What Softbrain does

Softbrain Co., Ltd. (ソフトブレーン株式会社) is a Japanese sales-software company founded in June 1992 and headquartered in Tokyo (Chuo-ku), with regional sales offices in Osaka, Nagoya, and Fukuoka. The company operates two wholly-owned subsidiaries — Softbrain Service (sales consulting, training, and business-school operations) and Softbrain Integration (DX product implementation, device/security consulting including Okta, Jamf, Ivanti, Cato Networks, and CrowdStrike) — and employs approximately 199 staff at the parent level. Softbrain originally sold 2D/3D simulation software, exited that line in 2001, and pivoted to CRM/SFA, launching "e-sales manager" in 1999 as Japan's first domestic CRM/SFA product. It IPO'd on TSE Mothers in 2000, moved to TSE First Section in 2005, and voluntarily delisted in January 2021; the board subsequently includes representatives from Polaris Capital Group.

The company's core product is the "esm(e-sales manager)" cloud CRM/SFA platform, extended into a multi-product suite covering the full customer lifecycle: esm marketing (B2B marketing automation), esm service (after-sales customer management), esm flow (workflow/approval digitalization), esm appli (no-code web/mobile apps), esm linkage (cloud integration iPaaS), esm schedulelink (cross-service scheduling), esm call (cloud CTI), esm IoT (equipment monitoring), and esm AI concierge (document/voice/knowledge AI). Integrations span Slack, Zoom, LINE WORKS, Tableau, Amazon QuickSight, trocco, Amazon RDS, SATORI, JOINT, BIZTEL, ANDPAD, and MiiTel Phone. The platform is built primarily on AWS with ISO 27001 (since 2005) and ISO 27017 (since 2022) certifications.

Softbrain makes money primarily via per-user monthly subscription SaaS fees (e.g., esm AI concierge at ¥1,000/user/month, other pricing quote-based) plus implementation consulting, sales training, and device/security reselling through subsidiaries. GTM combines direct field sales for enterprise, inside sales for SME/mid-market, regional branch coverage, and channel/integration partnerships. The company has cumulatively installed esm at 6,000+ companies spanning 185+ industries, with ~70% of customers being SME/mid-market and a stated 95% customer retention/utilization rate. Geographic footprint is Japan-led, with customer references touching China, Korea, and the United States.

Name

Softbrain

Legal name

ソフトブレーン株式会社 SOFTBRAIN Co.,Ltd.

Website

https://softbrain.co.jp

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Softbrain Co., Ltd. (ソフトブレーン株式会社) is a Japanese software company that develops and sells the esm(e-sales manager) CRM/SFA platform and a multi-product suite covering marketing automation, workflow, no-code apps, cloud CTI, and AI concierge, primarily serving B2B SMEs and mid-market enterprises in Japan.

Ownership category

akta.pro rank

Product category

CRM and Sales Force Automation Software

NAICS

Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Management Consulting Services (54161), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Consulting Services (8742)

akta.pro primary industry

Sales Force Automation (SFA) CRM (HDAEAFAA)

akta.pro secondary industries

Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK), CRM Strategy & Consulting (BPAFAFAA)

Keywords

• CRM and SFA software
• Sales force automation
• Marketing automation tools
• Cloud CRM platform
• Business productivity software

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. CRM/SFA SaaS Subscription: Monthly or annual subscription fees for esm(e-sales manager) CRM/SFA platform, with pricing based on user count and feature tiers. This is the primary revenue driver.
2. AI Solutions (esm AI concierge): Additional AI-powered features offered as add-on to core CRM/SFA, priced at 1,000 yen per user per month.
3. Marketing Automation (esm marketing): MA tool subscription for B2B lead acquisition and nurturing.
4. Consulting and Training Services: Sales consulting and training services provided alongside software implementation, helping customers optimize sales processes and CRM utilization.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Softbrain develops and sells the cloud-based CRM/SFA platform "esm (e-sales manager)" covering the full customer lifecycle from lead acquisition through sales, order management, and after-sales service. The portfolio extends to marketing automation (esm marketing), after-service customer management (esm service), no-code app building (esm appli), workflow automation (esm flow), cloud-service integration/iPaaS (esm linkage), CTI telephony (esm call), AI-powered productivity tools (esm AI concierge), and schedule integration (esm schedulelink). The company also provides sales consulting, training, and device consulting through its subsidiaries.

Product overview

Softbrain offers a multi-product platform called「esm」centered on CRM/SFA「esm(eセールスマネージャー)」. The portfolio includes: core CRM/SFA for sales process management, MA tool「esm marketing」for lead nurturing, after-service management「esm service」, no-code app builder「esm appli」, workflow system「esm flow」, cloud integration hub「esm linkage」(with iPaaS custom app capability),「esm schedulelink」for calendar sync, AI solutions「esm AI concierge」with registration support, knowledge suggest, and voice input assist features, CTI system「esm call」for phone optimization, and IoT service「esm IoT」. The company follows a multi-product strategy providing end-to-end solutions for all customer touchpoints from marketing through sales to after-service. Legacy products include eセールスマネージャーRemix Cloud and Remix MS versions.

