Asaas acquires Helena CRM for $29M - LatamList

The CRM consolidation wave isn't slowing down — and the deals being made right now will shape what your options look like in two years.

Asaas, a Brazilian fintech built for small and mid-sized businesses, just paid $29M to acquire Helena CRM, a conversational CRM focused on how customers actually communicate today. The play: fold messaging-native customer management into a broader financial and ops platform.

For you, this is worth watching closely. When platforms consolidate like this, the surviving product almost always drifts toward the acquirer's priorities — not yours. Features that worked for you get roadmapped into oblivion. Pricing tiers shift. The thing you bought gets absorbed into something bigger and blurrier.

You've probably already lived one version of this story. A platform you built workflows around got acquired, "improved," and quietly turned into something your team barely recognizes. The migration cost you months you didn't have.

The pattern keeps repeating because the business model of most CRMs depends on selling you, not serving you.

Consolidation isn't inherently bad — but it's a good reminder that betting your operations on a vendor's roadmap is a different risk than it used to be.

#CRM #SalesOps #MarketingOps #MidMarket #BusinessOperations

Original Source

Asaas, a Brazilian financial and operations platform for small and medium-sized businesses, acquired conversational CRM provider Helena CRM for ...