B2B Companies Using Zapier in the UK: 211 Active Firms (2026)
B2B companies in the UK use workflow automation to connect web forms, customer systems and operational tools across business processes.
Buying centres tend to sit with revenue operations, marketing operations and customer success teams rather than central IT alone. For UK business-to-business adopters, workflow automation usually connects form fills, CRM updates, email sequences, support tickets and spreadsheet-led reporting, so adoption signals a company with a direct-channel sales motion and enough operational process to justify governed automation. The fit is mostly mid-market B2B: professional services, software, data processing, telecoms and regulated business services where small integration tasks accumulate across teams. Engagements are usually practical rather than board-level IT programmes, often owned by a commercial operations manager who needs faster hand-offs without commissioning custom engineering for every workflow.
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UK adoption remains a specialised slice of the B2B web stack: 211 active trading companies are detected running this workflow automation platform. It sits eighth among detected marketing-automation systems in the sector, at 2.2% of a 9,511-company benchmark, which puts it behind the higher-penetration email and CRM automation categories rather than at the centre of the stack. Reported employment totals 2,206 people, so the cohort is weighted towards smaller commercial teams despite some turnover scale. Regionally, London accounts for 34.6% of adopters, ahead of the South East at 13.7%, then the West Midlands at 8.1%, the North West at 7.1% and the East of England at 7.1%.
Regulation follows the underlying activity rather than the automation tool. A business-to-business adopter in financial services, telecoms, data processing or professional services has to map workflows to the rulebook that already applies to that activity, especially where contact capture feeds sales outreach. The ICO position on PECR leaves business emails and texts to corporate subscribers outside the electronic-mail consent rule, but senders still need clear identity and a valid opt-out route. UK GDPR still applies where a workflow handles personal data, including named work contacts. Live marketing calls also require screening against the relevant preference registers and suppression of organisations that have objected.
Adoption appears likely to remain selective rather than universal. The cohort’s shape suggests buyers use workflow automation where commercial operations have outgrown manual hand-offs but have not yet centralised every integration inside engineering or enterprise IT. Pressure may come from packaged marketing suites bundling more native automation, and from governance teams asking for clearer ownership of data flows, opt-outs and audit trails. Smaller users may keep the tool as a tactical connector, while larger business-to-business operators tend to rationalise overlapping automation, CRM and analytics workflows as procurement checks and privacy review become more formal.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Active director count is the full Companies House board, so it can be higher than the number of names listed — we leave out nominee and formation-agent directors, who aren’t worth contacting. It’s blank for the small number of companies whose officers we haven’t fetched yet.
You’re charged per business, not per row. Where a business trades through several registered companies you get every one, and the Group Primary column marks one row per business — filter to those and the count matches your invoice. Rows sharing a website are not automatically one business: franchises and multi-site operators each count separately, and where names don’t prove a relationship we count them apart rather than guess.
Adoption by company size
Adoption of Zapier varies by company size across the trading UK B2B companies in this cohort. 0.2% of the 76,784 companies with under 10 employees run Zapier (117 detected). 0.2% of the 31,788 companies with 10–50 employees run Zapier (77 detected). 0.2% of the 3,773 companies with over 50 employees run Zapier (6 detected).
211
Active firms
2026
2.2%
Of detected Marketing automation share
UK B2B
8
Median headcount
Filed accounts
484
Verified directors
Across this cohort
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Key facts
About 7% of the trading cohort reports turnover above £5M (16 of 211 firms) — the rest sits below that revenue band.
9% of the cohort was incorporated since 2022 (19 firms), so a sizeable share is in its first few filing cycles.
Among UK B2B firms where a marketing-automation system is detectable, this workflow-automation tool accounts for 2.2% (211) of 9,511 companies, behind seven other detected systems.
London accounts for 34.6% (73) of the cohort, followed by the South East at 13.7% (29) and the West Midlands at 8.1% (17).
Adjacent web-stack tools are often present: 70.6% (149) also run a tag-management product and 56.4% (119) also run an analytics product.
