The UK’s commission-based sales agent sector has undergone significant consolidation. On 23rd January 2026, Sales Agents Ltd, the organisation behind Salesagents.uk, acquired all assets of AgentBase, uniting the market’s two established specialist platforms.
The transaction brings together complementary strengths: three decades of reputation and an extensive agent database with modern technology infrastructure and active recruitment services. For businesses seeking flexible, results-based sales expansion and for independent sales professionals pursuing commission opportunities, the merger creates a singularly comprehensive resource.
Independent sales agents operate distinctly from employed sales teams. Working on commission and representing one or multiple organisations simultaneously, these professionals enable businesses to scale sales capabilities without fixed employment costs. Whilst this model has served manufacturers, service providers, and growth-focused enterprises for decades, specialist platforms connecting agents with opportunities have remained notably scarce.
A heritage spanning three decades
Founded in 1993, AgentBase became the UK’s first dedicated platform for independent sales agents and the organisations engaging them. This 30-year operational history places the business within an exclusive category, fewer than five per cent of UK companies achieve such longevity.
The platform developed one of the sector’s most extensive databases of professional sales agents. Its Agency Opportunities Magazine evolved from monthly print publication to sustained digital resource, whilst building a comprehensive guidance library addressing both agent development and organisational best practices.
Technology-led market entry
Salesagents.uk entered the sector in 2015, applying technology-focused methodologies to the specialist recruitment space. Founder Lars Hellestrae brought substantial international experience from working with sales agent recruitment across Scandinavia.
The platform developed through systematic improvements, with investment focused on sophisticated filtering capabilities, enhanced opportunity promotion, and comprehensive support services. A significant acceleration occurred in 2018 when Founders Hub became a strategic partner, providing advanced technical capabilities and marketing infrastructure.
Over subsequent years, the platform built its own substantial community of agents and organisational clients, establishing itself alongside AgentBase as a sector leader.
Enhanced market proposition
The merger delivers substantial benefits across both primary constituencies. Organisations now access a significantly broader pool of experienced, commission-based sales professionals. The combined database spans diverse sectors and geographic markets, whilst enhanced technological infrastructure enables more precise matching of requirements with capabilities.
For independent sales agents, the unified platform provides expanded opportunity access. Professional sellers encounter increased opportunity volume, improved search and filtering capabilities, and comprehensive resources designed specifically for commission-based practice.
Director Stephen Craine acknowledges the predecessor’s foundational role: ‘AgentBase didn’t just take part in this market, it helped create it. Our focus now is on carrying that legacy forward.’
Hellestrae articulates ambitious objectives for the combined organisation: ‘This gives us the opportunity to deliver the best service for companies looking for sales agents that has ever existed in the UK. And for professional sales agents, it means there is now, by some distance, a single place to go when looking for serious, high-quality opportunities.’
Strengthening a specialist sector
The consolidation combines heritage with innovation, creating a platform designed to serve both businesses and independent professionals more effectively than either predecessor could independently. The merged entity maintains focus on the distinctive characteristics that define commission-based sales relationships, arrangements that align compensation directly with results whilst providing businesses with flexible scaling and agents with autonomy.
As commission-based sales models continue attracting organisations seeking flexible growth strategies, the unified platform positions itself as the sector’s definitive resource.