What Bluestonex does

Bluestonex is a UK-based SAP consultancy and software vendor founded in 2012, headquartered in Oswestry, Shropshire, with delivery offices in Poland (opened 2024) and India (scaled 2023). The company builds and sells Maextro, a Master Data Management solution native to SAP Business Technology Platform, alongside a suite of BTP-native add-on modules including Documait (AI-augmented document processing), Align, Ditto, Business Partner Portal, BTP Monitor, HRX, VisitorX, and SupportX. It holds SAP Gold Partner status, is a member of the SAP AppHaus Network, and participates in the SAP BTP Next Level Program. Bluestonex serves enterprise customers across food and beverage, defense, aerospace, media, dairy, and public-services sectors, with named logos including Warburtons, Sysco, Princes, NATS, BAE Systems, Babcock, Arla, WaterWipes, and BBC.

The company operates three revenue streams: SAP professional services, managed services, and recurring SaaS subscriptions. With the 2025 release of Maextro Cloud, Bluestonex introduced pay-per-object SaaS pricing — its first true SaaS MDM offering — complementing the traditional project and managed-service model. Distribution is primarily direct, with a newly launched reseller channel (inaugural partner Ausforming covering Australia and New Zealand from November 2025). The company has 50+ employees and is bootstrapped, with no external funding rounds disclosed.

Name

Bluestonex

Legal name

Bluestonex

Website

https://bluestonex.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Bluestonex is a UK-based SAP consultancy and software vendor founded in 2012, selling Maextro — a native SAP BTP Master Data Management solution — and adjacent add-ons, serving enterprise customers across food and beverage, defense, and public services.

Ownership category

akta.pro rank

Product category

Master Data Management Software

NAICS

Custom Computer Programming Services (541511), Software Publishers (5132)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Enterprise Application Reporting, BI & Analytics Enablement (BPAEAGAK)

akta.pro secondary industries

iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG), Digital Employee Experience (DEX) & IT Experience Management (ITXM) Platforms (HDAEALAL)

Keywords

• Master data management
• SAP BTP solutions
• Data governance software
• Business process automation
• SAP consulting services

Headquarters

HQ city

Oswestry

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software/SaaS Subscriptions: Maextro Cloud is delivered as a subscription service on SAP BTP with a pay-per-object model, enabling customers to subscribe to a no-code and AI-infused MDM solution.
2. Professional Services: SAP consulting services including implementation, custom app development, integration services, design thinking workshops, and ongoing support services.
3. Partner Managed Cloud Services: Managed services for SAP BTP environments including licensing, hosting, monitoring, and ongoing management.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Bluestonex develops and sells Maextro, a Master Data Management and Governance solution built natively on SAP Business Technology Platform, alongside complementary BTP-native applications (Documait for intelligent document processing, Align for data remediation, Ditto for duplicate detection, Business Partner Portal, BTP Monitor, HRX, VisitorX, SupportX). The company also delivers SAP consulting, integration, custom app development, design thinking workshops, and Partner Managed Cloud services to enterprise customers running SAP ECC or S/4HANA.

Product overview

Bluestonex offers a portfolio of SAP-centric products and services built on SAP Business Technology Platform (BTP). The core offering centers on Maextro, a Master Data Management (MDM) solution available both as an on-platform product and as Maextro Cloud SaaS, supplemented by specialized modules including Documait (intelligent document processing), Maextro Business Partner Portal (vendor self-service), Maextro Align (data remediation), and Maextro Ditto (duplicate detection). Additional business process accelerators include BTP Monitor, HRX, VisitorX, and SupportX. The company also provides professional services including SAP Integration Suite implementation, custom app development, AppHaus Design Thinking workshops, and Partner Managed SAP BTP services. All products are designed to integrate natively with SAP S/4HANA and SAP ECC environments.

Differentiator

Problem solved

Functional benefit

Brands

• Maextro: Master Data Management solution - an SAP-native cloud platform for data governance and data quality management.
• BTP Monitor
• HRX
• VisitorX
• SupportX
• Documait
• Align
• Ditto

