written by Bucharest, September 17, 2026. Smartree ended the first half of 2026 with 7% growth compared to the same period of the previous year. The positive performance was reflected across all of the company’s business areas, amid increased interest from organizations in streamlining and digitizing HR processes.
HR digitalization is evolving beyond the automation of administrative activities, towards an approach in which technology, data, and expertise need to work together. For companies, the focus is on simplifying their activities while maintaining the accuracy and compliance of processes.
“The results for the first half of the year show that organizations need tools that simplify the work of HR teams and connect relevant information. In a field where we manage sensitive data and activities that are critical to organizations and employees, efficiency must go hand in hand with accuracy, stability, and security. These remain essential criteria in the way we build Smartree’s services and products,” stated Nicoleta Mihaiu, CEO of Smartree.
In the first half of the year, Smartree continued to invest in its proprietary platform and in integrating it with the systems used by its clients, with the aim of simplifying workflows and reducing repetitive activities.
The adoption and use of artificial intelligence are part of this direction, particularly in areas where AI can take over repetitive tasks and give specialists more time for value-added activities. For Smartree, however, technology remains a tool that complements the expertise of specialists, in a field where accuracy and the ability to handle specific situations are essential.
Data security is also an important component. Smartree operates in accordance with international standards and certifications that support a high level of governance and risk management, which are necessary when handling the sensitive data specific to HR activities.
For the second half of the year, Smartree aims to maintain its growth pace and strengthen its position on the local market, while also pursuing opportunities generated by transformations in the HR and technology sectors.
About Smartree
Smartree is a leader in payroll outsourcing and personnel administration services, with 25 years of experience on the Romanian market. The company provides integrated solutions that combine expertise in labor legislation with advanced technology, supporting organizations in managing their human resources efficiently and securely. Smartree is owned by investment holding company Delta Asset Invest, belonging to Dragoș Roșca.