SaaS is the largest overlapping tag at 41.2% (87), with marketing agencies at 13.7% (29) and AI & machine learning at 12.8% (27).
ICO guidance treats B2B marketing according to the underlying channel: PECR covers live or automated calls, electronic mail and fax, while UK GDPR still applies where business-contact data is processed.
Integration platform market share among UK B2B
Share of the 9,511 UK B2B with a detectable system. As of June 2026.
What else do Zapier-running B2B run?
Share of the 211 Zapier-running UK companies where each technology was also detected. As of June 2026.
Where Zapier 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.
8
Median headcount
£546.9K
Median UK turnover
7.6%
Above £5M turnover
19
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 327 businesses, alongside financials and websites, in one Excel + CSV file.
Top UK B2B using Zapier
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 5 filingsOperates an online bulk SMS platform that enables businesses to send, receive and manage text messages. Provides tools for marketing and transactional messaging, including scheduling, throttling, URL…
Sells to SMEs, enterprise organisations, NHS bodies and government teams in the UK, especially marketing, customer service and operations teams communicating with customers, patients and service…
Financial Health
StrongStrong · Growing, Hiring · 11% CAGR over 4y
Location
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Computed from 5 filingsProvides cloud-based email marketing and transactional email software with drag‑and‑drop design tools, automation, segmentation, A/B testing, analytics, and developer APIs/SMTP services for sending,…
Serves B2B marketing and developer teams at small businesses, technology companies, agencies, enterprises, franchises and real estate firms, plus ecommerce teams using platforms such as Shopify and…
Financial Health
StrongStrong · Hiring · 34% CAGR over 4y
Location
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- ContactOut11359817
- ContactOut13394758
- ContactOut06529388
Financial sub-scores
Computed from 5 filingsProvides an email and contact data platform for sales and recruitment teams. Offers email and phone lookup, a Chrome extension, prospect search portal, outreach campaign tools, AI email…
Serves B2B sales teams, recruiters and hiring teams, from startups to Fortune 500 companies, that need professional contact data for prospecting and outreach.
Financial Health
StrongStrong · Hiring · 8% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based customer relationship management (CRM) software for sales and go-to-market teams. Platform provides customizable data models, workflow automation, AI-assisted search and…
Sells to B2B companies’ go-to-market, revenue, sales and business operations teams, especially teams managing customer data, outreach, pipelines and reporting.
Financial Health
StrongStrong · Growing, Hiring · 23% CAGR over 4y
Location
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Computed from 3 filingsDevelops software for managed service providers and IT departments, including remote monitoring and management (RMM), professional services automation (PSA), remote access, cybersecurity, backup, and…
Targets MSPs and other B2B IT service organisations, including IT departments, managed print providers, VARs and security leaders responsible for service delivery, endpoints, remote support, backup…
Financial Health
StrongStrong · Profitable, Growing, Hiring · 7% CAGR over 2y
Location
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Computed from 5 filingsProvides a software platform that aggregates buyer intent data from multiple sources to identify potential B2B customers, monitor account behaviour, generate leads, and support marketing and sales…
Targets B2B go-to-market, sales, marketing and customer success teams, with buyers including revenue leaders at growth-focused companies globally.
Financial Health
WeakWeak · -8% CAGR over 4y
Location
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Computed from 5 filingsDevelops website conversion and marketing software that helps businesses turn website visitors into leads. Provides tools including chatbots, personalised on-site messages, interactive forms, and…
Serves B2B marketing, sales, recruitment and customer support teams at companies that rely on websites for lead generation, customer acquisition, hiring and service, plus agency and freelancer…
Financial Health
WeakWeak · Hiring · 41% CAGR over 5y
Location
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Computed from 4 filingsProvides a software platform that generates white‑label SEO and website audits for sales teams, agencies and resellers. Tools analyse local search performance, competitors, technical SEO and online…
Serves B2B providers selling local digital marketing to SMBs, including agencies, media groups, local directories, web hosts, domain registrars, telecoms and vertical SaaS firms, especially sales…
Financial Health
StrongStrong · Growing, Hiring · 65% CAGR over 3y
Location
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Computed from 5 filingsProvides Equinox, a cloud-based intellectual property management system used by law firms and corporate IP teams to manage patents, trademarks and designs, including docketing, case and document…
Sells to IP professionals at law firms and corporate IP departments, including enterprise-scale law firms and businesses managing patent, trademark and design portfolios globally.
