What Cobra CRM does

Cobra CRM (legal entity: cobra computer's brainware AG) is a Swiss CRM and Customer Experience Management (CXM) software vendor headquartered in Tägerwilen, Switzerland, operating as a subsidiary of Germany's Buhl Data Service GmbH. Founded in 1984 and active for ~40 years, the company sells a tiered platform spanning cobra ADRESS PLUS (address management) and three AI-enabled CRM tiers — CRM PLUS KI, CRM PRO KI and CRM BI KI — augmented by CXM modules (CXM WEB CONNECT 2.0, CXM PORTAL, WEB PRO), operational add-ons (Faktura Modul with eBill and RaiseNow, MAP+PLUS, News & Mail Service, Business Intelligence, TOUR+PLUS, PRINT+PLUS, Dubletten-Modul) and event-management products (cobra event, EventManager). The platform is offered as on-premise, perpetual license, software rental, or Premium Cloud (browser-based, hosted on German high-security servers), with native revDSG and DSGVO compliance positioning as a key differentiator.

The company serves over 18,000 customers and 200,000+ users across the D-A-CH region (Germany, Austria, Switzerland), spanning nine vertical segments including education, legal & accounting, financial services, healthcare & pharma, retail & consumer goods, public institutions, associations & non-profits, production & manufacturing, and tourism & hospitality. The customer base is a horizontal mid-market and SMB mix with select enterprise references (Daimler, Continental, Roche, ZEISS, Siemens Building Technologies, Migros, Emmi, Würth). Distribution combines direct sales, an inside-sales team, and a 250+ authorized partner network for implementation.

Revenue is generated across multiple streams: one-time perpetual software licenses, recurring software rental subscriptions, Premium Cloud subscriptions, monthly support contracts with usage-based contingency blocks, add-on module purchases, and professional services including consulting, the cobra AKADEMIE training program, and AI deployment services (cobra KI CheckUp, cobra KI ready). Pricing is not publicly disclosed and is handled through personalized consulting and quote requests. The go-to-market is sales-led with a structured demo-to-trial conversion path, content marketing, webinars, and reference-driven demand generation in the D-A-CH region.

Name

Cobra CRM

Legal name

cobra computer's brainware AG

Website

https://cobraag.ch

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Cobra CRM is a Swiss CRM/CXM software vendor serving 18,000+ customers and 200,000+ users across the D-A-CH region with a tiered, AI-enabled platform sold via perpetual licenses, subscriptions, cloud hosting and partner-led implementation.

Ownership category

akta.pro rank

Product category

Customer Relationship Management (CRM) Software

NAICS

Software Publishers (51321)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Success & Account Management CRM (HDAEAFAD)

akta.pro secondary industries

Marketing Automation & Campaign Management CRM (HDAEAFAB), Customer Service, Support & Contact Center CRM (HDAEAFAC), Industry-Specific CRM (Vertical CRM Suites) (HDAEAFAH), Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK), CRM Implementation & Customization Services (BPAEAGAC), Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI)

Keywords

• CRM software
• Customer experience management
• AI-powered CRM
• On-premise CRM
• D-A-CH CRM solutions

Headquarters

HQ city

Tägerwilen

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licenses (Perpetual): Cobra sells perpetual software licenses for its CRM/CXM products (ADRESS PLUS, CRM PLUS KI, CRM PRO KI, CRM BI KI) as on-premise solutions. Customers own the software indefinitely with optional maintenance/support contracts.
2. Software Rental (Subscription): Cobra offers software rental (Softwaremiete) as an alternative to purchasing, providing a recurring subscription model. This includes hosting options like PrivateCloud.
3. Premium Cloud Hosting: Browser-based cloud deployment (Premium Cloud) with servers hosted in Germany, sold as a hosted subscription service.
4. CRM Consulting & Implementation Services: Personalized CRM/CXM consulting, system implementation, and project management services, following a structured process from needs analysis to go-live and ongoing support.
5. Support Contracts: Monthly time allowances for telephone and online support, with additional support contract variants and add-on support contingency blocks available for purchase.
6. Add-on Modules: Additional modules such as Faktura Modul, RaiseNow, MAP+PLUS, Business Intelligence, Tour+PLUS, Print+PLUS, and others are sold as add-on purchases.
7. Academy and Training Services: cobra AKADEMIE offers webinars, online and in-person training sessions, and premium AI-focused online courses for customer education.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Cobra CRM (cobra computer's brainware AG) develops and sells CRM and Customer Experience Management (CXM) software for the D-A-CH region (Germany, Austria, Switzerland), with built-in AI capabilities, native revDSG/DSGVO data protection compliance, and 50+ integrations to ERP, DMS, and office systems. The product portfolio spans address management (ADRESS PLUS), AI-enabled CRM tiers (PLUS KI, PRO KI, BI KI), CXM portals and web-connect modules, add-ons (invoicing, geomarketing, email marketing, BI, duplicate detection, print, tour planning, event management), and deployment via Premium Cloud (Germany-hosted), on-premise, rental, or perpetual license.

