SaaS Companies Using Storylane in the UK: 77 Active Firms (2026)
SaaS firms running interactive demo tooling use guided product walkthroughs to support sales-led and product-led buying in the UK.
Within B2B SaaS, guided demo software usually sits between marketing, product marketing and revenue teams rather than pure product operations. It lets prospects click through controlled versions of a cloud product before speaking to sales, and gives account teams reusable assets for discovery, onboarding and renewal conversations. Adoption tends to signal a web-led go-to-market motion with enough traffic, content production and sales-assist capacity to justify maintained demo journeys. The better fit is mid-market subscription software, where buyers need to understand workflows before procurement, but where full sandbox access is too risky, too slow or too dependent on implementation support.
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77 actively trading UK SaaS firms run this interactive demo stack. Reported employment among adopters totals 1,537 roles, which puts the footprint closer to specialist go-to-market operators than to a broad software labour pool. Within marketing-automation detections across 1,122 SaaS websites, the stack ranks fifth at 6.9% adoption. The regional skew is familiar for web-led B2B software: London accounts for 45.5% of adopters, followed by the South East at 15.6%, the North West at 9.1%, and both the East Midlands and West Midlands at 5.2%.
UK SaaS suppliers are not licensed as a single sector, so compliance usually follows the activity and customer base. Interactive demo deployments can still bring personal-data questions into ordinary revenue workflows: form fills, behavioural analytics, session attribution and sales hand-off all sit within UK GDPR and Data Protection Act 2018 controls, with the ICO as the relevant regulator. Cloud dependency adds a market-structure angle. The CMA closed its UK public-cloud infrastructure services case on 31 July 2025 after finding an adverse effect on competition and recommending strategic market status investigations into selected cloud infrastructure providers; that scrutiny affects procurement leverage more than it creates a SaaS licensing regime.
Adoption appears likely to remain tied to sales efficiency rather than pure experimentation. SaaS teams with considered buying journeys tend to keep interactive demos when they shorten discovery, support partner enablement or reduce the need for sandbox access; lighter-weight operators may treat them as campaign assets that come and go with website refreshes. Procurement scrutiny around analytics, consent and cloud concentration should make privacy review a normal part of rollout. The category also looks exposed to bundling by wider revenue-platform suites, so specialist demo tools may be judged less on novelty and more on integration depth, governance and the ability to prove influence on pipeline.
Adoption by company size
Adoption of Storylane 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 Storylane (39 detected). 1.7% of the 1,886 companies with 10–50 employees run Storylane (33 detected). 1.2% of the 166 companies with over 50 employees run Storylane (2 detected). That is a 1.1% gap between the over 50 employees and under 10 employees bands.
77
Active firms
2026
6.9%
Of detected Marketing automation share
UK SaaS
10
Median headcount
Filed accounts
231
Verified contacts
Across this cohort
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Key facts
About 14% of the trading cohort reports turnover above £5M (11 of 77 firms) — the rest sits below that revenue band.
9% of the cohort was incorporated since 2022 (7 firms), so a sizeable share is in its first few filing cycles.
Among SaaS firms with a detectable marketing-automation system, this demo-tooling system has 6.9% detected share (77 of 1,122), behind four larger detected tools in the category.
The stack around these SaaS firms skews towards measurement and delivery infrastructure: 84.4% also run tag-management tooling and 81.8% also run web performance and security tooling.
London accounts for 45.5% (35) of the cohort, ahead of the South East at 15.6% (12) and the North West at 9.1% (7).
Adjacent software tags are common in the cohort, including AI & Machine Learning at 31.2% (24), Startup at 28.6% (22), and Cybersecurity at 13.0% (10).
SaaS providers using product walkthroughs need to consider UK GDPR and Data Protection Act 2018 obligations where demo flows capture personal data, with the ICO as the relevant regulator.
Lead generation market share among UK SaaS
Share of the 1,122 UK SaaS with a detectable system. As of June 2026.
What else do Storylane-running SaaS run?
Share of the 77 Storylane-running UK companies where each technology was also detected. As of June 2026.
Where Storylane 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.
