The Birth of CRM (1986–1987)

In 1986, Pat Sullivan and Mike Muhney founded Conductor Software in Dallas, Texas. Their vision? A digital Rolodex to streamline customer interactions. By April 1987, their first product—Activity Control Technology, later renamed Automated Contact Tracking (ACT!)—launched, pioneering what would evolve into modern CRM. 

Growth Through Innovation and Expansion (1990s–2001)

Throughout the early ’90s, ACT! grew in popularity for its ease of use. In 1993, the company—by then known as Contact Software International—was acquired by Symantec. By 1999, ACT! changed hands again, this time to SalesLogix (later Interact Commerce), setting the stage for its next phase.

In 2001, The Sage Group purchased Interact Commerce, bringing ACT! into the Sage family and modernizing the product with a refreshed Windows UI and robust database migration under the branding ACT! by Sage. 

Modernization and Corporate Transitions (2006–2013)

By 2006, Sage had officially rechristened the product ACT! by Sage, later shortening it to Sage ACT! in 2010. A major technical overhaul accompanied Sage’s stewardship: the migration from FoxPro/DBF to a powerful SQL-based architecture, significantly enhancing scalability. 

In 2013, ACT! transitioned once more when Swiftpage—a former Sage partner—acquired it, dropping the “Sage” prefix and rebranding simply as Act!.

Embracing the Cloud and Subscription Era (2015–2018)

In 2015, Act! embraced the subscription model, joining the mainstream CRM ecosystem by offering cloud access and more flexible licensing. In 2018, SFW Advisors acquired Swiftpage (Act!), adding Kuvana, a marketing automation solution, to enrich features under the Act! Marketing Automation banner. 

Expansion and Innovation (2019–Present)

Since 2019, Act! has ramped up its innovation:

• Introduced Marketing Automation tools and Insights Reporting, along with Zapier integration. 
• Released Act! Premium Cloud in 2021—a robust, multi-tenant SaaS platform with streamlined account management. 
• Enhanced mobile access, added SMS integrations in 2023, and launched AI-powered content tools by 2024. 
• In 2025, the Act! Advantage front-office suite debuted, unifying marketing, sales, and service capabilities into a seamless platform. 

Leadership & Recognition

Act! is now co-headquartered in Scottsdale, AZ, and Newcastle upon Tyne, UK, and continues to grow under CEO Bruce Reading, appointed in March 2023. Having maintained its legacy for nearly four decades, Act! supports thousands of small and mid-sized businesses with a comprehensive CRM ecosystem, blending sales, marketing, and customer service functionalities into one platform. 

From its humble beginnings as a simple contact manager in a 10 × 10 office to today’s intelligent, all-in-one CRM powerhouse, Act! CRM continues to evolve—serving its mission to help businesses build meaningful, lasting customer relationships.