Salesforce Acquires Apromore to Map Business Workflows
The process mining startup will give AI agents a clearer view of how work really happens across Salesforce systems
Salesforce continues its shopping spree of AI startups to bolster its Agentforce platform. Today, the company is announcing that it has signed a definitive agreement to acquire process mapping firm Apromore. This is Salesforce’s sixth business it has purchased, and it plans to incorporate its expertise in process intelligence and optimization into its CRM platform.
“Apromore gives customers the end-to-end visibility they need to understand how their business truly operates,” Steve Fisher, Salesforce’s president and chief product officer, says in a statement. “As our teams integrate Apromore into Salesforce, that insight will be critical to enabling our customers to unlock opportunities to measure, optimize, and automate through agentic process automation.”
The idea behind Apromore was stated in 2009 by Marcello La Rosa and Marlon Dumas, two researchers at the University of Melbourne and the University of Tartu, along with Ilya Verenich and Simon Raboczi. La Rosa and Dumas were exploring process mining and joined up with fellow researcher Wil van der Aalst to design and develop the Advanced Process Model Repository (“AProMoRe”). The project gained traction, and in 2018, the team decided to commercialize their work, officially founding Apromore in 2019. Today, the startup focuses on enterprise-grade process mining.
But what is process mining? It’s a family of data-driven techniques that analyze business processes using event data and logs pulled from Enterprise Resource Planning programs (ERPs) and CRMs like Salesforce. Businesses can use this information to identify bottlenecks, deviations, or sources of waste in their processes while also learning ways to improve process performance and deliver positive business results. In other words, process mining shows how work is being done, not only how it’s supposed to be done.
Apromore had raised at least $30.4 million in venture funding from various investors, including the University of Melbourne, GBTEC, Tin Alley Ventures, Leonardo Consulting, and Salesforce.
“For over a decade, we have been dedicated to democratizing process intelligence through cutting-edge research,” La Rosa, Apromore’s chief executive, remarks. “Joining Salesforce is the ultimate acceleration of that vision. The majority of our customers already deploy our technology on Salesforce, and now, we can help enterprises around the world eliminate operational blind spots and drive measurable improvements at an unprecedented scale.”
Undoubtedly, the startup’s process mining capabilities will bolster Salesforce’s Agentforce platform. In doing so, it’ll help organizations better realize Marc Benioff’s vision of the “agentic enterprise.” Process mining could improve AI agents by providing the bots with more high-quality training data, extracting the best-performing process variants from which to learn. Developers can also use it to devise “what-if” simulations to predict how an agent’s response might impact downstream data. Moreover, it can help organizations verify if these digital workers comply with established guardrails.
Like many of its other acquisitions, Salesforce has a pre-existing relationship with Apromore. Not only is it an investor, but it’s also integrated with the process intelligence platform, using the startup’s tools in its Service, Sales, and Financial Services Clouds. In addition, Apromore has a connector with MuleSoft.
Competitors include Celonis, UiPath, SAP’s Signavio, Appian, ABBYY, Minit, and QPR Software.
"The acquisition illustrates the continued industry shift from pure process analysis to broader operational intelligence. That’s why you see nearly every big tech [company] interested in the market. Especially in the mid-market enterprise, low-code process intelligence platforms can drive value incredibly fast and do not require an army of resources to implement,” Jon Knisley, the head of process AI at ABBYY, tells me.
“It’s almost impossible to automate a task or a process that you don’t properly understand. With AI adoption top of mind for every executive, the need to re-envision workflows is table stakes to be successful.”
Terms of the deal were not disclosed. However, Salesforce states it expects the transaction to close in Q4 FY2026.
Updated as of 10/13/2025: Include statement from ABBY’s Jon Knisley