Financial Health
StrongStrong · Growing, Hiring · 11% CAGR over 4y
Location
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Computed from 3 filingsDevelops cloud-based contact centre software that uses AI and real-time data to automate customer service interactions. Provides tools for voice and digital support, virtual agents, workflow…
Serves mid-market and enterprise organisations with contact centres and customer experience teams, including banking, retail, travel, healthcare and other regulated sectors.
Financial Health
HealthyHealthy · Profitable · -29% CAGR over 2y
Location
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Computed from 4 filingsDevelops cloud-based HR management software for businesses, providing tools for employee records, applicant tracking and recruitment, onboarding, time and attendance tracking, performance management…
Sells to B2B HR teams, recruiters and people operations leaders at startups, mid-sized companies and enterprises worldwide seeking a unified employee management platform.
Financial Health
StrongStrong
Location
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Computed from 5 filingsDevelops field sales management software used by brands and agencies. Provides a CRM platform for route planning, lead prospecting, customer visit tracking, order placement, data capture, and…
Serves B2B field sales teams and managers at FMCG and consumer brands, as well as sales agencies managing reps, retail prospecting, wholesale orders and territory activity.
Financial Health
HealthyHealthy · Hiring · 37% CAGR over 4y
Location
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- GoTo05249714
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Computed from 5 filingsDevelops and provides cloud-based business communication and IT support software, including VoIP phone systems, video meetings, webinar hosting, contact centre platforms, and remote endpoint…
Targets businesses of all sizes, including automotive dealers, education providers, healthcare organisations, retailers and government bodies, plus IT teams and managed service providers.
Financial Health
StableStable · Hiring · 32% CAGR over 4y
Location
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Computed from 4 filingsDevelops cloud-based recruitment software including applicant tracking, CRM, recruitment marketing and analytics tools. Platform posts jobs to boards, manages candidate pipelines, matches candidates…
Serves UK recruitment and staffing agencies, plus in-house HR and talent acquisition teams across sectors, including recruiters responsible for candidate pipelines, client accounts and hiring…
Financial Health
StrongStrong · Growing · 1% CAGR over 3y
Location
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- Dept08782065
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Computed from 5 filingsProvides digital marketing and technology services for brands, including AI transformation, brand and media campaigns, ecommerce and customer experience design, and data and platform development.…
Serves enterprise and global brand teams across banking and financial services, consumer packaged goods, health, retail and commerce, and tech, media and telecom sectors.
Financial Health
StrongStrong · Hiring · 7% CAGR over 5y
Location
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Computed from 5 filingsDevelops and provides cloud-based online booking and scheduling software for businesses and public sector organisations. Platform manages appointments, events and resources, processes payments,…
Sells to businesses and public sector organisations, especially local and central government teams, healthcare and education providers, and professional and personal service businesses needing…
Financial Health
WeakWeak · -37% CAGR over 4y
Location
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Computed from 5 filingsDevelops business software for distributors, including order management, master data management, and customer margin management systems. Software captures and processes orders from emails, PDFs and…
Serves B2B distribution companies, particularly food and beverage wholesalers and distributors, targeting operations, finance and commercial teams handling high-volume customer orders, pricing,…
Financial Health
StrongStrong · Growing · 0% CAGR over 4y
Location
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- SHL07879031
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Computed from 5 filingsDevelops and supplies psychometric assessments, skills tests, and video interview tools used by employers to evaluate job candidates and employees. Provides platforms and services supporting…
Serves B2B HR, talent acquisition and talent management teams at organisations hiring or developing employees, including enterprise employers in technology, retail, contact centres and BPO.