10
Median headcount
£798.5K
Median UK turnover
14.3%
Above £5M turnover
7
Incorporated since 2022
231 verified decision-maker contacts
across these 77 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK SaaS using Storylane
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 SaaS digital archiving and preservation software that stores, protects and manages long‑term data. The platform supports search, access, migration and compliance for research, life sciences,…
Serves regulated pharmaceutical and life sciences companies, medical device firms, research organisations, galleries, libraries, museums, and corporate archive teams with long-term digital…
Financial Health
WeakWeak · 0% CAGR over 5y
Location
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Computed from 5 filingsDevelops and licenses cloud-based digital signage software delivered as a SaaS platform. The platform enables organisations to manage, schedule and publish content to networked displays, with APIs,…
Serves global enterprises and channel partners needing digital signage across retail, quick service restaurants, corporate communications, DOOH, hospitality, education, healthcare, stadiums,…
Financial Health
StableStable · Hiring · 6% CAGR over 4y
Location
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Computed from 3 filingsDevelops sales enablement and customer onboarding software. Provides digital sales room workspaces where sales teams share content, proposals, quotes and action plans with buyers, track engagement…
Serves B2B revenue teams, including BDR/SDR teams, account executives, customer success, account management, CROs and partnerships managers involved in sales, onboarding, account management and…
Financial Health
StrongStrong · Growing, Hiring · 78% CAGR over 2y
Location
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Computed from 3 filingsDevelops AI software that analyses sales calls and customer interactions to generate insights, automate CRM data entry, score deals, prepare call briefs, and provide coaching feedback to help sales…
Serves B2B revenue teams, including sales leaders, RevOps teams and account executives, at companies managing sales pipelines, CRM processes, forecasting, coaching and customer conversation data.
Financial Health
StrongStrong · Hiring · 66% CAGR over 2y
Location
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Computed from 3 filingsDevelops and provides cloud-based digital asset management software used to store, organise, manage and distribute digital media files. The platform includes content workflow tools, analytics,…
Serves B2B marketing, brand, creative services and digital teams at small, midsize and enterprise organisations across consumer brands, technology, healthcare, finance, manufacturing, automotive,…
Financial Health
StrongStrong · Hiring · 35% CAGR over 2y
Location
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Computed from 5 filingsProvides a subscription-based HR and payroll software platform with tools for employee onboarding, applicant tracking, time‑off management, learning management, document management, analytics and…
Serves B2B customers, mainly small teams and growing companies with 2–500 employees, targeting HR, people, finance and operations leaders responsible for workforce management, payroll, hiring,…
Financial Health
StableStable · Hiring · 52% CAGR over 4y
Location
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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
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Computed from 5 filingsDevelops and provides cloud-based contact centre software, including predictive dialling, inbound and outbound call handling, omnichannel messaging, workforce management, and AI tools for automation,…
Sells to businesses and public sector organisations running contact centres, especially BPOs, insurers, debt collectors, financial services firms, utilities, and tech and telecoms teams in sales,…
Financial Health
HealthyHealthy · 0% CAGR over 4y
Location
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Computed from 4 filingsDevelops website optimization software that crawls and analyzes websites to identify technical SEO, performance, accessibility, and quality issues. Provides monitoring, analytics dashboards, QA…
Sells B2B to enterprise website teams, including SEO marketers, web developers, digital operations and accessibility teams, with emphasis on e-commerce, media and publishing companies, and agencies.
Financial Health
DistressedDistressed · -18% CAGR over 4y
Location
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Computed from 4 filingsDevelops cloud-based practice management software for medical, wellness and aesthetic clinics. Provides tools for appointment scheduling, electronic medical records, patient portals, telehealth,…
Sells to private healthcare and wellness providers, including medspas, aesthetic clinics, dermatology, cosmetic surgery, private GP, fertility, mental health, therapy and physiotherapy practices,…
Financial Health
HealthyHealthy · Hiring · 5% CAGR over 3y
Location
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Computed from 5 filingsProvides cloud management and FinOps software that visualizes multi‑cloud infrastructure, analyzes spending, generates billing reports, monitors security and compliance, and automates optimization…
Sells to engineering, DevOps, SRE, security, finance and FinOps teams managing cloud infrastructure in SMBs, large enterprises, MSPs and public-sector organisations, including government agencies.
Financial Health
StableStable · -67% CAGR over 4y
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Computed from 4 filingsDevelops a cloud-based customer platform that consolidates customer data, communications and transactions, and provides AI-driven automation, analytics and workflow tools for sales, customer success…
Serves B2B companies from start-ups to enterprises, targeting commercial, customer success, sales/GTM and professional services teams that manage customer relationships and revenue growth.
