Title: New Players Emerge in Vertical SaaS Market as AI Gains Traction
In recent years, while venture capitalists focused on popular consumer apps, a different kind of software business has been quietly growing. These are the vertical Software as a Service (SaaS) companies that help manage point-of-sale systems for retailers, streamline logistics, and oversee financial operations for numerous small businesses that often don’t even know what a Series A funding round is. As these companies become more prominent, they are now catching the attention of new types of buyers.
Just this past month, two notable acquirers have made headlines. Beacon Software, based in Toronto, has raised over $550 million in just two years, including a substantial $225 million in a Series C round led by General Catalyst. Their goal? To acquire niche software firms and enhance them using a shared AI platform. In Milan, Bending Spoons is reportedly considering a Nasdaq IPO with a valuation exceeding $20 billion, though they primarily focus on consumer software. Meanwhile, in London, the team behind Shop Circle has launched a new holding company to showcase their diverse software offerings.
This new holding company, Circeus, has received an equity investment from the European Bank for Reconstruction and Development, which will aid in its plans to grow. While Shop Circle will continue to focus on retail and commerce software, Circeus will oversee a wider array of B2B software solutions. This rebrand signals the company’s ambition to lead in Europe’s AI-driven software landscape, similar to what Beacon Software is achieving in North America.
Circeus was founded by Luca Cartechini and Gian Maria Gramondi in late 2021, initially focusing on retail and supply chain software. Over the past four years, they have completed 18 acquisitions and raised more than $200 million, expanding their services to more than 200,000 businesses across various software categories, with operations in London, Milan, and Sarajevo. The new name reflects their broader business vision while continuing to build on the solid foundation laid by Shop Circle.
“We weren’t seeking more funding because we’re already profitable, but we wanted to partner with EBRD due to their strong reputation and to better position ourselves in a market full of opportunities,” said Luca Cartechini, CEO of Circeus.
What sets Circeus apart from traditional software companies is its innovative approach. Instead of just buying and cutting costs, they focus on making acquired businesses better by embedding AI features. Their central AI engineering team integrates these advanced capabilities into their products, creating workflows that can be reused across multiple businesses. As a result, they’re already seeing improvements: a significant share of new bookings is coming from AI features, with automation in customer experiences reaching around 80%.
“The challenge is making this transformation repeatedly, and that’s what we’ve achieved,” noted Gian Maria Gramondi, COO of Circeus.
This strategy also leverages a structural advantage that standalone software firms may not have. The best AI talent typically works for leading tech companies and research labs, which are challenging for smaller firms to access. By centralizing AI talent across its portfolio, Circeus can efficiently enhance each new acquisition and accelerate their growth.
Europe, with only about 20% of businesses reportedly using AI, presents a significant opportunity. The diverse landscapes, languages, and regulations across European markets mean that a unified approach to acquiring and enhancing vertical software solutions can create a competitive edge. The involvement of the EBRD further emphasizes this potential, with its reach extending across many of the markets where Circeus is actively acquiring firms.
As Circeus continues to roll out this strategy, it stands at the forefront of a promising market for AI in Europe, with multiple acquisitions expected in the coming months. While questions remain about this new model, the opportunity for growth and innovation is vast, and Europe is ready to step up to the challenge.
