SAFEHR LIMITED
SafeHR Limited (formerly CitrusHR) is a UK-based provider of cloud-based HR software and CIPD-qualified HR advisory services, serving small and mid-market British businesses through per-employee subscriptions, payroll add-ons, and complementary compliance and employment-law support under parent Alcumus.
- Company typePrivate
- Founded1994
- HeadquartersCardiff, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What SAFEHR LIMITED does
SAFEHR LIMITED (formerly CitrusHR) is a UK-based HR solutions provider founded in 1994, headquartered in Cardiff, Wales, and operating as a wholly-owned subsidiary of Alcumus within the SafeContractor suite of brands. The company serves small and mid-market businesses in the United Kingdom with a hybrid offering that combines cloud-based HR software (holiday and absence management, payroll, rota and clock-in/out, recruitment and onboarding, performance management, time and attendance, HR reporting, GDPR tools, and automated compliance alerts) with expert advisory services delivered by CIPD-qualified HR consultants and in-house employment lawyers.
The underlying platform is a modular, cloud-based HR system priced on a per-employee-per-month subscription model (£4 for software-only, £10.50 for software plus unlimited HR support), with add-on modules for payroll (£20 flat fee + £5 per payslip), rota management (£2.50 to £1.50 per employee), and recruitment (£15 to £40 per month depending on vacancies). The technology integrates with Xero, QuickBooks, Xledger, Deputy, Telleroo, Outlook, Slack, and App Advisory Plus, and is delivered through a free trial and self-serve onboarding flow for under-11-employee customers, with expert demos for mid-market prospects.
The business model combines recurring subscription revenue, transaction-based fees (payroll), and pay-as-you-go professional services (£110/hour consulting, £400 flat-fee settlement agreements). SafeHR serves 2,000+ direct customers and reaches 50,000+ customers through the broader SafeContractor platform, employing a sales-led motion augmented by product-led free trials, a partner referral programme for accountants and bookkeepers, and a content-led marketing engine covering blogs, webinars, guides, and email updates. The company is led by Managing Director Matthew Rouse (appointed 2025) and operates offices in Cardiff and Bath.
SAFEHR LIMITED firmographics
Firmographics- Name
- SAFEHR LIMITED
- Legal name
- SAFEHR LIMITED
- Website
- https://safe-hr.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- SafeHR Limited (formerly CitrusHR) is a UK-based provider of cloud-based HR software and CIPD-qualified HR advisory services, serving small and mid-market British businesses through per-employee subscriptions, payroll add-ons, and complementary compliance and employment-law support under parent Alcumus.
- Ownership category
- akta.pro rank
SAFEHR LIMITED industry classification
Industry- Product category
- HR Management Software
- NAICS
- Facilities Support Services (561210)
- SIC
- Services-Prepackaged Software (7372), Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- HR Compliance, Policy, EEO & Labor Law (BPACAPAM)
- akta.pro secondary industries
- HRIS/HCM Managed Services & Support (BPAEAGAF), Personnel Records, Document Management & Compliance (BPAAAIAD)
Keywords
Where SAFEHR LIMITED is headquartered
LocationHeadquarters
- HQ city
- Cardiff
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
SAFEHR LIMITED business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- HR Software Subscription: Monthly subscription-based revenue model charging per employee per month. Includes access to the online HR platform with various features depending on the tier selected.
- Payroll Processing: Transaction-based revenue from payroll processing, charging a flat fee plus a per-payslip charge. This is an upsell/add-on to the core HR software subscription.
- Recruitment Software: Additional module for recruitment functionality, priced per number of live vacancies. Tiered pricing based on recruitment volume.
- Rota Management Add-on: Additional feature for rota management and clock in/clock out, charged per employee with volume discounts for larger workforces.
- Professional Services: Hourly-rate consulting services for on-site visits or additional services, charged at £110 per hour plus VAT. Settlement Agreement creation at flat fee of £400 plus VAT.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | HR Software-Only: £4.00 per employee per month |
| Per seat | Monthly | HR Support Service: £10.50 per employee per month |
| Hybrid | Monthly | Payroll Software: £20 flat fee + £5 per payslip per month |
| Subscription | Monthly | Recruitment Software: £15-40 per month |
| Per seat | Monthly | Rota Manager: £2.50-£1.50 per employee per month |
| Subscription | Monthly | Charity Discount: 10% off |
| Other | Pay-as-you-go | Professional Services: £110 per hour |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
SAFEHR LIMITED product offering
Product offeringCore offering
SafeHR provides cloud-based HR management software bundled with on-demand HR consultancy, payroll processing, and compliance support for UK small and mid-sized businesses. Originally launched as CitrusHR, the platform now sits within the SafeContractor compliance suite under parent company Alcumus, offering employers an integrated way to manage employee records, leave, documentation, payroll, and HR advice in a single subscription.
Product overview
SafeHR (formerly CitrusHR) is part of the SafeContractor suite under parent company Alcumus. The offering consists of two core tiers: (1) SafeHR HR Software — a cloud-based platform providing modular functionality across payroll & expenses, rota management & clock in/out, recruitment & onboarding, performance management, time & attendance, HR reporting, GDPR tools, health & safety, training logs, and staff engagement surveys; and (2) SafeHR HR Support Service — advisory consulting with unlimited access to CIPD-qualified HR consultants and in-house employment lawyers, including tailored contracts, policies, monthly legal updates, and 50 management guides. Both tiers share a common online HR platform. Add-on modules available at additional cost include Payroll Software (£20 flat + £5/payslip), Recruitment Software (£15–40/month depending on vacancy count), and Rota Manager & Clock In/Clock Out (£2.50/employee for first 50, £1.50 thereafter). The software is designed for small businesses with no minimum contract length (rolling monthly subscriptions).
