Workbooks secures £16.6m to unify mid-market sales, finance and support platforms
This article covers Workbooks, a Reading-based SaaS startup, securing a £16.6m investment from BGF to accelerate product development, deepen workflow integration across sales, operations and finance, and expand in the US. The funding is intended to support Workbooks' expansion into the UK and US mid-market and to back its single-platform proposition for sales, marketing, customer support and commercial operations.
Workbooks, a Reading-based SaaS startup, has secured a £16.6 million investment from BGF to accelerate product development, deepen integrated workflows across sales, operations and finance, and grow its presence in the US. The deal aims to push the company’s mid-market proposition — a single system combining sales, marketing, customer support and commercial operations — further into the UK and US mid-market.
Why it matters
The funding highlights ongoing interest in businesses that target the mid-market with integrated cloud systems rather than piecemeal CRM plus add-ons. For organisations that prioritise lower total cost of ownership and fewer vendor integrations, a single platform can simplify operations and reduce friction between sales, back-office and finance teams. The move also underscores a continuing trend of UK SaaS businesses seeking capital to fund international expansion, particularly into the US.
Inside the product
Workbooks serves hundreds of customers across the UK and the USA. The platform combines sales, marketing, customer support and commercial operations in one system and positions itself as an alternative to more fragmented CRM-led stacks.
Customers cite a lower total cost of ownership and a broad set of capabilities in a single platform as reasons for choosing Workbooks. The company also promotes a ‘Shared Success’ onboarding and support methodology intended to improve implementation outcomes and ongoing account management.
Workbooks says the new funding will be used to scale go-to-market activities and accelerate product development, with a specific focus on tighter integration of workflows across sales, operations and finance and continued expansion of its US footprint.
Who are the investors?
The round was led by BGF, a growth capital investor active across the UK and Ireland. The investment was led at BGF by Jack Teasdale and supported by Harry Kernick from the Reading office.
Jack Teasdale, Investment Director at BGF, said:
Workbooks has built a differentiated proposition with a highly configurable platform that goes beyond traditional CRM. Customers value Workbooks’ deep functionality, intuitive design, and high quality service support, and we’re delighted to back John and the team as they invest further in product, channels and international growth
Alongside the capital, BGF supported the appointment of Julian Harper as Non-Executive Chair through its Talent Network and will provide ongoing value creation support as Workbooks expands.
The investment adds to a series of deals BGF completed in 2025, including mobile data intelligence company TMT-ID, retail technology services provider PMC and hospitality accounting specialist Paperchase Accountancy. In 2025 BGF pledged £400 million to high-potential businesses across the South West and Thames Valley as part of a planned £3 billion national capital deployment over the next five years.
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Founder perspective
John Cheney, CEO of Workbooks, described the company’s aim and how the funding will help that work:
Our mission is simple: give mid-market organisations an integrated platform that works the way their business works – without the complexity, hidden costs or bolt-ons that often come through alternative providers. BGF’s backing helps us move faster, while staying true to the customer-first philosophy that sets us apart.
The bigger picture
The deal is a reminder that investors remain interested in SaaS businesses that sell into the mid-market, where replacement cycles and practical cost considerations can favour integrated platforms over heavily customised enterprise stacks. For UK SaaS businesses, follow-on capital that funds product integration and US expansion remains a common path to scale revenue.
As Workbooks deploys this capital, the outcome will be of interest to UK customers and potential US buyers watching how integrated mid-market platforms compete with larger CRM incumbents and specialist point solutions across sales, finance and support functions. The investment also reinforces BGF’s role in providing regional growth capital across the UK, contributing to broader efforts to keep high-growth technology companies based and expanding in the region.
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