On 9–10 October 2025, Salesforce announced that it had signed a definitive agreement to acquire Apromore, a process‑intelligence vendor spun out of research at the University of Melbourne and the University of Tartu. The press release notes that Apromore specialises in process mining and simulation, giving organisations an end‑to‑end view of how work flows across front‑, middle‑ and back‑office systems and helping them find inefficiencies. With Apromore’s tools, Salesforce plans to map and analyse the real‑world workflows that feed its upcoming Agentforce platform, closing the gap between theoretical process design and the messy realities of enterprise data.
Steve Fisher, President & Chief Product Officer at Salesforce, said the deal gives customers “end‑to‑end visibility” into their operations, enabling them to measure, optimise, and automate through agentic process automation. Marcello La Rosa, Apromore’s CEO and co‑founder, called joining Salesforce “the ultimate acceleration” of their mission to democratise process intelligence. (Thanks SalesforceBen)
Why Apromore is a big deal for Agentforce
Salesforce has been clear that the future of its platform lies in agentic automation—AI agents that can understand context, make decisions and act autonomously across enterprise applications. However, the biggest challenge with AI agents is the lack of trustworthy process data. AI can only automate what it understands, and most organisations’ workflows are still opaque.
Apromore tackles that problem head‑on. Its process mining and simulation suite can:
- Map end‑to‑end processes. Apromore connects to enterprise systems (including Salesforce itself) to create a digital twin of how work actually happens, not just how it’s supposed to happen
- Analyse performance and identify bottlenecks. The platform compares real‑world execution against key performance indicators and highlights inefficiencies and non‑compliant patterns
- Generate “what‑if” simulations. By modelling alternative paths, the software helps teams understand the impact of process changes before they roll them out
Process intelligence fills a critical gap in Salesforce’s Agentforce vision. While Agentforce promises AI agents that can handle complex tasks, Apromore gives those agents a map—turning event logs and system interactions into an intelligible workflow that the AI can learn from. This integration positions Salesforce to compete more aggressively with process‑mining heavyweights like Celonis and ServiceNow.
Salesforce’s 2024‑2025 acquisition spree in context
Apromore is just the latest in a series of deals meant to build out Salesforce’s AI and automation stack. Here’s a recap of the acquisitions leading up to it, with the announcement date and what each company brings to the table:
| Acquisition (date of announcement) | What they do | Why Salesforce wanted them |
|---|---|---|
| Regrello – 18 Aug 2025 | An AI‑native platform that turns business data into agentic workflows, automating complex processes; to be integrated with Agentforce and Slack | Accelerates agentic process automation and helps customers convert manual, inefficient activities into coordinated AI‑driven workflows. |
| Waii – 7 Aug 2025 | An enterprise‑grade natural‑language‑to‑SQL platform that uses a dynamic metadata knowledge graph to translate plain‑language questions into accurate SQL queries | Enhances Data Cloud by letting users and AI agents converse with any data source naturally, powering agentic workflows and the next‑generation semantic engine for Tableau. |
| Bluebirds – 31 Jul 2025 | An AI‑powered prospecting platform that helps sales teams find high‑potential leads through agentic technology. The acquisition aims to bring these capabilities into Sales Cloud and Agentforce. | Delivers AI‑powered prospecting so sellers spend less time on busywork. Salesforce EVP Kris Billmaier said the tech will help deliver smarter, AI‑driven prospecting; Bluebirds CEO Rohan Pranamia noted that joining Salesforce accelerates their mission of intelligent, agentic selling. |
| Informatica – 27 May 2025 | A leader in enterprise data management and metadata. Salesforce is paying about $8 billion for the company | Provides the data foundation for safe, context‑rich AI. Marc Benioff said the combination of Informatica’s data catalog, integration and governance tools with Salesforce’s AI engines will create a unified architecture for agentic AI |
| Convergence.ai – 15 May 2025 | An AI‑agent startup that builds adaptive agents capable of navigating complex web and app interfaces | Strengthens Agentforce by giving it technology for AI agents that can handle multi‑step workflows, pop‑ups and dynamic UIs. Salesforce EVP Adam Evans praised Convergence for its “innovative approach to building adaptive, intelligent agents” |
| Zoomin – 24 Sep 2024 | A data‑management platform for unstructured data. Salesforce Data Cloud plus Zoomin aims to unlock unstructured data for AI agents | Helps Salesforce’s AI agents provide more personalised, context‑aware responses by accessing previously hard‑to‑use data. EVP Rahul Auradkar said Zoomin’s expertise will accelerate Data Cloud’s innovation and improve value from Agentforce |
Salesforce also picked up talent from Moonhub, an AI recruiting startup, earlier in 2025. Although widely reported as an acquisition, Salesforce Ben clarifies that this was an acqui‑hire, not a formal purchase. The Moonhub team’s expertise in autonomous candidate sourcing will nevertheless bolster Agentforce.
What’s next?
With Apromore in the fold, Salesforce is building a comprehensive stack where data, process intelligence and agentic automation converge. Informatica provides the trusted data foundation; Waii helps people and AI agents query that data naturally; Bluebirds and Regrello automate front‑office and cross‑functional workflows; Convergence.ai tackles complex UI interactions; Zoomin unlocks unstructured data; and now Apromore gives Salesforce the process maps that tie everything together.
By integrating these capabilities, Salesforce aims to deliver autonomous, self‑improving AI agents that can monitor, predict and optimise business processes across the entire customer journey. For organisations using Salesforce, that could mean faster time‑to‑value from AI, reduced operational blind spots and — potentially — a competitive edge in the emerging agentic enterprise era. We’ll be watching closely to see how quickly these acquisitions translate into new features and real‑world impact.