Aforza
Aforza sells cloud and mobile apps for consumer product companies to manage trade planning and field sales, built on Salesforce and Google Cloud. The London-based company has 75 employees and raised $22M in a Series A round in August 2021.
The growth story
Aforza grew from 59 to 75 employees between 2021 and 2026, raising $22M along the way, most recently a Series A in August 2021.
About
Aforza provides software that connects trade planning and field sales teams for consumer product companies, aiming to address margin erosion and ineffective trade spending. Its apps are pre-configured for quick implementation, with three annual updates, and run on Salesforce and Google Cloud platforms.
The company, founded in 2019, has grown to 75 employees and secured $22M in Series A funding in 2021. Its investors include Bonfire Ventures, DN Capital, and Salesforce Ventures, indicating strong backing from enterprise software-focused venture firms.
Founders and leadership
Engineering is Aforza's largest function, with 13 employees. The company's leadership team includes executives with backgrounds in enterprise software, given its Salesforce and Google Cloud integration. Median tenure is 1 year, suggesting a relatively young and fluid organization.
The Aforza org chart
Dominic Dinardo (CEO & Co-Founder) leads 24 mapped leaders with 7 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 17 (+13% YoY), Information Technology 11 (+10% YoY), Operations 9 (+50% YoY), Consulting 8 (0% YoY), Business Development 8 (+14% YoY), Sales 4 (-43% YoY).
Talent flow
Aforza recruits heavily from Salesforce and its ecosystem, with 9 hires from Salesforce and 6 from Vlocity. Other notable sources include Oracle and ASOS.com. Alumni have moved to companies like Atamis and Salesforce, with some returning to the Salesforce ecosystem.
Most common previous employers of Aforza staff: Salesforce (9), Vlocity, a Salesforce Company (6), Oracle (3), Fluido (2), ASOS.com (2), Hansen Technologies (2). Former Aforza employees most often moved to Atamis (4), Salesforce (3), Diageo (1), LoyaltyLion (1), Think Pipeline (1), KPN (1).
Alumni worth knowing
Web traffic
Traffic mix: 0% direct, 0% search, 0% social, 0% paid.
What this company is made of
Most common skills at Aforza: Leadership (22), Communication (21), Customer Relationship Management (CRM) (20), JavaScript (19), Customer Service (18), Management (17), Project Management (17), Salesforce.com (16).
Where the team actually sits
Aforza people are concentrated in England, United Kingdom (13), Greater Cardiff Area (7), Wales, United Kingdom (5), United Kingdom (4). 2 offices on record.
Search footprint
Aforza attracts about 182 organic search visits a month, traffic worth roughly $2K a month if bought through ads. It gained 231 ranking keywords and lost 205 in the last period.
What employees say
- Compensation
- 3.70 / 5
- Career opportunities
- 3.90 / 5
- Senior management
- 4.10 / 5
- Work-life balance
- 3.90 / 5
Frequently asked
Aforza has 75 employees as of September 2026.
Aforza has raised $22M in total, most recently a Series A round in August 2021.
Aforza was founded in 2019 by Dominic Dinardo, Ed Butterworth, Nick Eales.
Dominic Dinardo (CEO & Co-Founder) sits at the top of Aforza's reporting structure, with 7 direct reports.
The most common previous employers of current Aforza staff are Salesforce (9 people), Vlocity, a Salesforce Company (6 people), Oracle (3 people).
Former Aforza employees most often move to Atamis (4), Salesforce (3), Diageo (1).
Aforza attracts about 182 organic search visits a month, worth roughly $2K a month in equivalent ad spend.
The most common skills among Aforza staff are Leadership, Communication, Customer Relationship Management (CRM), JavaScript, Customer Service.
Aforza staff are concentrated in England, United Kingdom (13), Greater Cardiff Area (7), Wales, United Kingdom (5).
Aforza has about 17 people in Engineering, up 13% over the past year, as of September 2026.
Aforza has about 11 people in Information Technology, up 10% over the past year, as of September 2026.
Computed from 43 current and 74 former Aforza profiles, as of September 2026. Source: Crustdata.
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