What Improved Apps does

Improved Apps is a UK-based private software company, founded in 2011 and headquartered in Camberley, that operates under the Unaric brand to build native Salesforce applications. The company serves mid-market and large enterprise customers in Financial Services, Healthcare, Manufacturing, Technology, and Recruitment, with named reference customers including GE Healthcare, Samsung, Coca-Cola, UNICEF, DoorDash, Olympus, Kawasaki, Thomson Reuters, and Schaeffler. The company has approximately 11-50 employees, claims a global footprint across the US, UK, Germany, India, Singapore, and Australia, and is led by co-founders Simon Thompson (CEO), Keith Clarke (COO), and Martin Little (CTO).

The company's core product is Unaric Guide, a digital adoption platform (DAP) that embeds contextual help content, tooltips, alerts, notification banners, and usage dashboards directly within the Salesforce user interface, including Salesforce Mobile and Experience Cloud, without requiring browser extensions. The platform captures 32 million user interactions per month, guides 120,000 users monthly, and supports no-code business-owned configuration typically completed in days. Beyond Unaric Guide, Improved Apps markets a broader suite of 14 Salesforce-native applications spanning telephony integration (Unaric Voice, Unaric Voice for Microsoft Teams, Unaric Meetings for Microsoft Teams), payments (Unaric Payments, Unaric Payments for Certinia), productivity (Unaric Sidebar, Unaric Activity Sync), analytics (Unaric Reports, Unaric User Analytics), and operational tools (Unaric Equipment Track, Unaric Scan, Unaric Docs, Unaric Org Chart).

The company operates a freemium-plus-enterprise go-to-market model. Unaric User Analytics is offered free on the Salesforce AppExchange as a top-of-funnel acquisition tool (approximately 2,700 installs per year), while Unaric Guide and the broader suite are sold via quote-based annual subscriptions through the AppExchange and a direct enterprise sales motion with demo booking. Distribution is anchored on the Salesforce AppExchange marketplace, supplemented by a Partner Hub channel program for service providers and a Flagship Microsoft integration partnership that connects Teams, Outlook, and Salesforce. Pricing is not publicly disclosed. No funding rounds, revenue figures, or headcount trends have been disclosed.

Name

Improved Apps

Legal name

Unaric

Website

https://improvedapps.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Improved Apps (Unaric) is a UK-based software company building native digital adoption and productivity applications for Salesforce. Its flagship Unaric Guide DAP and broader suite serve mid-market and enterprise customers across Financial Services, Healthcare, Manufacturing, and Technology via the AppExchange.

Ownership category

akta.pro rank

Product category

Digital Adoption Platform

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

App Analytics, Attribution & Deep Linking Platforms (BPAMADAH)

akta.pro secondary industry

Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Digital adoption platform
• Salesforce user adoption
• In-app user guidance
• Salesforce workflow apps
• Employee onboarding software

Headquarters

HQ city

Camberley

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Unaric Guide (Premium DAP): Paid digital adoption platform for Salesforce with subscription model. Provides full feature set including contextual guidance, alerts, analytics, and content management. Targets enterprise teams requiring comprehensive adoption solutions.
2. Unaric User Analytics (Free Tier): Free product available on Salesforce AppExchange providing basic user activity and adoption insights. Serves as entry point and lead generation for paid Guide product.
3. Unaric Suite Products: Additional Salesforce applications including Voice, Payments, Meetings, Reports, Sidebar, Equipment Track, Scan, Docs, Org Chart, and Activity Sync - each addressing specific Salesforce workflow needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Improved Apps (operating as Unaric) builds and sells native Salesforce applications, anchored by Unaric Guide, a digital adoption platform that embeds contextual help, role-based tooltips, alerts and usage analytics directly inside the Salesforce UI. The company also sells a suite of complementary Salesforce apps for telephony, payments, reporting, productivity, asset tracking, scanning, document generation and org charts, distributed primarily through the Salesforce AppExchange.

Product overview

Unaric offers a suite of Salesforce-native applications organized around a core digital adoption platform. The flagship product is Unaric Guide, a digital adoption platform that embeds help content, sends alerts, and provides usage analytics within Salesforce. Additional products extend Salesforce functionality across communication (Unaric Voice, Unaric Voice for Microsoft Teams, Unaric Meetings for Microsoft Teams), financial operations (Unaric Payments, Unaric Payments for Certinia), productivity (Unaric Sidebar, Unaric Activity Sync), analytics (Unaric User Analytics, Unaric Reports), asset management (Unaric Equipment Track), data capture (Unaric Scan), document generation (Unaric Docs), and visualization (Unaric Org Chart). The portfolio is available on Salesforce AppExchange with industry-specific solutions for Healthcare & Life Sciences, Financial Services, and Recruitment.

