CRM
Upsales
Provenance unknown Report an error0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.
by Upsales AB · www.upsales.com
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Upsales at a glance
- Vendor
- Upsales AB
- Headquarters
- Not stated on the vendor’s pages as of 13 Oct 2026
- Data hosting
- Not stated on the vendor’s pages as of 13 Oct 2026
- Free plan
- Not stated on the vendor’s pages as of 13 Oct 2026
- Panel verdict
- The AI panel rates Upsales 2/5, the mean of 6 judges. Upsales is a CRM from Upsales AB, pitched as an AI-driven revenue growth platform, and its strongest scoring is on integrations, where scores cluster at 5–6 on a documented API, a directory listing 34 integrations, automatic sync of orders, products and customers with Business Central, invoice or order creation on won deals via Fortnox and Xero, and a Gmail app that creates and matches records from the inbox. how scores are made
- As of
- Vendor pages captured 13 Oct 2026; evaluated by the panel 15 Oct 2026. all sources
Read this page as one judge. Each weighs the same scores by what they care about.
The panel's verdict
Upsales is a CRM from Upsales AB, pitched as an AI-driven revenue growth platform, and its strongest scoring is on integrations, where scores cluster at 5–6 on a documented API, a directory listing 34 integrations, automatic sync of orders, products and customers with Business Central, invoice or order creation on won deals via Fortnox and Xero, and a Gmail app that creates and matches records from the inbox. Sales pipeline follows at 4–5 — pipeline value, status, deal probability and risks, revenue forecasts, and prebuilt plus custom dashboards shared to email and Slack. Sovereignty scores sit at 1–2: no sovereignty attributes are on record, with no public information on hosting, data processing agreements, subprocessors or deletion. Data portability, at 2–3, evidences only the API as a way out; automation, at 2–3, is single-trigger integration work with no public information on a workflow builder. The captured pages give different figures for integration reach — 34 in the directory against 'hundreds' on the homepage — and no prices appear on any page; the judges' scores on each criterion sit within a one-point span.
Speaks for it
- Documented API plus a native directory of 34 integrations across calendar/email, e-sign, ticketing, collaboration and ERP/billing.
- Won orders create invoices or orders automatically in Fortnox and Xero, linking pipeline to billing.
- The Gmail app creates contacts and companies from an email and stores conversations as closed activities on the record.
- Pipeline value, status, deal probability and risks, with prebuilt and custom dashboards shareable in Upsales, by email and in Slack.
- Lead recommendations built on sales history and contact data for all registered companies in Europe.
Held against it
- No sovereignty attributes are on record; we found no public information on hosting region, data processing agreements, subprocessor lists, or retention and deletion controls.
- The documented API is the only evidenced way for data to leave, with no public information on export formats, migration tooling or contractual data-return terms.
- Evidenced automation is single-trigger work through integrations, with no public information on a workflow builder, multi-step sequences, branching or lead routing.
- We found no public information on custom field types, required fields, or dedupe and merge tooling, leaving record hygiene beyond the standard objects an open question.
- The captured pages give different figures for third-party app reach — 34 in the directory against 'hundreds' on the homepage.
Best for
- You already run Fortnox, Xero or Business Central and want won orders to become invoices automatically, with orders, products and customers syncing between systems.
- Your team works in Gmail and wants contacts and companies created and matched from the inbox, with email conversations kept on the record.
- You want pipeline value, status, deal probability and risk reporting, with dashboards shareable in Upsales, by email and in Slack.
- You sell across Europe and want lead recommendations built on financial and contact data covering all registered companies in Europe.
Avoid if
- Your procurement cannot proceed without documented hosting region, a data processing agreement or a subprocessor list — ask the vendor: the public pages we read do not show it
- You need a self-serve exit — the only evidenced route for data to leave is the API, with no public information on export formats or migration tooling.
