B2B Companies Using Merge in the UK: 61 Active Firms (2026)
UK B2B organisations running integration tools sell products or services to other businesses and show a need to connect data, workflows or partner systems.
Adoption tends to sit with product, revenue operations and customer-success teams rather than a single IT buying centre. In this part of the business-to-business market, the integration layer is used to reduce custom connector work, keep customer records aligned and make partner-system access easier to sell and support. Companies running this stack usually have enough commercial maturity to carry formal operations roles, defined onboarding workflows and a budget for external SaaS infrastructure. The customer base is more often small and mid-market than government-led, with enterprise buying processes appearing where the integrations support regulated workflows or customer data movement.
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UK adoption is still a narrow business-to-business pattern: 61 companies in this list are actively trading, and the same cohort reports 1,307 employees in total. Within customer-data-platform usage in the sector, this stack sits second at 23.8% of a 256-company comparator group. The registered-region footprint is London-weighted, at 52.5%, followed by the South East at 13.1%, the North West at 8.2%, the East of England at 6.6%, and Yorkshire and The Humber at 4.9%.
Business-to-business users of integration tooling are not covered by a single UK licensing regime. The relevant obligations depend on what the connected workflow handles: financial-services activity, telecoms processes, professional-services work and personal-data processing each bring different controls. For direct marketing, ICO guidance on PECR is material because electronic-mail rules do not require consent for corporate subscribers, while still requiring clear sender identity and a valid opt-out address. UK GDPR continues to apply where business-contact data is processed. Live sales calls also need screening against CTPS and TPS where an organisation has objected.
Adoption appears tied to companies that want integrations to be part of the product promise rather than a bespoke services exercise. The cohort still looks weighted towards early-commercial and mid-market suppliers, so migration pressure may come from customer-success workload, security-review demands and the need to shorten implementation cycles. Over time, usage tends to concentrate where sales, product and operations teams share ownership of customer data. Replacement risk may come from adjacent platforms bundling connector libraries, although specialist integration layers remain useful when customers expect their systems to work together without repeated custom work.
Adoption by company size
Adoption of Merge rises with company size across the trading UK B2B companies in this cohort. 0% of the 76,784 companies with under 10 employees run Merge (29 detected). 0.1% of the 31,788 companies with 10–50 employees run Merge (23 detected). 0.1% of the 3,773 companies with over 50 employees run Merge (3 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
61
Active firms
2026
23.8%
Of detected Customer data platform share
UK B2B
7
Median headcount
Filed accounts
144
Verified contacts
Across this cohort
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Key facts
About 9% of the trading cohort reports turnover above £5M (6 of 61 firms) — the rest sits below that revenue band.
18% of the cohort was incorporated since 2022 (11 firms), so a sizeable share is in its first few filing cycles.
The profiled customer data platform is second by detected share among B2B firms, at 23.8% (61) of 256 companies with a detectable system; the largest detected platform is 46.9% (120).
London accounts for 52.5% (32) of B2B firms running the profiled platform, followed by the South East at 13.1% (8) and the North West at 8.2% (5).
Cloud-infrastructure usage is common in this cohort, with three related services each also detected at 98.4% (60).
Sector tags skew towards software-led B2B firms: SaaS appears on 82.0% (50), AI & Machine Learning on 42.6% (26), and Startup on 36.1% (22).
B2B marketing is activity-led rather than governed by a single sector licence: the ICO says PECR covers direct marketing by live or automated calls, electronic mail and fax, while UK GDPR applies where personal data is processed.
Integration platform market share among UK B2B
What else do Merge-running B2B run?
Share of the 61 Merge-running UK companies where each technology was also detected. As of June 2026.
Where Merge B2B are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
7
Median headcount
£848.6K
Median UK turnover
9.8%
Above £5M turnover
11
Incorporated since 2022
144 verified decision-maker contacts
across these 61 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2B using Merge
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 2 filingsProvides a platform that aggregates data from 150+ providers and AI research agents to identify companies and contacts, enrich CRM records, track buying signals, and automate go‑to‑market workflows…
Serves B2B growth, sales, marketing and GTM operations teams at startups and enterprises, including companies running outbound, ABM, CRM enrichment, inbound and territory-planning workflows.
