Backing the company rebuilding SAM
LICENSEWARE is turning Software Asset Management into an open, modular, pay-as-you-go platform, and giving enterprises a credible alternative to the legacy vendors that have owned the category for twenty years. If that's a thesis you want exposure to, let's talk.
Next. Next. Next. Accept. Finish.
We all know these clicks. Nobody ever stops to read the licence terms.
Now imagine that same shrug at enterprise scale: a company with thousands of employees and thousands of applications, governed by contracts no one has ever read.
And we're not talking about Office or Slack. Think server software, where a single licence can cost $10,000 per processor. Multiply that across an estate nobody is tracking, and the waste, and the audit exposure, runs into the millions.
The thesis
Why LICENSEWARE
Enterprises spend over $1 trillion a year on software, and roughly a third of it is wasted. Yet the tooling that controls that spend is consolidating toward a near-monopoly, with prices climbing at every renewal. LICENSEWARE is the open, affordable alternative the market has been waiting for, the hero product every organisation managing software actually needs.
Spent on software worldwide every year (Gartner, 2025)
Of software spend wasted through poor license management (Gartner)
Annual growth of the SAM tools market
A category overdue for change
The category is consolidating into a near-monopoly: rigid suites, multi-year lock-in and prices that climb at every renewal. LICENSEWARE unbundles SAM into modular, publisher-specific apps with pay-as-you-go pricing, removing the friction that has defined the category for two decades.
Analyst-recognised
Recognised by the industry analysts who cover this space: featured in the Gartner Market Guide for SAM Managed Services in both 2025 and 2026, cited by Forrester alongside Lansweeper, and named Technology Innovation of the Year by The ITAM Review.
Enterprise-grade trust
SOC 2 Type II certified, incorporated in Romania and Spain with UK incorporation underway this year, operating as a fully distributed team across the EU and UK.
Open by design
An open ecosystem of modular apps that integrates with the IT and ITSM tools customers already run, so they pay only for what they need and adopt at their own pace.
Built for the underserved middle
Choice in SAM is scarce. The incumbent suites are priced, scoped and sold for the Fortune 500, leaving the mid-market, and the partners who serve them, with almost nothing built for how they actually buy and deliver. LICENSEWARE meets the mid-market where it is, modular, pay-as-you-go and partner-friendly by design, with a low barrier to entry and fast deployment, while scaling all the way up to the largest, most complex enterprise estates. One platform that grows from first app to full deployment, equally at home with a reseller's SMB client and a global enterprise, which is genuinely unique in this market.
The team
Founding team
Our backers
Who's behind us
LICENSEWARE is backed by a group of European venture funds, accelerators, and angel investors who share our conviction in transforming the SAM category.
Invest
Talk to the founders
If you invest in category-defining B2B software and want to learn more about LICENSEWARE, send us a note and we'll be in touch.
Send a message
Tell us a little about your fund or angel thesis and we'll follow up.