Financial Health
StrongStrong · Growing, Hiring · 35% CAGR over 4y
Location
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Computed from 5 filingsProvides B2B digital marketing services including PPC advertising, search engine optimisation, web design and development, content marketing, and conversion rate optimisation. Also implements and…
Serves marketing and sales teams at growth-oriented B2B companies across the UK, including organisations adopting, migrating to, or optimising HubSpot.
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 4y
Location
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Computed from 5 filingsDevelops marketing automation software for agencies, including custom scripts for platforms such as Google Ads and Google Sheets, data warehousing and analytics solutions, marketing chatbots,…
Serves B2B marketing agencies and in-house marketing teams managing PPC, paid media, e-commerce feeds and reporting workflows, especially teams using platforms such as Google Ads, Sheets, Looker and…
Financial Health
StrongStrong · Growing, Hiring · 37% 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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Computed from 5 filingsProvides business telecommunications services including virtual phone numbers, VoIP hosted PBX systems, virtual landlines, call tracking tools, and business broadband. Offers integrations with CRM…
Serves UK SMEs, teams and individual professionals needing business phone lines, call tracking and CRM-connected telecoms, including sales, support and marketing users.
Financial Health
StrongStrong · Hiring · 5% CAGR over 4y
Location
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Computed from 5 filingsDevelops customer relationship management (CRM) software for kitchen, bedroom, bathroom and home improvement companies. Platform manages enquiries, leads, sales pipelines and installations, with…
Serves B2B customers in the KBB and home improvement sectors, including showroom-based retailers and installation-led companies with sales, operations, project and after-care teams.
Financial Health
WeakWeak · -66% CAGR over 4y
Location
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Computed from 5 filingsProvides AI-powered conversation intelligence software for contact centres, analysing customer interactions, delivering real-time guidance to agents, automating quality assurance scoring, and…
Serves contact centres and customer experience teams in financial services, insurance, credit unions, consumer goods and services, utilities and healthcare, including operations, QA, sales, fraud and…
Financial Health
StrongStrong · Hiring · 20% CAGR over 4y
Location
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Computed from 5 filingsDevelops software for IT service observability and operations management, including infrastructure monitoring, event intelligence, incident alert management, service mapping and workflow automation,…
Serves large enterprises and managed service providers, targeting ITOps, site reliability, DevOps, infrastructure monitoring and service assurance teams responsible for critical digital services…
Financial Health
StrongStrong · Growing, Hiring · 9% CAGR over 5y
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Computed from 5 filingsProvides a software platform for product analytics and user experience management. Tracks user interactions in applications, with features including session replay, in‑app guides, feedback…
Serves B2B product, engineering, marketing and customer success teams at software-led companies managing web/mobile apps and AI agents across digital product portfolios.
Financial Health
StrongStrong · Hiring · 30% CAGR over 4y
Location
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Computed from 5 filingsProvides digital marketing and brand consultancy services for B2B organisations, including brand strategy, media planning and buying, customer experience design, sales activation, and development of…
Sells to B2B brands and complex organisations, especially ambitious professional services firms and large enterprises needing to reach hard-to-access audiences, improve digital performance, and…
Financial Health
StableStable · -1% CAGR over 4y
Location
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Computed from 5 filingsProvides cloud-based software for estate and letting agents to manage property sales and rentals. Features include property marketing distribution to portals and social media, lettings management,…
Sells to estate agencies and letting agencies needing cloud software for sales, lettings management, property marketing, client portals and agency websites.
Financial Health
HealthyHealthy · Hiring · 12% CAGR over 4y
Location
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Computed from 5 filingsDevelops and provides event management software for planning and operating events, including guest list management, RSVPs, contact databases, seating plans, digital passes, guest communications,…
Serves B2B event professionals, luxury brands, cultural festivals, media and hospitality organisations, and enterprise teams running guest-focused events worldwide.