Financial Health
DistressedDistressed · -25% CAGR over 1y
Location
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Financial sub-scores
Computed from 3 filingsDevelops industrial data operations software that connects, models and streams data from manufacturing systems and equipment to enterprise and cloud applications, supporting analytics, unified…
Sells to industrial manufacturers and enterprise operations teams pursuing Industry 4.0, including life sciences, regulated manufacturing, OEMs, and companies with plant-floor, cloud, and analytics…
Financial Health
StrongStrong · Growing, Hiring · 80% CAGR over 3y
Location
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Financial sub-scores
Computed from 2 filingsDevelops data integration and streaming software that captures, processes and delivers real-time data between databases, applications and cloud platforms. Provides tools for building data pipelines,…
Serves B2B data, analytics and IT teams at enterprises in financial services, retail/CPG, healthcare, travel/logistics, aviation, manufacturing, energy, telecoms, technology and media.
Financial Health
StrongStrong · Hiring · 71% CAGR over 1y
Location
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Financial sub-scores
Computed from 4 filingsDevelops API management software providing API gateway, service mesh, and developer tools. Platform enables organisations to design, test, deploy, secure and monitor APIs and AI integrations across…
Sells to enterprise platform, AI and developer teams, plus executives, across financial services, healthcare, higher education, insurance, manufacturing, retail, software and technology, and…
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 3 filingsProvides embedded financial infrastructure for software platforms, enabling them to offer products such as revenue-based capital financing and business charge cards to their customers. Integrates via…
Sells to B2B software platforms, including vertical SaaS providers, payment facilitators and marketplaces, whose customers are small businesses needing embedded financial tools.
Financial Health
DistressedDistressed · -38% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops AI software for customer success teams that analyses product usage, support interactions and meeting data to predict churn risk, provide account insights and recommended actions, and…
Sells to B2B subscription and SaaS companies, targeting customer success leaders and teams responsible for retention, renewals, churn risk, account management, and revenue expansion.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 2 filingsDevelops an AI revenue orchestration platform that analyses customer interactions and sales conversations to generate structured go‑to‑market data, automate CRM updates, capture notes, provide sales…
Serves B2B go-to-market teams, especially CROs, RevOps, sales, SDR/BDR, customer success, enablement, marketing and product leaders at companies managing CRM-driven revenue operations.
Financial Health
StrongStrong · Growing, Hiring · 150% CAGR over 1y
Location
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Financial sub-scores
Computed from 3 filingsProvides a merchant of record platform for software and app companies, handling subscription billing, payment processing, checkout, invoicing, global sales tax compliance, fraud prevention, and…
Serves B2B software and digital product businesses, including SaaS companies, mobile app publishers, app studios, game developers and subscription-led software teams, from startups to scaling firms…
Financial Health
HealthyHealthy · Hiring · 36% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsProvides digital platform and structuring services for private market investments. Enables wealth managers and asset managers to launch fund vehicles, manage investor onboarding, KYC/AML,…
Sells to B2B financial institutions in private markets, especially wealth managers, private banks, EAM desks, multi-family offices, foundations, institutional LPs, general partners and asset managers…
Financial Health
StrongStrong · Hiring · 41% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides B2B marketing data, lead generation and campaign services, including content syndication, intent data, digital advertising, and audience targeting tools. Also supplies administrative,…
Sells to B2B marketing and sales teams seeking pipeline growth, especially marketers targeting specific accounts and decision-makers. Serves businesses using demand generation, account-based…
Financial Health
StableStable · -46% CAGR over 5y
Location
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Financial sub-scores
Computed from 2 filingsProvides software for contract lifecycle, vendor risk, and spend management. Platform supports vendor onboarding, compliance tracking, contract creation and e‑signature, renewal monitoring,…
Targets B2B organisations’ CFOs, legal, procurement, finance and risk teams that manage supplier relationships, contracts, compliance and spend, including NetSuite-using companies.
Financial Health
StableStable · Hiring · 35% CAGR over 1y
Location
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Computed from 3 filingsDevelops conversational and generative AI software for customer service automation. Provides a platform to build and manage AI agents for voice, chat and messaging, with tools for contact centre…
Serves enterprise contact centre and customer experience teams in airlines, automotive, finance, banking, healthcare, insurance, retail, e-commerce, telecoms and utilities.
Financial Health
HealthyHealthy · 4% CAGR over 2y
Location
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Provides a spend management platform that links corporate credit cards with software for tracking expenses, collecting receipts, processing invoices, and reconciling transactions. Includes budgeting…
Sells to finance teams, CFOs and operations leaders at businesses managing corporate card spend, expenses, invoices and multi-entity or cross-border operations, with integrations for ERP, HRIS and…
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Develops customer marketing software that uses data and AI to help businesses analyse customer behaviour, segment audiences, and manage personalised multichannel campaigns across email, SMS, mobile…
Serves B2B marketing teams at brands and operators in iGaming, retail and eCommerce, online trading, social games and apps, financial services, and travel and hospitality.
