01 August 2025, Čakovec, Croatia, Media-Soft d.o.o., a leading European provider of CRM software for the pharmaceutical industry, is delighted to announce a new long-term partnership with Upliift, which has acquired a majority stake in the company. Founder and CEO Damir Šafarić will remain in his role and as a significant shareholder.
This strategic investment marks a new chapter for Media-Soft as we build on more than 25 years of product innovation, global expansion, and trusted relationships with customers in over 40 countries. Partnering with Upliift, Europe’s leading permanent equity investor focused on niche software businesses, will help us scale internationally while continuing to deliver industry-specific solutions of the highest quality.
A vision for the future
Media-Soft and Upliift share a long-term commitment to building sustainable growth without compromising on what matters: strong customer relationships, deep sector expertise, and a company culture rooted in excellence.
“Becoming part of Upliift’s international group is a major step forward for Media-Soft,” said Damir Šafarić, CEO and Founder of Media-Soft. “This partnership gives us the scale, expertise and long-term support to accelerate our international growth. Upliift understands our business and shares our vision for the future, focused on delivering real value to our customers, growing sustainably, and continuing to develop high-quality, industry-specific solutions. Our customers, partners, and team will only benefit from this next chapter. We’re excited for the future.”
Alex Myers, Co-founder & Co-CEO of Upliift, added:
“Media-Soft is a fantastic example of a founder-led company that has built a category-leading solution in a highly specialised sector. Damir and his team have developed a world-class platform that serves the pharmaceutical industry with real insight and precision. We are thrilled to support them in their international expansion. Media-Soft’s deep sector knowledge and customer trust are exactly the qualities we look for in the companies we invest in.”
About Media-Soft
Media-Soft is a Croatian-based software company specialising in CRM and CLM solutions tailored to the pharmaceutical and healthcare industries. For more than 25 years, Media-Soft has supported leading global and regional pharma companies in over 40 countries with Sales Vision Pharma CRM, a system that improves customer engagement, enhances sales efficiency, and ensures compliance in highly regulated markets. Our flagship platform combines powerful CRM capabilities, closed-loop marketing (CLM), order and inventory management, and advanced analytics to help clients maximise the value of every interaction with healthcare professionals. Media-Soft’s mission is to provide robust, scalable, and user-friendly solutions that empower pharmaceutical companies to grow sustainably and deliver better outcomes.
About Upliift
Upliift is Europe’s leading permanent equity investor focused on niche software businesses. Upliift partners with founders to build lasting value through long-term, flexible investments tailored to each company’s goals—whether accelerating growth, planning a transition, or preserving legacy. With deep software expertise and a collaborative approach, Upliift supports what makes each company special: its team, culture, and mission.
For more information contact: info@media-soft.info