Agnitas
- Company typePrivate
- Founded1999
- HeadquartersMunich, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Agnitas does
Agnitas AG is a Munich-based, privately held software company founded in 1999 that develops and operates the E-Marketing Manager (EMM), a proprietary marketing automation platform. The platform is built on Linux with MySQL or Oracle database options and supports multi-channel campaign orchestration across Email, SMS, Web Push, and Print. Core capabilities include a drag-and-drop campaign editor, A/B testing with auto-optimization, behavior-based send-time optimization, real-time heatmap analytics, S/MIME email certification, and integration with Make and N8N no-code automation platforms.
Agnitas monetizes EMM through a four-tier deployment model: a free open-source variant (OpenEMM) for community adoption, a SaaS subscription starting at €280 per month, a perpetual on-premise license (EMM Inhouse), and a managed private cloud offering. Revenue is supplemented by eight premium feature packages (Automation, Retargeting, Layout, Delivery, Analytics, Cross Media, Content Hub, Multi-client Management), professional services billed at €180 per hour, and a separate e-abo manager subscription and ticketing product line. Distribution combines direct enterprise sales via a named Key Account Management team, channel partners, OEM/white-label deployments, and self-serve online registration.
The company primarily serves DACH-region enterprises in regulated industries such as banking, insurance, utilities, telecommunications, and e-commerce, with named clients including E.ON, IBM, Otto, Freenet, DEVK, N-ERGIE, Eddie Bauer, Conrad, and BAUR. Differentiators include exclusive German data residency, triple ISO certification (27001, 27017, 27018) audited by DEKRA, CSA whitelisting co-founder status, and 25+ years of continuous operation. Headcount is approximately 40 employees based at the Munich headquarters, with operations supported by a third-party data center facility in Munich-East.
Agnitas firmographics
Firmographics- Name
- Agnitas
- Legal name
- AGNITAS AG
- Website
- https://agnitas.de
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Agnitas industry classification
Industry- Product category
- Marketing Automation Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Email Marketing Services (Campaigns, Deliverability, Lifecycle) (BPAFAKAB)
Keywords
Where Agnitas is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Agnitas business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- EMM SaaS Subscription: Monthly rental model where AGNITAS provides software and IT infrastructure, handles all operational aspects including hosting, maintenance, and whitelisting. Starting from €280/month.
- EMM Inhouse License: One-time perpetual software license purchase where clients operate the system in their own data center. Full ownership with no recurring fees beyond optional support.
- EMM Private Cloud: Perpetual license combined with AGNITAS-operated infrastructure. Client owns license while AGNITAS hosts and manages the system in German data centers.
- OpenEMM: Free open-source software download with no licensing fees. Revenue generated through optional commercial support, training, and professional services.
- Professional Services: Chargeable services including OpenEMM support, training, database setup, hardware consultation, installation, and custom development. Minimum engagement 2.5 hours at €450.
- Premium Feature Add-ons: Additional packages for enhanced functionality: Automation Package, Retargeting Package, Layout Package, Delivery Package, Analytics Package, Cross Media Package, Content Hub, and Multi-client Management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | OpenEMM - Free open source software |
| Subscription | Monthly | EMM SaaS - Cloud solution from €280/month |
| One time/ perpetual license | Pay-as-you-go | EMM Inhouse - Perpetual license |
| Hybrid | Pay-as-you-go | EMM Private Cloud - Exclusive hosted solution |
| Unit Pricing | Pay-as-you-go | OpenEMM Commercial Services |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels9 records
Agnitas product offering
Product offeringCore offering
AGNITAS develops and operates the E-Marketing Manager (EMM), a proprietary marketing automation software platform that enables businesses to run multi-channel campaigns across Email, SMS, Web Push, and Print with drag-and-drop campaign building, A/B testing, behavior-based send-time optimization, real-time analytics, and S/MIME-certified secure delivery. The platform is offered in four deployment models — hosted SaaS subscription (from €280/month), one-time perpetual inhouse license, hybrid private cloud, and the free open-source OpenEMM variant — and is complemented by e-abo manager for subscription lifecycle management.
