What Iconxlab does

Iconxlab operates Svoya CRM, a modular SaaS customer relationship management platform targeted at small and medium service-sector businesses in Ukraine. The product is delivered as a web-based application accessible through any internet browser, with a separately developed responsive mobile web interface for smartphones and tablets. Core platform features include a client database with segmentation, client cards with document and photo storage, an event and meeting calendar with Google Calendar synchronization, task management with reminders, sales pipeline ("Svoyi Uhody") with deal-stage analytics, lead-capture forms for websites and social media ("Svoya Zayavky"), and an online appointment journal for service businesses ("Sviy Zhurnal"). Data security is implemented via role-based access groups, encryption, and activity tracking. A financial management module is in development. The software is declared a commercial secret and is licensed to the operating FOP.

Name

Iconxlab

Legal name

ФОП Чернова Наталія В'ячеславівна

Website

https://svoya.in.ua

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Iconxlab operates Svoya CRM, a Ukrainian SaaS customer relationship management platform for small and medium service-sector businesses. It offers a free base tier plus low-cost modular add-ons (from UAH 62/month) across client database, sales pipeline, appointment booking, and lead capture.

Ownership category

akta.pro rank

Product category

SaaS Customer Relationship Management (CRM) Software

NAICS

Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Customer Service, Support & Contact Center CRM (HDAEAFAC)

akta.pro secondary industries

Marketing Automation & Campaign Management CRM (HDAEAFAB), Customer Success & Account Management CRM (HDAEAFAD)

Keywords

• SaaS CRM software
• Customer relationship management
• SMB service business
• Beauty salon software
• Freemium CRM platform

Headquarters

HQ city

Lutsk

HQ country

Ukraine

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription – Base (Free Tier): Free permanent basic tier providing essential CRM tools for small service businesses. Includes client base, file storage, calendar, task management, and mobile version with no user or client limits.
2. SaaS Subscription – Paid Modules: Modular paid add-ons purchased on top of the free base: deal pipeline management, additional reports, advanced storage, enhanced security settings, website integration, sales analytics, appointment journal, and online request forms. Billed monthly or annually. Prices range from UAH 62/month for additional modules. 30-day trial period on premium functionality. Services provided as prepaid recurring billing with monthly or annual accounting periods.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Iconxlab develops and operates Svoya CRM (Своя CRM), a Ukrainian-language SaaS customer relationship management platform delivered through a web browser. The product targets small and medium service businesses in Ukraine and offers a permanently free base tier (client database, file storage, calendar, task management, mobile version) with optional paid add-on modules — sales pipeline, online lead-capture forms, appointment booking journal, website integration, and a financial module in development — starting from UAH 62/month.

Product overview

Своя CRM is a modular SaaS CRM platform designed for small and medium service businesses in Ukraine. The platform architecture consists of a permanently free Basic tier providing core CRM functionality (client database, file storage, event calendar, task management, mobile version), supplemented by optional paid modules including Свої угоди (deals/sales pipeline), Свої заявки (lead capture forms), Свій Журнал (appointment booking journal), Свої фінанси (financial management, in development), and website integration. Additional modules start from 62 UAH/month and can be combined as needed. The system operates on a subscription model with monthly or annual billing.

Differentiator

Problem solved

Functional benefit

Products and services

• Svoya CRM Basic Tier (Базовий тариф Своя CRM) Free forever base version of Svoya CRM providing essential CRM tools for service businesses. Includes an unlimited client database, file storage in client cards, event and meeting calendar with Google Calendar sync, task creation and tracking, and an adaptive mobile web version. Unlimited users and clients with no time limit.
• Own Journal / Appointment Booking (Свій Журнал) Real-time online appointment booking journal for beauty, health, and service businesses. Features shared team schedule management, appointment statuses and history, quick client booking, and a link to each client card. Priced at UAH 420/month for the beauty industry with unlimited users and clients (beta version at time of source).
• Own Requests / Lead Capture Forms (Свої Заявки) Lead-capture module allowing businesses to embed forms on their website or share links on social media. Leads are received directly into Svoya CRM with automatic creation of new client cards. Priced at UAH 148/month for the beauty sector with unlimited forms.
• Own Deals / Sales Funnel (Свої Угоди) Sales pipeline and deal-management add-on enabling tracking of deals at each funnel stage with sales analytics to improve conversion. Part of the paid add-on modules priced from UAH 62/month.
• Own Finances / Financial Management (Свої Фінанси)

Quantifiable outcome

• 2,500+ users have implemented the system and increased their results by 15%
• +5 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature11 records

Partnerships

One partnership is on record.

• АТ «Універсал Банк» (JSC Universal Bank)minorOthersBank used for payment processing. Своя CRM's public offer document lists a current account at АТ «Універсал Банк» (account number UA433220010000026007340034132) for receiving customer payments under the SaaS subscription model.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• WireCRM: Online CRM platform aimed at small businesses with sales pipeline, client base and task management. Similar functional footprint and SMB target as Svoya CRM.
• Pipedrive: Global SMB CRM focused on sales pipeline management with deal tracking, workflow automation and integrations. Comparable core CRM/pipeline use case to Svoya's 'Own Deals' module for service SMBs.
• Bitrix24: Widely used CRM and collaboration suite in Ukraine and CIS region with a free tier and paid plans, offering CRM, tasks, contact center, and website builder. Closest large-scale regional incumbent competing head-on for Ukrainian SMB service businesses.
• Creatio: Originally founded in Ukraine/CIS as bpm'online, Creatio offers CRM and low-code workflow automation with strong presence in the region. Comparable SaaS CRM and process automation positioning, though targeting larger customers.
• KeyCRM: Ukrainian-founded CRM/ERP platform targeting small and medium businesses with order management, CRM, marketing, and analytics modules. Direct competitor to Svoya in the Ukrainian SMB market with a similar PLG and modular SaaS approach.
• amoCRM: Sales-focused CRM popular across CIS countries including Ukraine, with pipeline management, lead capture and messenger integrations. Comparable product scope to Svoya's sales funnel and lead capture modules.

Broad incumbents

• HubSpot CRM: Global CRM platform with a robust free tier, marketing automation, sales hub and service hub. Competes for the same small-business buyer as Svoya, but with a much broader marketing/automation stack.
• Zoho CRM: Suite of business applications including CRM with free and low-cost tiers targeting SMBs globally. Overlaps Svoya on client database, pipeline, calendar and appointment features, though broader in scope.

Emerging players

• Salonized: Vertical SaaS for salons and beauty businesses offering appointment scheduling, client database, marketing and payments. Comparable in target vertical (beauty) to Svoya's beauty bundle though typically Western European-focused.

Regional players

• RetailCRM: CIS-region (originally Russian) CRM specialized for retail and e-commerce with client management, order management and integrations. Adjacent regional CRM peer with similar SMB customer profile and customer-base-first approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCMljKzdO5_0OxgLeY2H9D3Q
• Facebookfacebook.com/svoya.crm
• Instagraminstagram.com/svoya.crm

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Iconxlab