Directo

What Directo does

Directo OÜ is an Estonian cloud-based ERP software company founded in 2000 that develops, sells, and implements its own in-house business-software platform. It was the first company in Europe to launch a cloud-based business software service in 2002, contemporaneous with NetSuite's entry in the US market. The platform consolidates accounting, sales, warehouse and logistics, production/manufacturing, project management, work management, payroll, and HR into a single integrated system accessed via browser, with sub-brands MyDirecto (employee self-service portal) and WMS Direct (warehouse management system) extending its surface area.

The company's underlying technology is a multi-tenant SaaS architecture built entirely on proprietary source code, complemented by XML/API interfaces connecting to websites, banks (PSD2), Peppol e-invoicing networks, and ERP-to-ERP integrations. Directo is ISO/IEC 27001 certified (Bureau Veritas, December 2021) and offers country-specific localizations for Estonia, Finland, Latvia, Lithuania, and Poland, including machine-to-machine integration with the Estonian Employment Register. AI capabilities include native account-coding auto-suggestions for purchase invoices and vendor anomaly detection, plus generative-AI document processing delivered through a partnership with Ampwise AI.

Directo generates revenue primarily through SaaS subscriptions (annual billing across modular tiers for core ERP, MyDirecto self-service, and WMS Direct) supplemented by professional services for implementation and change management delivered by Prosci-certified project managers. Its direct sales motion is led by specialists who analyze customer needs before implementation, complemented by a channel-partner ecosystem (Cargoson, Envoice, Telia, Ampwise AI, Cybernetica, and others). The company serves approximately 4,500-6,000 customer companies and 65,000-75,000 end users across 85+ countries, with regional offices in Tallinn (HQ), Helsinki, Riga, Vilnius, and Warsaw, and is led by founder Ats Vooglaid with incoming CEO Gristel Tali scheduled to assume executive leadership on July 10, 2026.

Name

Directo

Legal name

Directo OÜ

Website

https://directo.ee

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Directo is an Estonian cloud-based ERP software company serving 4,500-6,000 companies and 65,000-75,000 end users across 85+ countries, with proprietary in-house modules covering accounting, sales, warehouse, production, payroll, and HR localized for the Baltic states, Finland, and Poland.

Ownership category

akta.pro rank

Product category

Cloud-based ERP Software

NAICS

Software Publishers (513210), Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Core ERP Suites (Financials, Procurement, Projects) (HDAEAEAA)

akta.pro secondary industries

Manufacturing ERP (Discrete, Process, Batch) (HDAEAEAB), Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC), Professional Services Automation (PSA) & Services ERP (HDAEAEAF), ERP Managed Services & AMS (Application Management) (BPAEAGAB)

Keywords

• Cloud-based ERP software
• Accounting and payroll software
• Warehouse management system
• Employee self-service portal
• Multi-country business software

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Directo operates as a cloud-based SaaS ERP. Customers subscribe to access the software remotely via browser, with no on-premise installation required. Pricing tiers exist for different modules and user counts. Price list update announced effective 01.09.2026 for payroll, personnel, consulting services, and certain custom solutions.
2. Consulting and Implementation Services: Directo provides implementation services through trained project managers who guide customers through software adoption, change management, and system configuration.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Directo OÜ develops, sells, and implements its own cloud-based ERP (Enterprise Resource Planning) business software as a SaaS subscription service accessible via browser. The platform combines financial accounting, sales, inventory, purchasing, production management, payroll and HR, project management, warehouse management (WMS Direct), and an employee self-service portal (MyDirecto) within a single integrated database. The company also provides consulting and implementation services through Prosci-certified project managers, with local language support and country-specific compliance across Estonia, Finland, Latvia, Lithuania, and Poland.

Product overview

Directo is a cloud-based ERP software platform developed, sold, and implemented by Directo OÜ, an Estonian company founded in 2000 and operating across Estonia, Finland, Latvia, Lithuania, and Poland. The platform offers a unified business software suite composed of integrated modules: Raamatupidamistarkvara (accounting), Müügitarkvara (sales), Lao- ja logistikatarkvara (warehouse & logistics), Tootmistarkvara (manufacturing), Projektijuhtimistarkvara (project management), Tööhaldustarkvara (work management), and Palga- ja personalitarkvara (payroll & HR). The core ERP is complemented by MyDirecto (employee self-service portal) and WMS Direct (warehouse management add-on). All components share a single database and are accessed via browser. The platform supports e-invoicing, electronic document workflows, and AI-assisted features including automated account coding and email-to-document processing through partners. Directo positions itself as a full-function ERP alternative to both domestic box software and large international ERP vendors.