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 4y
Location
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Computed from 5 filingsDesigns, builds, hosts, and supports websites for conferences, exhibitions, and other events. Provides event‑specific website features, templates, integrations, analytics dashboards, and optimisation…
Sells to event organisers of all sizes, primarily B2B teams running conferences, trade shows and exhibitions. Serves organisers in the UK and internationally, including digital, CRM and marketing…
Financial Health
HealthyHealthy · Hiring · 9% CAGR over 4y
Location
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Computed from 5 filingsProvides event management software that enables organisations to create mobile event apps, manage registration and check-in, design and print badges, build event websites, and deliver attendee…
Sells to event planners and teams at universities, associations, enterprises and non-profits, including Fortune 500 organisations, running conferences, internal events, orientations and year-round…
Financial Health
HealthyHealthy · Growing · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides software platform for businesses to send global payouts to creators, freelancers and marketplace sellers, with tools for payment automation, tax form collection and reporting, identity…
Sells to B2B digital platforms, marketplaces, and internet businesses with finance, AP, risk, compliance, product, engineering, operations, and support teams managing creators, artists, freelancers,…
Financial Health
HealthyHealthy · Hiring · 22% CAGR over 4y
Location
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Computed from 3 filingsDevelops and provides project management software for architecture and engineering firms. The platform supports budgeting and quoting, resource planning, time tracking, financial management,…
Sells B2B to architecture and engineering practices, targeting business owners, project managers, finance leaders and operations teams managing project delivery, resourcing, billing and practice…
Financial Health
StableStable · -17% CAGR over 3y
Location
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Computed from 2 filingsDevelops and operates a software platform for building and running automated workflows and AI agents. Provides tools to design logic, create user interfaces, integrate third‑party services, and…
Serves founders, engineers, builders and service agencies seeking to create client-facing software, branded portals and internal automations, including fast-growing companies and teams using…
Financial Health
StableStable · Hiring · 75% CAGR over 1y
Location
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Computed from 3 filingsDevelops and provides cloud-based CRM and business management software for estate and letting agents, including tools for property sales, lettings management, client accounts and payments, compliance…
Sells B2B to UK estate and letting agencies, from startups and single-branch firms to multi-branch, enterprise and franchise networks, plus agency teams managing vendors, buyers, landlords and…
Financial Health
StableStable · -7% CAGR over 2y
Location
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Computed from 5 filingsDevelops accounts receivable automation software that helps businesses manage outstanding invoices, send automated payment reminders via email, SMS and calls, monitor debtor activity, forecast cash…
Serves B2B finance and accounts receivable teams at businesses worldwide, plus accountants and bookkeepers supporting clients with late-payment and receivables processes.
Financial Health
StableStable · Hiring · 13% CAGR over 4y
Location
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Computed from 5 filingsProvides human‑operated live chat services for business websites. Agents engage visitors in real time, answer enquiries, qualify sales leads, and help book appointments, acting as an outsourced…
Serves businesses with customer-facing websites, especially professional services firms such as law firms and accountants, seeking support for online enquiries, lead generation and visitor engagement.
Financial Health
StableStable · Hiring · 52% CAGR over 5y
Location
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Computed from 5 filingsProvides integrated B2B marketing services including marketing strategy, digital marketing, branding and design, public relations, content marketing, and marketing technology consultancy. Develops…
Serves ambitious B2B organisations, particularly sustainable businesses, decarbonisation and sustainability firms, high-growth companies, and larger B2B enterprises.