Product overview
Agnitas offers a comprehensive marketing automation platform centered on the E-Marketing Manager (EMM), available in four deployment models: SaaS (cloud subscription), Inhouse (perpetual license), Private Cloud (hosted license), and Open Source (free). The platform supports multi-channel marketing across Email, SMS, Web Push, and Print. Premium feature packages extend core functionality including Automation Package for campaign management, Retargeting Package for behavioral targeting, Layout Package for design and inbox preview, Delivery Package for deliverability, Analytics Package for reporting, Cross Media Package for channel integration, Content Hub for content management, and Multi-client Management for agency use. Additionally, Agnitas offers S/MIME certification for email security and Dedicated Mail Servers as add-ons. A separate product line includes e-abo manager for subscription management with Smart Ticketing and Kursmanager modules. OpenEMM serves as the free open-source version with OpenEMM Plus as the commercial enhanced alternative.
Differentiator
Problem solved
Functional benefit
Brands
- E-Marketing Manager (EMM): The main software product for email marketing and marketing automation, available as SaaS, Inhouse license, and Private Cloud.
- OpenEMM
- OpenEMM Plus
- e-abo manager
Products and services
- E-Marketing Manager (EMM) Proprietary marketing automation software for multi-channel campaign management across Email, SMS, Web Push, and Print, with drag-and-drop campaign creation, A/B testing, behavior-based send-time optimization, real-time analytics, and S/MIME-certified secure delivery for enterprise and mid-market customers.
- EMM SaaS Cloud-hosted deployment of the EMM platform offered as a monthly subscription starting from €280/month, with AGNITAS managing software, IT infrastructure, system administration, hosting, and whitelisting.
- EMM Inhouse On-premise perpetual-license deployment of the EMM platform where customers purchase a one-time license and operate the software themselves in their own data centers.
- EMM Private Cloud Hybrid deployment combining a perpetual EMM license with AGNITAS-operated infrastructure hosted in German data centers, providing an exclusive cloud environment with managed services.
- OpenEMM Free open-source email marketing software with reduced functionality that customers install and operate on their own Linux servers, recognized as the world's most popular open-source email marketing solution with over 600,000 downloads worldwide.
- e-abo manager Subscription management software for recurring billing, subscription handling, and customer lifecycle management, offered as a separate product alongside the EMM marketing automation platform.
Quantifiable outcome
- Over 600,000 OpenEMM downloads worldwide
- +3 more outcomes
Companies that use Agnitas
Customer profileNamed customers11 records
Segments8 records
Ideal customer profiles3 records
Agnitas technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature10 records
Agnitas partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- MarAnConminorStrategic partnership providing Name Day mailings, date-driven customer communication, database marketing, customer scoring, data mining, social media marketing, online marketing, geo-marketing, marketing strategy and newsletter optimization services to joint customers.
- Return Path (Validity)coreAGNITAS participates in Return Path whitelisting program providing exclusive certification for broad B2B and B2C market acceptance. Return Path is the world's leading company in email analysis with 10 years experience, offering certification, inbox placement optimization, and deliverability intelligence.
- MakecoreIntegration platform supported by EMM for no-code marketing process automation. Enables customers to connect EMM with third-party systems without interface development.
- N8NcoreIntegration platform supported by EMM for workflow automation with local AI procedures. Enables flexible automation of marketing processes including AI-driven features.
- Certified Senders Alliance (CSA)coreCo-founder of CSA initiative with eco and DDV. CSA establishes quality standards in email marketing and ensures reliable delivery. Members benefit from whitelisting and preferential inbox placement through compliance with strict requirements.
- Deutscher Dialogmarketing Verband (DDV)coreGerman Direct Marketing Association representing companies using dialog marketing. AGNITAS utilizes common know-how, cooperation, and business contacts. Strong association promoting efficiency, creativity, and legal security in one-to-one communication.
- Internet Service Providers Austria (ISPA)minorUmbrella organization for Internet business in Austria, setting optimal commercial and legal conditions for Internet development. Supports AGNITAS deliverability in Austrian market.
- Open Source Business Alliance (OSB Alliance)minorEurope's largest network of companies developing or using open source software. AGNITAS membership supports OpenEMM community and open source software ecosystem.
- Signal SpamminorPublic-private partnership allowing users to report spam in their email client for assignment to appropriate authorities for action against reported spam senders.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Agnitas competitors and assessment
Company assessmentDirect peers
- Brevo (formerly Sendinblue): Brevo is a European-headquartered multichannel marketing platform offering email, SMS, and marketing automation — directly competing with EMM across SMB and mid-market segments, particularly attractive to GDPR-conscious EU buyers like Agnitas.
