What Sales Agility does

Sales Agility Ltd is a UK-based, private software company founded in 2005 and headquartered in Stirling, operating with 11-50 employees. It is the corporate maintainer behind SuiteCRM, an open source customer relationship management (CRM) platform that competes against Salesforce and Microsoft Dynamics by offering a free, PHP-based core with a flexible data model, an open REST API, and a 360-degree customer view spanning sales, marketing, and service workflows. The reported user base exceeds 5 million globally, built through community-led, product-led growth via direct download, self-serve demo, hosted free trial, and an active GitHub/forum community.

The product portfolio centres on the open source SuiteCRM core plus SuiteASSURED, an enterprise sub-brand that bundles warranty, professional services care hours, and indemnities — described as the world's first assurance program for open source CRM. Adjacent offerings include SuiteCRM Hosted (multi-tenant cloud), hosted migration, support services, consultancy/implementation, training, and a paid add-on store (including the official Outlook plugin). The company is ISO 9001 and ISO 27001 certified, holds UK Crown Commercial Service supplier status, and earned a Forbes Best Open Source CRM 2024 endorsement.

Revenue is generated almost entirely through paid services and assurance layered on top of a freemium core. The primary monetisation streams are SuiteASSURED subscriptions (annual, quote-based), SuiteCRM Hosted (monthly subscription), professional services (support, migration, implementation, consultancy) priced per project or contract, and one-time add-on purchases through the SuiteCRM Store. Distribution combines self-serve digital channels (website, GitHub, store) for the core product with direct enterprise sales and a partner channel for implementation/consultancy work. Customer evidence is limited to a handful of named references (Titomic, Oneworld Accuracy, Tyre Giant), with named logos spanning enterprise and SMB across manufacturing, precision services, and automotive retail.

Name

Sales Agility

Legal name

Sales Agility Ltd

Website

https://salesagility.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Sales Agility Ltd is the UK-based commercial maintainer of SuiteCRM, the self-described world's #1 open source CRM platform, offering a free PHP-based core with SuiteASSURED enterprise support, hosted services, and professional services for SMBs, mid-market, and public sector buyers seeking a low-TCO Salesforce alternative.

Ownership category

akta.pro rank

Product category

Open Source CRM Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)

akta.pro secondary industries

Sales Force Automation (SFA) CRM (HDAEAFAA), Marketing Automation & Campaign Management CRM (HDAEAFAB), Customer Service, Support & Contact Center CRM (HDAEAFAC)

Keywords

• Open source CRM
• Customer relationship management
• Sales automation software
• CRM implementation services
• Enterprise support packages

Headquarters

HQ city

Stirling

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SuiteCRM Open Source (Free Download): The core SuiteCRM software is freely downloadable under open source licensing. Revenue is not generated directly from the software license but through associated professional services, support contracts, and premium offerings.
2. SuiteASSURED (Total Care Package): A fully supported build of SuiteCRM including warranty, care hours for professional services, and guarantees. Provides the security, warranties, and indemnities of proprietary software combined with open source freedoms.
3. Professional Services (Support, Hosting, Migration, Consultancy): SuiteCRM offers paid support services, hosted solutions (SuiteCRM Hosted), hosted migration, implementation, and consultancy services. These represent recurring and project-based professional services revenue.
4. SuiteCRM Store / Add-ons: Paid add-ons and plugins available through the SuiteCRM Store, including the official Outlook plugin, generating transaction-based revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Sales Agility develops and maintains SuiteCRM, an open source customer relationship management (CRM) platform that provides a 360-degree view of customers with sales, marketing, and service automation capabilities. The company monetizes the open source core through its SuiteASSURED total care package, cloud-hosted SuiteCRM Hosted, paid support, migration, consultancy, and implementation services, plus paid add-ons sold through the SuiteCRM Store.

Product overview

Sales Agility offers SuiteCRM as its primary open source CRM platform, complemented by SuiteASSURED, a supported sub-brand. SuiteCRM provides comprehensive customer relationship management capabilities including sales automation, marketing tools, and customer service features. SuiteASSURED serves as the enterprise-grade offering that adds warranty, support guarantees, and professional services to the open source core product. The company also provides related services including SuiteCRM Hosted, migration services, consultancy, and training.

Differentiator

Problem solved

Functional benefit

Brands

• SuiteASSURED: The Total Care package for SuiteCRM. SuiteAssured is a fully supported build of SuiteCRM which includes warranty, care hours for professional services and guarantees.