- Your team depends on a native workflow builder with multi-step sequences, branching and lead routing — the evidenced automation is single-trigger work through integrations.
The scores
| Criterion | Panel median |
|---|---|
| Contact & data model | 2 of 5 |
| Pipeline & forecasting | 2.5 of 5 |
| Automation & workflows | 1.5 of 5 |
| Integrations & API | 2.5 of 5 |
| European sovereignty | 1 of 5 |
| Import, export & exit | 1 of 5 |
Contact & data model
Show reasoningHide reasoning
How this is scored
Depth and hygiene of the core records — contacts, companies, deals, custom fields, deduplication.
0 — A flat address book; no relations between people, companies and deals.
3 — The standard three objects exist but customization is cosmetic: few field types, no required fields, duplicates accumulate unchecked.
5 — Custom fields across objects, basic dedupe on create, activity history on the record; complex models still need workarounds.
8 — Rich field types with validation, merge and dedupe tooling, relationships beyond the standard model, permissioned field access.
10 — A genuinely modelable system: custom objects or equivalent, bulk hygiene tooling, field-level history — the data model bends to the business, not the reverse.
The Solo Seller
Companies, contacts and their relations are real here — you can create both from a Gmail thread, match a contact to an existing company, and emails land as closed activities on the record, which is the hygiene I want day one. But I found no public information on custom fields, required fields, dedupe or merge tooling, so I can't credit depth beyond the standard objects with activity history. 1 2 3
The Data Protection Officer
Contacts, companies and deals relate to each other — the Gmail app matches contacts to company cards and emails land as closed activities on the record. We found no public information on custom fields, required fields, dedupe or merge tooling, and record creation leans on financial and contact data for millions of European companies with no published sourcing basis. 1 3
The Sales Ops Lead
Contacts and companies are genuinely linked records — the Gmail app matches a contact to an existing company and stores email conversations as closed activities on the card, with a Europe-wide company database behind it. Beyond that we found no public information on custom fields, required fields, or deduplication and merge tooling, so record hygiene at 40 seats is an open question. 1 3
The RevOps Integrator
Contacts and companies exist as linked records — the Gmail app can create both from an email and match a contact to an existing company, and a European company database feeds enrichment — but I found no public information on custom fields, dedupe, merge, or validation. That is the standard object model with nothing evidenced beneath it. 3 1
The Migrator
Contacts and companies are plainly related records — the Gmail tool matches a contact to an existing company and keeps emails as closed activities on the record, which is history I want to leave with. But we found no public information on custom field types, required fields, or any deduplication or merge tooling, and that hygiene layer is exactly what decides whether a move-in or a move-out is clean. 3 1
The Skeptic
Contacts and companies are the evidenced core: Gmail creates both from an email, matches a contact to its company, and stores conversations on the card, backed by a database of European company data. For the things that decide whether records survive scale — custom field types, required fields, dedupe and merge tooling, permissioned field access — we found no public information. I credit the standard objects and their relations, and stop there. 1 3
Pipeline & forecasting
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How this is scored
Whether the pipeline enforces a process and produces reporting a finance department accepts.
0 — A kanban of deals with amounts; nothing is enforced, nothing rolls up.
3 — Multiple pipelines and stage probabilities exist, but no required fields per stage and only canned reports.
5 — Stage requirements, win/loss capture and standard forecast views; custom reporting is limited or an add-on.
8 — Enforceable process (required fields, stage gates, routing), custom report builder, forecast by team and period with quota tracking.
10 — Forecasting a CFO signs: weighted and commit-based views, historical snapshots, attainment tracking, and reporting composable enough to answer questions the vendor never anticipated.
