SAZ Services

What SAZ Services does

SAZ Services is a privately held DACH-based B2B service provider, founded in 1976 in Hannover, Germany, and now headquartered in St. Gallen, Switzerland (SAZ Services AG) with German operations in Garbsen (SAZ Services GmbH). The company develops and delivers industry solutions for marketing and sales, direct marketing services, and address data, serving approximately 60 regular clients primarily across German-speaking markets. Its core verticals are non-profit fundraising, publishers/media (subscription acquisition), loyalty programs, and mail order, with adjacent B2B and B2C address-data services.

The company's technology stack is built around its proprietary smartBASE® database platform (launched 1993), which maps all transactions and relationships between a company and its customers to produce a 360-degree view. This is complemented by the NAB® consumer database containing over 35 million verified addresses with up to 220 individual characteristics per record, the smartADDRESS® address-maintenance suite (integrating SAZ, Deutsche Post Adress, and ABIS data), the proFUND® fundraising data-management system (BDO-certified), and AI-powered scoring models introduced in 2024.

SAZ monetizes through three primary streams: Direct Marketing Services (consulting, multi-channel campaign execution, fulfillment, telecare, address validation) billed as professional services; Industry Solutions / Branchenlösungen (vertical-specific CRM and acquisition programs) billed as professional services; and Address Data Services (database rental, enrichment, list brokering) classified as data monetization. Pricing is quote-based and tailored; a self-service Data Card Shop (adressen.saz.com) supports smaller address-data purchases. The go-to-motion combines direct sales/account management, inside sales, and consulting engagements, supplemented by content marketing (newsletters such as Fundraising-Echo, SAZ News, smartADDRESS News) and industry events.

Name

SAZ Services

Legal name

SAZ Services AG

Website

https://saz.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

SAZ Services is a privately held DACH-based provider of direct marketing services, address data, and industry solutions built on its smartBASE® platform and NAB® consumer database (35M+ addresses), serving ~60 regular clients in fundraising, publishing, and B2B/B2C marketing.

Ownership category

akta.pro rank

Product category

Direct Marketing Services

NAICS

Marketing Research and Public Opinion Polling (541910), Other Services Related to Advertising (54189), Advertising Agencies (541810)

SIC

Services-Advertising (7310), Services-Direct Mail Advertising Services (7331), Services-Advertising Agencies (7311)

akta.pro primary industry

CRM Strategy, Implementation & Managed Services (MPAAAIAD)

akta.pro secondary industry

Account-Based Marketing (ABM) Services (BPAFAKAG)

Keywords

• Direct marketing services
• Address data management
• Consumer database marketing
• Fundraising campaign services
• Subscriber acquisition services

Headquarters

HQ city

Garbsen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Direct Marketing Services: Customer consulting, development and execution of multi-channel campaigns, analysis and forecasting of consumer behavior, fulfillment, telecare, and comprehensive address update and validation services.
2. Industry Solutions (Branchenlösungen): Sector-specific solutions for new customer/donor acquisition and CRM, including subscriber acquisition, fundraising, loyalty programs, and mail order. Solutions based on smartBASE® platform.
3. Address Data Services: Address databases (B2B and B2C), address maintenance, validation, enrichment, and rental services. Consumer databases with up to 220 individual characteristics per address available for targeting and selection.
4. Fundraising Services: Full-service fundraising support including strategy consulting, media production (print/web), outsourcing (donor service, donation accounting), telephone fundraising, analyses, and data maintenance for non-profit organizations.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SAZ Services is an international provider of direct marketing services, address data products, and industry-specific solutions (Branchenlösungen) for subscriber acquisition, fundraising, loyalty, and mail order. Its offerings are anchored on the proprietary smartBASE® database platform and include the NAB® consumer database (35+ million addresses, up to 220 characteristics per address), the smartADDRESS® address maintenance suite, full-service fundraising execution (analytics, telefundraising, donor service, donation accounting), and multi-channel campaign management for approximately 60 clients across the DACH region.