Financial Health
N/AN/A
Location
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Financial sub-scores
Computed from 5 filingsDevelops a cloud platform for analytics engineering that provides an AI‑assisted IDE, orchestration of dbt and Python data pipelines, and tools to monitor and optimise data warehouse usage and costs.
Serves B2B data and analytics teams using dbt, Snowflake or BigQuery, including analytics engineers, data leaders and finance/operations executives at companies running analytics and AI pipelines.
Financial Health
WeakWeak · Hiring · 24% CAGR over 4y
Location
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Computed from 3 filingsDevelops portfolio monitoring software for private equity, venture capital and institutional investors. The platform aggregates data from accounting and business systems, automates data collection…
Serves private markets investment firms, including private equity, venture capital and institutional investors, targeting portfolio monitoring, operations and reporting teams managing multi-company…
Financial Health
StrongStrong · Hiring · 53% CAGR over 2y
Location
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Develops AI software for automotive retailers and manufacturers. Provides a platform that automates customer communications, sales engagement, marketing campaigns, merchandising, and service…
Serves B2B automotive retail customers, including franchised and independent dealers, OEMs, specialty vehicle dealers, enterprise dealer groups, and agencies, with audiences across sales, marketing,…
Financial Health
N/AN/A · -67% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsDevelops a cloud-based analytics platform that connects to databases and business tools, enabling teams to query data with AI, build metric trees and dashboards, perform collaborative analysis, and…
Sells to B2B data, analytics and business teams at organisations that need collaborative BI across data warehouses, semantic layers, spreadsheets and SaaS tools.
Financial Health
StrongStrong · Growing, Hiring · 24% CAGR over 4y
Location
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Computed from 3 filingsProvides a digital business card platform for individuals and organisations to share contact details via QR codes, NFC cards, links and email signatures. Includes tools for scanning business cards or…
Targets individual professionals, business teams and enterprises that rely on networking, events and lead capture, including sales, marketing and customer-facing teams needing centrally managed…
Financial Health
StrongStrong · Hiring · 41% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops messaging software that integrates SMS, MMS and business messaging into collaboration platforms such as Microsoft Teams and Cisco Webex, enabling individuals and teams to send, receive and…
Serves businesses, teams and individual business users that rely on Microsoft Teams or Webex, including organisations needing shared inboxes and customer messaging across SMS, MMS and WhatsApp.
Financial Health
StrongStrong · Growing, Hiring · 34% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides a digital business banking platform offering multi‑currency accounts, virtual company cards, cross‑border payments, expense and accounts payable management, accounting integrations, and…
Serves finance teams at growth-oriented businesses operating across multiple markets, including companies with multi-currency payments, supplier spend, team expenses and Fortnox-based accounting…
Financial Health
StrongStrong · Hiring · 37% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsProvides marketing technology consulting and digital transformation services, including first‑party data strategy, marketing analytics and AI solutions. Develops platforms for customer data…
Serves B2B marketing, customer experience and content teams at brands and enterprises that manage consumer data, digital campaigns and immersive content, including Google Marketing Platform and…
Financial Health
StrongStrong
Location
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Computed from 3 filingsDevelops enterprise software for sustainability management, enabling companies to measure carbon emissions and environmental impact, collect and standardise operational data, generate ESG and…
Sells to enterprise sustainability and ESG teams at large corporates, including Fortune 500 companies, major banks and global private equity firms with complex reporting obligations.
Financial Health
StrongStrong · Hiring · 224% CAGR over 2y
Location
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Computed from 4 filingsProvides cloud-based software for managing company equity and employee share plans, including cap table management, automated financial reporting, compliance across jurisdictions, participant…
Serves private and public companies managing employee equity and share plans, including startups scaling toward IPO and listed businesses with finance, legal, HR, and reward teams responsible for…
Financial Health
StrongStrong · Growing · 0% CAGR over 3y
Location
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Computed from 5 filingsDevelops and operates an e‑commerce review platform for online stores, particularly Shopify merchants. Provides tools to collect customer product and store reviews, display them through website…
Serves B2B e-commerce merchants using Shopify, including dropshippers, new online stores and growing retailers, plus agency and technology partners in the e-commerce ecosystem.