Financial Health
StrongStrong
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Computed from 4 filingsDevelops sales and recruitment performance software that provides real-time leaderboards, office TV displays, competitions, alerts, and analytics dashboards. Integrates with CRM systems to track…
Serves B2B recruitment agencies and sales organisations, targeting recruiters, salespeople, team managers, operations and RevOps leaders, and business leaders managing performance across teams.
Financial Health
HealthyHealthy · Hiring · 37% CAGR over 3y
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Computed from 3 filingsDevelops revenue operations software that aggregates sales, CRM, email and other data to manage sales pipelines, automate forecasting, support deal inspection, sales engagement, analytics, and…
Sells to enterprise go-to-market teams, including RevOps, sales, marketing, post-sales, finance and sales engineering, across technology, healthcare, business services, financial services and…
Financial Health
HealthyHealthy · -2% CAGR over 2y
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Computed from 4 filingsProvides usage‑based billing infrastructure software that processes product usage data, calculates charges, and automates quote‑to‑cash billing workflows. Integrates with CRM and ERP systems to…
Sells to B2B SaaS and software scale-ups using usage-based or complex pricing, especially finance, billing, operations, product, engineering, sales and customer success teams using CRM and ERP…
Financial Health
StableStable · Hiring · 5% CAGR over 3y
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Computed from 5 filingsProvides cloud-based software for managing information security and compliance programmes. Platform supports risk management, policy management, audits and reporting, helping organisations implement…
Serves startups to enterprises worldwide, targeting CISOs, heads of information security, IT leaders, CTOs, business owners and operations leads across sectors including fintech, healthcare, legal,…
Financial Health
StableStable · Hiring · 7% CAGR over 4y
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Develops a cyber resilience training and simulation platform that provides hands-on cybersecurity labs, cyber‑attack simulations, and crisis exercises. Enables organisations to test incident…
Serves enterprise CISOs, security teams, developers and executives needing cyber resilience readiness, including sectors such as financial services, operational technology and organisations managing…
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Computed from 5 filingsProvides market intelligence on UK public sector procurement through a data platform offering government contract data, spending analysis, early opportunity signals, framework information, and…
Serves B2B suppliers targeting UK public sector contracts—sales, account management, bid/tender and research teams—alongside central and local government contracting authorities involved in…
Financial Health
StableStable · Hiring · 46% CAGR over 4y
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Computed from 5 filingsDevelops cloud-based workforce engagement and optimisation software for contact centres, including tools for workforce management, forecasting and scheduling, call recording, quality management,…
Serves contact centres and customer experience teams in enterprises, mid-market firms, BPOs and government organisations, with sector focus on finance, insurance, healthcare, hospitality, retail,…
Financial Health
StrongStrong · Growing · 2% CAGR over 4y
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Computed from 4 filingsDevelops a data access governance and provisioning platform that manages and automates access to enterprise data. Provides tools for data discovery, classification, policy-based access control,…
Serves enterprise data leaders and teams in financial services, health and life sciences, and the public sector, including data product owners, consumers, stewards, governors, and IT teams managing…
Financial Health
StrongStrong · Hiring · 23% CAGR over 3y
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Computed from 5 filingsDevelops software for automated threat modelling in application development. The platform analyses system designs, identifies potential security threats, and recommends mitigations, with AI…
Serves B2B and public-sector organisations building software, especially regulated sectors such as financial services, medical devices, operational technology and technology, targeting security…
Financial Health
StableStable · -56% CAGR over 4y
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Computed from 4 filingsDevelops digital employee experience and endpoint management software for IT teams. The platform monitors desktops, virtual desktops and applications, and provides user experience analytics, patch…
Sells B2B to IT and digital workplace teams, including VDI/DaaS admins and service desk managers, in organisations managing employee endpoints, virtual desktops, SaaS apps and hybrid workplace…
Financial Health
HealthyHealthy · -62% CAGR over 3y
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Computed from 5 filingsDevelops and provides a cloud-based procurement platform for small and medium-sized organisations. The software supports supplier sourcing, e‑tendering, contract management, supplier risk…
Serves small and mid-sized businesses, targeting procurement teams, finance leaders and CFOs that need tighter control over suppliers, contracts, spend, compliance risk and ESG requirements during…
Financial Health
HealthyHealthy · Hiring · 25% CAGR over 5y
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Computed from 5 filingsDevelops and provides cloud-based workforce management software for hourly workforces, including employee scheduling, shift planning, time and attendance tracking, payroll processing, HR records,…
Serves B2B organisations with hourly workforces, especially restaurants, hospitality, hotels, retail and social care, targeting HR, operations, finance, payroll teams, and business owners or…
Financial Health
StrongStrong · Growing, Hiring · 14% CAGR over 4y
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Computed from 5 filingsDevelops cloud-based HR and health and safety management software for businesses. Platform includes modules for absence tracking, recruitment and onboarding, document management, risk assessments,…
Serves businesses and organisations with employees, targeting HR, operations and health & safety teams managing workforce, compliance, safety and contractor responsibilities.
