The SaaS industry is growing at warp speed — and the future is looking brighter than ever.
Did you know that in 2025 experts predict:
- 65% of software spending will be dedicated to cloud services
- Nearly half of the world’s data will be stored in the cloud.
- Around 71% of companies will rely on SaaS models for their operations.
These figures tell a story loud and clear about across-the-board shifts that are shaping the future of software. And getting to grips with what’s happening out there is key to keeping things in your SaaS business super competitive.
But what do these stats really mean for the industry? It’s time to explore the top five SaaS trends for 2025 that will shape the future of your business. When you understand these, you’ll understand how you can stay ahead of the curve and prepare for what’s to come.
1. Cybersecurity will be front and centre
The lowdown: With data breaches and cyber attacks becoming more frequent and costly, security will need to be front of mind for every business. The global cost of a data breach averages $4.5 million in 2023, according to IBM. Coupled with that, regulations are getting stricter all the time.
The outcome? As companies continue to realise the importance of safeguarding their customers’ information, investing in secure SaaS solutions will be critical for businesses across all industries. This is good news for vendors, but demands for robust encryption and multi-factor authentication as standard means SaaS platforms will need to step up their security measures to keep pace.
Surge says: We understand that securing your data and maintaining trust is essential. As SaaS businesses grow, so do the risks. Get ahead by investing in strong security from the start. This way you’ll protect your clients and position your company as a trusted, responsible industry leader.
2. AI adoption will go into overdrive
The lowdown: The buzz around artificial intelligence gets ever louder, and it’s not going anywhere! It’s become the driving force behind efficiency and innovation in the SaaS space, and its role will only get more important in 2025.
AI is rewriting the book on how businesses operate by streamlining workflows, automating repetitive tasks and providing smarter ways to analyse data. You can expect it to be used across the board to make better decisions and uncover deeper insights that drive business growth.
Surge says: We’re obsessed with driving smarter marketing results and upping efficiency, and AI’s an immensely powerful tool for this. It’s already proven huge value for SaaS businesses by enhancing user experience, optimising marketing strategies and deepening insights into customer behaviour. It’s clear to us that the future of SaaS is shaped by AI, and it’s time to jump on board if you’ve been holding off so far.
3. Sustainable SaaS will get the green light
The lowdown: Gone are the days of sustainability being a nice extra, or some good-vibes fluff. Now, it’s an essential factor in modern business. Consequently, in 2025 more and more companies will up their focus on “green” SaaS solutions, which rely on renewable energy sources and work on reducing the carbon footprint of their operations.
As environmentally conscious consumers and businesses become more aware of their environmental impact, green SaaS solutions are becoming a competitive advantage. Not only do these solutions help businesses reduce their environmental impact, but they also help attract customers who are equally passionate about sustainability.
Surge says: We’re committed to helping businesses grow in a way that’s both profitable and responsible. As SaaS businesses increasingly look for ways to reduce their environmental impact, going green is set to become the norm, and fast. The shift towards sustainable SaaS solutions i’s a win-win for both the environment and your bottom line.
4. Vertical SaaS will grow in popularity
The lowdown: You’re probably familiar with horizontal SaaS, which caters to a broad market (think CRMs, accounting software, etc.). But what about vertical SaaS?
Vertical SaaS solutions are designed for specific industries. They offer niche services tailored to unique needs. While horizontal SaaS has wide appeal, vertical SaaS is growing as companies in specialised markets recognise the value of tailored solutions. These niche platforms require fewer resources and provide a more focused, industry-specific offering.
Surge says: We’re seeing an increasing demand for hyper-targeted solutions, so we think vertical SaaS is the next big wave. Focusing on a specific industry allows businesses to deeply understand their customers’ needs and deliver an even more personalised solution. If you’re in a niche market, this is your opportunity to dominate.
5. Low-code and no-code platforms will empower everyone
The lowdown: The rise of low-code and no-code platforms is transforming how businesses create and implement technology. These platforms allow users with little to no technical knowledge to build applications, automate workflows, and develop web solutions.
By the end of 2024, low- and no-code platforms are expected to make up 65% of all app development. With the growing demand for easy-to-use solutions, these platforms are set to become a game-changer for businesses looking to streamline operations and innovate without the need for complex coding.
Surge says: We see democratising app development is a win for all of us. Low-code and no-code solutions allow businesses to move faster, innovate more freely, and empower non-technical teams to build solutions. Given that it’s never been more important for SaaS businesses that want to be nimble and responsive, this one’s a no-brainer.
Here’s to thriving in 2025 and beyond
We know it can feel impossible to stay on top of the latest trends.
But we hope this blog makes it a little easier to see what’s coming, so you can position your business for success.
Want to shape your SaaS strategy with confidence? Our SaaS growth experts work with companies to stay ahead of the curve, optimising marketing strategies for long-term growth. Reach out today so we can craft the future-focused marketing strategy of your dreams.