Differentiator

Problem solved

Functional benefit

Brands

• Unaric Guide: Digital adoption platform for Salesforce that helps identify friction points in workflows, educate users, and communicate critical information.
• Unaric Voice
• Unaric Voice for Microsoft Teams
• Unaric Meetings for Microsoft Teams
• Unaric Payments
• Unaric Payments for Certinia
• Unaric Reports
• Unaric Sidebar
• Unaric Activity Sync
• Unaric User Analytics
• Unaric Equipment Track
• Unaric Scan
• Unaric Docs
• Unaric Org Chart

Products and services

• Unaric Guide Digital adoption platform for Salesforce that helps identify friction points in workflows, educate users, and communicate critical information. Embeds help content (video, image, text) at the point of need, sends alerts and notification banners with audience segmentation, and provides usage analytics and content feedback for Salesforce admins, RevOps, enablement leads and business analysts at mid-market and enterprise customers.
• Unaric User Analytics Free Salesforce-native app that tracks and analyzes Salesforce user activity and adoption, capturing 32 million user interactions per month and surfacing friction points via pre-configured usage dashboards. Available free on the Salesforce AppExchange with no credit card required.
• Unaric Voice Salesforce-native app that connects a telephony provider with Salesforce, enabling call handling and management directly within the Salesforce UI.
• Unaric Voice for Microsoft Teams Salesforce-native app that connects Microsoft Teams Phone with Salesforce, providing integrated telephony functionality for Microsoft-centric Salesforce customers.
• Unaric Meetings for Microsoft Teams Salesforce-native app that connects Microsoft Teams Meetings with Salesforce, enabling seamless meeting integration for sales and service teams.
• Unaric Payments Salesforce-native app that manages all payments on the Salesforce platform, enabling payment processing workflows within Salesforce.
• Unaric Payments for Certinia Salesforce-native app that manages payments on the Certinia platform, extending Unaric Payments capabilities to Certinia customers.
• Unaric Reports Salesforce-native app that builds, customizes and distributes Salesforce reports, extending reporting functionality for Salesforce teams.
• Unaric Sidebar Salesforce-native app that enables users to manage and update Salesforce records directly from their email via a sidebar, reducing context switching for sales and service teams.
• Unaric Activity Sync Salesforce-native app that syncs email and calendar activity (including Microsoft Outlook via the Microsoft Integration Suite) with Salesforce, keeping records up to date without manual data entry.
• Unaric Equipment Track Salesforce-native app that tracks and manages assets and equipment within Salesforce, supporting asset lifecycle management workflows.
• Unaric Scan Salesforce-native app that provides barcode and QR code scanning functionality within Salesforce, enabling mobile data capture workflows.
• Unaric Docs Salesforce-native app that creates documents from Salesforce data, enabling template-based document generation within Salesforce workflows.
• Unaric Org Chart Free Salesforce-native app that builds custom org charts within Salesforce, visualizing team structures and reporting hierarchies.

Quantifiable outcome

• 60% reduction in support requests (Thomson Reuters)
• +4 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• SalesforcecoreTechnology or IntegrationCertified Salesforce Partner with products listed on Salesforce AppExchange. Unaric Guide is the only native digital adoption solution specifically built for Salesforce on the AppExchange. Products integrate deeply with Salesforce including Mobile and Experience Cloud.
• MicrosoftflagshipTechnology or IntegrationMicrosoft Integration Suite connects Teams and Outlook calls, meetings, emails, and calendars with Salesforce. Includes Unaric Voice for Microsoft Teams, Unaric Meetings for Microsoft Teams products.
• BullhorncoreTechnology or IntegrationBullhorn Recruitment Cloud partnership offering Unaric Recruit - Salesforce applications specifically designed for the Recruitment industry.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Whatfix: Whatfix is a leading DAP vendor that competes with Unaric Guide in the Salesforce adoption space. It offers in-app guidance, analytics, and self-help features, but its approach generally requires overlays or browser extensions rather than native Salesforce integration.
• WalkMe: WalkMe is the largest independent digital adoption platform vendor, serving enterprises across many SaaS applications including Salesforce. It competes directly with Unaric Guide but takes a broader, application-agnostic approach, typically requiring browser extensions or integrations.
• Apty: Apty is a digital adoption platform targeting enterprise applications including Salesforce, ServiceNow, and Workday. It competes directly with Unaric Guide in providing in-app guidance and analytics for enterprise software users.
• Newired: Newired is a digital adoption platform offering in-app guidance, step-by-step walkthroughs, and analytics for enterprise applications including Salesforce, serving as a direct competitor to Unaric Guide in the DAP space.

Broad incumbents

• Pendo: Pendo provides product analytics and in-app guidance, overlapping with Unaric's User Analytics and Guide products. While broader in scope (focused on product-led software companies), it competes for the same enterprise buyer attention around adoption analytics.
• Salesforce (In-App Guidance): Salesforce's own native In-App Guidance, Lightning Onboarding, and increasingly AI-driven prompts (Einstein/Agentforce) are embedded in the platform at no incremental cost. This is the most fundamental incumbent competitor, since Salesforce can replicate or supersede Unaric's capabilities.

Others

• Talon.One: Talon.One (formerly Friendbuy/Unaric-adjacent) is adjacent in marketing/promotion technology but not a direct DAP competitor; included here only as a loosely adjacent Salesforce-ecosystem SaaS vendor for thematic context.

Emerging players

• Appcues: Appcues offers user onboarding and product adoption tooling for SaaS applications. While less Salesforce-native than Unaric, it competes in the in-app guidance and onboarding use cases that Improved Apps targets.
• Userpilot: Userpilot delivers product adoption and in-app engagement features similar to Unaric Guide. It targets SaaS product teams and competes for adoption-analytics and onboarding-driven budgets, though without Salesforce-native depth.
• Chameleon: Chameleon offers in-app tooltips, tours, and product adoption flows. It overlaps with Unaric Guide's role-based guidance and contextual help features but is typically used by SaaS product teams rather than Salesforce admins.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/improvedapps
• LinkedInlinkedin.com/company/improved-apps-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Improved Apps