SaaS Companies Using BambooHR in the UK: 96 Active Firms (2026)
UK SaaS companies running HR software sell subscription cloud applications while using structured people operations systems to manage scaling teams.
For SaaS adopters, the system sits between finance/revenue tooling and the wider employee stack: it formalises people records, manager approvals and reporting as hiring moves beyond founder-led administration. Use of a named HR platform tends to signal budget for back-office software, a specialist operations or people function, and enough staff movement for workflow discipline to matter. The buyer is usually a founder, finance lead or people-operations owner in a subscription software business selling to private-sector or public-sector customers, with governance needs shaped by customer contracts, employee data and recurring-revenue operating cadence.
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Among UK SaaS adopters, 96 actively trading companies are detected running this HR software platform. It appears at the head of the recruitment and staffing-system ranking, with 16.4% of a 584-company denominator, ahead of several nearby applicant-tracking and hiring-workflow tools but not by a wide margin. The employment footprint is visible rather than inferred, with reported headcount totalling 2,169 employees. Regional concentration is London-heavy at 57.3%, with smaller shares in the North West at 9.4%, the South East at 7.3%, the East of England at 6.3% and Northern Ireland at 5.2%.
UK SaaS suppliers are not licensed as a single sector, so obligations tend to attach to the activity and customer base rather than to the label. For companies running an HR system, employee records bring UK GDPR and Data Protection Act 2018 governance into routine operations, with the ICO relevant to controller and processor decisions, retention practice and access rights. Cloud dependency also matters at procurement level: UK competition scrutiny of public cloud infrastructure closed on 31 July 2025 with findings of an adverse effect on competition and recommendations for strategic market status investigations into major infrastructure providers. That is a cloud-market issue, not a SaaS-provider licensing regime.
Adoption appears tied less to experimentation than to operational tidying as SaaS firms move from informal hiring and payroll hand-offs to documented people processes. The cohort skews towards companies with established go-to-market functions, so future movement is likely to come from stack rationalisation, integrations with finance and identity tools, and pressure to evidence governance around employee data. Competition from recruitment-workflow platforms and broader people suites may keep switching active. Firms with lean operations teams may favour bundled systems, while more complex SaaS employers tend to separate hiring, HR records and performance processes.
What’s in the file
One row per company, 14 columns. The contact columns unlock when you get the list.
Included
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Adoption by company size
Adoption of BambooHR rises with company size across the trading UK SaaS companies in this cohort. 0.1% of the 37,913 companies with under 10 employees run BambooHR (54 detected). 1.6% of the 1,886 companies with 10–50 employees run BambooHR (31 detected). 3% of the 166 companies with over 50 employees run BambooHR (5 detected). That is a 2.9% gap between the over 50 employees and under 10 employees bands.
96
Active firms
2026
16.4%
Of detected Recruitment & staffing share
UK SaaS
7
Median headcount
Filed accounts
252
Verified contacts
Across this cohort
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Key facts
About 8% of the trading cohort reports turnover above £5M (8 of 96 firms) — the rest sits below that revenue band.
7% of the cohort was incorporated since 2022 (7 firms), so a sizeable share is in its first few filing cycles.
Within SaaS companies where a recruitment and staffing system is detectable, the profiled HR platform accounts for 16.4% (96) of 584 companies, with four adjacent systems clustered between 13.0% (76) and 14.9% (87).
The cohort is London-skewed: 57.3% (55) of these SaaS users are registered in London, followed by the North West at 9.4% (9) and the South East at 7.3% (7).
Marketing and web-operations tooling is common around this HR system, with 69.8% (67) also running a tag-management tool, 64.6% (62) a content-delivery and security layer, and 49.0% (47) a content-management system.
Tags overlap beyond SaaS: 28.1% (27) sit in AI and machine learning, 25.0% (24) in scale-up lists, 17.7% (17) in startup lists and 14.6% (14) in fintech.
Regulatory exposure tends to come through ICO guidance, UK GDPR and the Data Protection Act 2018 rather than a single SaaS licence.
HR & HCM market share among UK SaaS
Share of the 584 UK SaaS with a detectable system. As of June 2026.
What else do BambooHR-running SaaS run?
Share of the 96 BambooHR-running UK companies where each technology was also detected. As of June 2026.
Where BambooHR SaaS 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
£883.5K
Median UK turnover
8.3%
Above £5M turnover
7
Incorporated since 2022
252 verified decision-maker contacts
across these 166 companies — names, roles and emails, in one CSV + Excel file.
