with Realm
Background
Frends empowers organizations to modernize IT and drive business automation through its leading Integration Platform as a Service (iPaaS). Serving over 6,000 customers across 16 countries, Frends provides a low-code environment for connecting systems, automating workflows, and managing APIs to enable businesses to streamline operations and scale efficiently.
Headquartered in Finland and rapidly expanding throughout the Nordics, Central Europe, and the UK, Frends stands out as one of the few European-owned iPaaS providers. With €35 million in revenue and a team of 250 integration experts, Frends delivers both project-based and continuous services, supporting everything from complex enterprise integrations to ongoing API management.
The challenge
As Frends rapidly expanded its international team and 6,000+ customer base, knowledge became scattered across various systems. This created bottlenecks for customer-facing teams, who defaulted to turning to experienced colleagues for answers, diverting focus from high-impact activities.
"Knowledge was all over the place. It became a headache for senior people like me who got bombarded with questions."
— Antti Toivanen, Head of Product & VP
Frends sought a solution that could turn information discoverability from a challenge to an advantage, and help their revenue teams shorten sales cycles, increase conversions, and respond to RFPs more efficiently. In short: they needed a partner that could support non-linear growth – scaling the business without proportionally increasing headcount.
Why Frends chose Realm
Realm stood out from other tools with its extensive library of out-of-the-box integrations. Realm’s ability to connect directly with HubSpot, and pull critical information on prospects, customers, and deals was especially critical for Frends’ revenue teams. This, along with having native connectors to tools like Sharepoint, Confluence, Jira, and Github, were a key driver behind Frends’ decision to turn to Realm.
Another decisive factor was Realm's collaborative and fast-paced product development. Through a shared Teams channel, Frends provided direct feedback that was quickly turned into bug fixes and new features.
"The Realm team is extremely professional and provides a service level that’s so much higher than what you could reasonably expect."
— Antti Toivanen, Head of Product & VP
Antti, VP of Product, also highlights Realm’s “Research mode” as a key differentiator between Realm and many other tools. Instead of just answering simple questions, Realm could solve complex problems by creating and executing multi-step plans across all connected data sources, delivering comprehensive and structured answers.
Scaling revenue with Realm Agents
From the start of the POC, the impact of Realm has been clear. Not only as a centralized knowledge repository, but most importantly through the specialized agents that Frends’ revenue teams are using.
A prospecting agent creates personalized outreach plans for new prospects, boosting conversion rates. An RFP agent generates quicker and more accurate responses to questionnaires, resulting in more deals won. A sales agent helps sales reps respond to customer questions in real-time during calls, allowing them to avoid the dreaded “I’ll have to get back to you”, and speeding up sales cycles.
"With agents like the prospecting agent, value isn’t measured in just hours saved but also in the quality of work. The agent is able to create customer POVs and personalized outreach plans that our sales reps simply wouldn’t have the time to do manually. This means higher conversion and more revenue."
— Petri Nuojua, RevOps Manager
The cumulative business impact of Realm has provided a clear and dramatic return on investment.
"If we didn't have Realm's agents, we would have needed to recruit 4-8 additional team members. When thinking about the return on investment, you can compare Realm's price to what these additional people would have cost."
— Antti, Head of Product & VP
Looking ahead
Frends continues to expand Realm usage across the organization. While Realm was first implemented for 25 users in the sales team in May 2025, usage has steadily increased since. Currently, about 120 of Frends’ 250 employees across sales, support, marketing, leadership, and product teams are using Realm to drive efficiency across their workflows.
Antti sees massive potential in the Realm partnership for the future: “Through the agents we’ve built, we’re already able to automate repetitive tasks, increase the quality of work, and win complex deals. However, as Realm releases custom triggers and actions, we will soon be able to run agents without human input, resulting in even greater business impact.”