Financial Health
StrongStrong · Growing, Hiring · 32% CAGR over 4y
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Computed from 5 filingsDevelops a data intelligence platform that provides data cataloguing, metadata management, governance, lineage tracking, and data quality tools. Software enables organisations to discover, document,…
Serves enterprise data, analytics, governance and AI teams in financial services, healthcare, insurance, manufacturing, retail, technology and the public sector, especially organisations with complex…
Financial Health
StrongStrong · Hiring · 37% CAGR over 5y
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Computed from 5 filingsDevelops cloud-based safety and compliance management software for field-based operations. The platform digitises forms, tracks workforce qualifications, manages assets and equipment, and monitors…
Sells to B2B organisations with field-based teams in high-risk sectors, including utilities, renewables, infrastructure and construction, targeting operations, safety, compliance and project…
Financial Health
HealthyHealthy · -7% CAGR over 4y
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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
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Computed from 5 filingsDevelops restaurant analytics and management software that integrates with POS, labour, and inventory systems to aggregate operational data, generate reports, forecast sales demand, benchmark…
Serves B2B hospitality operators, including independent restaurants, small and large restaurant chains, and hotels, targeting CEOs/founders, operations, finance, IT and general managers.
Financial Health
StrongStrong · Growing, Hiring · 19% CAGR over 4y
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Computed from 2 filingsProvides ESG and sustainability management software that collects and consolidates environmental, social and governance data, supports regulatory reporting frameworks, tracks carbon emissions across…
Serves B2B sustainability, finance and compliance teams in mid-market and enterprise organisations, including manufacturing, food and beverage, energy, shipping, retail, real estate, private equity,…
Financial Health
HealthyHealthy · Hiring · 62% CAGR over 1y
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Computed from 5 filingsDevelops AI-powered talent management software that helps organisations recruit candidates, automate hiring and onboarding, analyse workforce data, and support employee development and retention…
Sells to enterprise HR, talent acquisition and talent management teams, including recruiters, hiring managers, talent leaders, HRIT and workforce planning stakeholders across large organisations.
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StrongStrong · Hiring · 25% CAGR over 4y
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Computed from 3 filingsDevelops cloud-based job management software for trades businesses, enabling quoting, job scheduling, team task assignment, job tracking, invoicing, payment processing and reporting, with mobile…
Sells to UK trades businesses and field service operators, including electricians, plumbers, builders, HVAC firms, roofers, cleaners, pest control companies and locksmiths managing jobs, teams and…
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StableStable · Hiring · 18% CAGR over 2y
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Computed from 5 filingsProvides cloud-based customer communication and contact centre software, including AI voice, chat and email agents, inbound and outbound call handling, multi‑channel messaging, and remote visual…
Sells to businesses running customer service and contact centre operations, including SMEs and larger enterprises. Serves sectors such as utilities, property services, social housing, energy and…
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StableStable · -8% CAGR over 4y
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Computed from 5 filingsDevelops an AI-powered analytics platform for financial services. Provides tools for investment research, competitor intelligence, due diligence, and risk and compliance analysis using large…
Sells to financial services organisations, including investment research, risk and compliance, due diligence, ESG and market intelligence teams needing scalable analysis of public and internal…
Financial Health
StableStable · Hiring · 63% CAGR over 4y
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Computed from 5 filingsProvides cloud software for professional services firms to create proposals and engagement letters, manage client agreements, automate invoicing and recurring billing, collect payments, and integrate…
Serves B2B professional services businesses, including accounting and tax firms, bookkeepers, agencies, consultants and financial advisors.
Financial Health
WeakWeak · -16% CAGR over 4y
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Computed from 5 filingsDevelops workplace management software for offices and hybrid environments, providing desk booking, meeting room scheduling, visitor management, catering ordering, and space analytics, with…
Sells to businesses and organisations managing office workplaces, especially facilities, workplace experience, IT and real estate teams responsible for smart buildings, hybrid working and space use.