The Solo Seller
Pipeline value, status, deal probability and risk views are on the vendor page, alongside automatic revenue forecasts for the team and prebuilt plus custom dashboards shareable to email and Slack — that beats canned-only reporting. I found no public information on required fields per stage, stage gates, quota or attainment tracking, which is what turns a pipeline view into an enforced process. 1
The Data Protection Officer
Pipeline value, status, deal probability and risks are surfaced alongside automatic team revenue forecasts and prebuilt plus custom dashboards shareable in the product, by email and in Slack. We found no public information on required fields per stage, win/loss capture, quota tracking or historical forecast snapshots. 1
The Sales Ops Lead
Pipeline value, status, deal probability and risks are reported, dashboards come prebuilt and custom, and the vendor promises accurate revenue forecasts for the team. What I cannot see is any process enforcement — we found no public information on required fields per stage, stage gates, win/loss capture, or quota and attainment tracking — so this is reporting I could show a sales manager, not a forecast a CFO signs. 1
The RevOps Integrator
The pages show pipeline value, deal probability, and risk views plus intelligent sales forecasting and custom dashboards, which clears a bare kanban of amounts. But I found no public information on stage gates, required fields per stage, win/loss capture, or quota and attainment tracking — the parts a finance department actually signs. 1
The Migrator
Pipeline value, status, deal probability and risks are stated, with intelligent team-level revenue forecasting and both prebuilt and custom dashboards to share — that is a standard forecast view with custom reporting, no more. We found no public information on stage requirements, win/loss capture, quota tracking or historical snapshots, so nothing evidences that the process is enforced rather than encouraged. 1
The Skeptic
Pipeline value, status, deal probability and risks are named, alongside intelligent sales forecasting and prebuilt plus custom dashboards for revenue analytics. For stage requirements, win/loss capture, quota and attainment tracking, or historical snapshots, I found no public information. The forecasting claims are homepage marketing rather than documented process, so I discount below the standard forecast mark. 1
Automation & workflows
Show reasoningHide reasoning
How this is scored
Triggers, sequences and routing that remove manual work without a consultant.
0 — No automation beyond email templates.
3 — Simple if-this-then-that on records; no multi-step sequences, no branching.
5 — Multi-step workflows with delays and branching, email sequences, basic lead routing — capped by tier or count.
8 — Full workflow builder across objects with webhooks as steps, round-robin routing, sequence analytics.
10 — Automation as infrastructure: versioned workflows, error handling, per-step logs, and limits generous enough that the feature is not its own upsell.
The Solo Seller
The automation I can see runs through integrations — invoices or orders created automatically on won orders via Fortnox, Xero and Business Central, Zapier performing defined tasks, and notifications when a customer is ready to buy more. I found no public information on a native workflow builder, sequences, delays or branching, and as someone who works deals between calls, that's the manual work I'd still be doing by hand. 1 2
The Data Protection Officer
What is evidenced is single-event automation: invoices or orders created automatically on won orders through the ERP syncs, upsell notifications, and Zapier tasks defined outside the product. We found no public information on a workflow builder, multi-step sequences, branching or delays. 1 2
The Sales Ops Lead
The automations on the page are single triggers: a won order creates an invoice or order in Fortnox or Xero, upsell moments fire notifications, and Zapier carries the rest. We found no public information on a workflow builder, multi-step sequences, branching, delays, or lead routing, which caps how much manual work this actually removes from a rep's day. 1 2
The RevOps Integrator
What is evidenced is integration-driven automation — Fortnox and Xero create invoices or orders automatically on won orders, Business Central syncs orders, products and customers — plus Zapier and upsell notifications. I found no public information on a native multi-step workflow builder, sequences, branching, or lead routing. 2 1
The Migrator
The automation evidenced is single-trigger work: invoices or orders created automatically on won orders through Fortnox, Xero and Business Central, and notifications when an upsell opportunity appears, with Zapier as the safety net. We found no public information on a multi-step workflow builder, delays, branching or lead routing, which keeps this at trigger-to-action rather than infrastructure. 1 2
The Skeptic
The automation I can verify is integration plumbing: Fortnox and Business Central create invoices or orders automatically on won deals, Xero invoices likewise, Zapier runs defined tasks, and upsell alerts fire notifications when a customer is ready to buy. For a native workflow builder — multi-step sequences, branching, delays, routing — I found no public information. More than email templates, but the heavy lifting is outsourced rather than built in. 1 2
Integrations & API
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How this is scored
Two-way email/calendar sync, native connections, and an API that treats external systems as first-class.
