Anthill CRM

What Anthill CRM does

Anthill Software, trading as Anthill CRM, is a UK-based cloud CRM and business management vendor founded in 2010 and headquartered in Leeds. The company is a vertical specialist serving the KBB (Kitchens, Bedrooms & Bathrooms) and broader home improvement industries — retailers, manufacturers, and installers managing multi-stage sales cycles from enquiry through design, quotation, order, installation, and aftercare. Anthill's platform is a single, fully customisable cloud system organised around five core modules: 1CRM (customer relationship management with KBB-tailored sales pipelines), Custom Workflows (process definition and automated task triggers), Marketing Automation (email, SMS, surveys, transactional messaging), Live Dashboards (real-time, role-specific reporting), and Ordering (quote-to-invoice with product catalogues, purchase orders, and supplier margin tracking).

Under the hood, Anthill exposes both SOAP and JSON APIs (HTTPS/TLS 1.2 secured), supports native integrations with Xero and Sage for accounting, Winner Flex/Winner Design/2020 Fusion/ArtiCAD for CAD, Microsoft Outlook/Teams for communications, SAP/Netsuite/General ERP for enterprise back-office, and Zapier for social/lead capture, plus offline conversion tracking with Google Ads. The company is privately held, founder-led (CEO John), with 11-50 employees and no disclosed external funding.

Anthill operates a pure SaaS subscription model priced per user per month from £110, with three public tiers: Rapid (10-20 users, standard dashboards, free onboarding, dedicated CRM Success Manager), Professional (21-40 users, custom workflows/dashboards, sandbox, Solutions Tech Team, dedicated Account Manager), and Enterprise (41+ users, priority customisation, bespoke quote). Go-to-market is sales-led: direct website demo booking, inside sales for mid-market, and field sales for enterprise, supported by a referral program (£50 Amazon voucher or free license months), email nurture, blog content, LinkedIn, and industry events. Customers are concentrated in the UK and include national retailers such as Howdens, Homebase, Magnet, Neptune, C.P. Hart, and Tile Giant, alongside a base of independent KBB retailers.

Name

Anthill CRM

Legal name

Anthill Software

Website

https://anthill.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Anthill is a UK-based, cloud-based CRM and business management platform built specifically for KBB (Kitchens, Bedrooms & Bathrooms) and home improvement retailers, managing the full customer journey from enquiry through installation with bespoke workflows, quoting, and CAD/accounting integrations.

Ownership category

akta.pro rank

Product category

KBB CRM Software

SIC

Services-Prepackaged Software (7372)

akta.pro industry

PRIMARYBPAFAFAK

Customer Service/Support CRM & Contact Center Platforms

Business & Public Services/Marketing, Advertising & PR Services/Marketing Technology & CRM Services

Keywords

• KBB CRM software
• Home improvement CRM
• Kitchen retail platform
• Cloud CRM software
• Business process automation

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Monthly subscription-based pricing starting from £110 per user per month, with tiered plans (Rapid, Professional, Enterprise) offering different feature sets and support levels

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Anthill is a cloud-based CRM and business management platform built specifically for KBB (Kitchens, Bedrooms & Bathrooms) and home improvement companies. The platform manages the entire customer journey from enquiry through to sale, installation, and aftercare, with tailored sales pipelines, custom workflows, live dashboards, marketing automation, and ordering/quote-to-cash functionality. It is sold as tiered SaaS subscriptions (Rapid, Professional, Enterprise) starting at £110 per user per month.

Product overview

Anthill offers a single unified cloud-based CRM and business management platform specifically designed for KBB (Kitchens, Bedrooms & Bathrooms) and home improvement companies. The core Anthill CRM Platform integrates five main modules: 1CRM for customer relationship management, Custom Workflows for process definition and automation, Marketing Automation for campaign and communication management, Live Dashboards for real-time reporting, and Ordering for quote-to-delivery management. The platform supports native integrations with Xero (accounting), Microsoft Teams and Outlook (communication), Winner Flex and Winner Design (CAD), and offers both JSON and SOAP APIs for custom integrations. Pricing starts at £110 per month with plans for 10-20 users, scaling to enterprise tier for 41+ users.