Financial Health
WeakWeak · Hiring · 50% CAGR over 4y
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Computed from 5 filingsDevelops cloud-based contact centre software including predictive diallers, inbound and outbound call handling, IVR, workforce management and omnichannel messaging. Provides AI tools for chatbots,…
Sells to B2B and public-sector organisations running contact centres, including BPOs, insurers, debt collection agencies, financial services firms, utilities, and tech/telecoms teams focused on…
Financial Health
WeakWeak · Hiring · 5% CAGR over 4y
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Develops data protection, backup, and recovery software for cloud, virtual, physical, and SaaS environments. Provides platforms and services for securing, replicating, and restoring data across…
Serves businesses of all sizes, service providers and public-sector organisations, especially IT and security teams in government, education, financial services, insurance and healthcare.
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Computed from 3 filingsDevelops workflow automation software for corporate legal teams and law firms. Platform provides matter management, contract intelligence, document automation, task management, and AI‑enabled…
Serves B2B legal buyers: in-house corporate legal teams, legal operations leaders and law firms handling matters, contracts, remediation projects and portfolio work across complex organisations.
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DistressedDistressed · 0% CAGR over 2y
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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.
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DistressedDistressed · -14% CAGR over 3y
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Computed from 3 filingsDevelops a cloud security platform that provides cloud security posture management and vulnerability management. Software analyses infrastructure across AWS, Azure and Google Cloud to detect…
Sells to security, platform and compliance teams at businesses running public or multi-cloud environments, especially fast-growing companies using AWS, Azure or Google Cloud.
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DistressedDistressed · 0% CAGR over 2y
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Provides cloud-based veterinary practice management software for clinics and hospitals, including scheduling, clinical records, billing and payments, inventory management, client communication,…
Serves UK veterinary organisations, including general practices, emergency and specialty hospitals, equine and production animal clinics, mobile vets, corporate groups and university veterinary teams.
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Computed from 4 filingsDevelops web‑based digital asset management software for organisations to store, organise and distribute images and video. Platform includes metadata tagging, search tools, automation, analytics and…
Serves B2B organisations with substantial image and video collections, including picture libraries, sports clubs, and teams in IT, marketing, content, archives, and commercial media roles.
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StableStable · 0% CAGR over 3y
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Computed from 5 filingsDevelops cloud-based quoting and business automation software for managing sales leads, quotations, orders, projects, procurement, inventory and invoicing. The platform integrates with accounting,…
Serves B2B sales, operations and finance teams in sectors including promotional products, construction and trade, office furniture, audio-visual, lighting and renewables.
Financial Health
DistressedDistressed · -3% CAGR over 4y
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Computed from 5 filingsProvides web-based digital asset management software for organisations to store, organise, tag, search and distribute image and video files. The platform includes metadata management, automation…
Serves organisations managing large image and video libraries, including picture libraries, sports clubs, media/content teams and other businesses needing secure access, metadata and distribution for…
Financial Health
WeakWeak · -1% CAGR over 4y
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Computed from 4 filingsDevelops e-commerce software for grocery retailers, including digital storefronts, mobile shopping, content management, promotions and search tools, plus order picking and fulfilment systems and…
Targets grocery and consumer staples retailers, especially grocers running omnichannel operations, multi-site storefronts, loyalty programmes, digital advertising, and in-store picking and…
Financial Health
DistressedDistressed · -16% CAGR over 4y
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Computed from 4 filingsProvides software platforms for research publishers and analyst firms to distribute reports and data through client portals. Tools include content delivery, workflow management, analytics, and…
Serves B2B research publishers, including analyst research firms, trade associations and investment research providers, from small organisations launching client portals to established and enterprise…
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HealthyHealthy · -3% CAGR over 3y
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Computed from 3 filingsDevelops talent management software for HR teams that analyses workforce data to support employee development, internal mobility, succession planning, and strategic workforce planning. Provides tools…
Sells to HR leaders and talent management teams in businesses managing employee development, internal mobility, succession planning and strategic workforce planning, particularly organisations using…
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StrongStrong
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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
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Computed from 5 filingsProvides a payment automation platform for businesses and accounting firms to process bulk supplier and payroll payments, manage approval workflows, and send international transfers. Integrates with…
Serves accounting and bookkeeping firms, business finance and payroll teams, and multi-entity groups using Xero, QuickBooks, payroll or expense platforms.
Financial Health
StrongStrong · Growing, Hiring · 60% CAGR over 4y
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How Storylane 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. 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.
Storylane is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
How many UK SaaS companies use Storylane?
What share of UK SaaS companies run Storylane?
How is Storylane usage detected?
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