Top UK SaaS using BambooHR
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 filingsProvides cloud-based HR software for small businesses, including tools for employee onboarding, time‑off management, performance reviews, engagement surveys, and document storage. Platform also…
Sells to small businesses, particularly CEOs, founders, managing directors and staff responsible for HR without a dedicated HR team.
Financial Health
StableStable · Hiring · 6% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsProvides software and services for managing international workforces, including global payroll processing, employer‑of‑record employment, contractor onboarding and payments, HR information…
Serves startups, mid-market companies and enterprises with distributed or international workforces, targeting HR, payroll, recruiting and operations teams hiring employees and contractors across…
Financial Health
StrongStrong · Hiring · 38% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsDevelops cloud-based employee performance management software. Platform supports performance reviews, manager check-ins, 360‑degree feedback, goal setting, talent development planning, and HR…
Sells B2B to HR teams, people leaders and managers at organisations with 50 to 5,000+ employees, across sectors including business services, consulting, education, financial services, insurance,…
Financial Health
HealthyHealthy · Growing · 2% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides cloud-based human resources software for managing employee performance, engagement, goals and compensation. Platform includes performance reviews, surveys, analytics, OKR tracking and AI…
Serves B2B HR and people operations teams, managers and executives at companies seeking support for employee performance, engagement, compensation and workforce analytics.
Financial Health
StrongStrong · Hiring · 123% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides cloud-based software for automated pre-employment background screening. Platform performs identity, criminal record, right‑to‑work, education and employment verification checks, reference…
Serves HR and recruiting teams at businesses of all sizes, from small firms to enterprises, with emphasis on finance, health and social care, childcare and education employers.
Financial Health
StrongStrong · Growing, Hiring · 95% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsDevelops cloud-based practice management and electronic health record software for private healthcare providers. The platform includes patient records, telehealth, appointment scheduling, billing and…
Serves private healthcare providers, from solo practitioners and clinics to corporate, occupational health and enterprise organisations, across primary care, secondary care, mental health, allied…
Financial Health
StrongStrong · Growing, Hiring · 36% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides digital identity verification and compliance software for businesses. Offers KYC, KYB and AML screening, document and face verification, liveness checks, transaction monitoring, and fraud…
Serves B2B organisations with online customer onboarding and compliance needs, including banks, fintechs, crypto exchanges, forex platforms, gaming operators, gig-economy firms, marketplaces and…
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 5 filingsProvides cloud-based payroll software and managed payroll services for businesses. Platform automates payroll processing, HMRC compliance and reporting, and offers employee tools such as online…
Serves UK businesses of all sizes, particularly finance, HR and payroll teams in hospitality, manufacturing, retail, care homes and distribution/logistics, from small businesses to enterprises.
Financial Health
WeakWeak · Hiring · 65% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides cloud-based software for managing employee compensation, pay equity and transparency, and performance. The platform supports salary planning, benchmarking, pay gap analysis, compliance…
Serves enterprise HR, rewards and compensation leaders at global companies, including S&P 500 firms, across sectors such as energy, financial services and consumer goods.
Financial Health
HealthyHealthy · 4% CAGR over 2y
Location
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Financial sub-scores
Computed from 4 filingsDevelops cybersecurity software for security operations, providing a platform that combines SIEM, network detection and response (NDR), automation and case management to detect cyber threats, analyse…
Serves MSSPs and in-house SOC/security teams in organisations with data residency needs, especially education, public administration, financial services, critical infrastructure, healthcare, retail,…
Financial Health
WeakWeak · -26% CAGR over 3y
Location
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Computed from 3 filingsProvides software for compensation benchmarking and total rewards management. Platform offers real-time salary and benefits market data, benchmarking tools, pay band management, pay equity analysis,…
Sells to B2B technology companies, particularly compensation, total rewards, People and HR teams, and senior leaders responsible for pay decisions and workforce reward strategy.
Financial Health
WeakWeak · Hiring · 103% CAGR over 2y
Location
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Computed from 3 filingsProvides remote property monitoring systems using sensors and analytics to track environmental conditions, energy use and occupancy in housing. Platform analyses data to detect damp, mould and…
Serves housing providers managing property portfolios, including asset managers, maintenance and finance teams responsible for tenant homes, compliance, repairs, retrofit programmes and energy…
Financial Health
StableStable · Hiring · 66% CAGR over 2y
Location
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Financial sub-scores
Computed from 4 filingsDevelops relationship intelligence software that integrates with email, calendar and CRM systems to automatically capture contact interactions, maintain contact data quality, and analyse relationship…
Serves B2B professional services firms, including legal, accounting, consulting and built environment organisations, targeting business development, marketing, partners and fee earners.