0 — No API, no sync; data enters by CSV and leaves never.
3 — One-way email logging (BCC), a handful of Zapier triggers, a read-mostly API.
5 — Two-way email and calendar sync for the major providers, a documented REST API with sane limits, a modest native directory.
8 — Deep native integrations for the revenue stack, webhooks, OAuth apps, API parity with the UI for core objects.
10 — An ecosystem: public API covering everything the UI does, event streams, a marketplace, and sync so reliable the CRM can be the system of record without being the only system.
The Solo Seller
A documented API, a native directory spanning calendar/email, e-sign, ticketing and ERP/billing, and automatic two-way sync of orders, products and customers with Business Central, Fortnox and Xero give this a genuinely credible integration story. The captured pages give different figures for the integration count — "hundreds of third-party apps" on the vendor page against "All 34" on the integrations page — and I found no public information on webhooks, API limits or two-way calendar sync. 1 2 3
The Data Protection Officer
A documented API sits alongside a native directory with genuinely deep ERP syncs — Business Central, Fortnox and Xero moving orders, products and customers automatically — and the Gmail app creates records and stores emails as closed activities. The captured pages give different figures for the integration count, hundreds claimed on the home page against 34 in the directory, and we found no public information on calendar sync, webhooks or API rate limits. 1 2 3
The Sales Ops Lead
A documented API, a native Gmail app that creates and matches records from the inbox, and deep billing syncs with Business Central, Fortnox and Xero put this in real revenue-stack territory. The captured pages give different figures for reach — hundreds of third-party apps claimed on the main page against a directory listing 34 — and we found no public information on webhooks, OAuth apps, or API rate limits. 1 2 3
The RevOps Integrator
This is where Upsales earns its keep: a documented API, deep native ERP and billing connections that automate the money flow, and a directory listing 34 integrations — though the captured pages give different figures, 'hundreds of third-party apps' versus 'All 34'. The Gmail mechanism described is one-way logging via a 'Log email' checkbox rather than two-way sync, and I found no public information on webhooks or OAuth apps. 1 2 3
The Migrator
A documented API, 34 named integrations across calendar and email, e-sign, ticketing and ERP/billing, and a real Gmail app that creates and matches records from the inbox — a modest but genuine native directory. The captured pages give different figures for the number of third-party apps (hundreds versus 34), and we found no public information on webhooks, OAuth apps, two-way calendar sync or API rate limits. 1 2 3
The Skeptic
A documented API plus a native directory of 34 integrations, including ERP connections (Fortnox, Business Central, Xero) with automatic sync of orders, products and customers, a Gmail app that operates inside the inbox, and a Zapier connector. The captured pages give different figures for third-party app reach — the directory lists 34 while the homepage says "hundreds". On webhooks, rate limits and API parity with the interface I found no public information, so this sits at the documented-API-and-modest-directory mark. 1 2 3
European sovereignty
panel opinion
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How this is scored
Where other people's personal data actually lives and under whose law — entity, hosting, subprocessors, DPA.
0 — US entity, US-default hosting, no public DPA or subprocessor list.
3 — A DPA exists and an EU region is available on request or on top tiers; subprocessor exposure to US CLOUD Act reach is broad and undocumented.
5 — EU hosting selectable at signup, published DPA and subprocessor list; core processing still touches US entities.
8 — EU entity or EU-default hosting with published subprocessors, consent-friendly fields, retention and deletion controls; residual US exposure named and narrow.
