MINT

What MINT does

MINT is a privately held B2B SaaS company headquartered in Milan, Italy, founded in 2014 and positioned as the global leader in Advertising Resource Management (ARM) software. Its platform unifies AI Multi-Agent Systems, a harmonized data layer, and media workflow automation to orchestrate advertising operations across planning, buying, trafficking, activation, analysis, and optimization. The platform supports 630+ integrations across 18 media channels and serves global brands and agencies with enterprise deployments spanning up to 85 markets. The portfolio includes the core MINT ARM platform, the MINT IQ mobile executive companion, Argus by MINT media accountability, and an Agentic AI module, with complementary Advisory Services and MINT Academy training.

MINT operates a quote-based enterprise SaaS subscription model with annual billing, targeting large multinational brands and media agencies. Go-to-market is sales-led with field sales teams across Milan, New York, London, Paris, and São Paulo offices, supported by implementation partnerships with Accenture Song, Deloitte Digital, EY, and Slalom. The customer base includes Mastercard, L'Oréal, Kering, Brunello Cucinelli, LVMH, Longchamp, Lactalis, TIM, Pirelli, Illimity Bank, and Dentsu, with disclosed outcomes ranging from -36% operational cost reduction to +25% web traffic increases.

The company employs 330+ professionals from over 20 countries (45% in Product and Tech roles) and is backed by Tikehau Capital, which led a $56.8M funding round in November 2021 and maintains board representation. MINT has executed two acquisitions (Redmill Solutions and info³), formed a strategic process intelligence partnership with Celonis, and appointed Louisa Wong as CEO in February 2026 to lead global scaling, succeeding Lorenzo Larini. Certification includes ISO/IEC 27001 for information security management.

Name

MINT

Legal name

MINT S.p.A.

Website

https://mint.ai

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

MINT is a Milan-based B2B SaaS company providing AI-powered Advertising Resource Management (ARM) software that unifies media planning, buying, and workflow automation for global brands and agencies through a platform spanning 630+ integrations and 18 media channels.

Ownership category

akta.pro rank

Product category

Advertising Resource Management Software

NAICS

Software Publishers (513210)

SIC

Services-Advertising (7310)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industry

End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

Keywords

• Advertising resource management
• AI-powered advertising
• Media planning automation
• Agentic AI advertising
• ARM software platform

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription: MINT operates as a B2B SaaS company offering its ARM platform on a subscription basis. The platform is marketed to global brands and agencies with enterprise pricing. Customers gain access to the full platform including AI agents, integrations (630+), and ongoing support and updates. The company also offers advisory services and training through MINT Academy.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

MINT sells an AI-powered Advertising Resource Management (ARM) SaaS platform that unifies advertising planning, buying, trafficking, measurement, and reporting for global brands and media agencies. The platform combines AI Multi-Agent Systems, a Unified Data layer spanning 630+ integrations across 18 media channels, and Media Workflow Automation. Customers subscribe annually on a quote-based enterprise pricing model, with optional advisory services and training through MINT Academy.

Product overview

MINT offers a unified Advertising Resource Management (ARM) platform — positioned as 'ERP for Finance, CRM for Sales, ARM for Advertising' — designed to consolidate resources, workflows, and data for global brands and agencies. The core platform (MINT ARM) integrates three layers: AI Multi-Agent Systems (autonomous agents for Plan, Buy, Activate, Analyze, Optimize), Unified Data (standardized, harmonized data layer with 630+ integrations), and Media Workflow Automation. Key modules include Media Planning & Buying, Trafficking & Ad Operations, Data Connectors (18 media channels), Reporting, and Advertising Intelligence. The portfolio includes MINT IQ (executive companion mobile app with AI Agents for reporting), Argus by MINT (media accountability solution), Agentic AI (multi-agent orchestration), and Advisory & Services plus MINT Academy for professional support. The platform serves both brands and agencies with solutions tailored by company type.

Differentiator

Problem solved

Functional benefit

Brands

• MINT IQ: A mobile web app that puts specialized AI Agents focused on reporting and media directly in the hands of senior marketing, media, and sales leaders. An executive companion that provides real-time data, analytics, and board-ready reports.
• Argus by MINT
• MINT ARM

Products and services

• MINT ARM (Advertising Resource Management) The core Advertising Resource Management platform that consolidates resources, workflows, and data into a unified system for advertising teams. Functions as an orchestration layer connecting media planning, buying, trafficking, and measurement into one intelligent operating model.
• Agentic AI AI Multi-Agent Systems that autonomously manage advertising tasks and optimize processes in real-time. Includes specialized agents for Plan, Buy, Activate, Analyze, and Optimize functions with central orchestration and human escalation triggers.
• Media Planning & Buying Platform module for intelligent media planning and AI-driven media buying that automates and streamlines the buying process, ensuring data-driven decisions and cost-effective investments.
• Trafficking & Ad Operations Module for campaign trafficking and ad operations that ensures flawless activation from strategy to deployment with intelligent automation.
• Data Connectors Integration layer providing 630+ integrations and tracked media connections across 18 media channels including Display, Video, Native, Search, Social, Programmatic Radio, DOOH, OOH, and more.
• Reporting Comprehensive reporting module providing real-time, holistic views of campaign results with 100% ready-to-use dashboards for instant decision-making.
• Advertising Intelligence AI-powered advertising intelligence module for continuous improvement through adaptive optimization and AI-driven suggestions that maximize ROI.
• MINT IQ Mobile web app providing specialized AI Agents focused on reporting and media intelligence for senior marketing, media, and sales leaders. Features real-time insights, voice mode for natural dialogue, and automated board-ready report generation in PowerPoint and Excel formats.
• Argus by MINT Media accountability solution designed to revolutionize process optimization in marketing and media operations.
• Advisory & Services Professional services including consulting, implementation, and ongoing support for advertising transformation initiatives.
• MINT Academy Training and education programs to help marketing teams develop skills in advertising resource management and AI-driven media operations.

