Automate The Planet
Automate The Planet is a Bulgaria-based, privately-held test automation consultancy that delivers AI-augmented testing services and proprietary open-source tools (BELLATRIX, NovaWindows Driver) to enterprise development teams seeking to compress release cycles and expand automated test coverage across web, API, desktop, and mobile platforms.
- Company typePrivate
- Founded2014
- HeadquartersSofia, Bulgaria
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Automate The Planet does
Automate The Planet LTD is a privately-held test automation consultancy headquartered in Sofia, Bulgaria, with a US phone presence and no disclosed external institutional funding. Founded in 2014 by Anton Angelov (MD and co-founder) and Martin Kolev, the firm delivers end-to-end testing automation services across web, API, desktop, and mobile platforms, organized around a three-pillar model: Right People (hiring, upskilling, QA Architect as a Service), Right Set Up (framework integration, customization, coverage expansion, refactoring, CI integration), and Right Process (planning, process optimization, testing cycle optimization).
The company's technology stack centers on an AI-augmented test automation framework built around proprietary open-source tools. The BELLATRIX Mobile Cloud Platform supports cross-platform mobile testing; NovaWindows is an Appium 2 driver reviving Windows application automation; and a BELLATRIX-ServiceNow integration enables automated testing of ServiceNow applications. The firm has complemented these tools with published books on automated testing patterns and a GitHub-published learning series, contributing to its thought leadership position.
Go-to-market is sales-led and enterprise-focused, with a structured consultancy evaluation funnel (skills assessment, test quality index review, PoC, roadmap), a 30-question self-evaluation quiz for mid-funnel qualification, and direct meeting booking for bottom-funnel conversion. All revenue is generated through professional services (consultancy engagements, private trainings, and QA Architect as a Service) with non-public, quote-based pricing. A documented engagement with Sportal365 demonstrates the value proposition quantitatively: 1800+ automated scenarios, 1120 visual tests for 41 widgets, 100% public API coverage in under 15 minutes, and a reduction in release cycles from two weeks to multiple releases per day. Reported revenue scale is in the low single-digit millions of dollars based on a 2023 Forbes Bulgaria reference to a "million dollar business."
Automate The Planet firmographics
Firmographics- Name
- Automate The Planet
- Legal name
- Automate The Planet LTD
- Website
- https://automatetheplanet.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Automate The Planet is a Bulgaria-based, privately-held test automation consultancy that delivers AI-augmented testing services and proprietary open-source tools (BELLATRIX, NovaWindows Driver) to enterprise development teams seeking to compress release cycles and expand automated test coverage across web, API, desktop, and mobile platforms.
- Ownership category
- akta.pro rank
Automate The Planet industry classification
Industry- Product category
- Test Automation Services
- NAICS
- Computer Systems Design Services (541512), Custom Computer Programming Services (541511), Testing Laboratories and Services (54138)
- SIC
- Services-Testing Laboratories (8734), Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Enterprise Application Testing & QA Services (BPAEAGAI)
- akta.pro secondary industry
- Quality Engineering & Test Automation (QE/QA) (BPAEAFAJ)
Keywords
Where Automate The Planet is headquartered
LocationHeadquarters
- HQ city
- Sofia
- HQ country
- Bulgaria
- HQ region
- Europe
Offices2 records
Markets served
Automate The Planet business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Consultancy Services: Professional consulting services for test automation including team assessment, framework implementation, and process optimization
- Private Trainings: Private training programs to upskill client teams on test automation techniques
- QA Architect Services: QA Architect as a Service providing expertise on-demand for as long as needed
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Automate The Planet product offering
Product offeringCore offering
Automate The Planet is an enterprise test automation consultancy that designs, implements, and scales AI-augmented automated testing across web, API, desktop, and mobile platforms. Its delivery model is built around three pillars — Right People (hiring, upskilling, QA Architect as a Service), Right Set Up (framework integration and customization, coverage expansion, tests refactoring, CI integration), and Right Process (planning, process optimization, testing cycle optimization). The firm complements its services with proprietary open-source tooling (BELLATRIX Mobile Cloud Platform, NovaWindows Driver, ServiceNow integration) and AI-driven capabilities such as intelligent failure triage and certified AI testing expertise.
Product overview
Automate The Planet offers a portfolio of test automation services organized around a consultancy model with three pillars: Right People (hiring, upskilling, QA architect services), Right Set Up (framework integration, customization, coverage expansion, CI integration), and Right Process (planning, process optimization, testing cycle optimization). The company provides specialized testing services across web, API, desktop, and mobile platforms, along with proprietary tools including NovaWindows Driver for Appium-based Windows automation, ServiceNow Test Integration, and BELLATRIX Mobile Cloud Platform. The offering also includes published books on automated testing patterns and methodologies.
Differentiator
Problem solved
Functional benefit
Brands
- BELLATRIX: BELLATRIX Mobile Cloud Platform - test automation framework/tool
- NovaWindows Driver
Products and services
- Web Automation Automated testing services for web applications delivered by Automate The Planet, providing test reuse across different browsers and responsive testing support. Targeted at enterprise clients needing scalable web test automation as part of their CI/CD pipelines.
- API Automation Automated testing services for REST APIs with CRUD testing capabilities and CI/CD pipeline integration, aimed at engineering teams needing reliable backend coverage within enterprise delivery workflows.
- Desktop Automation Automated testing services for desktop applications, delivered by Automate The Planet for enterprise clients requiring coverage of native desktop software alongside web, API, and mobile platforms.
- Mobile Automation Automated testing services for mobile applications including iOS and Android platforms, intended for enterprise clients needing integrated mobile coverage within their overall test automation program.
