Thulium Joins SALESmanago to Create an All-in-One Engagement Powerhouse

• Backing from SilverTree, Perwyn, and Rafał Brzoska allows for SALESmanago’s acquisition of Thulium
• The combined platform serves 4,000 customers, unifying marketing automation with omnichannel support
• Thulium strengthens SALESmanago’s Growth Framework, enhancing personalization, AI, and customer experience
• This acquisition marks SALESmanago’s strategic leap toward the position of Europe’s leading customer engagement platform

This July, the famous Poland-based customer engagement platform (CEP) SALESmanago acquired Thulium—the Krakow-based AI-powered omni-channel customer assistance platform—from its previous majority stakeholder, Spire Capital Partners. The deal was made possible thanks to SilverTree, Perwyn, and Rafał Brzoska.

The Background of the Parties in a Nutshell

Founded in 2011, SALESmanago is a B2B SaaS company delivering its customer engagement platform tailored for digitally driven eCommerce teams. Trusted by 2,000 mid-sized businesses across Europe—including brands like Victoria’s Secret, Vox, and Würth—the platform helps marketers acquire, convert, and retain customers through AI-powered personalization and orchestrated journeys. With over EUR 30M in ARR, 60% of which comes from outside Poland, SALESmanago operates in 30+ European markets and integrates with Shopify, PrestaShop, Zapier, BigCommerce, Magento, and WooCommerce.

Founded in 2006, Thulium is a customer communications technology company offering an AI-powered platform that unifies phone, email, chat, and messaging apps into a single, intuitive dashboard. Its software is used by over 1,800 companies across Europe—including Kärcher, Volvo, and TPay—serving 7,000+ active users while managing 9 million messages and 8.5 million calls annually.

‘During three years of our involvement Thulium tripled in size, increased profitability and recruited strong managerial talent. The strategic fit with the new owner will unlock further growth for the group across Europe. Combining Thulium’s capabilities with SALESmanago’s marketing vision creates a unique offering that sets a new benchmark for customer experience platforms,’ Spire Capital Partners’ partner Arkadiusz Podziewski comments.

With its acquisition by SALESmanago, the two platforms now serve nearly 4,000 customers. With a shared vision, they aim to pioneer a comprehensive customer engagement solution that seamlessly integrates client data, hyper-personalised marketing automation, and omnichannel customer support.

From Conversational Support to Seamless Journeys

Prior to integrating Thulium, SALESmanago’s existing clients typically used Leadoo’s technology (acquired by SALESmanago earlier) to provide conversational support experience. This technology ranges from automated FAQs and actionable case data to hybrid solutions to reduce customer requests resolution times.

‘The integration of Thulium now brings in the perfect product range to complete our current platform and to enable our clients to offer a seamless shopping experience across the entire customer lifecycle—from first touch to lasting loyalty,’ SALESmanago’s CEO Brian Plackis Cheng tells ITKeyMedia.

Thulium’s Vision within SALESmanago

Following the acquisition, Thulium’s CEO Ross Knap retains his position. He shares that his company’s existing clients are growing interested in additional products from the SALESmanago framework as well as guidance on how to integrate these products and increase the effectiveness of their marketing.

‘Our biggest strength is combining multiple communication channels: email, voice, chat, social media. Through integration with SALESmanago, we’ll enhance this by leveraging its data to make the communication more personalised and efficient. We’ll also bring communication data into SALESmanago to improve its AI and product recommendations, making them smarter and more relevant,’ Mr Knap states.

According to him, bringing together elements like chat, voice, messaging, marketing automation, and CRM resolves key UX issues like fragmented communication, slow response times and lack of personalisation. It enables continuous, unified customer interactions, faster responses and data-driven insights for more relevant and personalised engagement.

‘We are delighted to bring together Thulium’s omnichannel support capabilities with SALESmanago’s AI-driven marketing automation solutions to create a truly end-to-end customer engagement platform serving the mid-market across Europe,’ Perwyn’s associate Lejla Šehić adds.

Thulium’s Place Within the SALESmanago Growth Framework

Thus Thulium becomes an essential element of the SALESmanago Growth Framework—the company’s roadmap to achieve sustainable long-term success, guiding businesses from initial customer acquisition to continuing customer engagement, and beyond. The Framework provides customers with insight into their current performance, a defined path for future growth and improvement, and areas to measure growth, underpinned by real-world eCommerce business objectives and use cases.

This underscores SALESmanago’s overarching goal of becoming the most complete CEP in Europe. The acquisitions marked a strategic leap forward in the evolution of SALESmanago, now being the pioneering customer engagement platform that unifies client data, marketing automation, conversational commerce, and customer service.

Through integrated and AI-powered personalisation, recommendations, omnichannel messaging, and now customer service, SALESmanago is empowered to deliver a seamless shopping experience across the entire customer lifecycle. Aided by Leadoo and Thulium, SALESmanago delivers what modern businesses need most: a connected, intelligent, and scalable platform to drive engagement, efficiency, and revenue.

‘SALESmanago is a standout business, and this acquisition strengthens its position as a category leader in AI-enabled customer engagement. Together, we’re accelerating innovation and setting a new standard for what mid-market companies can expect from their CX partners,’ SilverTree’s co-founder and managing partner John Messamore concludes.

Thulium’s acquisition by SALESmanago highlights the growing importance of an all-in-one platform that unifies marketing, communication, and customer service into a seamless experience. By consolidating data and interactions across the entire customer lifecycle, SALESmanago and Thulium enable mid-market businesses to deliver faster, smarter, and more personalized engagement. The result is not only greater convenience for teams, but also a powerful framework to drive sustainable growth and long-term customer loyalty.