Elements.cloud

Elements.cloud operates as a Change Intelligence Platform specifically designed for the Salesforce ecosystem. The company provides software solutions that enable organizations to analyze, document, and manage changes within their Salesforce environments, mitigating risks and accelerating digital transformation projects. The platform is targeted at a range of professionals, including Salesforce Administrators, Consultants, Business Analysts, and Architects.

The company was founded in 2014 by Ian Gotts (CEO), Adrian King (CTO & COO), and Richard Parker (CRO & CCO). This founding team has a long history of collaboration, having previously worked together on the executive team at Nimbus, a business process management software company they grew from a startup and sold to TIBCO in 2011. Their firsthand experience managing a complex Salesforce implementation at Nimbus inspired the creation of Elements.cloud, which officially launched in 2016 to address the tooling gaps they had identified in the market.

Elements.cloud's core offering is a SaaS platform that provides deep organizational analysis, dependency mapping, and automated documentation for Salesforce Orgs. Key features include Org Discovery for insights into technical debt and system complexity, process mapping using Universal Process Notation (UPN), and impact analysis to understand the consequences of proposed changes. The platform also supports the creation of a metadata dictionary, which acts as a single source of truth for all system configurations and business processes. More recently, the company has incorporated AI-powered features, such as ElementsGPT, to automate the generation of user stories from process maps and support the entire Agentforce (AI Agents) lifecycle. The business model appears to be subscription-based, with different tiers of service, including a freemium offering to get started. The company reports having over 300 paying customers, ranging from small businesses to large enterprises.

Financially, Elements.cloud is a venture-backed company, having raised a total of $28 million over two funding rounds. This includes a Series A round of $20 million in July 2021, led by Anker AG, to expand operations and product development. While a private company, its annual revenue was estimated to be around $3.7-$3.8 million as of mid-2025.

Keywords: Change Intelligence, Salesforce, Org Management, metadata management, impact analysis, dependency mapping, business process mapping, Salesforce CPQ, AppExchange, process documentation, technical debt, Salesforce governance, Salesforce consulting, configuration knowledge, UPN, Agentforce, SaaS, user story generation, business analysis tools, Salesforce DevOps, RevOps