- Mailchimp (Intuit): Mailchimp is a leading email marketing and marketing automation platform serving SMBs and mid-market, directly comparable to EMM's email campaign management, automation, and deliverability capabilities.
- CleverReach: CleverReach is a German email marketing SaaS provider serving SMBs and mid-market in the DACH region. It is one of Agnitas' closest direct competitors in its home market, offering overlapping newsletter, automation, and signup-form features.
- Klaviyo: Klaviyo is an e-commerce-focused email and SMS marketing automation platform. It directly competes with EMM in transactional and e-commerce use cases, including cross-channel orchestration (email/SMS/push) similar to Agnitas' Cross Media Package.
- HubSpot Marketing Hub: HubSpot's Marketing Hub offers email marketing, automation, and CRM-integrated campaigns. While broader in scope, it directly competes with EMM in the email automation and customer communications space across SMB and enterprise.
- rapidmail: rapidmail is a German email marketing provider targeting SMBs with newsletter and basic automation features, including DACH-hosted infrastructure. It competes with Agnitas' EMM SaaS and OpenEMM tiers for entry-level and self-serve buyers.
- Inxmail: Inxmail is a German email marketing and automation vendor focused on the DACH market. It competes directly with EMM, particularly for e-commerce and enterprise newsletter use cases under GDPR/BDSG requirements.
- ActiveCampaign: ActiveCampaign provides email marketing, automation, and CRM with strong SMB/mid-market positioning, offering comparable drag-and-drop automation, A/B testing, and behavioral targeting features to EMM.
- Evalanche: Evalanche is a German marketing automation platform (by SC-Networks) covering email, lead management, and cross-channel campaigns. It directly competes with EMM for B2B and B2C automation customers in DACH.
Broad incumbents
- Salesforce Marketing Cloud (ExactTarget): Salesforce Marketing Cloud is the enterprise-grade incumbent for email, mobile, and cross-channel marketing automation. It overlaps with EMM in email deliverability and automation but addresses much larger, integrated CRM-led deployments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Agnitas social profiles
Digital presenceAgnitas compliance and trust
Trust signalCompliance13 records
Agnitas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Agnitas leadership team
Management profileNumber of profiles
Profiles5 records
Agnitas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Agnitas 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 Agnitas
What does Agnitas do?
AGNITAS develops and operates the E-Marketing Manager (EMM), a proprietary marketing automation software platform that enables businesses to run multi-channel campaigns across Email, SMS, Web Push, and Print with drag-and-drop campaign building, A/B testing, behavior-based send-time optimization, real-time analytics, and S/MIME-certified secure delivery. The platform is offered in four deployment models — hosted SaaS subscription (from €280/month), one-time perpetual inhouse license, hybrid private cloud, and the free open-source OpenEMM variant — and is complemented by e-abo manager for subscription lifecycle management.
Is Agnitas a public or private company?
Agnitas is a private company. It is classified as unknown and is currently operating.
When was Agnitas founded?
Agnitas was founded in 1999. It employs 11 to 50 people.
Where is Agnitas based?
Agnitas is headquartered in Munich, Germany, in the Europe region.
How does Agnitas make money?
Six revenue lines are on record. EMM SaaS Subscription is the primary driver. The others are EMM Inhouse License, EMM Private Cloud, openEMM, professional Services and premium Feature Add-ons.
Who are Agnitas's main competitors?
Direct peers on record are Brevo (formerly Sendinblue), Mailchimp (Intuit), CleverReach, Klaviyo, HubSpot Marketing Hub, rapidmail, Inxmail, ActiveCampaign and Evalanche. Salesforce Marketing Cloud (ExactTarget) is listed as a broad incumbent.
Does Agnitas have an API?
Yes. EMM offers an intelligent SMTP interface and supports integration with third-party systems. The software provides interfaces for integration with Make and N8N integration platforms, enabling marketing process automation. An SMTP interface is available for connecting external systems. Developer documentation is at www.agnitas.de/e-marketing-manager/premium-features/schnittstellen.
What industry is Agnitas in?
Agnitas's product category is Marketing Automation Software. Its primary akta.pro industry code is BPAFAKAB, Email Marketing Services (Campaigns, Deliverability, Lifecycle). Its NAICS code is 5132 and its SIC code is 7372.