The verdict in three sentences
If your processes look like those of 80% of companies in your sector, a vertical SaaS or Odoo Enterprise will be cheaper and faster to roll out. If your processes are exactly what sets you apart, a custom build lands at a five-year cost comparable to heavily integrated Odoo, with no per-user subscription that grows with every hire. Decide on five-year total cost of ownership (TCO) and 8 concrete criteria, never on the entry price alone.
The three options and their 2026 price benchmarks
In London as elsewhere, SMEs with 30 to 120 staff (construction, industrial maintenance, care services, logistics, multi-site hospitality) hit the same wall: their processes do not fit any standard software without contortions. Figures below are in EUR for comparability (multiply by roughly 0.85 for GBP).
| Option | Licence or subscription | Implementation | Annual maintenance | Rollout time |
|---|---|---|---|---|
| Odoo Enterprise Standard | EUR 24.90 per user per month | EUR 15,000 to 25,000 | EUR 3,000 to 5,000 (partner) | 2 to 4 months |
| Odoo Enterprise Custom (Odoo.sh, bespoke modules) | EUR 37.40 per user per month | EUR 30,000 to 60,000 | EUR 5,000 to 9,000 | 4 to 8 months |
| Vertical off-the-shelf SaaS | EUR 30 to 120 per user per month | EUR 5,000 to 15,000 (setup, migration) | included, connectors extra | 1 to 3 months |
| Custom web application | no licence | EUR 40,000 to 150,000 | 15 to 20% of build cost | 4 to 9 months |
| Hybrid (SaaS or Odoo + custom module) | depends on core | EUR 20,000 to 50,000 | 10 to 15% of the module | 3 to 6 months |
Often missed: the Odoo Standard plan does not allow custom code. As soon as you need your own business module, you move to the Custom plan and Odoo.sh, which changes the whole equation.
Five-year total cost for 40 users
Assumptions (2026 ballpark): 40 constant users, midpoint implementation in each range, custom app hosting at EUR 300 per month, year 1 of the custom build covered by warranty.
| Five-year item | Odoo Standard | Odoo Custom | Vertical SaaS (EUR 75) | Custom build (EUR 90,000) |
|---|---|---|---|---|
| Subscriptions or licences | EUR 59,760 | EUR 89,760 | EUR 180,000 | EUR 0 |
| Initial implementation | EUR 15,000 | EUR 40,000 | EUR 8,000 | EUR 90,000 |
| Maintenance and support | EUR 20,000 | EUR 30,000 | EUR 0 | EUR 61,200 (17% over 4 years) |
| Hosting | included | included | included | EUR 18,000 |
| Connectors and enhancements | EUR 0 (barely possible) | included above | EUR 12,000 | included in maintenance |
| Five-year TCO | EUR 94,760 | EUR 159,760 | EUR 200,000 | EUR 169,200 |
| Cost per user per month | EUR 39 | EUR 67 | EUR 83 | EUR 70 |
Three takeaways. Odoo Standard clearly wins if you accept its processes as they are. Vertical SaaS at EUR 75 becomes the most expensive option from 40 users, and every hire makes it heavier. Custom build and Odoo Custom are neck and neck: the difference then comes down to code ownership, vendor dependency and real fit with your processes.
The 8-criteria decision grid
Score each criterion from 1 to 5 for your company. A total above 28 points to custom or hybrid, below 20 to SaaS or Odoo Standard.
| Criterion | Leans standard if... | Leans custom if... |
|---|---|---|
| 1. Process specificity | they follow sector practice | they are your competitive advantage |
| 2. Headcount growth | stable, under 30 users | strong, over 60 users within 3 years |
| 3. Integrations | 1 or 2 common tools | ERP, machines, partner APIs, client portal |
| 4. Data and code ownership | secondary | client requirement or company valuation |
| 5. Timeline | operational need within 3 months | 6 to 9 month horizon acceptable |
| 6. Upfront budget | under EUR 30,000 available | EUR 60,000 or more available |
| 7. Internal skills | no tool owner | a business project lead available 20% of the time |
| 8. Reversibility | exit unlikely | refusal to depend on a vendor or its price list |
Mini case study
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Laurence runs a hotel equipment maintenance SME in London: 70 staff, 40 of whom will use the new tool (technicians, scheduling, invoicing). Her vertical SaaS quote: EUR 85 per user per month, or EUR 40,800 a year and EUR 204,000 over five years, without handling her multi-site maintenance contracts her way. The custom option is quoted at EUR 95,000, plus EUR 16,150 a year of maintenance from year 2 and EUR 3,600 of annual hosting: 95,000 + 64,600 + 18,000 = EUR 177,600. Five-year saving: EUR 26,400, and above all a tool that matches her scheduling process, which she estimates saves 30 minutes per technician per day, roughly 3,300 hours a year for 30 technicians.
FAQ
Is Odoo always cheaper than custom?
On the Standard plan with little customisation, yes: about EUR 95,000 over five years for 40 users. Once you add bespoke modules, the Custom plan and integration push TCO towards EUR 160,000, close to a EUR 90,000 custom build.
From how many users does SaaS get expensive?
At EUR 75 per user per month, SaaS overtakes the median custom build at around 35 to 40 users over five years. Under 20 users, it almost always remains the cheapest option.
Who owns the code of a custom application?
The contract must assign intellectual property rights and require source code delivery at every release. Without that clause, you pay EUR 40,000 to 150,000 for a tool you only licence.
Can we start on SaaS and move to custom later?
Yes, it is a common path: 12 to 24 months on SaaS to stabilise processes, then a bespoke build. Budget EUR 5,000 to 15,000 for data migration at switchover.
How long does a custom business platform take?
Allow 4 to 9 months depending on scope, with a first usable release by month 3 using a phased approach. The 15 to 20% annual maintenance covers fixes, security updates and small enhancements.
Let's scope your project. We price all three options on your real numbers (users, integrations, critical processes) with a five-year TCO and a reasoned recommendation. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