Financial Health
HealthyHealthy · Hiring · 84% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based audit software for accounting firms, providing digital working papers, audit data analytics, client collaboration tools and quality management features to manage audit…
Serves accounting and audit firms of all sizes, from small practices to global enterprises, targeting audit professionals and practice leaders responsible for audit delivery, quality and…
Financial Health
StrongStrong · Growing, Hiring · 4% CAGR over 4y
Location
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Computed from 4 filingsDevelops software platform for private capital firms to manage fund and deal operations, including cap table tracking, waterfall calculations, investor reporting, document management, compliance…
Serves private capital firms and related law firms, targeting fund investment, legal, finance, audit and compliance teams, plus portfolio company managers and limited partners involved in private…
Financial Health
StableStable
Location
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Computed from 4 filingsDevelops talent acquisition and recruitment CRM software focused on campus and early‑career hiring. Provides tools for candidate sourcing, event management, interview scheduling, workflow automation,…
Sells to large enterprises, high-growth companies, and federal government agencies running early talent and campus recruiting programmes, across industries. Targets talent acquisition, university…
Financial Health
WeakWeak · Hiring · 33% CAGR over 3y
Location
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Develops AI-powered software for private capital investors. The platform integrates CRM systems, document repositories and third‑party financial data to analyse historical deal information, generate…
Sells to institutional private capital investors, including private equity funds and regulated financial institutions, targeting investment teams such as investment managers, senior associates and…
Financial Health
N/AN/A
Location
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Provides a cloud-based platform that automates security and regulatory compliance processes. Software monitors systems, collects audit evidence, manages access controls and risk, handles vendor…
Serves startups, mid-market and enterprise businesses, especially security, compliance and GRC teams in healthcare, government and fintech, plus organisations pursuing SOC 2, ISO 27001, HIPAA, PCI…
Financial Health
N/AN/A
Location
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Provides financial services for businesses including multi‑currency accounts, virtual and company cards, credit cards, invoice financing, and accounts payable tools. Platform includes spend…
Serves businesses using digital banking, particularly ecommerce and growth brands needing working capital for inventory, ad campaigns, supplier invoices, team expenses and cross-border payments.
Financial Health
N/AN/A
Location
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Computed from 2 filingsDevelops AI-powered project scheduling software that generates and optimises complex project schedules, provides disruption alerts, supports scenario planning and collaboration, and integrates with…
Serves B2B project planning teams at large construction and infrastructure organisations, including major contractors, energy utilities and project portfolio owners.
Financial Health
WeakWeak · 0% CAGR over 1y
Location
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Computed from 5 filingsProvides AI-powered software for complaints management. The platform processes complaint data to generate customer response drafts, flag quality issues, produce root cause analysis and reporting, and…
Sells to B2B complaints, customer service, operations and quality teams in organisations handling customer complaints, including case handlers and team leaders responsible for compliance, reporting…
Financial Health
WeakWeak · Hiring · 28% CAGR over 4y
Location
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Computed from 3 filingsDevelops and provides a cloud‑native software platform for property and casualty insurers. The IBSuite system supports policy administration, underwriting, claims management, billing, rating, CRM,…
Serves B2B property and casualty insurance risk carriers, including insurers and related insurance organisations seeking modern core systems, with additional engagement for consulting firms involved…
Financial Health
StableStable · -29% CAGR over 2y
Location
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Develops software for AI‑powered workflow and document automation. Provides tools for intelligent document processing, accounts payable and receivable automation, PDF and eSignature management, and…
Serves global enterprises, especially finance, operations and IT teams managing AP/AR, document-heavy workflows, secure print, PDF and eSignature processes across large organisations.
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Computed from 2 filingsProvides software platform and services for advertising operations including creative asset management, rights tracking, ad delivery across media channels, and payment processing for actors,…
Serves global brands, advertising agencies, marketers, and commercial or entertainment production teams involved in advertising campaigns, media delivery, talent payments, and rights management.
Financial Health
WeakWeak · -7% CAGR over 1y
Location
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Provides IBM Maximo enterprise asset management solutions including cloud hosting, mobile applications, data and GIS tools, and software extensions. Delivers implementation, upgrades, customisation,…
Serves asset-intensive enterprises and public sector organisations using IBM Maximo, particularly in energy, utilities, manufacturing, transportation, facilities management, healthcare, life…
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Computed from 4 filingsProvides digital debt collection services and software for businesses, using AI-driven platforms to manage consumer debt recovery, customer communications, payment plans and self‑service portals…
Sells to businesses, particularly enterprise and high-growth organisations needing first- and third-party consumer debt collection support. Serves teams operating across regulated markets in the UK,…
Financial Health
StrongStrong · Hiring · 22% CAGR over 3y
Location
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Computed from 3 filingsDevelops cloud-based human resources information system (HRIS) software with AI features for managing employee data, onboarding and offboarding, performance reviews, absence tracking, workflow…
Serves growing and global businesses, targeting HR and People Operations leaders plus finance, planning and IT teams responsible for employees across the organisation.
