Registration is now open for our annual customer conference, Astute Connect, which will take place February 28-March 2, 2016 in San Diego, California. Learn More


Sophisticated consumers are the reality. Astute Solutions is ready.

Consumers are becoming more intelligent and demanding. We create software to make your company smarter and more responsive every day.

Since our founding, we have been a B2C-focused company. We didn’t begin as a B2B CRM company or a sales automation tool. In fact, we don’t have many B2B customers. We have over 20 years of experience building software that’s smarter and better meets the needs of consumer companies.

We help our customers build brand loyalty, drive revenue, enhance operational efficiency and empower agents to inform consumers and engage them in meaningful interactions. Our fully-integrated suite of products combine best-of-breed communication, relationship management, knowledge and analytics capabilities.


  • Joseph M. Sanda


    Joe, Chief Executive Officer, is a successful entrepreneur and experienced software professional. Recognizing an opportunity around the consumer niche of customer service, Joe founded Astute Solutions in 1995. Joe has since been instrumental in the development of cutting-edge technologies that have continued to revolutionize the customer care marketplace.

    He received an Ernst & Young Entrepreneur of the Year award in 1999 and in 2002 and received SBA’s (Small Business Administration) 2002 Business Person of the Year. Joe was also named TopCAT’s (Top Contributors to the Advancement of Technology) 2002 Executive of the Year while at the same time, PowerCenter™, Astute Solutions' flagship solution, was named 2002 Product of the Year. This was the first time in the history of the awards program that a company has achieved both distinctions in one year.

    He has held roles in Business and Strategic Planning, R&D, Technologist and Professional Services. With General Dynamics, Sanda developed partnerships with companies such as: IBM, DEC, GTE, Oracle, and Apple Computer. At General Dynamics’ Data Systems Division, he was also Manager of Internal Research and Development for the 5,000-person software development and data processing group.

  • Alex George


    In 2010 Alex K George joined Astute Solutions as the Chief Technology Officer. He was part of Astute Solutions’ acquisition of Gamma Engineers LLC and Speechlabs LLC in 2010.

    As an evangelist for what’s possible, Alex helps grow Astute Solutions’ capabilities, in technology, strategic partnerships and new business models. His role leads Astute Solutions’ Product Management and Engineering organizations. Alex helps set the vision and strategy for Astute Solutions’ products. He is a crucial leader for our engineers that execute on Astute Solutions’ strategic priorities like CRM, Knowledge Management, Social, Mobile, cloud computing and architectures for business transformation.

    Alex has received a number of awards for innovation and leadership including Gartner's Cool Vendor 2010, CEO awards, Innovation Awards, and has a number of patents filed with the US Patent Office.

    Prior to Astute Solutions, Alex was founder and CEO of Gamma Engineers Inc. and Speechlabs Inc. Gamma Engineers built SRM, a SaaS solution that provides Social Media Monitoring, Social Relationship Management and Social Media Analytics. Gamma Engineers also developed a Smartphone Platform that won Gartner's "Cool New Vendor for 2010" in the mobile space. At Speechlabs, he helped design and build a Speech Recognition product for voicemail transcription and real-time transcription for contact centers. Prior to Speechlabs, he was responsible for the Business Process Outsourcing (BPO) consulting and technology division of iGATE.

  • Sabrina Stover


    Sabrina brings over 20 years of experience in management and finance as Chief Financial Officer for Astute Solutions. Responsible for finance, accounting and Human Resources, Sabrina also ensures the security of the company’s SaaS solutions.

    As President and CEO, Sabrina led BidSync, an e-procurement solutions and bid notification services company, before coming to Astute. She was named one of Utah’s Women in Tech’s “30 Women to Watch” in 2012 and won a Silver Stevie Award for Women in Business in 2013.

    Sabrina graduated Magna Cum Laude from Otterbein College with a Bachelor of Science in Accounting.

  • Jeff Borcherding


    As Senior Vice President of Marketing, Jeff is responsible for driving customer and product growth through product marketing, lead generation, content and digital marketing.

    Before coming to Astute, Jeff served as Vice President of Marketing for Paycor, where he helped Paycor become a $100M sales company. Prior to Paycor, Jeff successfully grew multiple products as a Brand Manager with Procter & Gamble.

    Jeff has a Master’s of Business Administration from the J.L. Kellogg Graduate School of Management at Northwestern University and a Bachelor of Science in Business from Indiana University.

  • Jim Lenard


    Jim leads the professional services, support, enablement and SaaS operations teams assisting customers with implementation, product support and training as Vice President of Global Services.

    Jim brings over 25 years of experience managing product development and services for software companies. Before coming to Astute, Jim was Senior Vice President of Professional Services for Click4Care/HealthEdge and had an 18-year tenure with Infor (Symix) Computer Systems with roles in professional services and development.

    Jim has a Bachelor of Computer Science from DeVry Institute of Technology.


Join Our Team

We believe in a culture where everyone is respected and new ideas are embraced. We value every employee and want them to enjoy their life both in and out of the office. If you have an entrepreneurial spirit, are energized in an innovative environment and want to make a difference working with the world's smartest brands, we'd love to hear from you.

Join Us. Be Astute.