Softlead

Softlead operates as a key B2B ecosystem in Romania's software market, functioning as a specialized marketplace and advisory platform. The company was co-founded in 2013 by Alexandra Roată and Andrei Dumitrașcu. Alexandra Roată, who serves as a Managing Partner, has a background in marketing and communication. She leveraged this experience, combined with a passion for technology, to guide the company's growth, earning recognition in Forbes 30 Under 30 and other business leadership rankings.

Initially launched as a B2B software marketplace, Softlead has since evolved its business model to focus on a proprietary tool called "Digital DNA". This tool analyzes a company's unique characteristics—such as industry, size, business processes, and financial performance—to provide tailored recommendations for software solutions. The platform serves a wide range of clients, from startups and SMEs to large corporations, helping them navigate the complexities of digital transformation. It has assisted over 18,000 companies in selecting and implementing appropriate software.

The company's primary service revolves around the Digital DNA assessment, which generates a comprehensive report outlining a company's current level of digitization, suggests necessary software applications, provides budget forecasts, and offers benchmarks against competitors. This process is designed to reduce the risk of unnecessary software purchases and optimize digital investment. Softlead's revenue model is based on lead generation for the 700+ software vendors listed on its platform, which features over 1,200 IT solutions. The company also generates revenue through enterprise licenses for its Digital DNA tool, targeting large companies that want to offer the assessment to their own B2B clients. In 2022, Softlead secured a €200,000 funding round to accelerate local growth and prepare for international expansion.

Keywords: B2B software marketplace, digital transformation, software procurement, lead generation, Digital DNA, IT consulting, software recommendation engine, enterprise software, Romanian IT market, SaaS platform, business process automation, technology advisory, ERP selection, CRM solutions, software vendor comparison, digital strategy, Alexandra Roată, Andrei Dumitrașcu, software budget forecasting, IT investment, tech ecosystem