CRM Used by UK SaaS Companies: Market Share (2026)
Detected CRM market share across 566 UK SaaS companies, with Salesforce used by 254 of them (44.9%).
Among 39,654 trading UK SaaS companies, 566 have a detectable CRM, spread across 12 systems. Salesforce has the largest observed footprint at 44.9% (254), while monday.com at 19.4% (110) and Apollo.io at 19.1% (108) sit close together in the next tier.
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The size-band pattern is consistent: Salesforce has 46.2% of 338 companies under 10 employees, 42.6% of 209 companies with 10–50 employees, and 47.4% of 19 companies over 50 employees. Pipedrive adds another visible layer at 11.3% (64), with a median headcount of 8 among its users.
Workday reaches 7.1% (40), Zoho 5.7% (32), HiBob 3.4% (19), and Q4 2.8% (16). Beyond those, 4 further systems cover 2 companies, so the long tail is present but thin.
566
SaaS with detected CRM
Of 39,654 UK SaaS
1.4%
Detection rate
2026
12
Systems detected
In this category
44.9%
Leader share
Salesforce
UK SaaS CRM market share
Share of the 566 UK SaaS with a detectable system. As of June 2026.
CRM compared
| System | UK SaaS | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Salesforce | 254 | 44.9% | 7 | 49.2% | 7-person SaaS, 44.9% footprint |
| monday.com | 110 | 19.4% | 8 | 50.9% | 8-person SaaS, 19.4% footprint |
| Apollo.io | 108 | 19.1% | 7 | 43.5% | 7-person SaaS, 19.1% footprint |
| Pipedrive | 64 | 11.3% | 8 | 35.9% | 8-person SaaS, 11.3% footprint |
| Workday | 40 | 7.1% | — | — | View these companies in Firmbase → |
| Zoho | 32 | 5.7% | — | — | View these companies in Firmbase → |
| HiBob | 19 | 3.4% | — | — | View these companies in Firmbase → |
| Q4 | 16 | 2.8% | — | — | View these companies in Firmbase → |
| Salesforce Experience Cloud | 10 | 1.8% | — | — | View these companies in Firmbase → |
| Keap | 1 | 0.2% | — | — | View these companies in Firmbase → |
| ServiceM8 | 1 | 0.2% | — | — | View these companies in Firmbase → |
| AutoConvert | 1 | 0.2% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading CRM system shifts with company size: among UK SaaS with under 10 employees, Salesforce leads at 46.2% of the 338 with a detectable system; among UK SaaS with 10–50 employees, Salesforce leads at 42.6% of the 209 with a detectable system; and among UK SaaS with over 50 employees, Salesforce leads at 47.4% of the 19 with a detectable system.
Under 10 employees
46.2% of band
Salesforce has 46.2% of 338 UK SaaS companies in the Under 10 employees band. monday.com, Apollo.io and Pipedrive are the main profiled alternatives in a market made up largely of very small teams.
10–50 employees
42.6% of band
Salesforce also has the largest share in the 10–50 employees band, at 42.6% of 209 companies. The closest profiled alternatives are monday.com, Apollo.io and Pipedrive, each with median user headcounts of 7 or 8.
Over 50 employees
47.4% of band
Only 19 companies sit in the Over 50 employees band, and Salesforce has 47.4% of them. Other CRM systems share the remainder rather than displacing it as the main observed system.
How CRM 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.
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.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
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Frequently asked questions
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