AdminBase
AdminBase, developed by Ab Initio Systems Ltd, is a UK-based vertical CRM platform purpose-built for the home improvement industry, managing the full lead-to-service lifecycle for window, solar, and related installers across the UK and Ireland on a per-user subscription model.
- Company typePrivate
- Founded1991
- HeadquartersSleaford, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What AdminBase does
AdminBase, developed and operated by Ab Initio Systems Ltd, is a vertically-specialized CRM software platform purpose-built for the UK and Ireland home improvement industry. Founded in 1991 by Rhonda Ridge after she identified a gap in the market while working as a financial controller for a double glazing company, the platform manages the complete customer lifecycle from initial lead capture through surveying, fitting, invoicing, and post-installation service calls. The product serves window installers, solar panel installers, artificial grass installers, builders, fire & alarm system installers, and roofline installers, with public references to thousands of users ranging from solo operators to national manufacturers.
The technology stack is a web-based CRM with cloud hosting, accessible from any browser-enabled device, and is complemented by a suite of offline-capable mobile apps for iOS, Android, and Windows 10 covering sales, survey, fitting, and service workflows. Core modules include Lead Management, Sales Management, Contracts, Order Processing, Finance (with native exports to Sage, Xero, QuickBooks, and Pegasus), Problem Analysis, and an award-winning Customer Portal for end-customer self-service. Additional add-ons include Taskboard (visual kanban), Electronic Document Signing, Barcode Support for inventory, AdminBase Campaigns for email marketing, PricePoint integration for in-home quoting, and sync with Google Calendar and Outlook. The architecture emphasizes configurability per customer workflow, offline-first field operations, and compatibility with UK regulatory schemes (FENSA, CERTASS).
The business model is a B2B SaaS subscription with two tiers — AdminBase (standard) and AdminBase+ (multi-company and large commercial projects) — priced per user per month on a tiered basis ranging from £120/user/month (1 user, AdminBase+) down to £71/user/month (40–49 users, AdminBase), with a 12-month minimum contract term, 30-day cancellation notice, and no minimum user count. Distribution is entirely direct via the company's website, free demos, and online sign-up, supported by a small in-house sales, training, and support team. The company is privately held by its founder, has no external investment or parent company, and operates from a single headquarters in Bordon, England.
AdminBase firmographics
Firmographics- Name
- AdminBase
- Legal name
- Ab Initio Systems Ltd
- Website
- https://abinitiosoftware.co.uk
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AdminBase, developed by Ab Initio Systems Ltd, is a UK-based vertical CRM platform purpose-built for the home improvement industry, managing the full lead-to-service lifecycle for window, solar, and related installers across the UK and Ireland on a per-user subscription model.
- Ownership category
- akta.pro rank
AdminBase industry classification
Industry- Product category
- Home Improvement CRM Software
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Industry-Specific CRM (Vertical CRM Suites) (HDAEAFAH)
- akta.pro secondary industries
- Field Service CRM (Dispatch, Scheduling & Mobile Service) (HDAEAFAL), Marketing Automation & Campaign Management CRM (HDAEAFAB)
Keywords
Where AdminBase is headquartered
LocationHeadquarters
- HQ city
- Sleaford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AdminBase business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- AdminBase Subscription: Monthly SaaS subscription with tiered pricing based on number of users. Discounts applied for larger teams (from £110/month for 1 user down to £71/month for 40-49 users). Minimum 12-month contract term. Includes setup, training, support, and all core features.
- AdminBase+ Subscription: Enhanced tier with additional features for multiple companies and large commercial projects. Priced higher than standard AdminBase (£120/month for 1 user to £81/month for 40-49 users).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | AdminBase standard plan for 1 user |
| Subscription | Monthly | AdminBase standard plan 2-9 users |
| Subscription | Monthly | AdminBase standard plan 20-49 users |
| Subscription | Monthly | AdminBase+ for multiple companies |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
AdminBase product offering
Product offeringCore offering
AdminBase is an integrated CRM platform built specifically for home improvement companies, managing the entire customer journey from lead capture and quoting through surveying, contract/order processing, installation scheduling, finance, and post-installation service calls. The offering includes the core web-based CRM, an enhanced AdminBase+ tier for multi-company and large commercial projects, an award-winning customer self-service portal, offline-capable mobile apps for sales/survey/fitting/service teams, and add-on modules for electronic signing, barcode inventory, task management, and email marketing, with native integrations to major accounting and calendar tools.
Product overview
AdminBase is a single, unified CRM platform designed specifically for the home improvement industry, consisting of a core platform with integrated modules and companion mobile apps. The core AdminBase CRM Platform manages the complete customer lifecycle from lead enquiry through to installation and service, while AdminBase+ provides an enhanced tier for multi-company and large commercial project management. Companion apps (Sales App, Survey App, Fitting App, Service App, and My AdminBase Diary App) extend functionality to field staff. Additional modules include the award-winning Customer Portal for client self-service, Taskboard for visual task management, Electronic Document Signing, Barcode Support for inventory, AdminBase Campaigns for email marketing, and PricePoint for professional quote presentation. All components share a common database and sync in real-time.