Quantifiable outcome

• +26% improvement in media budget allocation accuracy
• +7 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

AI capability9 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• CeloniscoreTechnology or Integration · 21 November 2024MINT partnered with Celonis to revolutionize process optimization in marketing and media. The collaboration focuses on embedding process intelligence into MINT's advertising resource management software, allowing organizations to identify inefficiencies, streamline workflows, reduce errors, and optimize budget utilization across advertising campaigns. This strategic partnership aims to improve overall advertising efficiency and ROI for global advertisers.
• IBMcoreTechnology or IntegrationIBM is part of MINT's global partnerships ecosystem. The collaboration involves technology integration and co-marketing initiatives as shown in partnership logos on MINT's website.
• AWS (Amazon Web Services)coreTechnology or IntegrationAWS is part of MINT's global partnerships ecosystem, providing cloud infrastructure support for MINT's platform operations.
• SnowflakecoreTechnology or IntegrationSnowflake is part of MINT's global partnerships ecosystem, providing data cloud infrastructure for MINT's unified data layer.
• Accenture SongcoreImplementation/ SI/ Consulting PartnerAccenture Song is MINT's implementation and consulting partner helping deploy MINT's ARM platform at enterprise scale. Part of global partnerships ecosystem.
• Deloitte DigitalcoreImplementation/ SI/ Consulting PartnerDeloitte Digital is MINT's implementation and consulting partner for enterprise deployments. Part of global partnerships ecosystem.
• EY (Ernst & Young)coreImplementation/ SI/ Consulting PartnerEY is MINT's implementation and consulting partner. Part of global partnerships ecosystem.
• SlalomcoreImplementation/ SI/ Consulting PartnerSlalom is MINT's implementation and consulting partner for enterprise deployments. Part of global partnerships ecosystem.
• BipminorImplementation/ SI/ Consulting PartnerBip is part of MINT's global partnerships ecosystem as a consulting and implementation partner.
• Redmill SolutionscoreTechnology or IntegrationMINT acquired Redmill Solutions, a marketing investment intelligence solutions company, to enhance its ARM platform capabilities. Now part of MINT's ecosystem as an acquired company providing marketing investment intelligence.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MediaOcean: MediaOcean provides an advertising operations platform spanning media planning, buying, workflow, and finance across linear, digital, and programmatic channels. Direct competitor to MINT in unifying ad operations across brands and agencies.
• Aprimo: Aprimo offers a marketing resource management platform for planning, budgeting, content, and workflow. Closely comparable to MINT's ARM positioning for global brands managing complex marketing operations.
• Skai (formerly Kenshoo): Skai is an AI-driven marketing intelligence and media activation platform across paid search, social, and retail media. Comparable to MINT in providing AI agents and automation for advertising planning, buying, and optimization.
• Marin Software: Marin Software provides a cross-channel advertising management platform for search, social, and e-commerce. Overlaps with MINT's media buying and optimization modules, particularly for agencies and brands managing paid media at scale.
• Funnel: Funnel is a marketing data automation platform that centralizes data from hundreds of advertising and marketing platforms. Direct overlap with MINT's unified data layer and 630+ integrations approach.
• Adverity: Adverity is a marketing analytics and data integration platform connecting marketing data sources, dashboards, and governance. Comparable to MINT in delivering unified advertising intelligence for enterprises and agencies.

Broad incumbents

• Adobe Workfront: Adobe-owned marketing work management and operations platform that competes with MINT's ARM capabilities. Offers broader marketing-cloud bundling as an incumbent alternative for enterprise advertisers.
• DoubleVerify: DoubleVerify provides ad verification, measurement, and analytics across digital media. Adjacent incumbent serving advertisers and agencies, with overlap into MINT's advertising intelligence and accountability use cases.

Emerging players

• Improvado: Improvado is a marketing data and analytics platform with AI-driven insights for enterprise advertisers. Comparable to MINT's reporting and intelligence layer, with a narrower focus on data warehousing and dashboards.
• Celtra: Celtra is a creative ad operations and automation platform for dynamic, data-driven ad production. Overlaps with MINT's trafficking and ad-operations module for brands managing complex creative workflows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mint_ai
• LinkedInlinkedin.com/company/mintspa
• Xx.com/mint_ai_

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MINT