What ADVICE GROUP does

Advice Group is an Italian martech company headquartered in Turin that builds and operates behavioral loyalty and customer engagement platforms for medium and large enterprises. Founded in 2006 by Fulvio Furbatto, the company pioneered the use of digital behavioral data for personalized customer relationships in Italy and operates a full-funnel model spanning acquisition, onboarding, engagement, loyalty, and advocacy. Its core product is WEKIT, a proprietary loyalty platform developed entirely in Italy that integrates over 40 (and growing to 50+) modular microservices with API-based integration into third-party CRM systems, real-time dashboards, and more than 20 ready-to-use engagement mechanics. A key differentiator is the Customer Value Index (CVI), a proprietary algorithm that combines transactional metrics with behavioral information to dynamically score users on both what they do and how they do it over time.

The portfolio extends beyond WEKIT through acquired brands and sub-products: Leevia (acquired 2021) for online contests and community engagement, E-leads (acquired 2022) for performance-based lead generation, Bemap for OCR-based receipt reading, Didoost for edutainment, and Gamido for fanbase gamification. The company holds ISO 27001 and ISO 9001 certifications, is admitted to the Elite Borsa Italiana Lounge and Euronext TechShare programs, and operates commercially in Italy (Torino, Milano) and Spain (Madrid).

The business model is enterprise B2B subscription-based, with custom pricing tied to project scope, sold primarily through direct field sales. Customer base of 50+ named enterprises spans Energy and Utilities (Iren, Hera, Sorgenia, Plenitude, Edison, A2A), FMCG (Lavazza, Bauli), Sport (AS Roma, Inter, Lega Pro), Retail (Max-Mara, UNES), Telco (Sky, Eolo), Financial Services (Santander, buddybank), Petrol (PETRONAS, IP Gruppo Api), and others. Revenue exceeded €10 million by 2023 with reported 25% organic growth since 2020. The company is private and founder-led, with approximately 70 employees as of 2025.

Name

ADVICE GROUP

Legal name

Advice Group SpA

Website

https://advicegroup.it

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Advice Group is an Italian martech company that provides proprietary behavioral loyalty and engagement platforms, led by its WEKIT platform and CVI algorithm, to medium and large enterprises across Energy, FMCG, Sport, Retail, Telco, and Financial Services in Italy and Spain.

Ownership category

akta.pro rank

Product category

Loyalty and Customer Engagement Software

NAICS

Advertising Agencies (541810), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industry

Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

Keywords

• Behavioral loyalty platform
• Customer engagement software
• Loyalty program technology
• Martech solutions
• Customer value analytics

Headquarters

HQ city

Turin

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Behavioral Loyalty Solutions: Advice Group provides end-to-end loyalty and engagement solutions for medium and large enterprises, including platform licensing, consulting services, and implementation support across the customer lifecycle from acquisition through loyalty.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Advice Group sells WEKIT, a proprietary end-to-end loyalty and behavioral engagement platform, together with implementation, consulting and managed engagement services to medium and large enterprises. The full-funnel solution supports user acquisition, onboarding, engagement, loyalty, and advocacy, augmented by acquired platforms Leevia (contests/lead generation) and E-leads (performance lead generation), plus dedicated modules such as Bemap (OCR on receipts), Didoost (edutainment), and Gamido (gamification). The Customer Value Index (CVI) proprietary algorithm powers personalized, behavior-driven loyalty journeys for cross-industry clients including energy, FMCG, retail, telco, financial services, sport, and fashion.

Product overview

Advice Group operates as a martech company offering a platform-plus-modules architecture centered on WEKIT, its proprietary loyalty platform developed entirely in Italy. WEKIT integrates 40+ modular microservices providing high configurability for behavioral loyalty and engagement strategies. The portfolio includes acquired brands Leevia (engagement/contests) and E-leads (lead generation), plus sub-products like Bemap (OCR technology), Didoost (edutainment), Gamido (gamification), and the Customer Value Index (CVI) algorithm. The company follows a full-funnel approach from user activation through engagement to loyalty and retention.