Products and services

• SuiteCRM Open source CRM software that gives sales, marketing, and customer service teams a 360-degree view of customers through a flexible data model, lead and opportunity management, personalized quotation tools, customer segmentation, reporting dashboards, and an open REST API for integrations; freely downloadable by businesses of all sizes.
• SuiteASSURED Total care package for SuiteCRM delivering a fully supported build with warranty, care hours of professional services, indemnities, and guarantees; positions the open source product with the security and assurances of proprietary software for enterprise and legal-sector buyers.
• SuiteCRM Hosted Subscription cloud-hosted instance of SuiteCRM with a free trial, allowing businesses to spin up the CRM in the cloud without managing their own server.
• Support Services Paid technical support services for SuiteCRM deployments, available to organisations that need vendor-backed assistance beyond community forums.
• Migration Services Professional services for migrating customer data and processes onto SuiteCRM from other systems, with a dedicated hosted migration option.
• Consultancy and Implementation Professional services for designing, customising, and implementing SuiteCRM to fit a customer's specific sales, marketing, and service workflows.
• Enterprise Verification Service Verification service that validates SuiteCRM installations for enterprise customers requiring assurance of their deployment.
• Training Paid training programs that teach users and administrators how to deploy, configure, and use SuiteCRM effectively.

Quantifiable outcome

• Forbes endorsement: 'Users wanting something that is close to Salesforce in power, but is fully open sourced, need look no further.'
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Microsoft Outlook (Official Plugin)coreTechnology or IntegrationOfficial SuiteCRM Outlook plugin available through the SuiteCRM Store, enabling integration between SuiteCRM and Microsoft Outlook for email and calendar synchronisation.
• XerocoreTechnology or IntegrationIntegration between SuiteCRM and Xero accounting software, enabling shared customer and financial data across the CRM and accounting platforms.
• MailchimpcoreTechnology or IntegrationMailchimp integration with SuiteCRM for email marketing synchronisation, enabling contact and campaign data sharing between platforms.
• QuickBookscoreTechnology or IntegrationIntegration with Intuit QuickBooks accounting software, connecting CRM customer data with accounting and financial management.
• MauticcoreTechnology or IntegrationMautic open source marketing automation integration with SuiteCRM, providing marketing automation capabilities within the open source ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SugarCRM: Direct open-source CRM competitor. SugarCRM's Sugar Community Edition overlaps SuiteCRM on sales, marketing, and service workflows and historically shares the same customer-displacement pain points from Salesforce; SuiteCRM itself was forked from SugarCRM's codebase.
• EspoCRM: Lightweight open-source CRM application emphasizing flexibility and customization — the same core differentiators SuiteCRM markets. EspoCRM competes for the self-hosted, developer-friendly segment of the OSS CRM market.
• Odoo: Open-source business suite (CRM + ERP + marketing + HR). Odoo's CRM module competes head-to-head with SuiteCRM for SMB and mid-market buyers wanting open-source, modular software with a community-driven core and a paid enterprise tier analogous to SuiteASSURED.
• Vtiger: Vtiger started as an open-source CRM fork and now sells a cloud CRM targeting SMBs. It mirrors SuiteCRM's freemium-to-paid arc, the Salesforce displacement angle, and the suite of marketing/sales/service modules.
• Pipedrive: Sales-focused CRM for SMBs with a self-serve PLG motion. Pipedrive competes for the same sales-pipeline-management segment SuiteCRM's primary use case targets, particularly when cost-sensitive buyers compare against Salesforce.
• Bitrix24: Free/cheaper-than-Salesforce CRM and collaboration suite with self-hosted and cloud editions. Bitrix24 targets the same cost-conscious CRM buyer SuiteCRM chases from Salesforce, with overlapping CRM + project management positioning.
• Zoho CRM: Zoho offers a free-tier CRM with paid upgrades targeting SMB and mid-market — closely comparable to SuiteCRM's freemium funnelling into enterprise editions. Both compete on breadth of features (sales, marketing, service) at lower TCO than Salesforce.

Broad incumbents

• Salesforce: The dominant proprietary CRM that SuiteCRM positions itself against directly via dedicated 'Compare with Salesforce' pages. Salesforce defines the high-TCO pain point that drives SuiteCRM's entire value proposition and is the de facto competitive benchmark.
• HubSpot: Larger incumbent in marketing, sales, and service Hubs with a powerful freemium funnel. HubSpot is the comparison benchmark for SuiteCRM's mid-market disruption thesis and overlaps on the marketing-automation use case SuiteCRM services.
• Microsoft Dynamics 365: Microsoft's enterprise CRM/ERP suite. SuiteCRM markets a 'Compare with Microsoft Dynamics' page, identifying Dynamics as a primary displacement target for buyers seeking a lower-TCO, fully open alternative to a bundled Microsoft stack.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/salesagility
• GitHubgithub.com/suitecrm
• YouTubeyoutube.com/@SuiteCRM
• Facebookfacebook.com/SalesAgilityLtd
• LinkedInlinkedin.com/company/salesagility

Compliance2 records

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 Sales Agility