Differentiator

Problem solved

Functional benefit

Brands

• MyDirecto: Self-service portal for employees to manage leave requests, personal data, and documents; also enables expense management and approval workflows for managers.
• WMS Direct

Products and services

• Directo ERP (Äritarkvara) Cloud-based Enterprise Resource Planning (ERP) platform combining accounting, sales, warehouse, production, project management, HR, and payroll into a single integrated system accessible via browser, for Estonian and European SMEs and large enterprises.
• MyDirecto Self-Service Portal Employee self-service portal allowing workers to independently request leave, view vacation balances, manage personal documents, and access colleague information without requiring full Directo ERP access; includes manager approval workflows and expense handling.
• WMS Direct Warehouse Management System Warehouse Management System add-on for Directo ERP enabling digital warehouse operations including receiving, picking, inventory counts, and internal movements via barcode scanners and mobile terminals, integrated natively with Directo core ERP.

Quantifiable outcome

• 80% time savings on e-invoice processes
• +4 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability6 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• CargosoncoreTechnology or Integration · 1 April 2022Cargoson is a transport management platform that integrates with Directo, enabling users to manage transport orders directly from Directo. Packages include 199 EUR/month (3 users, 500 orders) or 299 EUR/month (10 users, 1,000 orders). Supports carriers in Estonia, Finland, Sweden, Netherlands, Germany, Switzerland and more.
• Ampwise AIcoreTechnology or IntegrationAmpwise AI provides an automated document processing module integrated with Directo, converting emails and attachments into purchase and sales orders automatically. Claims to reduce manual work by 90%. Joint webinar organized in April 2026.
• CyberneticaminorStrategic or Co-development PartnerJoint webinar partner on cybersecurity topics. Cybernetica is an Estonian cybersecurity company. Webinar in April 2023 on enterprise cybersecurity covered cybersecurity best practices.

Scale indicators10 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Fortnox: Fortnox is a Swedish cloud-based accounting and business platform for SMEs, listed on Nasdaq Stockholm. It serves a comparable SME/midmarket segment with cloud-first delivery, local Swedish/Scandinavian compliance, and a partner ecosystem, mirroring Directo's positioning in the Baltics/Nordics.
• HansaWorld: HansaWorld is a Baltic-origin (founded in Tallinn 1988) ERP/accounting software company selling midmarket ERP with multi-country capabilities. Like Directo, it targets SMEs and midmarket with integrated accounting, sales, and operations modules and has a global reseller network. The two are the most direct ERP competitors in the Baltic region.

Broad incumbents

• Visma: Visma is a major Nordic/European provider of business software including accounting, ERP, HR, and payroll for SMEs and midmarket, with deep local compliance across the Nordics and Baltics. It competes with Directo across the same multi-country SME/midmarket segments where Visma has strong local brands (e.g., e-conomic, Visma.net).
• SAP Business One / SAP S/4HANA Cloud: SAP's SME (Business One) and cloud midmarket (S/4HANA Cloud) ERP offerings provide financials, manufacturing, and warehouse management comparable to Directo's modules. SAP is the dominant global ERP vendor and a frequent competitive incumbent in Directo's midmarket deals.
• Microsoft Dynamics 365 Business Central: Microsoft's cloud ERP for SMEs and midmarket, offering financials, supply chain, manufacturing, and project management with deep Office/Teams integration. As a global incumbent with extensive partner channel and localization, it competes with Directo for the same midmarket customers in the Baltics and Finland.
• Oracle NetSuite: NetSuite is the original cloud ERP (founded 1998, launched 2002 — same year as Directo) and the global benchmark for cloud-native midmarket ERP. It offers financials, inventory, manufacturing, and CRM comparable to Directo's scope, and competes for the same international midmarket accounts that Directo targets.

Regional players

• BCS Itera: BCS Itera is an Estonian/Nordic ERP and business software provider and consultancy. Notably, Directo's incoming CEO Gristel Tali previously led BCS Itera, indicating the company is a direct Baltic ERP competitor and a peer reference point for talent and customer overlap.
• Merit Tarkvara: Merit Tarkvara is an Estonian accounting and payroll software company (Merit Aktiva, Merit Palk) with deep Estonian market penetration among SMEs and accounting bureaus. It is a primary domestic competitor to Directo in Estonia's accounting/ERP segment, particularly for smaller customers and accounting firms.
• e-conomic (Visma): e-conomic is a Danish online accounting program owned by Visma, serving SMEs and accountants. While primarily Danish/Nordic, it represents the type of regional, locally-tailored cloud accounting competitor that Directo faces in adjacent Nordic markets.

Emerging players

• Odoo: Odoo is an open-source/dual-license suite of business apps (accounting, sales, inventory, manufacturing, HR) that competes head-to-head with Directo in the SME segment. Its modular pricing, large app marketplace, and active community make it a fast-growing threat in Directo's midmarket and SME base across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/DirectoERP
• YouTubeyoutube.com/@directoaritarkvara
• Facebookfacebook.com/DirectoERP
• LinkedInlinkedin.com/company/directo-erp
• Instagraminstagram.com/directoerp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Directo