# Upsales — CRM

Upsales by Upsales AB holds a panel rating of 2/5 from 6 AI judges (category median 2/5), as of 2026-10-15. Provenance: provenance unknown; sovereignty: not determined.

- Vendor: Upsales AB (https://www.upsales.com)
- Category: [CRM](https://whats-best.ai/software/crm.md)
- Provenance (editorial classification): provenance unknown
- Canonical page: https://whats-best.ai/software/crm/upsales
- Alternatives: https://whats-best.ai/software/crm/upsales/alternatives ([markdown](https://whats-best.ai/software/crm/upsales/alternatives.md))
- Data as of: 2026-10-21 · evaluated 2026-10-15 · oldest source captured 2026-10-13

**AI-generated.** Every score, rationale and verdict here is written by a panel of AI judges from public evidence — an analysis, not a hands-on test. Every fact quotes the vendor page it was read from. No score can be bought. How scores are made: https://whats-best.ai/methodology

## 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

## 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.

## Scores by judge and criterion

Scores out of 5, each judge scoring independently against the published rubric (v1). "n/r" = not rated: the vendor publishes no price.

| Criterion | The Solo Seller | The Data Protection Officer | The Sales Ops Lead | The RevOps Integrator | The Migrator | The Skeptic |
| --- | --- | --- | --- | --- | --- | --- |
| Contact & data model | 2/5 | 2/5 | 2/5 | 1.5/5 | 2/5 | 1.5/5 |
| Pipeline & forecasting | 2.5/5 | 2.5/5 | 2/5 | 2/5 | 2.5/5 | 2/5 |
| Automation & workflows | 1/5 | 1.5/5 | 1.5/5 | 1.5/5 | 1.5/5 | 1.5/5 |
| Integrations & API | 2.5/5 | 3/5 | 2.5/5 | 3/5 | 2.5/5 | 2.5/5 |
| European sovereignty | 1/5 | 1/5 | 1/5 | 1/5 | 1/5 | 0.5/5 |
| Import, export & exit | 1/5 | 1.5/5 | 1/5 | 1/5 | 1/5 | 1/5 |
| Pricing transparency | n/r | n/r | n/r | n/r | n/r | n/r |
| **Weighted verdict** | **2/5** | **1.5/5** | **2/5** | **2/5** | **1.5/5** | **1.5/5** |

### The judges

- **The Solo Seller** (v1.2): Runs their pipeline between customer calls and pays with their own card. Optimizes for a CRM that is set up in an afternoon, priced honestly at 1-5 seats, and never asks them to configure an object model. Rejects seat minimums and features held hostage in enterprise tiers.
- **The Data Protection Officer** (v1.0): Knows a CRM is a database of other people's personal data before it is a sales tool. Optimizes for GDPR posture: EU hosting, DPA, subprocessor hygiene, consent fields, retention and deletion that actually delete. Rejects US-default hosting and enrichment features that scrape contacts from the open web.
- **The Sales Ops Lead** (v1.0): Owns the forecast a 40-seat team lives by. Optimizes for pipeline discipline: stage hygiene, required fields, routing, quota and forecast reporting the CFO will accept. Rejects freeform pipelines that cannot enforce a process and reporting that stops at a dashboard screenshot.
- **The RevOps Integrator** (v1.0): Treats the CRM as one system in a revenue stack. Optimizes for two-way email and calendar sync, a real API with webhooks, and native connections to the tools money already flows through. Rejects closed ecosystems and integrations that are one-way imports in disguise.
- **The Migrator** (v1.1): Has moved a company off a CRM twice and remembers every scar. Optimizes for clean import with dedupe, full export of every object including notes and activity history, and contract terms that permit leaving. Rejects export behind support tickets and per-record API metering that makes exit a project.
- **The Skeptic** (v1.2): Assumes the pricing page is the nicest thing the vendor will ever say. Hunts per-seat maths that explode at renewal, "unlimited" with footnotes, AI features priced by credits, dead changelogs and acquisition rumours. Exists to keep the rest of the bench honest.

## European sovereignty — proven facts

No sovereignty finding yet.

