Name

SMART APPROVE LTD

Legal name

Smart Approve Ltd

Website

https://smartapprove.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Brighton and Hove

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Approver Licenses: Monthly recurring revenue from per-approver license fees across three tiers (Free, Professional at £5/month, Enterprise at £7/month). Includes tiered feature access with increasing approval request limits and storage.
2. Smart Forms Professional Services: Custom Smart Forms development services including setup, workflow design, configuration, build, testing, and launch. Priced as project-based professional services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Smart Approve Ltd provides a cloud-based SaaS platform for managing approval workflows, allowing organizations to centralize the submission, review, and approval of internal business requests across teams. The platform supports configurable approval routing, notifications, audit trails, and integrations with Zapier, Google Drive, and OneDrive, and is delivered through tiered subscription plans (Free, Professional, Enterprise).

Product overview

Smart Approve Ltd offers a cloud-based SaaS approval workflow management platform as its core product, supplemented by Smart Forms as an add-on module for designing custom approval forms and workflows. The platform operates on a tiered subscription model with Free, Professional, and Enterprise plans differentiated by approver capacity, request limits, storage, and feature access.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Approval requests routed automatically to right individuals eliminating manual routing
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature12 records

Partnerships

One partnership is on record.

• CloudflarecoreTechnology or IntegrationCloudflare provides security infrastructure for Smart Approve's platform, including DNSSEC, Cloud WAF, and Rate Limiting features. These protect the site from DNS spoofing, SQL injection, cross-site scripting, DDoS attacks, and malicious traffic. Cloudflare Workers technology is referenced for enhanced application performance.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wrike: Wrike is a project management platform with approval workflows, request forms, and audit trails as part of a wider collaborative work offering. It serves as a broader incumbent alternative to Smart Approve for approval-centric use cases.
• monday.com: monday.com is a broad work management platform that includes approval workflows, automations, and integrations across many verticals. It competes with Smart Approve in approval automation but as part of a much wider project and workflow portfolio.
• ClickUp: ClickUp is an all-in-one productivity platform with built-in approval requests, automations, and forms. It competes with Smart Approve by bundling approval workflows into a broader collaboration suite aimed at teams of all sizes.

Direct peers

• Kissflow: Kissflow is a no-code workflow and approval automation platform offering form builders, parallel/sequential routing, and integration capabilities. It overlaps directly with Smart Approve's Smart Forms, routing rules, and PLG-style deployment model.
• Process Street: Process Street is a SaaS workflow and approval management platform that lets teams build, automate, and track recurring business processes with conditional approvals and audit trails. It directly competes with Smart Approve in horizontal approval/workflow automation for SMB and mid-market customers.
• ApprovalMax: ApprovalMax provides approval workflow automation, particularly for finance and accounting processes, integrated with Xero, QuickBooks, and other ledgers. It is a close comparable to Smart Approve's core use case of routing approvals with audit trails, especially for SMB and mid-market finance teams.
• Pipefy: Pipefy is a workflow automation platform with templates for approvals, procurement, and operations, featuring no-code form builders and role-based routing. It competes with Smart Approve in the SMB approval automation category with a similar freemium/SaaS model.
• Jotform Approvals: Jotform's Approvals product is a workflow automation add-on for routing form submissions through multi-step approval chains. It overlaps with Smart Approve's Smart Forms and routing functionality, particularly for SMB and non-profit users building approval forms.
• Nintex: Nintex offers process automation, workflow, and document approval tools aimed at mid-market and enterprise customers with deep Microsoft 365 integrations. It is comparable to Smart Approve in workflow and approval automation but with a heavier enterprise sales motion.

Others

• Zapier: Zapier is a workflow automation platform that connects 5,000+ apps and is already an integration partner of Smart Approve. It is adjacent rather than directly competing, but its expanding native automation features overlap with simple approval routing use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/smartapprove

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SMART APPROVE LTD