10 — European entity, EU-only processing including subprocessors, deletion that provably deletes — sovereignty a DPO can sign off without a caveat file.
The Solo Seller
The vendor is listed as Upsales AB and markets financial and contact data on all registered companies in Europe, which points at a European base. Beyond that the captured pages show nothing on hosting location, a DPA or a subprocessor list, so I found no public information on where my customers' personal data would actually be processed. 1
The Data Protection Officer
We found no public information on hosting region, data-processing agreement, subprocessor list, retention or deletion — nothing a Data Protection Officer can put in the compliance file. The lead engine is additionally built on financial and contact data for all registered companies in Europe, an enrichment posture with no published lawful basis or sourcing controls. 1
The Sales Ops Lead
The vendor name carries a Swedish company form, but no sovereignty attributes are on record — we found no public information on hosting location, a data processing agreement, a subprocessor list, or deletion and retention controls on any captured page. For a CRM holding European contact data, a DPO review would start from a blank page. 1
The RevOps Integrator
No sovereignty attributes are on record: I found no public information on hosting region, DPA, or subprocessor list on the captured pages. The vendor name Upsales AB reads as a Swedish entity, which is the only signal, and nothing on the captured pages supports or qualifies it further. 1
The Migrator
The only sovereignty signal on record is the AB corporate form in the vendor's own name, which suggests a Swedish entity. We found no public information on hosting location, a DPA, a subprocessor list, retention or deletion controls — a DPO would have nothing to review before signing, and after two migrations I treat that silence as risk. 1
The Skeptic
The vendor trades as Upsales AB, which reads as a Swedish entity, but beyond the name the record is empty: we found no public information on hosting regions, data processing agreements, subprocessors, retention or deletion controls. For a product that ships a database of financial and contact data on European companies, that silence is itself the finding. One point of credit for the entity name and nothing more. 1
Import, export & exit
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How this is scored
Getting in with history intact, and out with everything — the anti-lock-in criterion.
0 — Import is a support ticket; export is contacts-only CSV missing notes, activities and files.
3 — Self-serve CSV import with mapping; export covers main objects but drops activity history, attachments or relations.
5 — Guided migration from major competitors, full-object CSV export, API access sufficient to rebuild the database elsewhere with effort.
8 — Complete export (all objects, history, files) self-serve in open formats, import with dedupe and dry-run, no API metering that prices exit out of reach.
10 — Exit as a feature: documented full-fidelity export, migration tooling both directions, and contractual data-return terms — leaving is a weekend, which is exactly why you can stay.
The Solo Seller
I found no public information on self-serve import, CSV export, or migration tooling in either direction. The only exit route evidenced is the documented API, which makes leaving a developer exercise rather than a button — for a one-person operation that's a real switching cost. 1 2
The Data Protection Officer
The documented API is the only evidenced path in or out, which might allow a database to be rebuilt elsewhere with effort but is unproven in coverage and limits. We found no public information on guided migration, CSV or full-object export, or contractual data-return terms. 1 2
The Sales Ops Lead
The only visible way out is the documented API; we found no public information on self-serve import, export formats or completeness, or migration tooling from other CRMs. Whether activity history, files and relations survive an exit is entirely undocumented. 1 2
The RevOps Integrator
The documented API is the only evidenced route for moving data, and these pages give no way to judge its coverage or limits. I found no public information on import, export, or migration tooling in either direction. 2
The Migrator
My make-or-break criterion, and the pages are silent: we found no public information on CSV import, field mapping, dedupe on import, or any export function — let alone whether notes, activities and files come out. A documented API is the only evidenced way to leave, which makes exit a build project rather than a self-serve act. 2 1
The Skeptic
The one evidenced path for data to move is the API, plus integration syncs pushing orders and customers into ERP and billing systems — inbound and side-to-side, not out. We found no public information on CSV or full export, migration tooling from other CRMs, whether attachments and activity history leave with you, or contractual data-return terms. An API of unknown scope and unknown limits is not an exit plan. 1 2
Pricing transparency
not rated — the vendor publishes no price
Show reasoningHide reasoning
How this is scored
Whether a buyer can compute the real invoice — per seat, per month, at renewal — from public pages alone.