Financial Health
DistressedDistressed · -14% CAGR over 3y
Location
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Financial sub-scores
Computed from 3 filingsDevelops and provides cloud-based unified communications and VoIP telephony systems for businesses, including PBX, video meetings, team messaging, contact centre software, call analytics and CRM…
Serves businesses and channel partners/MSPs, targeting organisations in retail, manufacturing, legal, education, automotive, hospitality and real estate, plus teams running contact centres or…
Financial Health
StableStable · Hiring · 38% CAGR over 2y
Location
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Financial sub-scores
Computed from 4 filingsDevelops a human risk management platform for cybersecurity that analyses employee behaviour, runs phishing simulations, delivers security awareness training, and automates targeted guidance and…
Sells to enterprise cybersecurity, information security and security awareness teams in global organisations, including banks, insurers, manufacturers and pharmaceutical companies.
Financial Health
StrongStrong · Hiring · 15% CAGR over 6y
Location
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Financial sub-scores
Computed from 5 filingsDevelops cybersecurity awareness and human risk management software that monitors on‑device behaviour and delivers real‑time prompts and micro‑training to employees, helping organisations identify…
Serves B2B organisations, especially enterprise security, IT, GRC and HR leaders responsible for employee cyber risk, security awareness, compliance and board-level reporting.
Financial Health
StrongStrong · Hiring · 61% CAGR over 4y
Location
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Computed from 5 filingsDevelops a cloud platform for managed service providers and cloud solution providers to manage subscriptions, automate billing and invoicing, control pricing, handle renewals, and integrate services…
Serves B2B cloud service providers, MSPs, telcos, software distributors and enterprise Microsoft CSP teams managing complex subscription, billing and renewal operations.
Financial Health
HealthyHealthy · Profitable · -16% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsProvides online fundraising and donation software for charities, including branded donation pages, fundraising campaign pages, event registration and ticketing, and tools for managing mass…
Serves charities and nonprofit fundraising teams, including organisations running digital donation campaigns, appeal pages, in-memory giving and mass participation events such as major UK challenge…
Financial Health
StableStable · 2% CAGR over 3y
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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Computed from 5 filingsDevelops software for capturing, archiving and supervising digital communications and website content. The platform records emails, messaging apps, social media and websites, using automated…
Serves regulated B2B and public-sector teams, including financial services, government, healthcare, insurance, legal and technology organisations, from small firms to global operations.
Financial Health
StrongStrong · Growing, Hiring · 18% CAGR over 4y
Location
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Computed from 5 filingsDevelops a software platform that applies data analytics and artificial intelligence to help technology service providers analyse service contracts, identify cost savings, reduce customer churn risk,…
Sells to B2B technology and IT service providers, including delivery and commercial teams managing service contracts and customer accounts.
Financial Health
StableStable · -73% CAGR over 4y
Location
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Provides software platform for private markets firms to collect, validate and manage fund and portfolio data. Integrates with asset servicers and portfolio companies, and automates data validation,…
Serves B2B private markets investment firms, including private equity managers and their finance, investor relations, partner and deal teams handling fund, portfolio and investor reporting data.
Location
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Computed from 5 filingsDevelops digital banking software platforms for financial institutions, including web and mobile banking, digital onboarding and loan origination, conversational banking tools, fraud prevention,…
Sells B2B to financial institutions, including banks, credit unions and fintech or financial service alliances serving retail and business banking customers.
Financial Health
StrongStrong
Location
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Computed from 3 filingsDevelops software for insurance underwriting and risk management. Its platform integrates exposure management, catastrophe modelling outputs, and portfolio analytics to support pricing decisions,…
Sells to insurance and reinsurance businesses, particularly underwriting, exposure management and catastrophe modelling teams managing portfolio risk, pricing and event response.
Financial Health
StrongStrong · Hiring · 41% CAGR over 2y
Location
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Computed from 5 filingsProvides cloud-based social media management software that allows businesses and agencies to schedule and publish posts, manage content, monitor messages and comments, collaborate in teams, and…
Serves marketing teams and social media managers at agencies, small businesses, franchises, enterprises, higher education institutions and real estate firms managing client or brand social channels.
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 5y
Location
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Computed from 2 filingsDevelops and provides enterprise trading technology for financial institutions, including multi-asset execution systems, pricing and risk management hubs, market connectivity, liquidity distribution…
Serves B2B financial markets clients, including retail brokers, institutional brokers, banks, liquidity providers, and buy-side or sell-side firms needing trading infrastructure and market access.
