implements as certified partners. The company supplements these with proprietary integration tools (optiSync for ETL/data synchronization and SalesRoller for Xero-SugarCRM connectivity), and add-on solutions for field service (Fieldmagic), CPQ (MobileForce), telephony (Aircall), forms (JotForm), NPS surveys (Ask Nicely), and SMS marketing (Act-On SMS). Services include consulting, implementation, training, and ongoing support across marketing automation, sales optimization, and customer experience enhancement.

Differentiator

Problem solved

Functional benefit

Products and services

• optiSync Proprietary in-house ETL middleware that extracts data from source systems (databases, accounting systems, RESTful services, CSV via FTP/SFTP), transforms it into the right format, and loads it into target CRM systems. Includes flexible scheduling, duplicate detection, and matching rules. Sold as a standalone offering to clients implementing CRM platforms.
• SalesRoller Proprietary in-house connector linking Xero accounting software to SugarCRM, combining CRM customer and Xero sales information in one view. Enables sales staff to view client purchase history, invoices, payment status, and outstanding balances directly within SugarCRM. Includes invoice history sub-panel and automated alerts for payments and overdue invoices.
• SugarCRM Implementation Certified SugarCRM Elite Partner implementation service for mid-market and enterprise businesses with complex sales processes, multiple departments, and ERP integration requirements. Supports on-premise or cloud deployment with unlimited customization.
• Pipedrive Implementation Certified Pipedrive partner implementation service for SMEs with 2–50 salespeople. Visual, sales-focused CRM with pipeline clarity, fast implementation (2–4 weeks), high adoption rates, and native Xero integration.
• Zendesk Implementation Certified Zendesk partner implementation combining CRM (Zendesk Sell) and customer service tools (Zendesk Support) in one unified platform for businesses where sales and support teams need shared customer visibility. Typical 4–8 week implementation.
• Act-On Implementation Certified Act-On partner implementation for B2B marketing teams needing lead nurturing, email marketing, lead scoring, and revenue attribution. Implementation typically 4–8 weeks depending on campaign complexity and CRM integration requirements.
• CRM Consulting Services Strategic consulting services for CRM platform selection and digital transformation. Includes assessing current state, defining objectives, mapping processes, and selecting the right platforms with platform-agnostic advice.
• CRM Implementation Services End-to-end implementation services including system configuration, workflow customization, data migration, integration building, and testing to ensure seamless deployment of CRM and customer engagement platforms.
• CRM Training Services Training services to equip teams with skills to use newly implemented CRM and marketing automation systems effectively, focused on user adoption as a critical success factor.
• CRM Support Services Ongoing managed support services for CRM optimization and troubleshooting delivered by an Auckland-based team during New Zealand business hours.
• Marketing Automation Services Marketing automation solutions including email marketing automation, lead scoring, landing pages, campaign management, and analytics, built on the Act-On platform.
• Sales Optimization Services Sales-focused consulting and implementation delivering pipeline visibility, follow-up automation, and deal tracking to turn businesses into effective sales machines.
• Customer Experience Services Customer experience enhancement through unified platforms, consistent service delivery, and tools for building customer loyalty and retention across sales and support touchpoints.

Quantifiable outcome

• Over 150 successful CRM and marketing automation implementations for NZ businesses
• +2 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Evolution MarketingcoreStrategic or Co-development Partner · 5 November 2024Merger completed November 5, 2024. Evolution Marketing, an Australian-based company, merged into optimate.me. Both organizations recognized alignment of values and goals. Tom Risbrook remains CEO, Darren Flood becomes COO. The merger creates a trans-Tasman team expanding capabilities, reach, and value delivery to clients across both countries.
• SugarCRMcoreTechnology or IntegrationSugarCRM is a primary technology partner. optimate.me is a certified SugarCRM Elite Partner (highest partner level). They implement SugarCRM for enterprise customers with complex sales processes, ERP integration needs, and multi-department requirements. SugarCRM is highlighted as suitable for 50+ users with unlimited customization capabilities.
• Act-OncoreTechnology or IntegrationAct-On is a core technology partner for marketing automation. As certified partners, optimate.me implements Act-On for B2B marketing teams needing lead nurturing, email marketing, lead scoring, and revenue attribution capabilities. Act-On provides sophisticated marketing automation with CRM integration.
• PipedrivecoreTechnology or IntegrationPipedrive is a key partner for sales-focused CRM implementation. optimate.me is a certified Pipedrive partner implementing the visual, sales-focused CRM for SMEs with 2-50 salespeople. Pipedrive offers fast implementation (2-4 weeks), high adoption rates, and native Xero integration.
• ZendeskcoreTechnology or IntegrationZendesk is a technology partner combining CRM (Zendesk Sell) with customer service tools (Zendesk Support). optimate.me is a certified Zendesk partner implementing unified customer views for businesses where sales and support need shared customer visibility. Implementation typically 4-8 weeks.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Simplus (Infosys): CRM and marketing automation implementation consultancy, historically focused on Salesforce and now part of Infosys. Directly comparable as a multi-vendor CRM SI with certified partner status and a similar implementation-plus-managed-services revenue mix.
• Silverline (Cognizant): Specialist CRM consultancy delivering implementations, integrations, and managed services on platforms including Salesforce, Zendesk, and others. Highly comparable scope of work and customer profile to Optimate.me's SugarCRM, Pipedrive, and Zendesk delivery practice.
• Absyz (Salesforce SI): Salesforce-focused CRM consultancy offering implementation, integration, and managed services comparable to Optimate.me's SugarCRM practice. Similar positioning as a mid-sized specialist partner for enterprise CRM deployments.

Regional players

• SLM Consulting: New Zealand-based CRM and ERP implementation firm with similar channel-partner model and ANZ mid-market focus. Operates in the same regional consulting market and competes for similar SugarCRM/Microsoft Dynamics opportunities.
• Fuseforward: New Zealand-based digital transformation and managed services consultancy with overlapping CRM and integration capabilities. Regional peer serving similar ANZ enterprise and government customers.

Broad incumbents

• Datacom: Largest ANZ-headquartered IT services firm offering CRM implementation, managed services, and digital transformation across multiple platforms. Competes with Optimate.me for ANZ mid-market and enterprise CRM projects, but at a significantly larger scale and broader portfolio.
• Accenture: Global system integrator with deep CRM (Salesforce, Microsoft, SAP) implementation and managed services practices. Competes for the largest ANZ enterprise CRM transformations; Optimate.me is positioned downstream for mid-market work that Accenture's economics do not prioritize.
• Deloitte Digital: Global consulting and SI arm with extensive CRM/Salesforce/Adobe and Microsoft practice. Overlaps with Optimate.me on CRM strategy and implementation work, especially for enterprise accounts that demand a Big-Four brand.
• Cognizant: Global IT services firm with substantial CRM/digital transformation practice. Has acquired specialist CRM consultancies (Silverline) and competes across the same implementation-services value chain Optimate.me serves.

Others

• Xero: Cloud accounting platform whose product underpins much of Optimate.me's integration work (SalesRoller connector). Not a direct competitor but a key enabling technology partner and ecosystem adjacency for the company's ANZ mid-market customer base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@optimateme2247
• Facebookfacebook.com/optimate.me
• LinkedInlinkedin.com/company/optimate-me

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Optimate.me