Product overview

SAZ Services is an international developer and provider of industry solutions for marketing and sales, Direct Marketing Services, and address data. The company's portfolio is built on its proprietary database platform smartBASE®, which provides a 360-degree view of all customer transactions and relationships. The address data management product family is anchored by smartADDRESS®, which combines SAZ's own move database with Deutsche Post Adress and ABIS data, offering sub-products for address correction (smartUPDATE/smartCORRECT), address cleaning (smartCLEAN Premium), deceased identification (smartDECEASED), free analysis (smartAUDIT), and real-time monitoring (smartALERT). Address validation is handled via smartCONFIRM, postal checking, and smartDETECT for civil registration queries. Data enrichment includes smartPHONE (phone numbers), smartAGE (age), purchasing power, living situation, donation affinity, and mail order affinity. SAZ operates extensive B2C and B2B consumer databases with up to 220 individual attributes per address. The fundraising solution portfolio spans strategy consulting, analytics, database management via proFUND, phone fundraising, donor service, donation accounting, media production (print and web), and full-service outsourcing. For subscription acquisition, SAZ provides over 100 tested layouts, custom designs, incentive programs, and address selection from a database of over 35 million verified addresses.

Differentiator

Problem solved

Functional benefit

Brands

• smartBASE®: Database platform that maps all transactions and relationships between a company and its customers (360-degree view), creating valuable knowledge for marketing and CRM.
• smartADDRESS®
• smartPHONE®
• smartAGE®
• smartAUDIT®
• smartCONFIRM®
• smartDETECT®
• smartALERT®
• proFUND®
• SAZ-Milieus

Products and services

• smartBASE® SAZ's proprietary database platform that maps all transactions and relationships between a company and its customers (360-degree view), serving as the foundational platform for all SAZ solutions and tailored dialog communication.
• smartADDRESS® Comprehensive address maintenance and quality product line combining SAZ's own move database with Deutsche Post Adress and ABIS data; covers address correction/updates, cleaning, deceased identification, status analysis, and real-time change monitoring for B2B and B2C address files.
• SAZ Consumer Databases (B2C) Consumer address databases across countries built using publicly accessible sources in cooperation with partners. For Germany, Austria, and Switzerland, up to 220 individual characteristics per address are available for target group selection and address list segmentation.
• SAZ B2B Address Database Germany-wide business address database containing company addresses with additional contact information (phone numbers, decision-maker data at various hierarchy levels), with targeting based on company size, employee count, and industry.
• Datenkarten (Data Card Shop) Self-service online portal (adressen.saz.com) for selecting and ordering address data with detailed data cards across various address types and target group selections.
• proFUND® Proprietary fundraising data management system providing online access to all donor data, campaign results, and historical data; includes BDO-certified 'proFUND eAccountant global' for donation accounting.
• Fullservice Fundraising Comprehensive full-service fundraising offering covering the entire fundraising service spectrum: address competence, database management, strategy and concept development, production and delivery, specialised fundraising telephone agents, and consulting.
• Telefonfundraising (Phone Fundraising) Phone-based fundraising conducted by permanent SAZ employees with extensive training under a performance-based pricing model (clients pay only for successful calls, including completed direct debit mandates), leveraging SAZ database analytics for precise targeting.
• Spendenservice (Donor Service) Donor service outsourcing handling the complete post-processing of donation receipts, recording and assigning donations to donors, projects, or campaigns, maintaining detailed donation history, with online client access to current donor data.
• Spendenbuchhaltung (Donation Accounting) Donation accounting service that processes payment receipts, monitors incoming payments, corrects missing/incorrect payment information, and provides per-booking campaign overviews including revenue, costs, ROI, response, and average donation.
• Full-Service Subscription Acquisition (Abonnentengewinnung) Industry solution for subscriber acquisition covering campaign concept, address selection, creative layouts, incentive/premium sourcing, and multi-channel campaign execution for newspaper, magazine, and media clients.
• Loyalty Industry Solution Industry solution for loyalty/membership program operators covering member communication, retention, and CRM integration through data-driven direct marketing campaigns.
• Mail Order Industry Solution Industry solution supporting mail-order and catalog businesses with new customer acquisition, address selection, and direct mail campaign execution leveraging SAZ Versandhandelsaffinität affinity data.
• Address Maintenance for Small Address Stocks Address maintenance service designed for small address databases accessible even with limited IT knowledge, supporting many formats including Excel, CSV, and special formats from various address processing systems.
• Direct Marketing Services (Multi-Channel Campaign Management) End-to-end direct marketing services covering customer consulting, multi-channel campaign development and execution (print, telecare, digital), fulfilment, analysis and prognosis of consumer behaviour, and address update/validation services.