Product overview

Cobra CRM operates a platform-plus-modules architecture built around its core Cobra CRM/CXM system, available in three AI-enabled tiers: CRM PLUS KI (entry with CXM WEB CONNECT 2.0), CRM PRO KI (adds WEB PRO and CXM PORTAL), and CRM BI KI (adds full Business Intelligence). ADRESS PLUS serves as the address management entry tier that can be expanded to full CRM. The product portfolio is divided into two families: CRM/CXM solutions for full customer relationship and experience management, and CXM systems (CXM WEB CONNECT 2.0, CXM PORTAL) for customer-facing portal and web integration. The platform is complemented by add-on modules including the Faktura Modul (with eBill, RaiseNow, and payment import extensions), MAP+PLUS (Geomarketing), News & Mail Service (email marketing), Business Intelligence Module, Dubletten-Modul (duplicate detection), PRINT+PLUS, TOUR+PLUS (tour planning), cobra event, and EventManager (event management). Cobra also offers Professional Services including consulting, cobra AKADEMIE training, and AI onboarding services (KI CheckUp, KI ready). Products are deployable on Premium Cloud (Germany-hosted), On-Premise, or through rental/purchase models.

Differentiator

Problem solved

Functional benefit

Brands

• cobra ADRESS PLUS: Entry-level address and customer management solution
• cobra CRM PLUS KI
• cobra CRM PRO KI
• cobra CRM BI KI
• cobra CXM WEB CONNECT 2.0
• cobra CXM PORTAL
• cobra WEB PRO
• cobra Faktura Modul
• cobra AKADEMIE
• cobra Event
• cobra EventManager
• MAP+PLUS
• News & Mail Service
• TOUR+PLUS
• PRINT+PLUS
• Business Intelligence Modul
• cobra Dubletten-Modul
• cobra PrivateCloud

Products and services

• cobra CRM PLUS KI Entry-level AI-enabled CRM/CXM software for smart customer management, including CXM WEB CONNECT 2.0. Targeted at small and mid-sized businesses in the D-A-CH region seeking CRM with built-in AI capabilities.
• cobra CRM PRO KI Professional CRM/CXM tier with AI capabilities plus cobra WEB PRO customer service portal and CXM PORTAL for stakeholder exchange. Targeted at mid-market and enterprise customers needing integrated web-facing customer service.
• cobra CRM BI KI Top-tier CRM/CXM combining full artificial intelligence with unrestricted Business Intelligence functionality for data-driven decision making. Targeted at organizations needing advanced analytics.
• cobra ADRESS PLUS Entry-tier address management and customer database solution with AI support, expandable to full CRM. Targeted at small businesses and as an on-ramp to the full cobra CRM/CXM platform.
• cobra CXM WEB CONNECT 2.0 Customer Experience Management module providing bidirectional data transfer between cobra CRM and websites/forms/lists, triggering CRM activities and workflows based on web data input. Launched in 2025.
• cobra CXM PORTAL CXM module enabling uncomplicated exchange between companies and their stakeholders through a dedicated user-friendly customer portal.
• cobra WEB PRO Newsletter subscription management and webform module for orders with Double-Opt-in, including self-designed download center with password-protected customer data management. Data is automatically transferred and documented in cobra CRM.
• cobra Faktura Modul (with eBill and RaiseNow extensions) Invoicing module enabling QR-invoice generation from Microsoft Word templates using cobra CRM merge fields. Supports Swiss QR-bills in four national languages and English. Includes 2025 eBill/eBill Donation extension for digital QR invoice delivery and RaiseNow integration (2024) for TWINT-enabled donations and revDSG-compliant donor import.
• MAP+PLUS Geomarketing module for visualizing address data on digital maps with filtering by revenue, region, and customer types using various symbols and colors.
• News & Mail Service Email marketing module providing personalized email creation, reliable high-speed sending, and detailed reports on delivery and click statistics.
• Business Intelligence Module Native BI module for professional analysis and control of marketing and sales activities, enabling department-level or company-wide BI reporting within cobra CRM.
• cobra Dubletten-Modul Duplicate detection and management module using sophisticated algorithms with customizable criteria and sensitivity levels to identify and merge duplicate records.
• PRINT+PLUS Print enhancement module enabling output of arbitrarily linked database content without requiring a connection to an address, outputting from any dataset across the entire database.
• TOUR+PLUS Tour planning and optimization module for sales and service customer visits, providing efficient route planning and order management.
• cobra event / cobra EventManager Event management solutions for planning, executing, and analyzing events of any size. cobra event plugs into cobra CRM in 10 minutes, matching participants to CRM addresses automatically; cobra EventManager offers structured participant management, target group selection, accreditation, and statistical reporting for large-scale events.
• Premium Cloud Browser-based cloud deployment option for cobra CRM, hosted on high-security servers in Germany, enabling remote work with full CRM functionality and seamless Microsoft Office integration.
• On-Premise On-premise deployment option for cobra CRM within the customer's own infrastructure, offering maximum control over data and systems with scalable configuration.
• cobra AKADEMIE Training academy offering webinars, online and in-person training sessions, premium AI-focused online courses, and onboarding programs for effective use of cobra CRM/CXM systems.
• CRM-Beratung (Consulting & Implementation) Professional consulting and system implementation services including needs analysis, concept development, configuration, go-live support, and ongoing assistance for CRM/CXM solutions.
• cobra KI CheckUp / cobra KI ready AI onboarding services: KI CheckUp introduces AI application areas via a cobra demo environment (max 1 hour); KI ready configures AI functions via IONOS or ChatGPT with prompt generation, commissioning, and basic training (max 4 hours).

