Who is Media-Soft?

Founded almost 30 years ago in Croatia by Damir Šafarić, Media-Soft has become a trusted provider of specialised Pharma CRM multi-channel solutions for leading pharmaceutical and life-science companies worldwide. Its flagship product, Sales Vision Pharma CRM, supports over 50 companies across 40 countries, with more than 280 successful implementations.

Unlike generic CRM providers, Media-Soft has always been highly specialised, focusing solely on the pharmaceutical sector. This deep expertise has allowed the company to deliver measurable business outcomes such as improved targeting, streamlined processes, and stronger customer relationships. What defines Media-Soft is the trust it builds: standing by its partners as they grow and achieving sustainable, competitive advantage together.

Why Upliift was the natural choice

For Media-Soft, international expansion was the natural next step after decades of success. But to scale globally and strengthen its position, the company needed more than capital; it needed a partner with experience and long-term vision.

Damir Šafarić, founder and CEO says:

“We were looking not only for investment, but for a strategic partner who could bring international experience, industry perspective, and a commitment to long-term value creation. From our first conversations with Upliift, we felt strong compatibility in mindset and values, as well as genuine chemistry in communication.”

This cultural and strategic alignment made Upliift the clear choice, enabling Media-Soft to accelerate growth while preserving its identity and customer focus.

A collaborative process built on respect

The due diligence process was a defining moment for Damir, who had nurtured Media-Soft for nearly three decades. He was impressed by the spirit of collaboration and mutual respect throughout the journey.

As he says:

“It was never about winning or losing a point, but about finding the right solution together. Upliift listened, valued our history and culture, and showed a genuine willingness to collaborate. I wasn’t only choosing an investor, but a true partner who understands what this company stands for.”

The future with Upliift – accelerating international growth

With Upliift’s backing, Media-Soft is well-positioned to expand its client base across Europe and beyond, especially in the mid-sized pharmaceutical segment where demand for proven, cost-effective CRM solutions is growing rapidly. 

“The future for Media-Soft is about accelerating international growth and reinforcing our position as a leader in Pharma CRM. With Upliift, we are gaining not only investment but also guidance in sales and marketing, knowledge-sharing across the group, and stronger credibility with larger international clients” says Damir Šafarić.

This combination of Media-Soft’s expertise with Upliift’s network and resources sets the foundation for a stronger, more competitive business.

Words of advice for fellow entrepreneurs

Reflecting on the decision to sell, Damir highlights both the practical and emotional aspects of the process:

“Prepare yourself well, both your company and yourself personally. Clean processes, transparent financials, and a clear vision matter, but so does choosing a partner, not just a buyer. After 30 years, Media-Soft is a part of who I am, and that makes the decision deeply personal. Trust, respect, and cultural fit are what truly matter.”