Differentiator

Problem solved

Functional benefit

Products and services

• Anthill CRM Platform Cloud-based CRM and business management solution specifically designed for KBB (Kitchens, Bedrooms & Bathrooms) and home improvement companies. Provides a single source of truth across sales, admin, support, and installation teams with tailored sales pipelines, custom workflows, real-time dashboards, marketing automation, and ordering/quote-to-cash management. Sold as tiered SaaS subscriptions starting at £110 per user per month.

Quantifiable outcome

• Homebase generated over 120k showroom appointments with 45% conversion rate and £70m in additional revenue
• +2 more outcomes

Named customers19 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core.

• Microsoft Outlook/TeamscoreTechnology or Integration · 1 February 2025Live 2-way sync between Anthill Calendar and Outlook. Creating appointments in Outlook pushes to Anthill and vice versa. Teams integration includes meeting link generation for appointments.
• Microsoft TeamscoreTechnology or Integration · 1 December 2024Calendar appointments automatically push into Office 365 and Teams Calendar with meeting link included. Appointments also appear in customer calendars.
• XerocoreTechnology or IntegrationAccounting integration enabling Xero invoices and purchase orders to be created directly from Anthill customer records. Links customer/supplier invoices, payment tracking, and financial reconciliation with full UK account codes support.
• Winner Flex / Winner DesigncoreTechnology or IntegrationCAD integration allowing designers to create projects in Winner Flex with customer information auto-transferred. Automatic sync of quotation data, supplier cost/price information, and purchase order creation from design data.
• 2020 FusioncoreTechnology or IntegrationTailored integration with 2020 Fusion design package for kitchen retailers, syncing customer data between systems.
• NetsuitecoreTechnology or IntegrationTailored integration with Netsuite ERP enabling all product and pricing data to sync with existing systems for quotation and ordering.
• General ERP SystemscoreTechnology or IntegrationAnthill integrates with ERP systems to transform quote and order data into dynamic collaborative workflows. Synced data includes quotes, sales, orders linked to unified customer records.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pipedrive: SMB-focused sales CRM with pipeline management and workflow automation. Comparable product surface to Anthill's 1CRM module but lacks KBB-specific workflows, CAD integration, and ordering depth.
• Capsule CRM: UK-based CRM targeting small businesses with simple contact, pipeline, and task management. Closest geographic and SMB peer to Anthill; Anthill differentiates on vertical depth and enterprise scale.
• SugarCRM: Customisable CRM platform with workflow automation and marketing capabilities, often used by mid-market and vertical-focused businesses. Closely comparable to Anthill on customisability, workflow depth, and target customer size.
• Really Simple Systems: UK-based cloud CRM and ERP for SMBs, with sales, marketing, and service functionality. Same UK market and similar SMB/mid-market positioning; Anthill differentiates through KBB vertical depth and CAD integration.
• Act! CRM: Established SMB CRM with sales pipeline, marketing automation, and contact management. Comparable in scope and target customer size, but without Anthill's KBB vertical specialisation or CAD/accounting integrations.

Broad incumbents

• Salesforce: Global CRM leader with Sales/Service Cloud and vertical Industry Clouds. Overlaps with Anthill as a configurable CRM platform but does not specialise in KBB workflows, CAD integration, or showroom appointment management.
• HubSpot: Leading CRM and marketing automation platform for SMB and mid-market. Comparable in CRM, marketing automation, and dashboard functionality, but horizontal rather than KBB-vertical.
• Microsoft Dynamics 365: Enterprise CRM and ERP suite with deep Outlook/Teams integration. Anthill integrates with the Microsoft stack rather than competes head-on, but Dynamics is the incumbent enterprise alternative for larger KBB groups.
• Zoho CRM: Broad SaaS CRM suite used by SMB and mid-market customers across many verticals. Competes with Anthill on price-sensitive KBB independents where deep vertical workflows may be less of a differentiator.

Emerging players

• Insightly: CRM with built-in project management and workflow automation targeting SMB and mid-market. Comparable on workflows and pipeline, but lacks the KBB-vertical configuration depth and CAD/accounting integrations Anthill has built.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/anthill-crm
• Xx.com/Anthill_CRM

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 Anthill CRM