What Aximpro does

Aximpro is a Germany-based private software and services company that builds and operates B2B loyalty, incentive, and sales-enablement programs targeted at the IT channel industry. Founded around 2008–2009 and headquartered in Miesbach with a wholly-owned Austrian subsidiary in Vienna, the company serves large IT vendors and distributors across roughly 35 countries and supports deployments in up to 9 languages. Its named customers include Hewlett Packard Enterprise, Dell, Lenovo, NVIDIA, Intel, AMD, ALSO, Cisco, and Ingram Micro.

The company's core technology is the proprietary ChannelValue® platform, a SaaS-based partner enablement and loyalty software that underpins customized incentive, sales-promotion, and cashback programs. On top of this base, Aximpro has built the Sales Axeleration Suite — a modular SaaS product comprising five interconnected modules: Enablement (role- and context-based personalized content delivery), Engagement (interactive learning, quizzes, gamification, and AI-assisted training formats), Deal Closure (pipeline and opportunity visualization for coaching), Incentivization (points, bonuses, recognition, and an integrated reward shop), and Analysis (real-time performance dashboards). The platform integrates with existing CRM and partner-portal environments via SSO without requiring client-side IT implementation.

Aximpro runs a dual revenue model combining SaaS subscriptions (platform hosting, maintenance, and support) with professional services — including content marketing, SEM (as a Google Certified Partner), social media, email marketing, event management (Cvent-certified), telemarketing, and audio/video production. Go-to-market is direct enterprise sales supported by inside-sales motion and co-marketing through IT channel partners, with no public pricing, self-serve tiers, or marketplace distribution. The business is privately held by Managing Directors Andreas Ried and Markus Dunz, with no external institutional funding, parent company, or M&A activity disclosed.

Name

Aximpro

Legal name

Aximpro Deutschland GmbH

Website

https://aximpro.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Aximpro is a Germany-based private SaaS and services firm that operates B2B sales-enablement, loyalty, and channel-incentive programs — built on its proprietary ChannelValue® platform and modular Sales Axeleration Suite — for IT vendors and distributors across roughly 35 countries.

Ownership category

akta.pro rank

Product category

Sales Enablement Software

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

akta.pro secondary industries

Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH), Channel Marketing (Distributor/Reseller Programs) (MPAAAJAK)

Keywords

• Channel sales enablement
• Partner loyalty programs
• Sales incentive platforms
• B2B channel marketing
• Sales gamification software

Headquarters

HQ city

Freising

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Loyalty and Incentive Platform Subscriptions: SaaS subscription model for the ChannelValue® platform and Sales Axeleration Suite. Live systems are offered as part of a SaaS subscription model, including platform hosting, administration, maintenance, and support services. HPE Engage & Grow and other programs are delivered as SaaS subscriptions.
2. Software Consulting Services: Custom software development and consulting services for designing and implementing loyalty and incentive programs. Aximpro provides planning, portal design, marketing materials, communication, verification, and payment services as part of program delivery.
3. B2B Marketing and Communication Services: Full-service B2B marketing campaigns including content marketing, SEM, social media, email marketing, media advertising, events, telemarketing, audio/video production. Services are delivered individually or in combination with platform programs.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Aximpro builds and operates SaaS-based loyalty, incentive, and sales enablement platforms for IT channel companies, powered by its proprietary ChannelValue® technology and the modular Sales Axeleration Suite. The company combines these technology platforms with full-service B2B marketing and communication services to drive measurable sales performance for IT vendors, distributors, and resellers.

Product overview

Aximpro offers a dual-track product and service portfolio built on its proprietary ChannelValue® technology. The core product is the Sales Axeleration Suite — a fully modular SaaS platform comprising five interconnected modules: Enablement (personalized content delivery), Engagement (gamified learning and training), Deal Closure (pipeline visualization and coaching), Incentivization (points-based reward systems), and Analysis (performance analytics and reporting). Alongside the platform, Aximpro provides B2B marketing services (content marketing, SEM as a Google Certified Partner, social media, email, events — Cvent-certified, telemarketing, and audio/video production) targeted at IT channel companies. The ChannelValue® technology also powers standalone loyalty and incentive programs for channel partners. Aximpro also offers an AI assistant (KI-Assistent) as a conversational avatar interface for guided product discovery.

Differentiator

Problem solved

Functional benefit

Brands

• ChannelValue®: Core technology platform for loyalty and incentive solutions developed by Aximpro
• Sales Axeleration Suite

Products and services

• Sales Axeleration Suite A fully modular SaaS platform that makes internal sales teams, field sales organizations, and indirect channel sales partners measurably more successful by delivering hyper-personalized dynamic content, gamified sales incentive programs, and performance-based reward systems with integrated reward shops.
• Loyalty and Incentive Platforms Customized loyalty and incentive platforms built on ChannelValue® technology, enabling companies to incentivize, develop, and retain customers or employees through reward programs, loyalty points, exclusive offers, and gamification elements.
• B2B Marketing Services B2B marketing and communication services including content marketing, co-marketing, SEM, social media marketing, email marketing, media advertising, event management, telemarketing, and audio/video production, targeted at IT channel companies.

