Users Love It

What Users Love It does

ULiT (Users Love It) is a France-based B2B SaaS company founded in 2015 that operates the negOptim platform — an end-to-end commercial management solution targeting the retail and consumer packaged goods (CPG) sectors. The platform serves both manufacturers (industriels) and retailers, providing integrated modules covering negotiation, assortment planning, trade promotion management, financial management, tender/bid management, and a collaborative supplier exchange layer. Its stated mission is to help commercial teams optimize performance across the retailer-manufacturer relationship workflow, addressing pain points such as fragmented negotiation data, manual contract management, complex promotional planning, and difficulty tracking inflation-driven price increases.

The negOptim suite is built natively on Salesforce Force.com in compliance with Salesforce standards and is distributed via the Salesforce AppExchange, positioning ULiT as an Independent Software Vendor (ISV) and OEM partner of Salesforce. Functionality spans the full commercial lifecycle from collaborative data exchange through assortment, promotions, finance, and execution management, with operational features such as automated AWI (Average Weighted Increase) calculations, price waterfall visualization, and automated provision/invoice calculations. The platform is available in French, English, German, and Spanish and is reportedly deployed in more than 20 countries across Western Europe, the DACH region, and the Middle East.

ULiT monetizes through an enterprise SaaS subscription model with quote-based pricing and annual billing cadence. The go-to-market combines direct enterprise field sales with a channel partner model that relies on implementation and consulting partners — most notably Goikid and Noé Retail Consulting (the latter positioned as a key integrator of Salesforce CG CLOUD and negOptim). The company maintains offices in Le Port Marly (headquarters), Paris, Lille, Rosenheim (Germany, opened January 2024), Riedering (DACH sales), and Dubai. Leadership comprises Executive Chairman Emmanuel de Saintignon and CEO Fabien Mawas, and ownership appears concentrated among the founding team with no disclosed external institutional funding.

Name

Users Love It

Legal name

ULIT – USER LOVE IT

Website

https://usersloveit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

ULiT (Users Love It) is a France-based B2B SaaS company operating the negOptim platform, built on Salesforce Force.com, which helps CPG manufacturers and retailers manage commercial negotiations, assortment planning, trade promotions, finance, and tender processes across more than 20 countries.

Ownership category

akta.pro rank

Product category

Retail Trade Management Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Vendor & Contract Management (Software/Cloud) (BPAEAOAD)

akta.pro secondary industry

Consent, Preference & Privacy Management (CMP) (BPAFAFAL)

Keywords

• Retail CPG SaaS
• Trade promotion management
• Retailer manufacturer collaboration
• Assortment planning software
• Commercial negotiation software

Headquarters

HQ city

Le Port-marly

HQ country

France

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Cloud-based software platform provided as subscription service to manufacturers and retailers for managing commercial relationships, negotiations, promotions, and assortment

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Users Love It sells the negOptim suite, a cloud-based SaaS platform built natively on Salesforce Force.com that enables retailers and CPG manufacturers to manage their full commercial relationship. The platform covers collaborative supplier data exchange, commercial negotiation, assortment planning, trade promotions, finance and revenue management, and tender/bid processes in one integrated solution, distributed via direct enterprise sales, implementation partners, and the Salesforce AppExchange.

Product overview

ULiT (Users Love It) is a B2B SaaS company offering the negOptim platform — an end-to-end sales management solution for the retail and CPG industry. The platform serves both manufacturers (industriels) and retailers, providing a suite of integrated modules covering collaborative platform, negotiation, assortment management, trade promotions, finance management, and tender/bid management. negOptim is built on the Salesforce force.com platform and is available on the Salesforce AppExchange.

Differentiator

Problem solved

Functional benefit

Brands

• negOptim: The complete solution developed on Salesforce Force.com platform for negotiation, assortment, trade promotions, and financial management between retailers and manufacturers.

Products and services

• negOptim negOptim is an end-to-end sales management SaaS platform built natively on Salesforce Force.com for retailers and CPG manufacturers. It bundles collaborative supplier exchange, commercial negotiation, assortment planning, trade promotions, finance and revenue management, and tender/bid management into a single integrated suite, available on the Salesforce AppExchange.

Quantifiable outcome

• 100% of negotiated conditions can be invoiced with automated provision calculations
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GoikidcoreImplementation/ SI/ Consulting PartnerIntegration and project deployment partner with extensive experience in business transformation projects. Strong team of professionals with experience in large consulting firms across different industry and services sectors. Accompanies companies in any sector of activity from objectives definition to results achievement.
• Noé Retail ConsultingcoreImplementation/ SI/ Consulting PartnerIntegration company supporting consumer goods manufacturers and distributors in digital transformation. Professional team with more than 25 years of experience in consulting and project management. Positioned as key integrator of Salesforce CG CLOUD and negOptim solutions from ULiT.
• SalesforcecoreTechnology or IntegrationWorld leader in CRM and cloud computing. ULiT is ISV (Independent Software Vendor) and OEM for Salesforce. The entire negOptim solution is developed on Force.com in compliance with Salesforce standards. Present on Salesforce AppExchange, negOptim inherits all technical and security power of Salesforce.
• La Fondation des PossiblesminorOthersSocial aid foundation based in Lille. Mission to promote social issues at the heart of economy and strategies. Supports programs for employment (especially youth), entrepreneurship support, and innovation for inclusion of vulnerable populations.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Salesforce Consumer Goods Cloud: Salesforce's vertical CG Cloud and broader AppExchange offer trade promotion and retail execution capabilities natively. ULiT is itself an ISV/OEM on this platform, so it directly competes for the same retailer/CPG budget.
• SAP (Customer Activity Repository / TPM): SAP's trade promotion management and retail solutions (SAP CAR, SAP TPM) target the same retailer–manufacturer commercial workflows as negOptim and are the dominant incumbent in large enterprise CPG accounts.
• Blue Yonder (formerly JDA): Blue Yonder provides category management, assortment, and trade promotion solutions for retail and CPG, competing head-on with negOptim's assortment and trade promotion modules.
• Oracle Retail: Oracle's retail and CPG trade management suite addresses assortment, promotion, and supplier collaboration needs overlapping with negOptim across enterprise retailers and CPG manufacturers.

Direct peers

• RELEX Solutions: RELEX provides unified retail planning including assortment, promotion, and supply chain optimization for retailers and CPG suppliers — a comparable end-to-end commercial planning platform to negOptim.
• o9 Solutions: o9's AI-powered integrated business planning platform includes trade promotion management and demand/supply planning modules targeted at CPG and retail, directly overlapping with negOptim's TPM and assortment capabilities.
• SymphonyAI Retail (Symphony RetailAI): SymphonyAI Retail offers category management, assortment planning, and promotion optimization for retailers and CPG brands — competing directly with negOptim in trade promotion and assortment workflows.

Emerging players

• Competera: Competera provides AI-driven pricing and promotion optimization for retailers, with comparable promotion planning and price waterfall analytics functionality to ULiT's negotiation modules.
• Aptos (including AptosOne / Epicor equivalents): Aptos provides retail merchandising, pricing, and promotion solutions used by mid-market and enterprise retailers, with comparable trade and assortment functionality to negOptim.
• Black Swan (trade promotion insights): Black Swan Data uses AI/consumer data for trade promotion and shopper insight analytics for CPG brands — adjacent but overlapping value proposition in trade promotion optimization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/users-love-it
• Facebookfacebook.com/usersloveit

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Users Love It