The Top SaaS Companies in 2021 according to our data

We dug into our data earlier this year to see what we could learn about the 300 most successful SaaS companies.
The Top SaaS Companies in 2021 according to our data

We are very conscious that SaaS use in companies is soaring. But not only more people are using SaaS... There are a lot more SaaS tools to choose from everyday. In fact, Crunchbase lists 5,166 SaaS tools in Europe and 50,000+ worldwide.

So what SaaS should you use? Which products are best suited for your needs?

That question becomes harder and harder to answer everyday.

And it's not only a matter of choice. Our latest survey to IT and Finance startup leaders unveiled that a shocking 64% of employees think problems with SaaS are damaging their company’s culture.

So is it possible to choose the right tools and preserve company culture?

Of course it is, and we will give some hints in this blog.

Why this data?

As a platform that manages all SaaS, Cledara holds a pile of interesting data on how and which SaaS apps are used in companies. And we love to constantly dig in to spot trends and share them with you.

This time, we looked at the 300 most used SaaS products among our customers, and analysed amount of funding and year founded to spot any commonalities.

The Top 30 SaaS companies of 2021

Out of the 300 SaaS products analysed, here's the list of our top 30. How many of them do you use?


Twilio is a cloud communication company that enables users to use standard web languages to build voice, VoIP, and SMS apps via a web API.


Xero is cloud-based accounting software that connects business owners with their financial data, advisors, customers & more.


Zoom is a cloud platform for video and audio conferencing, chat, and webinars.


Atlassian is an enterprise software company that develops products for software developers, project managers, and content management.


Pipedrive is a web-based sales CRM.

Microsoft Office 365

Office 365 is a suite of productivity tools encompassing Microsoft Word, Excel, PowerPoint and many others.


GitHub provides hosting for software development version control using Git.


Slack is an enterprise software platform that allows teams and businesses of all sizes to communicate effectively.


Calendly is an appointment scheduling software..


Figma is a collaborative interface design tool.


Webflow is a web-based drag and drop tool for building and hosting responsive websites.

Adobe Creative Cloud

Adobe Creative Cloud is a set of applications and services from Adobe Systems that gives subscribers access to a collection of software used for graphic design, video editing, web development, photography, and others.


Sentry is a platform for workflow productivity, aggregating data from errors and crashes across the stack in real time.


Fiverr is a freelance services marketplace for businesses


Typeform specialises in online form building and online surveys.


Zapier is an online automation tool that connects your apps and services. You can connect two or more apps to automate repetitive tasks without coding or relying on developers to build the integration.


Mailchimp is a marketing automation platform and an email marketing service.


Vidyard is a video hosting and management platform. It also video includes engagement and analytics tool.


Dropbox is a personal cloud storage service (sometimes referred to as an online backup service) that is frequently used for file sharing and collaboration.


CharlieHR is an HR platform for small businesses, automating many of the administrative burdens that accompany managing teams – from onboarding new staff to tracking holiday and managing benefits.


CircleCI is a  continuous integration and delivery platform for Linux, macOS, and Android.


HubSpot is a platform for marketing, sales, customer service, and CRM software.


Stitch is a cloud-first, open source platform for rapidly moving data.


TravelPerk is a business travel platform.


Heroku is a platform as a service (PaaS) that enables developers to build, run, and operate applications entirely in the cloud.


JetBrains provides a suite of developer tools.


SendGrid is a communication platform for transactional and marketing email.


Bamboo HR provides HR software for SMEs.


BrowserStack is a cloud web and mobile testing platform that enables developers to test their websites and mobile applications across on-demand browsers, operating systems and real mobile devices, without requiring users to install or maintain an internal lab of virtual machines, devices or emulators


1Password is a password manager.


Cledara is an All-in-One SaaS management platform.


Intercom develops and publishes communications technology to monitor user behaviour.


Notion is a note-taking and collaboration application with markdown support that also integrates tasks, wikis, and databases.


Zendesk is a customer service platform.


Auth0 is a drop-in solution to add authentication and authorization services to your applications.


G Suite is a suite of cloud computing, productivity and collaboration tools, software and products.


Miro team collaboration whiteboard for distributed teams.

Top 10 SaaS Outliers of 2021

We wanted to take the opportunity to drill into companies that haven’t raised much (or anything), are young and seem to be more popular than companies of a similar age among Cledara customers. These companies, represent outliers in the data and therefore may be SaaS companies to watch in the future.


Founded in 2020, Seed: Blush is a marketlplace where you can create and customise illustrations from designers from around the world.


Founded in 2019, Bootstrapped: Sherlock is a platform that helps product-led growth companies by feeding product engagement data into your CRM.


Founded in 2019, $125k raised: Mailwarm improves your email sender reputation by generating real looking email traffic and interaction among its users.


Founded in 2019, Bootstrapped: Anytrack is a conversion data platform that allows you to see the real time data behind your marketing funnel.

Founded in 2018, Boostrapped: Improver is a Chrome extension that helps you find personal emails from people's Linkedin profiles.


Founded in 2018, $2.2m raised: Airfocus is a roadmapping and prioritisation tool for product teams.


Founded in 2017, Bootstrapped: Lemlist is an outbound email platform for sales teams doing outbound sales.


Founded in 2017, $1.5m raised: Funnelytics is a conversion data platform designed for marketing agencies to visualise and measure the data behind their clients' marketing funnels.

Forest Admin

Founded in 2017, $11.2m raised: Forest Admin is a customisable admin panel that tech companies can customise so that they don't have to build their own.

Founded in 2017, Bootstrapped: Join is a lightweight applicant tracking system that makes screening candidates as easy as browsing Tinder.

The Top 300 SaaS companies, by Amount of Funding

When we look at the split of the top 300 SaaS companies by amount raised, it’s interesting to see how evenly distributed it is across different ranges. The fact that more than 10% of the top 300 companies have raised less than $1 million is a surprise too. These little legends broadly consist of two types of companies – fast growing young startups that are massively outperforming (more on these later) and well known bootstrappers like Basecamp, Hotjar and Mailchimp.

Things change when we look at how much revenue each bucket of SaaS companies receive from Cledara Customers (we call this GMV, but from the SaaS company’s perspective, its revenue). Companies that have raised between $100 million and $1 billion, such as Hubspot, Zoom and Segment, represent more than 35% of the SaaS paid for by Cledara’s customers.

The other remarkable thing to notice is concentration – the top 300 SaaS companies represent 99% of all SaaS spend by Cledara customers. The tail of SaaS is a long one.

The Top 300 SaaS Products, By Year Founded

Next, we look at the top 300 SaaS companies by the year that they were founded. This chart looks a lot like a Bell Curve with a right skew. This supports an idea popular among VCs that the 2008 vintage of startups (BambooHR, Github, Twilio) was a good one, with a clear spike. It also raises an interesting question – does the right skew in the data suggest that newer SaaS companies are growing relatively faster than older SaaS companies did (or are…)?

Again, we decided to take a look at the same data, but by share of GMV, rather than number of SaaS companies. Here it looks a little more random – there doesn’t seem to be a lot of correlation between the year the company was founded and their share of the SaaS market. This perhaps supports the idea that SaaS startups is a game of outliers – some go on to grow massively (and quickly) and others grow more predictably.

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Jenny Liu
Finance Leader @ Marshmallow