SugarCRM is a long-running customer relationship management vendor, founded in 2004 and originally released as an open-source CRM before evolving into a commercial cloud and on-premise suite spanning sales (Sugar Sell), customer service (Sugar Serve), and marketing automation (Sugar Market). The company has been majority-owned by private equity firm Accel-KKR since 2018 and is headquartered in Cupertino, California. David Roberts became Chief Executive Officer in September 2024, succeeding Craig Charlton, who moved into the Chairman of the Board role. SugarCRM has more recently pushed an AI-driven roadmap under branding such as 'SugarAI' and SugarPredict, while continuing to sell its core Sugar-branded products to mid-market and enterprise customers.