Troops

High-Level Overview

Troops is a technology company primarily known for developing a Slackbot that integrates with Salesforce to simplify Customer Relationship Management (CRM) for sales teams. Their product allows sales teams to view and update Salesforce customer data directly within Slack, enhancing workflow efficiency and communication. Headquartered in New York, Troops serves sales organizations looking to streamline CRM usage by embedding it into daily communication tools, addressing the problem of CRM complexity and low adoption. The company has demonstrated growth momentum, securing approximately $21.9 million in funding and attracting acquisition interest from Salesforce, which acquired Troops to enhance its Slack ecosystem[1].

Separately, there is another entity named TROOPS, Inc., a financial services company based in Hong Kong, operating in mortgage, personal, and corporate loans, and developing fintech solutions leveraging AI, big data, blockchain, and cloud computing. This TROOPS focuses on financial marketplaces and insurance technology, serving clients in Hong Kong, China, and Australia. It offers a comprehensive insurance platform aimed at brokers and consumers, emphasizing automation, network intelligence, and enhanced customer service[2][3][4]. This entity is publicly traded on NASDAQ under the ticker TROO.

Origin Story

The New York-based Troops software company was founded by entrepreneurs focused on improving CRM usability by integrating it with Slack, a widely used communication platform. The idea emerged from the need to reduce friction in sales teams’ workflows by allowing seamless access to Salesforce data without switching apps. Early traction included adoption by sales teams and venture funding rounds culminating in a strategic acquisition by Salesforce, validating the product-market fit and the value of Slackbot integration[1].

The Hong Kong-based TROOPS, Inc. was founded in 2005 (originally as SGOCO Group, Ltd.) and rebranded in 2021. It evolved from traditional lending services into a fintech and insurance technology provider, leveraging advanced technologies like AI and blockchain to innovate in financial services and insurance brokerage. Key executives include CEO Damian Thurnheer and CTO Wing Ling Lui, who have guided the company’s expansion into technology-driven financial solutions[2][4].

Core Differentiators

*For the New York-based Troops (CRM Slackbot):*

• Product Differentiators: Deep integration of Salesforce CRM with Slack, enabling real-time data access and updates within a communication platform.
• Developer Experience: Focus on seamless user experience by embedding CRM workflows into daily communication tools.
• Speed and Ease of Use: Reduces CRM complexity and increases adoption by eliminating the need to switch between apps.
• Community Ecosystem: Positioned within the Salesforce and Slack ecosystems, benefiting from their large user bases and integration capabilities[1].

*For the Hong Kong-based TROOPS, Inc. (Fintech and Insurance):*

• Technology Solutions: Pioneers in API program operation and scaling, leveraging AI, big data, blockchain, and cloud computing.
• Comprehensive Insurance Platform: Provides tools for brokers and consumers, including automated insurance processes and network intelligence.
• Customer Experience: Offers privileged access to physical facilities and services for brokers, enhancing business productivity and client engagement.
• Market Reach: Operates across multiple regions (Hong Kong, China, Australia), integrating technology with traditional financial services[2][3][4].

Role in the Broader Tech Landscape

The New York Troops company rides the trend of workflow automation and CRM simplification by embedding CRM data into communication platforms like Slack, which aligns with the broader movement toward integrated SaaS ecosystems and improving sales productivity. The timing is favorable due to widespread adoption of Slack and Salesforce, and the increasing demand for tools that reduce context switching and improve data accessibility for sales teams. Their acquisition by Salesforce underscores their influence in shaping CRM usability within enterprise communication[1].

The Hong Kong TROOPS, Inc. operates at the intersection of fintech innovation and insurance technology, leveraging AI and blockchain to modernize financial services and insurance brokerage. This aligns with global trends toward digital transformation in finance, automation of underwriting and claims, and enhanced data-driven decision-making. Their platform’s network intelligence and automation capabilities position them to influence how brokers and consumers interact with insurance products, particularly in Asia-Pacific markets where digital insurance adoption is growing rapidly[2][3][4].

Quick Take & Future Outlook

For the New York-based Troops, integration into Salesforce’s ecosystem suggests a future focused on expanding AI-driven automation within CRM workflows and deeper Slack integration, potentially influencing how sales teams operate globally. Trends such as AI augmentation in sales and unified communication platforms will shape their journey, possibly leading to broader enterprise adoption and new product features enhancing CRM intelligence.

For the Hong Kong-based TROOPS, Inc., continued innovation in AI, blockchain, and cloud computing will likely drive expansion of their fintech and insurance solutions. As digital insurance and financial marketplaces grow, TROOPS could evolve into a leading platform in Asia-Pacific, influencing broker-consumer interactions and setting new standards for insurance technology and service delivery.

Both entities named Troops reflect how technology companies can leverage integration and innovation to transform traditional industries—sales CRM and insurance/financial services—highlighting the importance of timing, ecosystem partnerships, and technology adoption in their respective markets.