Financial Health
StrongStrong · Hiring · 22% CAGR over 2y
Location
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Computed from 5 filingsProvides a developer platform for building, deploying and managing applications, APIs, databases and AI workloads. Offers CI/CD pipelines, container and Kubernetes orchestration, GPU compute, and…
Sells to engineering and platform teams at startups and enterprises running cloud-native applications, AI workloads, databases and Kubernetes infrastructure across public cloud or their own VPCs.
Financial Health
StrongStrong · Hiring · 3% CAGR over 4y
Location
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Computed from 5 filingsProvides IT consulting, integration and managed services focused on cloud computing, cybersecurity, networking and collaboration platforms. Designs, implements and supports digital infrastructure, AI…
Serves businesses and public sector organisations of all sizes, including healthcare, financial services, retail, manufacturing, media, gaming, legal, energy, utilities and federal customers.
Financial Health
HealthyHealthy · Hiring · 26% CAGR over 4y
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Computed from 5 filingsProvides consulting, analytics, and technology solutions for pharmaceutical, biotech, and medtech companies. Services include commercial strategy, market research, pricing and market access, launch…
Serves B2B life sciences organizations, including pharma, biotech and MedTech companies, targeting C-suite, brand, marketing, sales, medical affairs, market access, analytics, commercial operations…
Financial Health
StableStable · Hiring · 26% CAGR over 4y
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Computed from 3 filingsProvides an AI-powered platform that maps global supply chains and product networks, enabling businesses, logistics providers and government agencies to manage tariffs, monitor trade flows, assess…
Serves governments, customs and border regulators, large enterprises, suppliers and logistics providers involved in global trade, especially teams responsible for tariffs, trade compliance,…
Financial Health
StrongStrong · Hiring · 55% CAGR over 2y
Location
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Computed from 5 filingsDevelops a software platform that enables B2B SaaS companies to build, deploy and manage AI agents within their products. Provides conversational interfaces, embeddable widgets, SDKs, workflow tools,…
Targets B2B SaaS companies, especially product and engineering teams at learning platforms, HR and people operations software providers, and talent acquisition platforms serving business customers.
Financial Health
HealthyHealthy · Hiring · 54% CAGR over 4y
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Computed from 5 filingsDevelops AI software that processes business documents such as contracts, invoices and reports, extracting structured data and automating document-driven workflows. Provides tools to manage…
Serves B2B teams handling high volumes of contracts, invoices, reports and internal documents, including operations, finance, legal and other workflow owners in document-heavy organisations.
Financial Health
HealthyHealthy · Hiring · 63% CAGR over 4y
Location
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Computed from 5 filingsDevelops and operates a software platform for managing employee benefits. Enables organisations to administer global benefit programmes, enrol staff in core and flexible benefits, manage allowances…
Sells to businesses with global workforces, especially HR and finance teams at enterprises and fast-growing scale-ups managing employee benefits, insurance and allowances across multiple countries.
Financial Health
StableStable · Hiring · 12% CAGR over 4y
Location
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Provides a software platform for managing information security and regulatory compliance. Automates controls, risk assessments, vendor management and policy tracking to help organisations meet…
Serves European startups, SMEs and mid-market B2B teams that need to meet security, privacy and regulatory requirements for clients, partners or sectors such as automotive and financial services.
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Provides IT consulting, integration and managed services, including cloud migration and management, cybersecurity, networking, collaboration platforms, AI and data solutions, and infrastructure…
Serves businesses and public sector organisations of all sizes, including healthcare, life sciences, financial services, retail, manufacturing, media and entertainment, gaming, legal/professional…
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Computed from 2 filingsDevelops AI-powered software for financial services that integrates internal and external data to search knowledge bases, analyse companies and markets, automate due diligence, and generate…
Serves B2B financial services firms, particularly investment teams at institutions handling deal origination, screening, company analysis, due diligence, portfolio insights and document-heavy…
Financial Health
WeakWeak · Hiring · 40% CAGR over 1y
Location
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Develops a platform and API for creating real-time interactive AI video avatars. Provides tools to generate photorealistic digital agents that converse with users and integrate into applications for…
Sells to businesses and developer teams building customer support, sales, training, language tutoring and medical service experiences, including teams seeking API or no-code integration for…
Financial Health
N/AN/A
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How Merge usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2B companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2B companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Merge is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2B by Integration platform
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Frequently asked questions
How many UK B2B companies use Merge?
What share of UK B2B companies run Merge?
How is Merge usage detected?
What size B2B companies use Merge in the UK?
What do Merge-running B2B companies also run?
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