Financial Health
StrongStrong · -10% CAGR over 1y
Location
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Computed from 5 filingsProvides cloud-based software and IT consulting for social housing organisations, including platforms for tenant engagement, property valuation, asset data management, document management, financial…
Serves social housing organisations, including housing associations, local authorities and non-profits, with buyers in operations, finance, asset management, lettings, tenant services and…
Financial Health
HealthyHealthy · Hiring · 21% CAGR over 4y
Location
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Computed from 2 filingsProvides cloud-based software and CRM for alternative investment firms including private equity, venture capital and hedge funds. Platform supports deal management, investor relations, fundraising,…
Serves B2B alternative investment firms and allocators, including private equity, venture capital, hedge funds, real estate and infrastructure investors, funds of funds, pensions, endowments, family…
Financial Health
WeakWeak · -4% CAGR over 1y
Location
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Computed from 5 filingsProvides open finance software enabling secure exchange of financial data through a single integration point, including APIs, data connectivity, embedded finance integrations, and financial data hubs…
Serves banks, wealth management firms, fintechs and application providers using open finance and embedded finance integrations for customer and client data connectivity.
Financial Health
HealthyHealthy · -69% CAGR over 4y
Location
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Computed from 5 filingsDevelops application performance monitoring and observability software. Its FusionReactor platform monitors servers and applications, analyses database queries and performance bottlenecks, and…
Sells B2B to software development, DevOps and IT support teams at companies operating production applications and server infrastructure worldwide.
Financial Health
HealthyHealthy · Hiring · 18% CAGR over 4y
Location
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Computed from 3 filingsProvides a platform for businesses to manage and govern client communications across messaging apps such as WhatsApp, iMessage, SMS and WeChat. Captures conversations for compliance and…
Serves enterprise organisations with client-facing teams, compliance, risk and IT stakeholders, especially in regulated sectors where staff communicate with clients via messaging channels.
Financial Health
StableStable · Hiring · 30% CAGR over 2y
Location
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Computed from 5 filingsDevelops educational software providing ePortfolio, workbook and assessment tools for universities and training providers, enabling students to record learning, reflect on experience, track skills…
Serves higher education institutions and their educators, including universities running degree apprenticeships, placements and professional programmes. Targets teams responsible for learning design,…
Financial Health
StableStable · Hiring · 13% CAGR over 4y
Location
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Computed from 3 filingsDevelops AI-powered software for orthodontic practices to remotely monitor patient treatment, analyse dental images, and manage clinical workflows. The platform connects patients and clinicians…
Sells primarily to orthodontists, dental practices and dental professionals, including doctors and practice teams, with patient-facing elements for people undergoing orthodontic treatment.
Financial Health
HealthyHealthy · -20% CAGR over 2y
Location
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Computed from 5 filingsProvides ecommerce conversion optimisation tools and managed services for online retailers, including targeted website overlays, in‑page campaigns and personalised email remarketing, supported by…
Sells to B2B ecommerce teams at online retailers and consumer brands, from growing e-commerce businesses to global brands. Targets digital marketing, trading and CRO decision-makers focused on…
Financial Health
StableStable · Hiring · 17% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based supply chain management software for the food industry, including tools for food safety compliance, supplier audits, procurement management, product specifications, traceability,…
Sells B2B to food industry organisations managing complex supply chains, including food manufacturers, processors, retailers and multi-site teams responsible for compliance, procurement, quality, CSR…
Financial Health
WeakWeak · -62% CAGR over 4y
Location
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Computed from 5 filingsDevelops nursery management software for childcare providers, including tools for administration, invoicing, funding management, reporting, staff coordination and parent communication through…
Sells to UK childcare providers, especially day nurseries, preschool settings, nursery groups and chains. Targets independent nursery owners, nursery managers and multi-site operators, with…
Financial Health
DistressedDistressed
Location
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Develops governance, risk and compliance (GRC) software that helps organisations manage regulatory compliance, enterprise and IT risk, internal audits, incident reporting, policy management and…
Serves enterprise B2B organisations, especially regulated industries such as banking, healthcare, manufacturing, energy, pharmaceuticals and technology, targeting risk, compliance, ethics, audit and…
Financial Health
N/AN/A
Location
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Computed from 4 filingsDevelops security automation software that uses AI and low‑code workflows to automate security operations. Platform integrates security tools, manages alerts and incidents, and supports vulnerability…
Serves enterprise security and SecOps teams, SOC leaders, MSSPs/MSPs, and public-sector security teams across finance, healthcare, energy, education, government, and retail.