- Private Trainings Private training programs that upskill client QA teams on test automation techniques and best practices, delivered by Automate The Planet for organizations seeking to professionalize their internal testing capability.
- Consultancy Services Comprehensive consultancy engagements including team skills evaluation, test quality index assessment, process review, PoC implementation, and roadmap creation, structured around the Right People, Right Set Up, and Right Process pillars and targeted at enterprise clients with complex test automation needs.
- NovaWindows Driver An Appium 2 driver for Windows application automation, presented as a standalone tool on the Automate The Planet website to revive and enable Windows app test automation for enterprise users.
- BELLATRIX Mobile Cloud Platform A cross-platform mobile testing automation cloud platform offered by Automate The Planet, designed to support reliable, scalable mobile test execution for enterprise engineering teams.
- BELLATRIX ServiceNow Test Integration An integration between the BELLATRIX framework and ServiceNow that enables automated testing of ServiceNow applications, delivered as a standalone tool by Automate The Planet.
- QA Architect as a Service An on-demand QA Architect service providing senior automation architecture expertise for as long as the client needs it, sold as part of Automate The Planet's consultancy offering for organizations needing senior QA leadership without a full-time hire.
Quantifiable outcome
- Reduced release cycle from 2 weeks to multiple releases per day
- +6 more outcomes
Companies that use Automate The Planet
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Automate The Planet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Automate The Planet partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights6 records
Automate The Planet competitors and assessment
Company assessmentBroad incumbents
- Tricentis: A large, established enterprise test automation platform vendor (Tosca, Testim, qTest) covering functional, performance, and AI-augmented testing. Comparable to Automate The Planet because both target enterprise QA teams seeking automated test coverage, though Tricentis is a broad platform incumbent versus Automate The Planet's services-plus-tools niche.
- BrowserStack: Cross-browser and mobile testing cloud platform with growing test automation and AI capabilities. Comparable broad incumbent for cross-platform web and mobile automation engagements.
- Sauce Labs: Cloud-based testing infrastructure and cross-browser/mobile automation platform. Comparable as a broad incumbent in enterprise test automation that Automate The Planet competes against for cross-platform testing budgets.
Direct peers
- Testim (Tricentis): AI-powered test automation platform for web and mobile applications, with authoring, maintenance, and CI/CD integration capabilities. Directly comparable to Automate The Planet's AI-based engineering and web/mobile automation offerings.
- Applitools: AI-powered visual testing and test automation platform. Overlaps with Automate The Planet's visual testing work (1,120 visual tests for Storybook widgets) and AI-driven validation approach.
- LambdaTest: Cloud-based cross-browser and mobile testing platform with AI-augmented automation features. Directly comparable for web, API, and mobile automation engagements targeted at enterprise engineering teams.
- Mabl: SaaS test automation platform with AI-driven test creation and maintenance, directly overlapping Automate The Planet's AI-augmented web/API automation value proposition. Serves enterprise development teams seeking automated regression coverage without building frameworks in-house.
- Functionize: AI-driven functional testing platform using machine learning for test creation and self-healing. Overlaps with Automate The Planet's intelligent failure triage and AI-based engineering positioning.
- Katalon: End-to-end test automation platform covering web, API, mobile, and desktop testing with low-code authoring. Directly comparable across the same modalities Automate The Planet services (Web/API/Desktop/Mobile automation).
Emerging players
- QA Wolf: AI-augmented QA-as-a-service provider offering managed end-to-end test automation with outcome-based pricing. Comparable emerging player combining AI tooling with managed services, mirroring Automate The Planet's services-plus-tools positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Automate The Planet social profiles
Digital presenceAutomate The Planet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Automate The Planet leadership team
Management profileNumber of profiles
Profiles1 record
Automate The Planet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Automate The Planet 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 Automate The Planet
What does Automate The Planet do?
Automate The Planet is an enterprise test automation consultancy that designs, implements, and scales AI-augmented automated testing across web, API, desktop, and mobile platforms. Its delivery model is built around three pillars — Right People (hiring, upskilling, QA Architect as a Service), Right Set Up (framework integration and customization, coverage expansion, tests refactoring, CI integration), and Right Process (planning, process optimization, testing cycle optimization). The firm complements its services with proprietary open-source tooling (BELLATRIX Mobile Cloud Platform, NovaWindows Driver, ServiceNow integration) and AI-driven capabilities such as intelligent failure triage and certified AI testing expertise.
Is Automate The Planet a public or private company?
Automate The Planet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Automate The Planet founded?
Automate The Planet was founded in 2014. It employs 11 to 50 people.
Where is Automate The Planet based?
Automate The Planet is headquartered in Sofia, Bulgaria, in the Europe region.
How does Automate The Planet make money?
Three revenue lines are on record. Consultancy Services are the primary driver. The others are private Trainings and QA Architect Services.
Who are Automate The Planet's main competitors?
Broad incumbents on record are Tricentis, BrowserStack and Sauce Labs. Direct peers are Testim (Tricentis), Applitools, LambdaTest, Mabl, Functionize and Katalon. QA Wolf is listed as an emerging player.
Does Automate The Planet have an API?
No public API is recorded for Automate The Planet.
What industry is Automate The Planet in?
Automate The Planet's product category is Test Automation Services. Its primary akta.pro industry code is BPAEAGAI, Enterprise Application Testing & QA Services, with a secondary code of BPAEAFAJ, Quality Engineering & Test Automation (QE/QA). Its NAICS code is 541512 and its SIC code is 8734.