Differentiator

Problem solved

Functional benefit

Brands

• esm (e-sale Manager Remix / eセールスマネージャー): Core CRM/SFA cloud platform connecting all customer touchpoints from lead to sales, order, and maintenance services
• esm marketing
• esm service
• esm appli
• esm flow
• esm linkage
• esm call
• esm AI concierge (esm AIコンシェルジュ)

Products and services

• esm (e-sales manager) Core cloud-based CRM/SFA platform that connects every customer touchpoint from lead to negotiation, order, and after-sales maintenance service, used by Japanese B2B companies of all sizes.
• esm marketing Marketing automation tool for B2B companies that supports prospective customer acquisition and nurturing through web tracking, scoring, email delivery, and event management.
• esm service After-sales customer management system that streamlines maintenance-related operations and maximizes customer retention and expansion outcomes.
• esm appli No-code platform for developing web and smartphone applications to digitize business operations without requiring programming expertise.
• esm flow Workflow system that digitalizes paper-based application and approval processes across the organization, providing visibility into request status by customer or project.
• esm linkage Integration platform that connects esm with various cloud services, featuring iPaaS functionality that enables no-code data integration between cloud services and core systems.
• esm schedulelink Schedule integration app that connects calendars across different services for unified scheduling.
• esm AI concierge AI-powered productivity solution that automates data entry (registration support), answers questions and drafts proposals (knowledge suggest), and transcribes voice input, available as an add-on to esm or standalone.
• esm call Cloud-based CTI system that combines computer telephony integration with CRM to improve phone response quality.
• esm IoT IoT service that enables real-time monitoring of equipment and machinery operational status.
• Sales consulting and training services Consulting and training services delivered by subsidiary Softbrain Service to help B2B sales organizations improve management capability and sales force performance, including business school operations and sales enablement assessment.
• Device consulting services Implementation and support services delivered by subsidiary Softbrain Integration for Okta, Jamf Pro, Ivanti Neurons, Cato Networks, and CrowdStrike, covering identity management, endpoint security, SASE, and MDR.

Quantifiable outcome

• 95% customer retention/utilization rate
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability7 records

Feature8 records

Partnerships

Two partnerships are on record, tiered minor.

• Shinfield (シンフィールド)minorGTM or Marketing Partner · 7 July 2026Softbrain was selected for Shinfield's 'Social Good Corporate Support Project' featuring 'Shima Kosaku' character as official ambassador. This partnership involves promotional activities where the character appears in marketing content for esm products.
• Vantan (バンタン)minorOthers · 7 April 2026Softbrain collaborated with Vantan Design Research Institute on an industry-academia project where students planned and produced CM videos for esm marketing, esm flow, and esm appli products. The collaboration aimed to leverage youthful creativity and diverse expressions for product promotional content.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Mazrica (formerly SFA NOW): Japanese CRM/SFA provider offering cloud-based sales force automation and customer management. A direct Japanese competitor to Softbrain's core esm CRM/SFA offering, particularly in the SME/mid-market segment.
• Sansan: Japanese B2B SaaS company providing business card management, CRM, and SFA tools (Sansan, Eight). Directly competes with Softbrain in Japanese enterprise sales digitization and was recognized in the same Deloitte Fast 500 cohort.
• Pipedrive: SMB-focused CRM/SFA platform with strong sales pipeline management. While not Japan-headquartered, it competes for the same small-to-medium enterprise customer segment that represents 70% of Softbrain's base.
• BowNow: Japanese marketing automation and B2B sales platform. Directly competes with Softbrain's esm marketing MA offering and overlaps in the Japanese SME lead-nurturing market.

Broad incumbents

• Oracle Sales (Oracle CX): Oracle's enterprise CRM and sales force automation suite. Competes with Softbrain's esm platform in large-enterprise deals, particularly in Japan-based multinational customers.
• Zoho: Global CRM platform with broad suite including Zoho CRM, Zoho SalesIQ, and marketing automation. Softbrain's own content marketing publishes competitive analysis comparing esm to Zoho, signaling direct competition in the Japan market.
• HubSpot: Global CRM platform with sales hub, marketing hub, and service hub offerings. Competes with Softbrain's integrated esm platform (marketing + sales + service) across Japanese and international markets.
• Salesforce: Global CRM/SFA market leader with Salesforce Sales Cloud. Softbrain explicitly positions itself against Salesforce in customer-facing content, and Salesforce is the dominant international SFA brand that Japanese enterprises often evaluate against esm.
• Cybozu: Japanese SaaS company offering kintone (no-code business apps), Garoon (groupware), and related workflow tools. Competes with Softbrain's esm appli (no-code), esm flow (workflow), and broader KM/productivity platform.
• Microsoft Dynamics 365: Microsoft's enterprise CRM and ERP suite, frequently evaluated against Softbrain in Japanese enterprise sales. Competes on integration with Microsoft 365 ecosystem and enterprise-scale functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/softbrain_jp
• YouTubeyoutube.com/@ODACHANNEL
• Facebookfacebook.com/softbrain.co.jp
• Instagraminstagram.com/softbrain_development

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Softbrain