0 — No public prices at all; every tier is a sales conversation.
3 — An entry price exists, but the tiers most buyers need are unpriced, or per-seat maths is obscured by bundles, minimums or mandatory onboarding fees.
5 — Most tiers carry real numbers with billing period and VAT treatment stated, but at least one commonly needed capability hides in an unpriced tier or usage-metered add-on.
8 — Every tier priced publicly including annual/monthly split; limits, seat minimums and overage rules stated; only genuine enterprise contracts are custom.
10 — Complete price computability: every tier, add-on, usage meter and renewal rule public, with a calculator or table that makes the invoice at 3 and 30 seats a two-minute exercise.
The Solo Seller
No price, tier, billing period or seat minimum appears anywhere in the captured pages — for a buyer at 1-5 seats paying with their own card, there is nothing to compute a real invoice from. As far as the public pages show, buying this is a sales conversation. 1
The Data Protection Officer
The captured pages show no prices at all — no tiers, per-seat rates, billing terms or renewal rules — so a buyer cannot compute any invoice from public evidence. We found no public pricing information on these pages. 1
The Sales Ops Lead
No tier, seat price, billing term or VAT treatment appears on any captured page, and the only commercial contact point is an email address, so every quote is a sales conversation. A 40-seat invoice at renewal cannot be computed from public information. 1 2 3
The RevOps Integrator
No captured page shows a tier, seat price, billing period, or renewal term — I found no public information on pricing at all. Computing a real invoice from public pages is not possible here; every number would have to come from a sales conversation. 1
The Migrator
We found no public information on pricing at all — no tiers, per-seat figures, billing periods, seat minimums or VAT treatment on any captured page. A buyer cannot compute the first invoice from this evidence, let alone the renewal one. 1
The Skeptic
We found no public information on plan tiers, per-seat pricing, billing periods, VAT treatment, seat minimums or renewal rules on any captured page — and the AI Workspace launched in May 2026 is equally unpriced. A buyer cannot compute any invoice from what is public here. Every purchase starts as a sales conversation. 1 2 3
Questions about Upsales
Is Upsales European?
Not determined: the vendor’s pages as captured do not say where Upsales is based.
Where does Upsales store data?
Not stated on the vendor’s pages as of 13 Oct 2026.
Does Upsales have a free plan?
Not stated on the vendor’s pages as of 13 Oct 2026.
What are the best alternatives to Upsales?
As of 21 Oct 2026, the panel rates Pipedrive (3/5), Bitrix24 (3/5) and HubSpot Sales Hub (3/5) highest among the other 49 CRM products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is Pipedrive (EU origin, foreign-owned). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: Upsales alternatives.
Where this could be wrong
- Evidence ages. The oldest capture behind this page is from 13 Oct 2026. Vendors change pricing and policies without notice; every fact reflects its source as of the capture date shown in the registry.
- AI can misread a source. Extraction and judgement are automated; a citation guarantees traceability, not infallibility. If something here is wrong, say so — no account needed, every report is decided within 5 business days, and accepted corrections are published.
What we left out
A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.
- 2 product facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
- 6 of the readings below were written against an earlier fact sheet — a fact has been corrected, added or pulled since. Until the panel next runs on this product you are reading the older judgement. Know more? Tell us
Sources (3)
The pages every claim on this page was read from — each one checked, dated, and kept verifiable.
- 1 Vendor page www.upsales.com Checked 13 Oct 2026 Details →
- 2 Integrations & API — found from sitemap www.upsales.com Checked 13 Oct 2026 Details →
- 3 Integrations & API — found from sitemap www.upsales.com Checked 13 Oct 2026 Details →