Superglue
1 known investors
Superglue is a Partner Engagement Platform that automates partner activation and co-selling workflows, triggering actions and Slack alerts based on updates in a company's CRM, PRM, and tools like Crossbeam or Reveal. It serves partner and sales teams with pre-built automation workflows covering onboarding, enablement, nurturing, and co-selling.
Also known as Superglue.io
Investors · 1
Company profile
researched Aug 2026Superglue operates a Partner Engagement Platform aimed at B2B SaaS companies that generate revenue through partner ecosystems. The product lets partner and sales teams build automated workflows that guide them and their partners through the stages of partner activation and co-selling, including onboarding, enablement, training, nurturing, updates, check-ins, NPS, recognition, inactivity handling, portal adoption, and co-selling. A workflow builder triggers actions based on deal and partner updates in the customer's partner tech stack, such as CRM, PRM, and account mapping tools.
The platform is positioned as a complement to, or partial replacement for, traditional partner relationship management (PRM) portals: the company states it has rethought core PRM features to be "partner-centric" rather than portal-centric, for example by allowing partners to submit leads by email and having Superglue route them into the PRM and CRM. It also offers engagement flows intended to increase portal adoption, which the company describes as averaging 17%. Notifications and one-click actions (approve, discard, customize) are delivered in Slack so that account executives and partner account managers do not need to log into an additional tool.
Superglue markets more than 30 pre-built partner automation workflows, or "blueprints," that customers can adopt and customize. AI features include a ChatGPT integration that drafts emails and materials such as joint value propositions, and an assistant concept that recommends which ecosystem contacts to engage and when. The company says setup takes roughly 30 minutes and follows a connect–configure–engage sequence.
Founding story
Superglue was co-founded by Christian Graf and Rob Rebholz, both of whom had previously founded B2B SaaS companies. Rebholz scaled a SaaS company through partners, who drove more than 70% of that company's eight-figure revenue, an experience the company says revealed the potential of partner ecosystems and a gap in available tooling. Graf, described as a seasoned CTO, had sold his previous SaaS company.
Business model
Superglue sells software to companies' partnership and sales organizations; the site directs prospective customers to request a demo rather than publishing pricing.
Traction
The website displays a customer and endorsement roster drawn from partnership leaders at companies including Uberall, OneSignal, optilyz, Whip Around, Lead Forensics, Arrive, and trbo, with at least one commenter identifying as a former beta customer.
▸Full profile — market position, technology, go-to-market, geography
Market position
Superglue positions itself as "next-gen partner tech" that layers engagement and co-sell orchestration on top of, or in place of, PRM portals and account mapping tools such as Crossbeam and Reveal, arguing that email templates, CRM, and PRM systems are disconnected and force repetitive manual work. The company cites market context including estimates that 20–40% of B2B SaaS revenue is partner-driven, that more than half of SaaS companies run partner programs, and that 90% of B2B tech revenue will be partner-assisted by the end of the decade.
The company differentiates on partner-centric rather than portal-centric design, Slack-native workflows with one-click actions, more than 30 customizable pre-built automation blueprints, AI-drafted and personalized outreach, coordination of internal and external stakeholders in a single workflow, and rapid setup measured in minutes.
Technology
Superglue provides a workflow builder whose automated actions are triggered by deal and partner updates in connected systems. It integrates with Salesforce, Slack, Gmail, Outlook, Crossbeam, Reveal, Zapier, PRM systems, and ChatGPT, and the company states that connecting Salesforce, Slack, Gmail, and account mapping tools takes about 13 minutes. CRM and overlap data are used to trigger, segment, and personalize workflows, and partner-sourced or partner-influenced opportunities can be synced in so that stage changes (won, lost, milestones such as verbal commitment) trigger real-time Slack notifications to partner account managers along with suggested engagement flows. The company references a role for automation and machine learning in its product and an AI assistant that analyzes ecosystem data to recommend outreach and draft content.
Go-to-market
The company markets through its website with demo requests, pre-built workflow blueprints modeled on practices of high-growth SaaS companies, and testimonials from partnership leaders and practitioners at companies including Uberall, OneSignal, optilyz, Whip Around, Lead Forensics, and trbo, as well as figures associated with Crossbeam, Reveal, PartnerHacker, and PartnerPortal.io. It also invites integration partnerships.
B2B SaaS companies with partner programs — specifically partner account managers, partnership teams, and the account executives who co-sell with partners; the product targets both companies that already run a PRM and those that do not.
Geography
Superglue is headquartered in the United States and operates as a fully remote, distributed team "at home" in the US and Europe, with bi-annual in-person meet-ups. Open roles are listed as North America Remote and Europe Remote or Berlin.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
▸Research sources · 8
primary sources listed
- Supergluesuperglue.io · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Superglue do?
- Superglue is a partner engagement and co-sell orchestration platform that automates partner workflows for B2B SaaS teams.
- Who are Superglue's investors?
- Superglue's investors include Angular Ventures.