Products and services

• Maextro Master Data Management and Governance solution built natively on SAP BTP, providing governance, workflow automation, and rule-based data quality enforcement for SAP master data objects including Material Master, Business Partner, BOM, Routings, and Recipes. Targeted at enterprises running SAP ECC or S/4HANA.
• Documait Intelligent Document Processing solution using Generative AI and large language models to capture and validate data from invoices, purchase orders, sales orders, and delivery notes, automatically posting structured data to SAP ECC or S/4HANA. Targets finance and procurement teams in SAP-using enterprises.
• Maextro Business Partner Portal Vendor/supplier self-service portal built on SAP BTP Cloud Foundry runtime that enables business partners to register, update their details, and manage relationships independently, with capabilities for digital product catalogs for brand manufacturers and distributors. Targets procurement and supply chain teams.
• Maextro Align Data remediation tool that scans existing SAP data for non-compliant records, flags gaps, applies configurable rules, and guides mass correction of erroneous or missing data values to enforce data standards. Targets SAP data stewards and MDM teams.
• Maextro Ditto Duplicate data cleansing tool that identifies and eliminates duplicates from SAP master data using smart algorithms and configurable selection criteria, supporting S/4HANA migration data preparation. Targets SAP migration project teams.
• BTP Monitor SAP BTP consumption and monitoring tool providing visibility into credits, licenses, and users across BTP environments, replacing spreadsheet-based management. Targets SAP BTP administrators and IT finance teams.
• SAP Integration Services Professional services for implementing and configuring SAP Integration Suite to connect cloud and on-premises SAP systems, including custom data mapping with iDoc and JSON formats. Targets enterprise SAP customers.
• Custom SAP App Development Custom application development services building apps on SAP BTP using SAPUI5, CAPM, and other modern technologies. Targets enterprise SAP customers requiring bespoke BTP applications.
• Partner Managed SAP BTP Managed cloud service for SAP BTP environments covering licensing, hosting, monitoring, and ongoing support beyond basic Basis operations. Targets enterprise customers adopting SAP BTP without full in-house Basis capacity.
• SAP BTP Support & Innovation Factory Comprehensive BTP services including architecture guidance, application development, team capacity support, and continuous innovation. Targets enterprise SAP customers seeking ongoing BTP development capacity.
• AppHaus Design Thinking Workshops Human-centred design workshops using SAP AppHaus methodology, including LEGO Serious Play and Diamond Game facilitation, to explore business challenges and co-create SAP BTP solutions with client teams. Targets enterprise transformation leaders.
• Maextro Cloud SaaS subscription version of Maextro, built on SAP BTP for Multi ERP (public and private editions), offering a no-code and AI-infused master data governance solution delivered as a pay-per-object subscription. Targets enterprise SAP customers seeking a SaaS deployment model.

Quantifiable outcome

• 70% reduction in data risk and improved compliance
• +12 more outcomes

Named customers29 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability6 records

Feature9 records

Partnerships

Two partnerships are on record, tiered core.

• AusformingcoreChannel Partner/ Reseller/ Distributor · 13 November 2025Ausforming is the first regional partner for Maextro, bringing advanced MDM capabilities to the Australia and New Zealand market. They are an official reseller partner helping businesses in ANZ streamline data processes and embrace SAP-aligned innovation.
• SAPcoreStrategic or Co-development PartnerSAP Gold Partner, SAP AppHaus Network member (one of 24 global locations), and SAP BTP Next Level Program member. Deep partnership for delivering SAP BTP solutions, MDM software, and human-centred innovation methodologies.

Scale indicators8 records

Recent moves11 records

Expansion highlights7 records

Emerging players

• Informatica: Major enterprise data management and MDM platform vendor with broader cloud and analytics footprint than Maextro. Compares as an emerging/incumbent threat when customers evaluate non-SAP-native MDM alternatives on multi-ERP estates.
• Lemongrass Consulting: Mid-sized SAP HANA and S/4HANA consultancy with managed cloud services and proprietary IP. Comparable in size and business-model mix (consulting + product) to Bluestonex, often competing in mid-market SAP cloud migration deals.

Direct peers

• NTT Data Business Solutions: Formerly itelligence, one of the largest pure-play SAP global SIs with deep BTP and industry templates. Direct peer given similar SAP-first consulting plus managed cloud (Partner Managed Cloud) positioning and shared mid-market enterprise customer base.
• Westernacher Consulting: Independent SAP partner with strong EWM, TM, and BTP practices serving manufacturing and retail customers. Overlapping customer verticals (food, manufacturing, retail) and similar GTM combining consulting with reusable product accelerators.
• msg systems: German-headquartered SAP consultancy with proprietary industry solutions and large enterprise customer base in DACH. Comparable mid-market SAP consulting + product model, especially around data quality and process automation.
• Stibo Systems: Independent MDM / PIM platform vendor focused on product, supplier, and customer data governance. Direct peer to Maextro from a platform perspective, often competing for the same master-data-centric RFPs with manufacturing and retail buyers.
• SNP SE: German SAP-focused transformation firm combining consulting services with proprietary software (CrystalBridge, SNP Glue). Comparable to Bluestonex as a mid-sized SAP partner that monetises both services and a self-built data/transformation platform, often during S/4HANA migrations.
• TJC Group: UK-based SAP partner focused on design thinking, UX, and S/4HANA adoption. Small-team SAP partner with a similar niche emphasis on human-centred design and SAP UX, directly competing for BTP-led transformation budgets.

Broad incumbents

• Deloitte: Big 4 firm with an extensive global SAP practice (including Rizing acquisition for SAP EAM/UX). Competes for the same strategic SAP transformation budgets as Bluestonex, with materially larger delivery capacity.
• Capgemini: One of the largest global SIs with a major SAP practice covering S/4HANA, BTP, and managed services. Competes with Bluestonex for enterprise SAP transformation deals, but at much greater scale and portfolio breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bluestonex-consulting

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 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 Bluestonex