Quantifiable outcome

• 10%+ average sales uplift for customers using the Sales Axeleration Suite
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eleven partnerships are on record, tiered supporting and core.

• SalesforcesupportingTechnology or IntegrationSalesforce is used as Aximpro's internal CRM system for managing potential business relationships, storing contact data, and implementing pre-contractual measures. Data processing occurs with standard contractual clauses for third-country transfers.
• IONOS SEsupportingTechnology or IntegrationIONOS SE serves as the web hosting provider for Aximpro's website and platform infrastructure. Servers are geographically located in Germany.
• Cookiebot (Usercentrics A/S)supportingTechnology or IntegrationCookiebot provides cookie consent management functionality on Aximpro's website, handling consent documentation and cookie compliance per GDPR requirements.
• LinkedIn Ireland Unlimited CompanysupportingTechnology or IntegrationLinkedIn Analytics is used for website analytics and audience insights. Aximpro also maintains corporate LinkedIn company pages for branding and employer branding purposes.
• Google Ireland LimitedsupportingTechnology or IntegrationGoogle Analytics 4 is used for web analytics and performance measurement. Aximpro is also a Google Certified Partner Agency offering SEM services to clients.
• FormAssembly Inc.supportingTechnology or IntegrationFormAssembly provides web form creation and management for Aximpro's online forms, contact forms, surveys, and registrations. Certified under EU-US Data Privacy Framework.
• Microsoft Ireland Operations LimitedsupportingTechnology or IntegrationMicrosoft Bookings is used for online appointment scheduling, enabling prospects to book meetings with Aximpro's team. Data processing occurs under Art. 28 GDPR as data processing agreement.
• DataCo GmbHsupportingOthersDataCo GmbH serves as Aximpro's external data protection officer (Datenschutzbeauftragter). Address: Sandstraße 33, 80335 Munich, Germany.
• abcfinance GmbHsupportingOthersAximpro assigns payment claims to abcfinance GmbH (Kamekestr. 2-8, 50672 Cologne) for refinancing purposes. Clients are informed of such assignments at contract conclusion.
• Ingram MicrocoreGTM or Marketing PartnerIngram Micro partnered with Aximpro for the 'Fly Higher' Cisco incentive program based on ChannelValue®, aimed at increasing Cisco product sales through Ingram Micro's reseller network. Aximpro handled the full program including platform, incentives administration, marketing materials, and results evaluation. The program met all Cisco targets.
• CiscocoreStrategic or Co-development PartnerCisco collaborated with Ingram Micro and Aximpro on the 'Fly Higher' incentive program, where Aximpro's ChannelValue® platform was designed to complement Cisco's existing campaign. Program targeted specific reseller groups to increase Cisco product sales through the Ingram Micro distribution channel.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• PartnerStack: Cloud platform for managing partner ecosystems with built-in incentive, tracking, and payout tooling. Emerging SaaS competitor to Aximpro in the broader partner enablement and incentive category, though with a SaaS-only positioning versus Aximpro's hybrid agency offering.

Direct peers

• Tango Card: Rewards-as-a-service platform offering digital gift cards, reward links, and incentive program APIs to B2B buyers. Compares to the integrated reward-shop component of Aximpro's Incentivization module for enterprise channel programs.
• ZINFI Technologies: Unified channel management platform spanning partner relationship management, enablement, and incentive programs for IT vendors. Directly comparable to Aximpro's enterprise IT-vendor focus and channel-program technology stack.
• Kobie Marketing: Loyalty technology and strategy firm combining proprietary platform with program operations for B2B and consumer brands. Comparable to Aximpro's blend of loyalty technology plus full-service program delivery.
• Maritz Motivation Solutions: Long-standing incentive, loyalty, and channel motivation solutions provider serving B2B and consumer programs. Directly comparable to Aximpro's combination of proprietary platform technology plus program design and fulfillment for sales/channel audiences.
• Workhuman (Globoforce): Provider of employee recognition and rewards SaaS with strong gamification, points, and reward-shop functionality. Mirrors the Incentivization, Engagement, and gamified reward components of Aximpro's Sales Axeleration Suite.
• ITAZ Group: Swiss/European SaaS vendor of incentive, loyalty, and benefit platforms for sales channels and employees. Closest geographic and functional peer to Aximpro's ChannelValue® and incentive platform business in the DACH region.

Broad incumbents

• Blackhawk Network: Large incentives and payments network with gift card, reward, and prepaid infrastructure used across enterprise sales incentive programs. Significantly larger scale than Aximpro but addresses the same rewards/redeemable incentives layer.
• Salesforce Sales Cloud / Sales Engagement: Market-leading CRM and sales engagement platform with adjacent incentive and gamification capabilities (Salesforce Anywhere, Sales Gamification). Represents the broad incumbent competitive threat to Aximpro's enablement and engagement modules.
• SAP Incentive Administration (CallidusCloud): Enterprise-grade incentive compensation and channel incentive management suite within SAP's broader portfolio. Comparable to Aximpro's ChannelValue® and Sales Axeleration Suite for large IT vendor customer deployments at the upper end of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aximpro-gmbh
• Xx.com/aximpro
• Facebookfacebook.com/aximpro

Compliance1 record

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&A

Investments

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

Frequently asked questions about Aximpro