The Metrika Tech fund doubles in size and invests in Advice Group S.r.l.

ADVICE GROUP: New Partners Join the Shareholder Structure of the Martech Company Specializing in Loyalty Programs

Aegida Investments, together with the Metrika Tech Fund—supported by ABC Capital Partners—acquires the stake held by HAT SGR and subscribes to a capital increase aimed at developing the technology platform and expanding services, including through M&A operations.

Milan, July 7, 2021 – Advice Group SpA is an innovative SME based in Turin, operating in the martech and behavioral loyalty segment, with over 50 national and international clients and more than 20 international industry awards won in the last four years.

The new shareholders enter the company by acquiring the stake held by HAT SGR and subscribing to an additional capital increase, bringing their total ownership to 51%. The capital increase is dedicated to implementing technological advancements and executing M&A operations, crucial for completing the group’s “user-centric” offering.

The goal is to position Advice Group as a distinctive player in innovative marketing, based on 100% made-in-Italy technology, offering companies a single end-to-end martech solution—from user activation to conversion and loyalty.

Following the acquisition of Leevia Srl and the excellent results achieved in early 2021, the group, led by founder and CEO Fulvio Furbatto, aims to consolidate proprietary technology and expand its go-to-market strategy, targeting “unknown” users during activation, in line with its ambitious industrial growth plan shared with new investors.

Furbatto commented:
"This operation will allow us to strengthen our role as a Martech and Loyalty partner in the FMCG, Utility, Finance & Insurance segments, while also expanding our target markets, capitalizing on ongoing transformations in the retail and entertainment economy (publishing, music, sports, culture). The technological development also includes the launch of new gamification, edutainment, and recognition features, to complement our established loyalty engine and the recently acquired Leevia contest engine. A unique ecosystem of platforms offering plug-and-play solutions inspired by performance and subscription economy models."

Advice Group will now count on two new shareholders, whose complementary characteristics will stimulate national and international growth, increasing market share. On one side is Metrika Tech, a private equity fund specialized in the technology sector with exclusive support from ABC Capital Partners; on the other, Aegida Investments, a Club Deal composed of families and managers of significant industrial relevance investing in innovative Italian SMEs and startups.

Francesco Pastor, CEO of Aegida Investments, and Dario Albarello, CEO of ABC Capital Partners, commented:
"We believe there are many interesting and complementary companies that can align with Advice’s vision. Our goal is to identify them and support the creation of a 100% made-in-Italy martech hub."

Legal advisors involved in the transaction included Chiomenti supporting Advice Group, and Giliberti Triscornia Associati and Pedersoli for the investors.

Founded in 2006 by Fulvio Furbatto, Advice Group was the first company in Italy to introduce behavioral loyalty marketing—a concept based on managing behavioral relationship programs with users through analysis of large data volumes (big data) transformed into clusters (smart data) and the ability to act in real time with targeted actions supporting sales.

Notable milestones:

• 2008: First digital collection for Lavazza in Europe, introducing a new market paradigm;
• 2014: Project with Sammontana; 2018: UnipolSai; 2019: AS Roma; 2020: Edison Energia—earning the prestigious Loyalty Awards in London;
• 2021: Further recognition at the Echo Awards in New York;
• 2017: FT1000 recognition in the Financial Times ranking of fastest-growing European companies;
• 2019 & 2021: Italian recognition by Il Sole 24 Ore as Growth Leader.

The group is headquartered in Italy and has started an internationalization plan with commercial collaborations in Peru, Mexico, Colombia, and the Balkans. Advice Group employs 55 people and acquired the startup Leevia Srl in May 2021.

About ABC Capital Partners S.r.l.
ABC Capital Partners is an advisory company combining financial and industrial expertise, particularly in the “Digital Enabler” market. Key services include sector analysis, identification of target companies, portfolio monitoring and value creation, and support in value enhancement strategies. ABC Capital Partners is the exclusive advisory company for the Metrika Tech Fund. The firm was founded in late 2020 by Dario Albarello, Francesco Baroncelli, and Alessandro Cozzi.

• Dario Albarello has 20 years of experience in investment banking and private equity, previously managing the ICT Fund launched by Orizzonte SGR (later HAT SGR);
• Francesco Baroncelli is an entrepreneur and ICT manager, founder of the Adelante Group, now merged into Wiit SpA, where he serves as Chief M&A Officer and Board Member;
• Alessandro Cozzi is founder, CEO, and majority shareholder of Wiit SpA, listed on Borsa Italiana’s STAR segment, one of Italy’s leading private cloud operators currently pursuing international expansion.

About Aegida Investments
Aegida Investments is the management company of the Aegida Club Deal, a group of private investors with significant wealth, sharing experience, knowledge, and financial strength to create a diversified portfolio and generate value through new business opportunities. Aegida Investments focuses on direct investments in venture and growth capital, as well as buyouts in Europe and North America. It invests in private companies operating in niche markets with high growth potential and low risk.

In March 2021, Jacaranda Caracciolo Falk was appointed Chairwoman of Aegida Investments. The Board includes Lorenzo Bertelli, Andrea Silvestri, Lorenzo Tersi, and CEO Francesco Pastor.