Financial Health
StableStable · Hiring · 4% CAGR over 3y
Location
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Computed from 4 filingsDevelops workforce mobility and location management software for enterprises. Platform helps organisations manage employee relocations, business travel and remote work, with tools for tax and…
Serves large enterprises with global or distributed workforces, targeting HR, mobility, finance, tax and legal teams responsible for international assignees, business travellers and remote workers.
Financial Health
WeakWeak
Location
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Computed from 5 filingsDevelops software for online retailers that delivers targeted on-site offers and promotions. The platform analyses shopper behaviour to optimise discounts, increase basket value, reduce checkout…
Serves B2B online retailers and eCommerce businesses, targeting digital commerce, marketing and performance teams responsible for promotions, conversion rates, basket value and customer abandonment.
Financial Health
WeakWeak · Hiring · 6% CAGR over 4y
Location
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Develops cyber threat intelligence software that aggregates and analyzes threat data from multiple sources. Provides a platform, feeds, and tools for threat hunting, alert triage, incident response,…
Serves B2B cybersecurity teams, including CTI analysts, SOC analysts, CISOs and cybersecurity leaders, as well as MSSPs delivering threat intelligence services to clients.
Location
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Computed from 3 filingsProvides cloud-based property management software for residential operators, supporting leasing, bookings, tenant management, accounting and reporting. Platform integrates short‑term stay…
Serves B2B residential real estate operators and landlords managing student accommodation, multifamily, co-living and serviced apartment assets, including teams handling short-stay, lease-up,…
Financial Health
DistressedDistressed · -2% CAGR over 2y
Location
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Computed from 5 filingsDevelops software tools for online platforms to verify users’ age and identity and moderate user‑generated content. Provides API-based age estimation, ID and face‑match checks, email or phone…
Serves B2B online platforms needing age, identity and content compliance, including social media, adult entertainment, online video gaming, marketplaces, dating sites, user-generated content services…
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 4y
Location
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Computed from 3 filingsProvides account‑to‑account payment infrastructure for banks, fintechs and payment platforms. Offers APIs enabling pay‑by‑bank transactions, variable recurring payments, real‑time payouts, and bank…
Serves banks, payment service providers, fintechs, ecommerce platforms and merchants, plus crypto and iGaming operators, primarily across European markets.
Financial Health
HealthyHealthy · -87% CAGR over 2y
Location
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Computed from 3 filingsProvides AI-powered website search software that indexes site content and delivers intent‑based results, AI-generated summaries, and chat responses. Also offers search analytics and tools for website…
Serves web and marketing managers at organisations with content-heavy websites, including higher education institutions, local government/public sector bodies and commercial enterprises.
Financial Health
StrongStrong
Location
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Computed from 5 filingsProvides cloud-based software and services for live video streaming, aggregation, distribution and capture using public cloud infrastructure such as AWS, enabling broadcasters and OTT platforms to…
Serves B2B media customers, including major broadcasters, OTT streaming platforms, sports rights holders and media companies with high-volume live event video operations.
Financial Health
StableStable · -8% CAGR over 4y
Location
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Computed from 5 filingsDevelops and operates a web-based visual storytelling and publishing platform that enables teams to create and publish interactive feature articles, reports, digital magazines and internal…
Serves B2B marketing, communications and publishing teams at brands, media companies, government bodies and regulated organisations, from individual teams to enterprise-wide users.
Financial Health
StrongStrong · Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsProvides intellectual property management software and related services including patent and trademark docketing, portfolio management, patent search and analytics, innovation management tools, and…
Serves B2B customers including corporate IP and innovation teams, in-house legal departments, IP law firms and patent professionals managing patent and trademark portfolios, with sector-specific…
Financial Health
HealthyHealthy · Hiring · 10% CAGR over 4y
Location
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Computed from 3 filingsDevelops and provides a video communications platform for secure online meetings and collaboration. Offers self‑hosted video conferencing, interoperability tools connecting Microsoft Teams, Zoom and…
Sells to public sector and enterprise buyers, especially governments, defense and national security agencies, healthcare providers, judicial bodies, and technology companies with secure…
Financial Health
StableStable · Profitable · -17% CAGR over 2y
Location
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Computed from 4 filingsDevelops software for AI governance that discovers and inventories AI systems, monitors their use, tests models for security and bias risks, and manages compliance workflows, policies, and audit…
Sells to enterprises adopting AI at scale, especially regulated organisations needing oversight and compliance evidence. Targets security, legal, risk, compliance, engineering and board stakeholders…
Financial Health
StableStable · Hiring · 178% CAGR over 3y
Location
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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. SaaS 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 SaaS 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.
BambooHR is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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