Most-Used Marketing automation by UK Companies (2026)
Detected marketing automation usage across 10,755 UK companies, with Mailchimp in first place at 39.2% of detected deployments.
Marketing automation is identifiable at 10,755 of 2,066,481 trading UK companies. Across those companies, 27 systems appear; Mailchimp accounts for 39.2% (4,221), followed by HubSpot at 15.9% (1,714) and Klaviyo at 12.8% (1,374).
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Mailchimp has the largest share in each employee band: 40.1% of 6,702 companies under 10 employees, 38.4% of 3,550 companies with 10–50 employees, and 34.2% of 503 companies over 50 employees. Its share is lower in the over-50 band, where the market appears more mixed.
GoHighLevel at 7.8% (836) and HighLevel at 7.1% (759) form a second tier behind HubSpot and Klaviyo. MailerLite 4.1% (444), Brevo 3.6% (384), and WonderPush 3.0% (318) sit ahead of 19 further systems covering 1,699 companies.
10,755
Companies with detected Marketing automation
Of 2,066,481 UK companies
0.5%
Detection rate
2026
27
Systems detected
In this category
39.2%
Leader share
Mailchimp
UK companies Marketing automation market share
Share of the 10,755 UK companies with a detectable system. As of June 2026.
Marketing automation compared
| System | UK companies | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Mailchimp | 4,227 | 39.3% | 7 | 19.8% | Median headcount 7; 39.2% share |
| HubSpot | 1,726 | 16% | 7 | 32.7% | Median headcount 7; 15.9% share |
| Klaviyo | 1,373 | 12.8% | 6 | 23.7% | Median headcount 6; 12.8% share |
| GoHighLevel | 848 | 7.9% | 7 | 18.4% | Median headcount 7; 7.8% share |
| HighLevel | 766 | 7.1% | 7 | 18.1% | Median headcount 7; 7.1% share |
| MailerLite | 445 | 4.1% | 7 | 17.1% | Median headcount 7; 4.1% share |
| Brevo | 395 | 3.7% | 6 | 17.4% | Median headcount 6; 3.6% share |
| WonderPush | 320 | 3% | 6 | 17% | Median headcount 6; 3.0% share |
| ActiveCampaign | 9,953 | 92.5% | 6 | 23.6% | Median headcount 6; 2.8% share |
| Pardot | 252 | 2.3% | 6 | 34.4% | Median headcount 6; 2.3% share |
| Herefish | 186 | 1.7% | — | — | View these companies in Firmbase → |
| Hextom | 149 | 1.4% | — | — | View these companies in Firmbase → |
| Marketo | 120 | 1.1% | — | — | View these companies in Firmbase → |
| Dotdigital | 115 | 1.1% | — | — | View these companies in Firmbase → |
| ClickDimensions | 102 | 0.9% | — | — | View these companies in Firmbase → |
| Wheree | 91 | 0.8% | — | — | View these companies in Firmbase → |
| Swym | 84 | 0.8% | — | — | View these companies in Firmbase → |
| Attentive | 83 | 0.8% | — | — | View these companies in Firmbase → |
| Airship | 82 | 0.8% | — | — | View these companies in Firmbase → |
| Privy | 79 | 0.7% | — | — | View these companies in Firmbase → |
| Linkfire | 78 | 0.7% | — | — | View these companies in Firmbase → |
| Omnisend | 71 | 0.7% | — | — | View these companies in Firmbase → |
| Eloqua | 62 | 0.6% | — | — | View these companies in Firmbase → |
| Customer.io | 58 | 0.5% | — | — | View these companies in Firmbase → |
| Salesloft | 58 | 0.5% | — | — | View these companies in Firmbase → |
| AWeber | 58 | 0.5% | — | — | View these companies in Firmbase → |
| SharpSpring | 46 | 0.4% | — | — | 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 Marketing automation system shifts with company size: among UK companies with under 10 employees, Mailchimp leads at 40.1% of the 6,702 with a detectable system; among UK companies with 10–50 employees, Mailchimp leads at 38.4% of the 3,550 with a detectable system; and among UK companies with over 50 employees, Mailchimp leads at 34.2% of the 503 with a detectable system.
Under 10 employees
40.1% of band
Under 10 employees contains 6,702 companies, the largest employee band, and Mailchimp has 40.1% of usage in this band. The wider field includes HubSpot, Klaviyo, GoHighLevel, HighLevel, MailerLite, Brevo and WonderPush, plus 19 further systems across the category.
10–50 employees
38.4% of band
10–50 employees contains 3,550 companies, with Mailchimp at 38.4%. HubSpot and Klaviyo are the next largest systems across UK companies overall, while GoHighLevel and HighLevel also have visible shares at 7.8% (836) and 7.1% (759).
Over 50 employees
34.2% of band
Over 50 employees contains 503 companies, and Mailchimp still has the largest share at 34.2%. The lower Mailchimp share than in the smaller bands points to a more distributed market at higher headcounts.
How Marketing automation 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.
UK companies by Marketing automation
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