Proprietary platform and disruptive technologies in the digital marketing industry.

Advice Group S.p.A. operates in the Promotion, Loyalty & Community Marketing sector, offering Digital Promotion & Behavioural Loyalty solutions.

Advice supports its clients in building engagement programs, brand loyalty, incentive trade and personalized relationship with the customer. Advice’s offer includes a proprietary platform for the implementation of loyalty and promotion programs and campaigns. More specifically, the goal of Advice’s solutions is to increase sales, retain the players in the production chain (such as the network of agents or distributors) and end consumers, provide timely information on purchasing dynamics, brand perception and brand awareness.

Optimization of the expansion operation through HAT’s support in strategic development and M&A strategy.

The transaction, generated in January 2019 directly by the Management Team, consisted in a capital expansion of €3.5 million subscribed by HAT Fund 4, destined partly to purchase shares and partly to capital increase (approx. €1.5 million). HAT’s shareholding at the end of capital increase was equal to 43.2%.
The HAT team contributed to the growth of Advice value through a strategic development and rationalization of the offer, the support in the analysis and evaluation of possible aggregation operations (M&A strategy), the improvement of company’s organizational system and through networking activities for the development of new business.

Exit strategy and investment enhancement

Shares buyback from the company founder. During 2020, the founder and CEO of the company expressed his intention to buy back the shares held by HAT, considering a priority to review the development plan and postpone the objectives shared with the Fund in the entry phase to a later date. In July 2021, the exit was completed, which guaranteed the Fund a gross IRR of 20%.