Quantifiable outcome

• Response optimization through precise address selection and 220+ targeting criteria
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature9 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Fundraising AkademieflagshipStrategic or Co-development Partner · 1 January 2009SAZ has been main sponsor of the Fundraising Academy in Germany since 2009 - the recognized leading education institution for fundraising in Europe. SAZ supports the academy to advance the entire industry and enable non-profit organizations to better fulfill their missions with qualified fundraisers.
• Deutsche Post AdresscoreTechnology or IntegrationSAZ integrates Deutsche Post Adress data for address maintenance services. Deutsche Post Adress, as a subsidiary of Deutsche Post AG, provides access to extensive address change information. Products include PA Move (address updates), PA Clean Unzustellbar (undeliverable addresses), and PA Clean Verstorben (deceased persons).
• ABIScoreTechnology or IntegrationABIS, as a subsidiary of Deutsche Post Adress, provides additional address change datasets that complement other products. SAZ uses moversPLUS from ABIS for address updates. ABIS data supplements SAZ's own smartADDRESS® database.
• Deutscher Fundraising Verband (German Fundraising Association)coreStrategic or Co-development PartnerSAZ is a member of the German Fundraising Association, enabling close exchange with fundraising organizations, associations, and agencies. The association provides a platform for best practices and professional standards in fundraising.
• SDV & DDV (Verband Deutscher Adressdienstleister)coreStrategic or Co-development PartnerSAZ is a member of SDV (Verband Deutscher Adressdienstleister) and DDV (Deutscher Dialogmarketing Verband). Membership indicates adherence to industry quality standards and professional codes for address services and direct marketing.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Experian Marketing Services: Global consumer credit and marketing data provider with address-quality, identity, and audience-targeting products — comparable in data-services category though serving much larger enterprise customers globally.
• Deutsche Post Direkt: Largest German postal direct-marketing arm, leveraging Deutsche Post's national infrastructure for address services and mailings; competes with SAZ on direct-mail execution and address data, but as part of a much broader postal/fulfillment portfolio.
• LiveRamp (formerly Acxiom): Global data connectivity and addressability platform providing consumer data and marketing services; comparable to SAZ's address-quality and audience-targeting capabilities but at vastly larger scale.
• Bisnode (now Dun & Bradstreet): European B2B data and address intelligence provider with comparable B2B/B2C database products; broader scale and product breadth but operates in the same European address-data category.

Direct peers

• more onion: German digital fundraising agency for NGOs and nonprofits, providing donor acquisition, campaigns, and analytics; competes with SAZ in the German-speaking nonprofit fundraising vertical, though with a stronger digital emphasis.
• Trebbau Media: German direct marketing and customer-acquisition agency offering multichannel campaigns and address services — closely comparable to SAZ's mid-sized DACH direct-marketing service profile.
• Publicare: German fundraising services agency offering donor acquisition, direct mail, and CRM support for NGOs; closely comparable to SAZ's full-service fundraising and nonprofit vertical.
• Schober Information Group: German-headquartered B2B direct marketing and address data specialist offering multichannel customer acquisition, data services, and database marketing — directly comparable to SAZ's address-services and direct-marketing core.
• MicroDialog: German B2B direct marketing service provider specializing in customer acquisition, dialog marketing campaigns, and address services — closely comparable to SAZ's mid-sized, DACH-focused direct-marketing service profile.
• AZ Direct: German address service provider within the dp gruppe offering address rental, list brokering, and target-group selection — overlaps directly with SAZ's address-data and consumer-database business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 SAZ Services