SALESmanago Acquires Thulium from Spire Capital Partners
Tags: SALESmanago, Thulium, Martech, SaaS, Customer Engagement, AI, Kraków Startups, Spire Capital, eCommerce Automation, Polish Tech, Zendesk Competitor, SilverTree Equity, Rafał Brzoska
In one of the most strategic tech acquisitions in Poland this year, SALESmanago, a leading European customer engagement and marketing automation platform, has officially acquired Thulium, a Kraków-based provider of omnichannel, AI-enhanced customer service software, from Spire Capital Partners. The move marks a major consolidation in the European Martech landscape and underscores Poland’s growing role as an exporter of cutting-edge SaaS technology. The acquisition, announced on July 23, 2025, brings together two high-growth companies serving over 4,000 B2C and B2B customers across eCommerce and retail sectors. The transaction comes on the heels of SALESmanago’s recent expansion efforts, backed by SilverTree Equity, Perwyn, and Polish logistics magnate Rafał Brzoska (InPost), who are all doubling down on the firm’s ambition to dominate Europe’s marketing tech stack.
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Thulium: The Missing Piece in the Martech Puzzle
Founded in 2013 by Ross Knap, Thulium has quietly grown into a national leader in AI-powered omnichannel customer support. Its platform unifies voice, chat, email, and social media into one seamless customer service dashboard, enabling real-time interaction and performance monitoring. The company’s customer base has grown to over 1,800 brands, including major Polish eCommerce players and service providers. With strong AI capabilities and deep integrations across customer communication channels, Thulium built a niche in turning every interaction into a conversion opportunity—an asset that makes it a natural fit for SALESmanago’s ambitions. According to Thulium’s CEO Ross Knap, who will remain in his leadership role, “Joining forces with SALESmanago creates incredible opportunities. We share a vision of designing intelligent, automated customer journeys. Together, our platforms will redefine how brands engage users and optimize every interaction for maximum lifetime value.”
SALESmanago’s Vision: A Unified AI Layer for Marketing + Support
The rationale behind the acquisition is straightforward yet bold: bring together automation and conversation. SALESmanago, originally founded in 2011 in Kraków, has grown into one of Europe’s fastest-growing Martech platforms, with clients in over 40 countries and a core product suite that spans CDP (Customer Data Platform), AI-based segmentation, automation, and personalized campaigns.
Adding Thulium into the stack unlocks an entire new customer-facing front. Instead of handling only outbound marketing, SALESmanago can now orchestrate inbound communication too—from real-time chat to voice-based service support. The goal is to provide one unified platform for mid-market and enterprise eCommerce businesses to manage the entire customer lifecycle: acquisition, engagement, retention, and support.
“This acquisition accelerates our transformation from a marketing automation suite into the most complete AI-powered customer engagement platform in Europe,” said Brian Plackis Cheng, CEO of SALESmanago. “By integrating Thulium, we now offer personalization and automation at every touchpoint—before, during, and after the sale.”
The Investors’ Bet: Polish SaaS for the Global Market
This isn’t just a strategic marriage of products—it’s a carefully engineered move by investors betting on Polish software innovation as a pan-European force.
Spire Capital Partners, which had acquired a controlling stake in Thulium three years ago, oversaw a transformation that tripled the company’s operational scale, boosted profitability, and attracted a high-caliber executive team. Their successful exit highlights the rising investor confidence in Polish SaaS infrastructure.
“The strategic alignment with SALESmanago is a powerful growth enabler for Thulium,” said Arkadiusz Podziewski, Partner at Spire Capital. “It’s rare to find this level of product synergy and commercial readiness in one market. This deal sets a new benchmark for customer experience platforms in Europe.”
What’s Next? All-in-One CX + AI
From a product roadmap perspective, integration efforts between the two platforms have already begun. In the near term, customers of both companies will see:
Native AI-driven ticket routing and resolution tools
End-to-end journey mapping from email acquisition to post-sale support
Cross-channel analytics covering both marketing and service KPIs
Enhanced self-service options and predictive support modules
In the medium term, SALESmanago’s leadership has hinted at the release of a “Customer OS”—a unified interface for CX teams, marketers, and product managers to manage user journeys, support tickets, feedback loops, and campaign automation from one dashboard. The move positions the Kraków-based company to go head-to-head with global giants like Zendesk, HubSpot, and Freshworks, with a distinctly European flavor and GDPR-native infrastructure.
Poland’s Martech Moment
This acquisition signals that Poland is no longer just a nearshore destination for software development—it is now producing category-defining SaaS platforms. With SALESmanago, LiveChat, Synerise, and User.com all scaling globally, Kraków and Wrocław are emerging as Martech capitals of Central Europe.
And as global demand for AI-enabled customer engagement grows, SALESmanago—with Thulium on board—is now one of the few European challengers capable of building an end-to-end, deeply integrated, AI-powered alternative to U.S. incumbents. If they play their cards right, this could be Poland’s breakout Martech unicorn.