Differentiator
Problem solved
Functional benefit
Products and services
- AdminBase CRM Platform
- AdminBase+
- Customer Portal
- Sales App
- Survey App
- Fitting App
- Service App
- My AdminBase Diary App
- Canvassers App
- Taskboard
- Electronic Document Signing
- Barcode Support
- PricePoint Partnership
- AdminBase Campaigns
Quantifiable outcome
- Massive drop in phone calls from customers chasing progress, allowing companies to operate with fewer administrators
- +2 more outcomes
Companies that use AdminBase
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles2 records
AdminBase technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Feature10 records
AdminBase partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- PricePointcorePricePoint is a mobile pricing and quoting tool that integrates with AdminBase's Sales App. The partnership enables seamless ordering, customer service, and manufacturing workflow for home improvement companies. PricePoint works in customers' homes and creates graphical quotes that feed directly into AdminBase.
- SagecoreAccounting software integration allowing export of Sales Accounts, Sales Transactions, and Purchase Invoices from AdminBase to all Sage versions.
- XerocoreAccounting software integration for exporting financial data including sales accounts, transactions, and purchase invoices.
- QuickBookscoreAccounting software integration for exporting financial data from AdminBase to QuickBooks.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
AdminBase competitors and assessment
Company assessmentDirect peers
- Service Fusion: Field service management platform offering CRM, scheduling, dispatch, invoicing, and customer portal — comparable integrated field-service workflow to AdminBase for SMB home improvement operators.
- Housecall Pro: Field service management SaaS for home service professionals with CRM, scheduling, invoicing, and a customer portal — directly comparable feature set to AdminBase for SMB home improvement operators.
- ServiceTitan: Vertical SaaS platform for residential home service businesses (HVAC, plumbing, electrical, etc.), offering CRM, scheduling, dispatch, and field-service apps. Most directly comparable scaled vertical field-service peer, though it targets US trades beyond AdminBase's UK window/door focus.
- Jobber: Cloud-based CRM and field service software for small home service businesses, offering quoting, scheduling, invoicing, and a customer hub — comparable end-to-end SMB workflow to AdminBase.
- ServiceM8: Mobile-first job management software for trade and service businesses with quoting, scheduling, invoicing, and integrations — comparable workflow automation for small field-service operators.
- Workiz: Field service management platform targeting home service businesses with CRM, job scheduling, automated communications, and a customer portal — directly overlapping with AdminBase's value proposition.
Broad incumbents
- Salesforce: Broad incumbent CRM platform with Field Service and industry-specific clouds; competes for general CRM wallet share but lacks AdminBase's depth in home improvement vertical workflows.
- Microsoft Dynamics 365: Enterprise CRM and ERP suite with field service capabilities; serves as a broad incumbent alternative for larger home improvement operators but is heavyweight compared to AdminBase's purpose-built vertical approach.
- HubSpot: Broad CRM and marketing automation platform used by SMBs; competes for general CRM/marketing functionality but does not offer field-service depth comparable to AdminBase's Survey/Fitting/Service apps.
- Zoho: Broad CRM and business application suite targeting SMBs globally; offers a generalist alternative for customers evaluating AdminBase but lacks vertical depth for home improvement workflows.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AdminBase social profiles
Digital presenceAdminBase compliance and trust
Trust signalCompliance1 record
AdminBase financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdminBase leadership team
Management profileNumber of profiles
Profiles10 records
AdminBase funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdminBase 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 AdminBase
What does AdminBase do?
AdminBase is an integrated CRM platform built specifically for home improvement companies, managing the entire customer journey from lead capture and quoting through surveying, contract/order processing, installation scheduling, finance, and post-installation service calls. The offering includes the core web-based CRM, an enhanced AdminBase+ tier for multi-company and large commercial projects, an award-winning customer self-service portal, offline-capable mobile apps for sales/survey/fitting/service teams, and add-on modules for electronic signing, barcode inventory, task management, and email marketing, with native integrations to major accounting and calendar tools.
Is AdminBase a public or private company?
AdminBase is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdminBase founded?
AdminBase was founded in 1991. It employs 1 to 10 people.
Where is AdminBase based?
AdminBase is headquartered in Sleaford, United Kingdom, in the Europe region.
How does AdminBase make money?
Two revenue lines are on record. AdminBase Subscription is the primary driver. The others are adminBase+ Subscription.
Who are AdminBase's main competitors?
Direct peers on record are Service Fusion, Housecall Pro, ServiceTitan, Jobber, ServiceM8 and Workiz. Broad incumbents are Salesforce, Microsoft Dynamics 365, HubSpot and Zoho.
Does AdminBase have an API?
No public API is recorded for AdminBase.
What industry is AdminBase in?
AdminBase's product category is Home Improvement CRM Software. Its primary akta.pro industry code is HDAEAFAH, Industry-Specific CRM (Vertical CRM Suites), with a secondary code of HDAEAFAL, Field Service CRM (Dispatch, Scheduling & Mobile Service). Its NAICS code is 541511 and its SIC code is 7372.