Quantifiable outcome

• Productivity improvement of up to 80% through use of cobra CRM/CXM with AI support.
• +3 more outcomes

Named customers21 records

Segments10 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration28 records

AI capability4 records

Partnerships

14 partnerships are on record, tiered core.

• Buhl Data Service GmbHcoreOthersCobra AG (cobra computer's brainware AG) is an affiliated company of Buhl Data Service GmbH based in Neunkirchen, Germany. Buhl Data Service is the parent/group company providing corporate affiliation and potentially shared resources/technology.
• IONOScoreTechnology or IntegrationIONOS is used as the AI infrastructure provider for cobra's KI (Künstliche Intelligenz) integration, powering AI features across cobra CRM and ADRESS PLUS versions.
• ChatGPT (OpenAI)coreTechnology or IntegrationChatGPT is used as an alternative AI infrastructure provider for cobra's AI integration, powering text generation, summarization, and workflow automation features.
• SAPcoreTechnology or IntegrationSAP ERP system integration with cobra CRM for combined sales/marketing and ERP functionality. Standard interface available.
• Microsoft Dynamics NAVcoreTechnology or IntegrationMicrosoft Dynamics NAV ERP integration with cobra CRM. Standard interface available.
• SagecoreTechnology or IntegrationSage ERP integration with cobra CRM. Standard interface available.
• microtechcoreTechnology or Integrationmicrotech ERP integration with cobra CRM. Standard interface available.
• LexwarecoreTechnology or IntegrationLexware ERP integration with cobra CRM. Standard interface available.
• ELO Digital OfficecoreTechnology or IntegrationELO Digital Office DMS integration with cobra CRM for document management system connectivity.
• DocuWarecoreTechnology or IntegrationDocuWare DMS integration with cobra CRM for document management system connectivity.
• windreamcoreTechnology or Integrationwindream DMS integration with cobra CRM for document management system connectivity.
• d.velopcoreTechnology or Integrationd.velop DMS integration with cobra CRM for document management system connectivity.
• lobodmscoreTechnology or Integrationlobodms integration with cobra CRM for document management system connectivity.
• Over 250 Authorized cobra PartnerscoreImplementation/ SI/ Consulting PartnerA network of over 250 authorized cobra partners across the D-A-CH region provide local implementation, customization, consulting, and support services. Partners work directly with customers to design optimal cobra configurations and integrate existing applications.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• HubSpot: Global CRM platform combining marketing, sales, service and a broad content/AI ecosystem. Overlaps Cobra's marketing automation and CRM modules with a much larger partner and developer footprint.
• Salesforce: Global CRM/CX incumbent with Sales Cloud, Service Cloud and Marketing Cloud. Competes for Cobra's enterprise accounts (Daimler, Continental, Siemens) with broader platform and AI offerings.
• Microsoft Dynamics 365: Microsoft's CRM/ERP suite with deep Office/Teams integration. Cobra already integrates with Dynamics NAV; Dynamics 365 is a competing platform for the same enterprise buyers.
• SAP Customer Experience (CX): SAP's CRM/CX portfolio, including SAP Sales Cloud and Service Cloud. Competes for large Cobra customers (Würth, Daimler, Continental) already running SAP ERP, on which Cobra integrates today.

Direct peers

• weclapp: German cloud CRM/ERP platform targeting SMB and mid-market in D-A-CH. Most direct regional competitor given overlapping customer segment, cloud-led positioning, and German-language go-to-market.
• CAS genesisWorld: German CRM suite from CAS Software with deep customization, on-premise and cloud deployment, and a strong D-A-CH partner channel — closely matches Cobra's mid-market, customizable CRM positioning.
• BSI CRM: Swiss/German CRM/CXM vendor with enterprise focus, AI features and regulated-industry strength. Highly comparable on geography, customer mix and product architecture.
• SugarCRM: Mid-market CRM platform offering sales, service and marketing automation with flexible deployment. Comparable on configurable CRM, AI add-ons and mid-market enterprise target buyers.
• Pipedrive: Cloud-native sales CRM popular with SMB and mid-market. Competes for the same buyer personas as Cobra's lower tiers but with a pure-SaaS, self-serve model.

Regional players

• Sage CRM: UK-headquartered CRM with deep European presence and Sage ERP integration. Comparable on mid-market CRM and existing ERP connector strategy, but with broader geographic reach than Cobra.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cobraSchweiz
• Instagraminstagram.com/cobra_crm
• YouTubeyoutube.com/channel/UCX5eS7dZJpW2cJ6RqIOq5JA

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Cobra CRM