Differentiator

Problem solved

Functional benefit

Products and services

• WEKIT Loyalty Platform All-in-one proprietary behavioral loyalty and engagement platform ('We Keep In Touch') developed entirely in Italy by Advice Group, integrating 40+ modular microservices with high configurability. Covers the full customer lifecycle (CLTV) with built-in CVI scoring, gamification, edutainment, dynamic rewards, real-time dashboards, and API-based CRM integrations. Sold to medium and large enterprises across energy, FMCG, retail, telco, sport, financial services, fashion, and entertainment.
• Leevia Martech engagement platform (acquired 2021) that enables creation, management and monitoring of online contests to engage communities, generate leads, and create brand awareness on major social networks. Includes 20+ ready-to-use tools aimed at brand awareness, lead generation, and lead nurturing for B2B clients.
• E-leads Performance marketing and lead generation platform (acquired 2022) with proprietary technologies that enable dynamic lead acquisition models applied to marketing for effective customer base growth. Used by brands for performance-based acquisition.
• Bemap Optical Character Recognition (OCR) system developed by Advice Group for reading amounts and products on paper retail receipts, online purchase receipts, and B2B invoices. Processes data intelligently and automatically for prize competitions, basket analysis, and real-time market surveys on consumption habits.
• Didoost Plug & play edutainment platform designed to engage a brand's community or develop training programs for employees and sales networks, used by Advice Group's B2B clients for education-driven engagement.
• Gamido Platform dedicated to gamification and engagement strategies for a brand's fanbases, providing mechanics to drive continuous interaction from brand communities.

Quantifiable outcome

• 65% growth in 2021 compared to previous year, 45% growth compared to 2019
• +3 more outcomes

Named customers31 records

Segments9 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TEDxTorinocoreStrategic or Co-development PartnerAdvice Group developed the TEDxTorino app with gamification and personalized experience using Advice's business intelligence and machine learning technologies. The app provides daily access to relevant content and personalized suggestions for each user.
• Osservatorio Fedeltà - Università di ParmacoreStrategic or Co-development PartnerPartnership with University of Parma's Loyalty Observatory for research, conferences, and thought leadership in behavioral loyalty. Fulvio Furbatto participates in roundtable discussions presenting research findings.
• CamacoesminorGTM or Marketing PartnerPartnership for international expansion and market development.
• ItalcamaraminorGTM or Marketing PartnerPartnership for Italian-Spanish business connections and market expansion.
• TechShare - EuronextcoreStrategic or Co-development PartnerAdvice Group is a member of TechShare, the Euronext program that connects companies to capital markets for growth acceleration.
• Elite - Borsa ItalianacoreStrategic or Co-development PartnerAdvice Group was admitted to the Elite program through Intesa Sanpaolo Lounge in 2021. Elite connects companies to different sources of capital to accelerate growth, with over 1,700 companies from 43 countries.
• OGR TechcoreStrategic or Co-development PartnerAdvice Group joined OGR Tech, one of Italy's biggest innovation hubs located in Turin, as part of a community of local and international players shaping the future of tech industry and innovation.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Salesforce: Salesforce is the global CRM and marketing cloud leader, with Salesforce Loyalty Management and Marketing Cloud directly overlapping Advice Group's customer engagement and loyalty platform. It is a broad incumbent competing at enterprise scale.
• Oracle (CrowdTwist): Oracle acquired CrowdTwist to add a loyalty platform to its CX/ERP suite, competing head-to-head with WEKIT in the enterprise loyalty market and bundling loyalty into broader CX contracts.
• SAP Emarsys: SAP Emarsys is a customer engagement platform within the SAP ecosystem, offering personalization, loyalty, and omnichannel marketing — competing with Advice Group at the enterprise CRM/loyalty layer.

Direct peers

• Antavo: Antavo is a SaaS loyalty cloud platform serving enterprise brands with API-first, modular loyalty engines — very similar architecture and target customer to Advice Group's WEKIT platform.
• Yotpo: Yotpo is a direct-to-consumer marketing platform offering loyalty, referrals, reviews, and SMS — overlapping with Advice Group's engagement mechanics (Leevia), behavioral segmentation, and retention features.
• Comarch: Comarch offers an enterprise loyalty management platform with strong telco and retail presence across Europe — comparable to Advice Group's vertical coverage and full-funnel loyalty approach.
• Annex Cloud: Annex Cloud is an enterprise loyalty, referral, and user-generated content platform with similar composable architecture to WEKIT and comparable focus on mid-market and enterprise brands.
• Brierley+Partners: Brierley+Partners is a loyalty strategy and platform agency with proprietary technology and a long track record of enterprise loyalty programs — directly comparable as a full-service loyalty partner to Advice Group.

Emerging players

• Smile.io: Smile.io provides loyalty and rewards programs primarily for e-commerce and Shopify merchants — an emerging player in the loyalty space with partial overlap in mechanics though focused on SMB e-commerce rather than enterprise.
• LoyaltyLion: LoyaltyLion is a loyalty and retention platform for e-commerce brands, providing points, referrals, and VIP programs — overlapping with Advice Group's engagement and retention mechanics but serving a smaller, DTC customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/AdvicegroupIt2007
• LinkedInlinkedin.com/company/advice-group
• Xx.com/advicegroup_spa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about ADVICE GROUP