What Masterdata does

Masterdata (МАСТЕРДАТА) is a Russian-headquartered IT systems integrator founded in 2006 in Moscow, specializing in CRM, BPM, loyalty management, BI, RPA, and E-Commerce implementations for enterprise and mid-market clients. Its underlying technology stack combines multi-vendor integration of Russian platforms (ELMA365, BPMSoft, Yandex Cloud, PIX Robotics, AMBER, Altcraft, LENNUF, Goodt, Arenadata, Deckhouse, MyOffice) with legacy international platforms (SAP, Salesforce migration projects) on top of three proprietary solutions: Masterdata Loyalty Management (MLM), a cloud-based omnichannel loyalty platform with rules constructors and personalization; MD Mobile, an offline-capable iOS/Android field-force CRM used in pharma and retail; and applied modules such as 'Operational Reporting' published in the ELMA365 Store. The business operates primarily through direct enterprise field sales, with 150+ certified technical experts, 170+ clients across Russia and CIS, and selected Middle East delivery (Saudi Arabia since 2019). Revenue mechanics are dominated by professional services (consulting, integration, customization, tiered support) supplemented by certified-partner subscription resale (ELMA365 + Yandex Cloud bundles with multi-year contracts) and training/certification programs run jointly with technology vendors. Following the 2022 exit of Western vendors from Russia, the company repositioned around the Russian software registry ecosystem and Russian import-substitution migration services, which became its primary demand driver and a defensible niche against foreign re-entry.

Name

Masterdata

Legal name

Общество с ограниченной ответственностью «МАСТЕРДАТА»

Website

https://masterdata.ru

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Masterdata is a Moscow-based Russian IT systems integrator founded in 2006 that implements CRM, BPM, loyalty, BI, and RPA solutions for enterprise clients across retail, banking, telecom, manufacturing, and pharma, leveraging proprietary products (MD Mobile, MLM) and a partner ecosystem anchored by ELMA365 and Yandex Cloud.

Ownership category

akta.pro rank

Product category

IT Consulting and System Integration Services

NAICS

Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

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

akta.pro primary industry

iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)

akta.pro secondary industries

Workflow & Case Management (Human-Centric BPM) (HDAEAHAA), Robotic Process Automation (RPA) & Hyperautomation Platforms (HDAEAKAF), Digital Process Automation (DPA) & Orchestration Suites (HDAEAHAF), Enterprise Application Data Migration & Master Data Management Services (BPAEAGAJ)

Keywords

• IT system integration
• CRM implementation services
• Business process automation
• Loyalty management platform
• RPA consulting

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. IT Consulting and System Integration: Professional services revenue from consulting, implementation, customization, and support of CRM, BPM, loyalty management, RPA, and BI systems. Projects include turnkey implementations, audits, IT strategy development, and ongoing system support across 1st, 2nd, and 3rd line support tiers.
2. Training and Certification Services: Revenue from vendor certification programs, training sessions, and educational webinars conducted both independently and with technology partners (ELMA, PIX Robotics, Altcraft, BPMSoft, etc.).
3. Cloud Subscription Resale (ELMA365 + Yandex Cloud): Bundled resale of ELMA365 and Yandex Cloud subscriptions with special negotiated conditions, including free deployment, 2 months free hosting, and additional discounts. Revenue generated as a certified partner of both ELMA and Yandex Cloud.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Masterdata is a multi-vendor IT integrator that implements and supports CRM, BPM, loyalty management, RPA, BI, and e-commerce solutions for enterprise and mid-market clients. The company combines partner platforms (ELMA365, BPMSoft, Yandex Cloud, SAP, PIX Robotics, etc.) with proprietary products — Masterdata Loyalty Management (MLM) and MD Mobile — to deliver end-to-end digital transformation, migration from foreign vendors, and turnkey business process automation across retail, financial, telecom, manufacturing, and pharmaceutical sectors.

Product overview

Masterdata is a multi-vendor IT integrator founded in 2006, offering a portfolio of proprietary products, professional services, and a partner ecosystem of Russian and international software platforms. Its core proprietary products are Masterdata Loyalty Management (MLM) — a cloud-based loyalty and customer experience platform — and MD Mobile — an offline-capable mobile CRM application for field teams in pharmaceuticals, retail, and manufacturing. Masterdata also distributes and implements a broad range of partner platforms: ELMA365 (Low-code BPM/CRM), BPMSoft, AMBER BPM, Bitrix24, Altcraft, Lennuf, Goodt (BI/WFM), PIX Robotics (RPA), Arenadata, Deckhouse, МойОфис, DATAREON, SimpleOne, Doczilla, CleverData, Yandex Cloud, and НОТА. The company also develops applied solutions for the ELMA365 Store, such as 'Operativnaya otchetnost' (Operational Reporting) and event logging modules. Its professional services span CRM implementation, loyalty management, business analytics & data management, e-commerce, RPA, BPM, and system support across retail, FMCG, financial services, manufacturing, telecommunications, and pharmaceuticals sectors.

