These Are The Stellar Business Application Startups To Know In 2023

Business applications are what make workers more productive. As part of CRN’s Stellar Startups for 2023, here are five business application startups, founded in 2017 or later, that solution providers should be aware of.

They’re All Business

Business applications are how work gets done. They are the interface between workers and all the IT that most never see. An organization may have powerful cloud and data center infrastructure, databases, networks and middleware running behind the scenes. But it’s the business applications—sales, marketing, billing, planning and so on—that everyday employees work with.

Business applications are also important because they are a vehicle for automating business processes, helping organizations be more efficient, productive and innovative.

Research firm IDC forecasts that the global enterprise application market will grow at a CAGR of 9.6 percent to reach $483.1 billion in 2027.

While software giants like SAP, Microsoft, Salesforce and Intuit account for a significant share of that market, startups are often on the leading edge of innovation in terms of developing applications that meet businesses’ rapidly changing needs.

All this means that business applications developed by startup companies present a major opportunity for solution providers. As part of CRN’s Stellar Startups for 2023, here are five business application startups, founded in 2017 or later, that solution providers should be aware of.


Founded: 2022

Top Executive: Lanir Shacham, Co-Founder, CEO

Faddom develops an application observability platform that helps organizations gain control of their business applications. The company’s agentless application dependency mapping tool visualizes on-premises and cloud infrastructure with continuous, automatic updates in as little as 60 minutes. The tool can plan and track IT infrastructure changes and see how servers and applications are all connected to each other.



Founded: 2019

Top Executive: Giovanni Sanguily, Founder, CEO

GlassHive is a web-based sales and marketing application for MSPs that the startup said makes sales and marketing efforts simple and fun. The software’s intuitive design and ecosystem framework leverage big data, AI, rich-media communication, and automation to empower MSPs and address the sales and marketing needs of the channel.

GlassHive said that MSPs using the company’s applications have recently generated almost 400,000 leads, collectively, and more than $1 billion in new revenue.


Gradient MSP

Founded: 2020

Top Executive: Colin Knox, CEO

Gradient MSP’s Synthesize Billing Module offers effortless billing reconciliation for MSPs, helping them to bill clients accurately in a fraction of the time by automating license reconciliation and the billing process from virtually any vendor to their PSA.

Gradient MSP raised $10.25 million in Series A funding in November 2021.



Founded: 2019

Top Executive: Eleonore Crespo, Co-CEO

Pigment is a business planning platform that brings together people, data and processes into an intuitive, adaptable, integrated system, helping business teams build strategic and operational business plans and make better decisions faster. Pigment is used by enterprises across North America and EMEA, including Klarna, Figma, Webhelp and more.

Pigment raised $65 million in a Series B+ funding round in September 2022—some of which the startup has used to fuel its expansion into North America—and an additional $88 million in a Series C round in June of this year.

Pigment launched a global partner program in late 2022.



Founded: 2021

Top Executive: Deepak Jain, Founder, CEO

Wink specializes in multifactor biometric authentication, combining facial and voice recognition in any camera-enabled device. This technology caters to a broad market, addressing various industries, from finance to health care, providing secure, seamless and passwordless authentication solutions.

Wink’s partners can offer Wink Login and Wink Checkout to their customers, enhancing security and user experiences. By integrating these solutions, partners can provide password­less authentication and secure payments that reduce fraud risks and streamline transactions.