ASM
ASM (Agency Sector Management (UK) Limited) is a UK not-for-profit, user-owned organisation that provides the Sequoia customs clearance software platform and advocacy services to freight forwarders across the United Kingdom.
- Company typePrivate
- Founded1986
- HeadquartersAshford, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ASM does
ASM, legally Agency Sector Management (UK) Limited, is a UK-based not-for-profit organisation founded in 1986 and headquartered in Ashford, Middlesex. It is owned by its user community and provides a single unified customs clearance software platform called Sequoia, which is sold directly to freight forwarders of all sizes. The Sequoia platform is positioned as a high-performance customs clearance system that connects natively to UK and EU government customs systems (HMRC's CDS, NCTS, ICS2, and GVMS, plus the HMRC Government Gateway) and to UK port community systems (CCS-UK, CNS Compass, MCP Destin8, and Pentant), with seamless integration to back-office and customer systems. Beyond software, ASM provides a 24/7 service desk, training, and ongoing customer support, and operates as a representative body advocating for freight forwarder interests with HMRC and trade associations such as BIFA.
ASM generates revenue through recurring software licences on the Sequoia platform, and as a not-for-profit any surplus is reinvested into services rather than distributed. Its go-to-market is sales-led and direct, with a single-country (UK) operating footprint and no evidence of external funding, acquisitions, or geographic expansion. The company is privately held, employs 11-50 people, and has maintained continuous operations for over 40 years, evolving from its origins administering compensation following the Travicom customs system failure (1986) through the ACP80 and ACP90 platforms to ASM2000 in 1994 and the current Sequoia platform.
ASM firmographics
Firmographics- Name
- ASM
- Legal name
- Agency Sector Management (UK) Limited
- Website
- https://asm.org.uk
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ASM (Agency Sector Management (UK) Limited) is a UK not-for-profit, user-owned organisation that provides the Sequoia customs clearance software platform and advocacy services to freight forwarders across the United Kingdom.
- Ownership category
- akta.pro rank
ASM industry classification
Industry- Product category
- Customs Clearance Software
- NAICS
- Freight Transportation Arrangement (488510), Freight Transportation Arrangement (48851), Support Activities for Transportation (488)
- SIC
- Arrangement Of Transportation Of Freight & Cargo (4731)
- akta.pro primary industry
- Customs Declaration & Filing (Import/Export Entry) Platforms (TLAEAOAA)
- akta.pro secondary industries
- Customs Brokerage Workflow & Case Management Software (TLAEAOAH), Cargo Security & Regulatory Filing Systems (ACI/AMS/ISF/ENS/ICS2) (TLAEAOAJ), Trade Compliance Management (Denied Party Screening, Licensing, Restricted Goods) (TLAEAOAB)
Keywords
Where ASM is headquartered
LocationHeadquarters
- HQ city
- Ashford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
ASM business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Software Licenses: ASM derives revenue from software licensing of the Sequoia platform to freight forwarders. As a not-for-profit organisation owned by its users, any surplus is reinvested into services.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
ASM product offering
Product offeringCore offering
ASM develops and licenses Sequoia, a high-performance customs clearance software platform for UK freight forwarders. The platform connects to UK government customs systems (CCS-UK, CDS, NCTS, ICS2, GVMS) and port community systems (CNS Compass, MCP Destin8, Pentant), enabling preparation and submission of customs declarations, transit movements, and compliance management. As a not-for-profit organisation owned by its users, ASM also provides unbiased representation to advocate for freight forwarders' interests with government and industry bodies.
Product overview
ASM provides a single unified customs clearance software platform called Sequoia, which serves freight forwarders of all sizes. Sequoia is a comprehensive customs clearance platform that connects to government systems (CCS-UK, CDS, NCTS, ICS2) and port community systems (CNS Compass, MCP Destin8, Pentant). The platform enables freight forwarders to prepare and submit customs declarations, manage transit movements, and maintain compliance with UK and EU customs regulations. ASM operates as a not-for-profit organization owned by its users, providing representation services alongside its software platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Sequoia
Companies that use ASM
Customer profileSegments1 record
Ideal customer profiles1 record
ASM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature1 record
ASM partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- HMRC (Her Majesty's Revenue and Customs)coreASM's Sequoia platform integrates with HMRC systems including CDS (Customs Declaration Service), NCTS (New Computerised Transit System), and ICS2 (Import Control System 2). These integrations enable freight forwarders to submit customs declarations directly to UK government systems.
- CCS-UK (Customs Clearance Systems UK)coreSequoia connects to CCS-UK for customs clearance messaging, enabling forwarders to submit declarations through this channel.