## Key facts

Each fact is the vendor's own statement, cited to the source page it was read from ([S*n*] → Sources).

**Compliance**
- Documents: Security white paper · Fair usage policy · Product privacy policy [S1]

**Integrations**
- API: yes [S1]
- API docs: yes [S3]
- API documentation: yes [S2]
- Erp arr: yes · yes [S1]
- Gmail app: Gmail · yes [S3]
- Third party apps: third-party app integrations · hundreds [S1]
- Total count: 34 [S2]

**Legal**
- Entity: SE556641250701 · Kungsgatan 49, 111 22 Stockholm, Sweden [S3]
- Entity: Kungsgatan 49, 111 22 Stockholm, Sweden · SE556641250701 [S2]
- Entity address: Upsales · Kungsgatan 49, 111 22 Stockholm, Sweden · SE556641250701 [S1]
- Ipo: yes [S1]

**Pricing**
- Free trial: yes [S1]
- Trial: yes · 14 · no [S2]

**Product**
- AI positioning: AI-driven revenue growth platform for sales teams [S1]
- AI workspace: AI Workspace · yes [S1]
- AI workspace launch date: 2026-05-12 [S1]
- European company database: Database of all companies in Europe [S1]
- Gmail company matching: yes [S3]
- Gmail create from email: create_contact_and_company_from_gmail [S3]
- Gmail log email checkbox: log_email_checkbox_syncs_to_upsales [S3]
- Gmail store emails: store_emails_as_closed_activities [S3]
- Gmail view company card: yes [S3]
- Integration business central: Sync your orders, products and customers automatically between Upsales and Business Central [S2]
- Integration categories: Collaboration · 4 · Calendar/Email · 3 · Event & Webinar · 2 · Connector · 1 · E-sign · 1 · ERP/Billing · 1 · Ticketing · 1 [S2]
- Integration fortnox: Sync products and have invoices or orders created automatically on won orders [S2]
- Integration gmail: Create companies and contacts from emails, and store email conversations in Upsales [S2]
- Integration xero: Sync companies and products, and create invoices automatically in your Xero account [S2]
- Integration zapier: Connects thousands of apps, including Upsales, and automatically performs defined tasks [S2]
- Intelligent leads: Intelligent Leads [S1]
- Lead recommendations: lead recommendations · all registered companies in Europe [S1]
- Pipeline insights: pipeline value · status · deal probability · risks [S1]
- Revenue analytics: Revenue analytics · in Upsales · email · Slack [S1]
- Sales forecasting: Intelligent sales forecasting [S1]
- Sales marketing suite: Sales & marketing suite [S1]
- Upsell notifications: upsell opportunity detection with notifications [S1]

**Support**
- G2 rating: 5 · 4.5 · G2 [S1]
- Google rating: 5 · 4.3 · Google [S1]
- Level: Diamond Level [S1]

## Questions

### 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)](https://whats-best.ai/software/crm/pipedrive), [Bitrix24 (3/5)](https://whats-best.ai/software/crm/bitrix24) and [HubSpot Sales Hub (3/5)](https://whats-best.ai/software/crm/hubspot) 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](https://whats-best.ai/software/crm/pipedrive) (EU origin, foreign-owned). Ratings are the AI panel’s opinion, formed from public evidence: [how scores are made](https://whats-best.ai/methodology#ordering). The full list, with European products first: [Upsales alternatives](https://whats-best.ai/software/crm/upsales/alternatives).

## What this page leaves out

- 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.
- 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.

## Sources

- [S1] Vendor page: https://www.upsales.com (checked 2026-10-13)
- [S2] Integrations & API — found from sitemap: https://www.upsales.com/integrations-and-apps/ (checked 2026-10-13)
- [S3] Integrations & API — found from sitemap: https://www.upsales.com/integrations-and-apps/gmail/ (checked 2026-10-13)

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Cite as: whats-best.ai, "Upsales — CRM", AI panel analysis, as of 2026-10-21. https://whats-best.ai/software/crm/upsales

Corrections: https://whats-best.ai/correct/775?target=page