Financial Health
StrongStrong · Growing, Hiring · 25% CAGR over 5y
Location
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Computed from 4 filingsDevelops software for self‑storage operators that manages online unit bookings, payment processing, facility operations, pricing, and reporting. Platform includes website building tools, automation,…
Serves B2B self-storage operators, from single-site facilities to multi-site groups, in markets including the UK, EU, US, Canada and Australia. Targets owners and teams responsible for bookings,…
Financial Health
HealthyHealthy · Hiring · 41% CAGR over 3y
Location
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Computed from 5 filingsProvides a no-code data capture platform that converts paper forms into digital workflows. Offers tools to build forms, collect data via mobile and web apps, manage submissions, generate reports, and…
Serves businesses of all sizes, including small firms and teams in agriculture, arboriculture, electrical engineering, facilities management, fire safety, production, water compliance and business…
Financial Health
StrongStrong · Growing, Hiring · 50% CAGR over 4y
Location
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Computed from 5 filingsProvides accounting and customer relationship management software solutions, including Sage 50, Sage 200, Sage Intacct, Infor CRM, and Act! CRM. Offers software implementation, integration, training,…
Serves UK SMEs and mid-market organisations, including finance, sales and operations teams using Sage or CRM systems, with sector focus including manufacturing, construction, trade counters,…
Financial Health
StrongStrong · -3% CAGR over 4y
Location
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Computed from 3 filingsProvides cybersecurity risk intelligence and third‑party risk management software. Platform monitors organisations’ external attack surface, security ratings and threat data to detect…
Serves enterprise security, risk, TPRM and SOC teams managing large supplier ecosystems, across sectors including financial services, healthcare, technology, public sector, critical infrastructure,…
Financial Health
StrongStrong · Growing, Hiring · 24% CAGR over 2y
Location
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Computed from 5 filingsDevelops and operates an integration platform for ecommerce brands that connects systems such as Shopify, ERP, warehouse and returns platforms. Provides implementation and support to synchronise…
Serves fast-growing ecommerce brands, particularly fashion, apparel, beauty, lifestyle and consumer goods companies with operations teams managing high order volumes and complex tech stacks.
Financial Health
HealthyHealthy · -11% CAGR over 4y
Location
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Computed from 5 filingsDevelops resource scheduling and planning software used to manage staff, equipment, rooms, and other assets. The platform provides drag‑and‑drop scheduling, availability checks, utilisation tracking,…
Serves businesses and organisations needing to coordinate staff, assets, rooms, equipment, jobs and projects, with stated industry use cases in engineering, training, service, healthcare, education…
Financial Health
HealthyHealthy · Growing · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides managed IT services including technical support, cloud infrastructure management, cybersecurity, and IT strategy. Supports organisations with system monitoring, helpdesk services, and…
Serves modern businesses and organisations seeking managed IT, cloud and cybersecurity support, with emphasis on London and UK customers and additional clients in New Zealand and Australia.
Financial Health
HealthyHealthy · Growing · 1% CAGR over 5y
Location
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Computed from 3 filingsProvides regulatory certification and conformity assessment for software and AI‑based medical devices (SaMD and AIaMD). Acts as a notified body assessing compliance with medical device regulations…
Serves B2B manufacturers and developers of software and AI medical devices, including SaMD and AIaMD companies seeking European medical device certification pathways and regulated market access.
Financial Health
StrongStrong · Hiring · 73% CAGR over 2y
Location
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Computed from 5 filingsProvides business mobile communication services including eSIM and SIM-based mobile plans, BYOD mobile integration with landline systems, call recording features, travel data eSIMs, and IoT…
Serves businesses needing mobile connectivity for employees, BYOD teams, business travellers and IoT deployments, including organisations buying SIM/eSIM plans across major UK networks.
Financial Health
StableStable · -73% CAGR over 4y
Location
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Computed from 3 filingsProvides digital marketing services including search engine optimisation, website design, social media management, pay‑per‑click advertising, email campaigns, reputation management, and AI‑driven…
Serves businesses seeking digital marketing support, including companies needing online lead generation, SEO audits, website improvements, social media management, reputation management, PPC, email…
Financial Health
StableStable · 0% CAGR over 2y
Location
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Computed from 5 filingsProvides B2B digital marketing services including marketing strategy, lead generation, SEO, PPC, copywriting, website development and video production. Uses analytics and multi‑channel campaigns to…
Serves B2B companies and marketing/growth teams in sectors including business services, manufacturing, SaaS and tech, financial services, healthcare, cybersecurity, construction and logistics.
Financial Health
StableStable · -18% CAGR over 4y
Location
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Computed from 4 filingsProvides unsecured business loans to private limited companies, typically from £5,000 to £350,000. Assesses applications using recent business bank statements and offers rapid approval and short‑term…
Serves UK small businesses structured as private limited companies, typically operating for 12+ months with at least £15,000 monthly turnover and seeking £5,000–£350,000 in business funding.
Financial Health
StrongStrong · Hiring · 71% CAGR over 3y
Location
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How Zapier 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.
Zapier is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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