- CNS CompasscoreSequoia integrates with CNS Compass for cargo and inventory management services related to customs declarations.
- MCP Destin8coreSequoia connects to MCP Destin8 port management system for customs and cargo processing.
- PentantcoreSequoia integrates with Pentant (Descartes) for customs and freight management services.
- BIFA (British International Freight Association)coreASM provides representation services and works with BIFA to advocate for freight forwarder interests at national and local levels with government and industry bodies.
Scale indicators1 record
Recent moves4 records
Expansion highlights2 records
ASM competitors and assessment
Company assessmentBroad incumbents
- WiseTech Global (CargoWise): CargoWise is a global TMS that bundles customs declaration capabilities for freight forwarders of all sizes, competing with ASM's Sequoia as part of a much broader logistics suite targeting the same UK forwarder customers.
Direct peers
- Magaya Software: Magaya provides a freight forwarding platform with customs brokerage and declaration capabilities targeting SMB and mid-market forwarders — a directly comparable product set to Sequoia for the same buyer persona.
- MIC Customs Solutions: MIC offers customs declaration software (CUSTODIA) used by European freight forwarders, overlapping directly with ASM's Sequoia platform for filing CDS, NCTS, ENS, and other EU/UK customs regimes.
- AEB (International Trade & Customs): AEB provides customs filing, trade compliance, and export controls software to European forwarders and brokers, directly competing with ASM's Sequoia in customs declaration workflows and denied-party screening.
- Descartes Systems Group: Descartes offers a broad customs and trade compliance suite (including Visual Compliance and CustomsInfo), directly competing with ASM's Sequoia in UK/EU declaration filing. Sequoia even integrates with Descartes' Pentant platform, highlighting direct adjacency.
- Customs Bridge: Customs Bridge offers a SaaS platform for customs declarations and trade compliance across multiple EU customs regimes, serving forwarders and brokers with a similar product scope to ASM's Sequoia.
- ClearCustoms: ClearCustoms is a UK customs declaration software provider serving freight forwarders and customs brokers with HMRC CDS and NCTS filing — a directly comparable niche competitor to ASM's Sequoia.
Regional players
- Questa Software: Questa is a UK-based supplier of freight forwarding and customs clearance software, directly competing with ASM's Sequoia for the same UK forwarder customer base with comparable EDI/cargo community messaging capabilities.
Emerging players
- Netstock Software: Netstock provides freight forwarding and customs software to UK forwarders with a focus on inventory and declarations, overlapping with parts of Sequoia's functionality for SMB forwarder customers.
Others
- CCT Software (MCP/Destin8 owner): CCT operates MCP Destin8, one of the core UK port community systems that Sequoia integrates with. While not a direct competitor, CCT sits in ASM's value chain and represents an adjacent ecosystem participant with potential competitive overlap in port messaging workflows.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
ASM social profiles
Digital presenceASM financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASM leadership team
Management profileNumber of profiles
Profiles2 records
ASM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ASM
What does ASM do?
ASM develops and licenses Sequoia, a high-performance customs clearance software platform for UK freight forwarders. The platform connects to UK government customs systems (CCS-UK, CDS, NCTS, ICS2, GVMS) and port community systems (CNS Compass, MCP Destin8, Pentant), enabling preparation and submission of customs declarations, transit movements, and compliance management. As a not-for-profit organisation owned by its users, ASM also provides unbiased representation to advocate for freight forwarders' interests with government and industry bodies.
Is ASM a public or private company?
ASM is a private company. It is classified as management employee owned and is currently operating.
When was ASM founded?
ASM was founded in 1986. It employs 11 to 50 people.
Where is ASM based?
ASM is headquartered in Ashford, United Kingdom, in the Europe region.
How does ASM make money?
One revenue line is on record: software Licenses.
Who are ASM's main competitors?
WiseTech Global (CargoWise) is listed as a broad incumbent. Direct peers are Magaya Software, MIC Customs Solutions, AEB (International Trade & Customs), Descartes Systems Group, Customs Bridge and ClearCustoms. Questa Software is listed as a regional player. Netstock Software is listed as an emerging player. CCT Software (MCP/Destin8 owner) is listed as an others.
Does ASM have an API?
No public API is recorded for ASM.
What industry is ASM in?
ASM's product category is Customs Clearance Software. Its primary akta.pro industry code is TLAEAOAA, Customs Declaration & Filing (Import/Export Entry) Platforms, with a secondary code of TLAEAOAH, Customs Brokerage Workflow & Case Management Software. Its NAICS code is 488510 and its SIC code is 4731.