Differentiator
Problem solved
Functional benefit
Products and services
- SafeHR Cloud HR Software
Quantifiable outcome
- Run payroll in under five minutes
- +2 more outcomes
Companies that use SAFEHR LIMITED
Customer profileNamed customers34 records
Segments9 records
Ideal customer profiles2 records
SAFEHR LIMITED technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature8 records
SAFEHR LIMITED partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- DeputycoreDeputy integration allows SafeHR customers to track their team's time and plan shifts without time-consuming rota planning. The integration connects workforce management with HR records.
- TelleroocoreTelleroo integration enables SafeHR customers to pay employees directly through the SafeHR payroll software, simplifying payroll payment processes.
- QuickBookscoreQuickBooks integration allows SafeHR to push payroll journal and expenses directly to customers' accounting software, streamlining financial workflows.
- XerocoreXero integration enables HR and payroll software integration, allowing customers to manage all staff admin and push expense data directly to Xero accounting software.
- App Advisory PlusminorApp Advisory Plus partnership creates an integrated HR and accountancy workflow for SafeHR customers and App Advisory Plus clients, offering combined services.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
SAFEHR LIMITED competitors and assessment
Company assessmentDirect peers
- CharlieHR: UK SMB-focused HR platform providing onboarding, time off, employee directory, and basic HR document management. Targets the same small-business buyer as SafeHR's lower tier.
- BrightHR: UK HR, employment law, and health-and-safety software provider under the Peninsula Group. Directly competes with SafeHR's HR Support Service tier through bundled employment-law advice and HR software.
- Personio: European HRIS competitor serving SMB and mid-market customers with recruiting, HR, payroll, and analytics. Competes for the same mid-market UK accounts SafeHR targets via its 11+ employee tier.
- BreatheHR: UK-focused cloud HRIS for small businesses, offering holiday tracking, absence management, employee records, and document storage. Direct competitor to SafeHR's software-only tier with a similar target customer and feature set.
- Employment Hero: UK and Australia-focused employment platform combining HRIS, payroll, and employee benefits. Competes for the same SMB HR software buyers and offers an alternative to SafeHR's bundled advisory model.
Broad incumbents
- Moorepay: UK payroll and HR software provider serving small and mid-sized businesses. Competes with SafeHR's payroll module and broader HRIS offering, particularly for accountant-referred accounts.
- BambooHR: Established SMB-focused HRIS vendor serving a broader international market. While primarily US-headquartered, it competes for multinational SMB accounts that SafeHR also pursues in the UK.
- CIPHR: UK HR, payroll, and learning vendor serving SMB through enterprise. Overlaps with SafeHR on payroll and HRIS for the mid-market and provides a broader portfolio of HR services.
Others
- Xero Payroll: While an integration partner rather than direct competitor, Xero's payroll add-on overlaps functionally with SafeHR's payroll module for UK micro-businesses and could disintermediate SMB payroll buyers.
- Alcumus (parent): SafeHR's parent company and ecosystem partner, providing distribution leverage via the SafeContractor suite. Included to reflect the corporate-structure relationship rather than direct product competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SAFEHR LIMITED social profiles
Digital presenceSAFEHR LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
SAFEHR LIMITED leadership team
Management profileNumber of profiles
SAFEHR LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SAFEHR LIMITED 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 SAFEHR LIMITED
What does SAFEHR LIMITED do?
SafeHR provides cloud-based HR management software bundled with on-demand HR consultancy, payroll processing, and compliance support for UK small and mid-sized businesses. Originally launched as CitrusHR, the platform now sits within the SafeContractor compliance suite under parent company Alcumus, offering employers an integrated way to manage employee records, leave, documentation, payroll, and HR advice in a single subscription.
Is SAFEHR LIMITED a public or private company?
SAFEHR LIMITED is a private company. It is classified as corporate owned and is currently operating.
When was SAFEHR LIMITED founded?
SAFEHR LIMITED was founded in 1994. It employs 501 to 1,000 people.
Where is SAFEHR LIMITED based?
SAFEHR LIMITED is headquartered in Cardiff, United Kingdom, in the Europe region.
How does SAFEHR LIMITED make money?
Five revenue lines are on record. HR Software Subscription is the primary driver. The others are payroll Processing, recruitment Software, rota Management Add-on and professional Services.
Who are SAFEHR LIMITED's main competitors?
Direct peers on record are CharlieHR, BrightHR, Personio, BreatheHR and Employment Hero. Broad incumbents are Moorepay, BambooHR and CIPHR. Others are Xero Payroll and Alcumus (parent).
Does SAFEHR LIMITED have an API?
No public API is recorded for SAFEHR LIMITED.
What industry is SAFEHR LIMITED in?
SAFEHR LIMITED's product category is HR Management Software. Its primary akta.pro industry code is BPACAPAM, HR Compliance, Policy, EEO & Labor Law, with a secondary code of BPAEAGAF, HRIS/HCM Managed Services & Support. Its NAICS code is 561210 and its SIC code is 7372.