A strategic player at the roundtable of digital transformation

Deniza Cristian 22/07/2022 | 13:52

Smartree was launched in 2000, and at that time was the first company in Romania to provide outsourcing services for HR processes. From the very beginning, Smartree has been a company connected to the evolution of the market and, since 2008, it has predicted the trend of automation in HR processes. So, from that moment on, the efforts were directed towards software development and this is how MyStaff was born, a platform created by HR professionals for HR professionals.


The company aims to turn the human resources department, which has traditionally been oriented towards time and effort-consuming processes and activities, into one of the strategic players at the table of digital transformation within companies. Thus, Smartree’s mission is to provide HR professionals with technology that allows them to maximize the time allotted for the development of people and teams on the way to performance.

Long-term results

In the age of digitalization, it’s important to be able to provide customers with intuitive interfaces, and solutions that are easy to adopt and use in the long run. The Smartree philosophy assumes that those working in the human resources departments are relieved of repetitive, time-consuming tasks that come with pressure, effort, and exhaustion, in order to focus on current priorities, such as staff well-being, people development, growth, and strengthening teams, or retaining people in companies.

Smartree pays attention to every stage of a customer’s journey, to every interaction that can help them increase the commitment of staff in organizations. Along with customer satisfaction, which is monitored by continuously collecting feedback, the company is concerned about the long-term results that customers aim to achieve by adopting the Smartree solutions. Because it wants to support the success of its customers’ business, the company strives to permanently improve the user experience, starting with the implementation of solutions and continuing throughout the use of the MyStaff product.

Technology and human connection

The technology must be complemented by human connection, for long-term collaboration. That’s why Smartree takes into account customer needs and quickly and efficiently implements solutions that make their lives easier – from new features to constant updates that ensure compliance with the latest legislative changes.

When it comes to technology, Smartree is not limited to in-house expertise. The company is receptive to market developments and constantly develops solutions in the direction of connectivity and the ability to integrate complementary solutions. Smartree can integrate modules of the MyStaff solution with various other systems on the market and is open to co-opting on external innovation to meet the needs of its customers.

For example, amongst the interfaces that Smartree can provide to the market to complete the suite of modules and functionalities are an application for granting on-demand salary advances as an employee benefit, chatbots for digital interaction with employees and accelerated communication between them and the HR department, an application that facilitates a health-safe framework for returning employees to the office, or an application for optimizing office space, in the context of the pandemic transformations in the hybrid work area.

Smartree has undergone constant evolution over time, connected to the needs of the market, and a major achievement for the company was the division process that resulted in Smartree HRTech. This division represents the technology innovation division for HR processes and took over all the software and services technology activity for the strategic management of the human resources processes from the initial company.

In other words, adaptability and flexibility define Smartree and are differentiators that help the company provide superior services to its customers.

Direction, trust and transparency

Alexandra Peligrad, CEO of Smartree, began her career in the company in 2009, first as a CFO. From this position, she had to achieve an important objective, namely the transformation of the company from a family-owned business, into a corporate structure ready to be acquired by an investment fund.

Since 2019, Alexandra holds the position of CEO of Smartree, a role that had as a priority the identification of a clear direction to follow for the growth of the business, but also an increase of confidence for the Smartree team.

The most important successes she has marked throughout her career have been related to the formation of high-performing teams, and attracting and retaining in the organization creative, high-performing people, able to make decisions and to efficiently problem-solve.

To increase the retention of valuable employees, Smartree has always chosen transparency in terms of the company’s culture and values. It is also very important that, in addition to the benefits strategy and team activities, the people in the Smartree team know the significance of their work and the impact they have on the company’s projects and results.

A new division of technology innovation

The Smartree Group ended 2021 with a turnover of 123 million lei, up by 17%, and a profit of 5.3 million lei, up by 35% in comparison to 2020.

The new division of innovation in technology for HR processes, Smartree HRTech, contributed to the increase in turnover, which registered a turnover of 18.2 million lei. The new company consists of a team of about 100 people.

Plans for the future

Smartree continues its evolution by constantly aligning itself with the latest trends in technology on an international scale. The focus continues to be on the user experience, regardless of the position they occupy in the company, by increasing the degree of process automation, in accordance with legal and information security rules.

The expertise in the area of ​​software solutions and HR services of Smartree professionals is translated into a new product that will better respond to the need for the digital transformation of the market. We are talking about a more intuitive, versatile and reliable product, which fully covers the needs in the technological area for human resources departments – from attracting new talent, to improving the employee experience and efficient scaling of operations.

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