Differentiator

Problem solved

Functional benefit

Brands

• MD Mobile: Mobile application for field employees (pharmaceutical representatives, merchandisers, service engineers, controllers) with offline capability, CRM integration, visit planning, route optimization, interactive presentations, analytics, and training modules. Works with ELMA365 and BPMSoft. Data stored within the Russian Federation.
• MD Loyalty Management

Products and services

• Masterdata Loyalty Management (MLM) Cloud-based loyalty management platform enabling personalization of bonus and discount offerings, campaign management without IT involvement, omnichannel loyalty registration, product hierarchy management, gamification of loyalty programs, and integration with SAP Marketing and other CRM systems. Targeted at enterprise retailers and consumer-facing businesses running loyalty programs.
• MD Mobile Mobile application for field employees (medical representatives, merchandisers, service engineers, controllers) with offline capability on iOS and Android. Features contact management, calendar and visit planning, route optimization, interactive CLM presentations, analytics and reporting, training modules, and photo-based shelf audit. Integrates with ELMA365 and BPMSoft as back-end CRM; data stored within the Russian Federation.
• Operational Reporting (Operativnaya otchetnost) for ELMA365 Store

Quantifiable outcome

• 40%+ revenue growth for M.Video through loyalty program modernization
• +8 more outcomes

Named customers30 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability9 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship, core and core (legacy).

• ELMAflagshipStrategic or Co-development Partner · 1 January 2026Masterdata is ELMA's top partner in Russia, recognized as the Sales Leader at ELMA Award'26. The partnership involves deep collaboration on ELMA365 platform implementation across enterprise clients, including co-development of applied solutions published in ELMA365 Store (e.g., 'Operational Reporting' module). ELMA and Masterdata continue to expand their technology partnership.
• Yandex CloudflagshipStrategic or Co-development Partner · 1 January 2025Strategic partnership for joint development and delivery of cloud-based business process automation solutions. Masterdata offers bundled ELMA365 + Yandex Cloud subscriptions with special conditions: free deployment, 2 months free hosting, and additional consumption-based discounts. The partnership is specifically designed for companies with high requirements for security, speed, and platform reliability.
• BPMSoftcoreTechnology or IntegrationLow-code BPM platform partner (part of LANSOFT IT holding) for automating business processes for mid-size and large companies. Masterdata implements BPMSoft solutions alongside ELMA365 for enterprise clients seeking Russian BPM alternatives.
• PIX RoboticscoreTechnology or IntegrationLeading Russian RPA platform partner for robotic process automation. Masterdata implements PIX RPA solutions for automating repetitive business processes across enterprise clients.
• AltcraftcoreTechnology or IntegrationRussian omnichannel marketing automation platform partner for customer experience management, personalization, and multi-channel communications (email, SMS, push, messengers).
• LENNUFcoreTechnology or IntegrationRussian platform for launching marketplaces and online stores with built-in marketing mechanics. Masterdata implements LENNUF for e-commerce clients looking for rapid marketplace launch (from 4 weeks in Russia).
• AMBER (Amber Soft)coreTechnology or IntegrationRussian low-code BPM platform partner (TOP-5 BPM platforms per CNews 2022, in Russian IT registry). 70% of projects implemented through configurations without programming.
• GoodtcoreTechnology or IntegrationModern BI platform (Insight) and HR Tech solutions partner. Goodt is part of LANIT Group and VK ecosystem, providing drag-and-drop data visualization and analytics.
• 1C-BitrixcoreTechnology or IntegrationRussian Bitrix24 platform partner for CRM, task management, collaboration, contact center, and e-commerce solutions for SMB and enterprise.
• SAPcore (legacy)Technology or IntegrationFormer major technology partnership for SAP CRM, SAP Marketing, SAP Hybris, SAP Loyalty, SAP BI, and SAP Cloud Platform Integration implementations. As of 2022, many SAP customers are migrating to Russian alternatives (ELMA365) with Masterdata's assistance.

Scale indicators12 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Technoserv: Large Russian systems integrator offering cloud, data center, ERP/CRM, and managed services. Competes for enterprise IT services work in Russia with comparable offerings in CRM/BPM and cloud resell.
• Bercut: Russian IT vendor focused on telecom and adjacent verticals with deep BSS/CRM, loyalty, and partner-management implementations. Comparable niche in telecom CRM and loyalty to Masterdata's telecom vertical practice.
• Jet Infosystems: One of the largest Russian IT services and system integrators offering ERP, CRM, BI, BPM, and managed services across enterprise and government clients. Directly competes for the same mid-tier Russian enterprise CRM/BPM implementation deals as Masterdata.
• Glowbyte Consulting: Russian consulting firm specialized in BI, advanced analytics, and data management. Directly competes for the same BI/data management implementations as Masterdata's analytics practice.
• Croc Incorporated: Major Russian multi-vendor IT integrator delivering cloud, data centers, ERP/CRM implementations, BI and managed services. Competes head-to-head with Masterdata on BPM/CRM/BI implementation projects for large Russian enterprises.

Broad incumbents

• Luxoft (DXC Technology): IT services firm with Russia/CIS origins providing digital strategy, CRM/ERP implementation, and managed services to large enterprises. Comparable business model to Masterdata on the professional services and systems integration axis.
• EPAM Systems: Global digital engineering and IT services firm with long-standing Eastern European delivery presence. Provides CRM/BPM integration, low-code, BI, and cloud-enabled services similar to Masterdata's practice areas.
• Softline (Noventiq): Global (post-rebrand) IT services and software reseller with deep Russia/CIS operations. Broader portfolio and scale than Masterdata but overlaps in CRM/BI implementation and software licensing resell for large enterprises.

Others

• Yandex Cloud (as channel): Masterdata's flagship cloud partner; not a competitor but a key distribution channel. Included because it sits on the same buyer-side RFP for cloud-delivered CRM/BPM, and joint GTM shapes Masterdata's strategic positioning.
• SimpleOne: Russian ITSM/ESM and low-code platform (part of ITG Group) listed as a Masterdata partner. Adjacent rather than direct — competes more with ServiceNow, but Masterdata implements it for B2B CRM/SDLC/HRMS use cases that overlap Masterdata's BPM/CRM practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Masterdata