Wildix is Calling – Wildix Analyst Day 2025

Wildix held its first analyst summit in beautiful Venice—a fitting location, since the company was founded in Trentino, Italy, by brothers Steve and Dimitri Osler. While most unified communications vendors originated in the U.S. and later expanded to Europe, Wildix’s roots are firmly European, and now the company has set its sights on expanding across the U.S. market.

The event’s theme—“Masks Come Off”—was appropriate. Wildix used the occasion to “unmask” itself, introducing the company to a broader audience, including analysts who may not have been familiar with it.

Although many outside Europe may not know the Wildix name, the company has been in business for 20 years. Wildix focuses on unified communications for SMBs and midmarket organizations (50–5,000 employees) and sells exclusively through channel partners. As CMO Emiliano Tomasoni emphasized, Wildix isn’t trying to be everything to everyone. Instead, it has a clear focus on SMBs and specific verticals—such as retail and healthcare—where it can deliver measurable ROI.

With 360 employees worldwide, Wildix isn’t aiming to be the biggest player or a niche boutique vendor—it’s focused on delivering value through communications that make a tangible difference. “ROI is the key when we speak to customers,” Tomasoni said. “ROI isn’t magic—it’s the common language among all departments: sales, IT, operations, marketing.”

According to CEO Steve Osler, Wildix’s vision is to connect every aspect of communication into one seamless, intelligent experience—built for results, powered by trust, and designed for people. The company’s goal is to define the next chapter of communication with secure, reliable, and adaptive solutions that simply work. The company prides itself on being the only European UCaaS vendor combining AI-driven innovation with a 100% channel model, with ROI-first DNA.

Wildix offers a unified solution providing global connectivity, telephony, UC, and “CC Lite” capabilities across voice, video, chat, SMS, fax, and Kite webchat—all optimized for remote and hybrid work. Embedded AI powers transcriptions, summaries, and virtual agents. Wildix supports private cloud, single-tenant, hybrid, and on-premises UC deployments—unlike most UCaaS and CCaaS vendors that offer only public multi-tenant cloud options. This flexibility gives customers greater control, security, and data privacy. The single-tenant architecture is also a big differentiator and provides significant benefits for companies looking for data sovereignty and security.

Three Core Applications

Wildix’s portfolio centers on three key applications:

• Collaboration 7 – The entry-level UCaaS application providing core capabilities such as calling, chat, and meetings for small teams.

• x-bees – Designed for sales and service teams, it includes CRM automation, AI assistance, integrated queues, dashboards, IVR, and omnichannel engagement across voice and digital channels (SMS, WhatsApp, live chat). Together, these deliver “contact center lite” functionality with AI woven throughout.

• x-hoppers – Targeted at retail and frontline environments, x-hoppers delivers AI-enabled headsets and push-to-talk capabilities for real-time team communications and guidance.

These applications sit atop the Wildix Management System (WMS7), with an agentic AI layer integrated across all apps, as well as 500+ AI-enabled integrations.

Wildix also manufactures its own plug-and-play hardware, including phones, DECT and Wi-Fi handsets, gateways, and push-to-talk headsets.

To learn more about Wildix’s applications, I spoke with Stewart Donner, Global Head of Engineering, who also discussed the key messages of the event. 

Wilma - The Face of Wildix AI

AI is embedded natively in the platform, with the “Wilma” agentic AI layer and AI assistant, available on all products. I spoke with co-founder and Chief Innovation Officer Dimitri Osler about Wildix’s AI strategy and approach. He explained that Wilma can draft emails, guide retail associates in real time, summarize meetings, transcribe meetings in real-time, etc. Wildix supports multiple LLMs, allowing customers to choose the model best suited to their needs. Dimitri also underscored the importance of localization and described how Wildix leverages AWS to provide consistent coverage worldwide.

Partner Model

Wildix supports a 100% channel-driven model, selling exclusively through certified partners. These partners are a key differentiator, as they are trusted locally, able to deliver faster, and often outperform vendors that rely on direct sales.

With over 1,000 partners globally, Wildix primarily works with MSPs, along with system integrators, VARs, telecom providers, and agencies. Partners maintain full control of the sales cycle—from billing to implementation—while Wildix provides support where technical expertise is needed. This close collaboration has resulted in an impressive 96% partner retention rate.

To provide more insights about Wildix’s channel approach, I spoke with Jason Uslan, Chief Commercial Officer.

A standout example of Wildix’s partnership strategy is its work with RoboReception, a UK-based healthcare software provider offering an AI-powered call handling platform for dental practices. Aimed at reducing the number of missed patient calls and automating routine patient interactions, such as appointment bookings, cancellations, and FAQs, RoboReception improves dental practice efficiency and patient care. Dr. Grant McAree, Director of RoboReception, explained that early on in his dental practice, he realized that reception issues due to fragmented technology, staff shortages, and overburdened teams, created a healthcare bottleneck, noting that:

• One-third of new patient calls go unanswered

• 75% of voicemails are never returned

• 80% of patients who can’t reach someone don’t leave messages

This leads to significant lost revenue opportunities.

RoboReception solves this problem by using AI to answer calls and book appointments automatically—providing 24/7 service. It’s a true partnership: RoboReception designs the agentic workflows; Wildix channel partner Focus Group handles deployment and integration; and Wildix delivers secure, AI-powered communications with real-time data synchronization to ensure compliance.

The results speak for themselves.

Dr. McAree shared that the next step is to expand the platform beyond dental practices to general practitioners, legal services, and hospitality.

I spoke with Dr. McAree about how RoboReception helps dental practices, and future plans for expansion.

Closing Thoughts

Wildix’s first analyst event was a welcome opportunity to learn more about a company many of us weren’t as familiar with, and understand how it differentiates in the crowded unified communications market.

Key differentiators include:

• SMB focus

• Architectural flexibility (cloud, hybrid, or on-prem) and a single-tenant cloud architecture for enhanced security, privacy, and data sovereignty

• Deep European DNA, addressing privacy, sovereignty, and language needs

• 100% channel sales model - no channel conflict

• Specialized horizontal applications for sales and front-line/retail workers, including software and hardware

• Hardware and software solutions, including AI, APIs, plug-and-play phones, DECT, WiFI handsets, gateways, and Push-to-Talk headsets

• Built-in “contact center lite” capabilities

• A people-first culture with a distributed workforce and work-life balance

After speaking with several channel partners, it’s clear that Wildix is deeply committed to enabling their success—empowering partners to integrate with third-party applications and rapidly develop and deploy AI-enabled solutions and workflows to best support their customers.

The company will have to overcome some hurdles in a crowded unified communications space that is dominated by big names such as Microsoft, Cisco, Zoom, and others. As Wildix accelerates its North American expansion, expect to see the company to gain visibility and traction. With its channel-centric strategy and SMB-first approach, Wildix may not remain a European secret for long.