Smartelia

What Smartelia does

Smartelia SPRL is a Belgian-founded business process outsourcing (BPO) company established in 2012 and headquartered in Brussels, with operational hubs in Paris and Antananarivo, Madagascar, where roughly 270 of its 250+ total collaborators are based. The company delivers four integrated service lines to B2B clients: Digital Marketing (SEO, content creation, social media management, web optimization), Digital Sales (B2B lead generation, appointment setting, cold outreach, CRM management, marketing automation), Operations Partner / BPO (back-office administration, data entry and processing, database enrichment, ML data annotation), and Customer Care Omnicanal (multilingual, multi-channel support across email, chat, phone, and social platforms). The technology stack integrates third-party AI tooling for content generation, customer-service triage, and predictive scheduling, alongside semi-automated BPO workflows reporting sub-1% error rates and up to 40% time savings on transferred tasks; ISO 27001-aligned security and GDPR-compliant data flows (with EU Standard Contractual Clauses for transfers to Madagascar) underpin the delivery layer.

The business model is B2B subscription-style retainers with custom quote-based pricing tied to client volumetry, monthly billing in advance, automatic annual indexation linked to the Belgian health index (minimum 2.5%), a 1–3 month trial period, and 1-month (first year) / 3-month (subsequent) notice periods. Smartelia operates a sales-led, consultative go-to-market direct to mid-market and enterprise clients in France and Belgium, supplemented by a white-label agency reseller channel through partnerships with Mobilosoft (local-marketing platform, 10+ years), Programmads (programmatic advertising), and Blue2purple (data-driven media). Strategic customer segments include franchise networks, B2B SaaS vendors, operations-heavy enterprises, and customer-facing B2C/B2B firms requiring multilingual omnichannel support across French, English, Spanish, German, and Italian.

Commercial momentum is anchored on diversified long-tail retention: the company cites 450+ cumulative client engagements and a 93% customer satisfaction rate, with named logos spanning real estate, hospitality, financial services, SaaS, mobility, market research, HR, and e-commerce. Geographic footprint remains concentrated in Western Europe (France, Belgium) for client delivery and Sub-Saharan Africa (Madagascar) for execution; revenue is not publicly disclosed. Recognitions include the 2025 European Franchise Federation "Services to Franchising" award and Belgian Franchise Federation "Best Franchise Service Provider" award.

Name

Smartelia

Legal name

Smartelia SPRL

Website

https://smartelia.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Smartelia is a Belgian-founded BPO firm delivering digital marketing, digital sales, omnichannel customer care, and back-office outsourcing to B2B clients in France and Belgium, executed via a 270-person Madagascar hub combined with AI-augmented workflows and a white-label agency channel.

Ownership category

akta.pro rank

Product category

Business Process Outsourcing

NAICS

Office Administrative Services (5611)

SIC

Services-Management Services (8741), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Business Process-Aligned IT Outsourcing (ITO + BPO Integrated) (BPAEAMAJ)

akta.pro secondary industry

Captive/Global In-House Center (GIC) Setup & Managed Services (BPAEAMAK)

Keywords

• Business process outsourcing
• Digital marketing services
• Customer care services
• Back-office operations
• Digital sales services

Headquarters

HQ city

Ixelles

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D

Revenue model

1. Managed Services / BPO Retainers: Monthly billing for externalized business operations (digital marketing, digital sales, customer care, back-office management). Services are priced per contract with automatic annual indexation tied to Belgian health index (minimum 2.5%). First-year contracts have a 1-month notice period; after the first anniversary, contracts convert to indefinite duration with 3-month notice.
2. Custom/Additional Services: Additional services such as specific reports, startup fees, programming, or specialized personnel are billed separately at negotiated market rates on top of the base contract price.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Smartelia is a Belgian business process outsourcing (BPO) company founded in 2012 that delivers digital marketing, digital sales, back-office operations, and omnichannel customer care services to business clients. It operates multilingual delivery centers across Belgium, France, and Madagascar to provide nearshore and offshore support across the customer lifecycle.

Product overview

Smartelia is a business process outsourcing (BPO) company offering four integrated service lines: Digital Marketing, Digital Sales, Operations Partner (BPO), and Customer Care Omnicanal. The company operates a hub model combining human expertise with AI-powered automation, delivering services from operational centers in Belgium, France, and Madagascar. Smartelia's approach combines technology platforms (SEO tools, CRM, marketing automation, AI for customer service) with human teams to provide scalable, customizable outsourcing solutions for European businesses. The four core services are designed to work independently or together, allowing clients to outsource individual functions or their entire non-core operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Marketing Services Outsourced digital marketing services for business clients, covering online acquisition, campaign execution, and lead generation activities managed by Smartelia's marketing teams. based on Smartelia's stated service menu; specific deliverables not detailed in supplied input.
• Digital Sales Services Outsourced inside-sales and digital sales operations for business clients, supporting lead qualification, conversion, and revenue-generation activities through dedicated sales agents. based on Smartelia's stated service menu; specific deliverables not detailed in supplied input.
• Back-Office Operations Outsourced administrative and back-office processing services for business clients, handling post-sale and operational workflows that do not require customer-facing interaction. based on Smartelia's stated service menu; specific processes not detailed in supplied input.
• Omnichannel Customer Care Outsourced multilingual customer support delivered across voice, email, chat, and social channels for business clients, leveraging delivery centers in Belgium, France, and Madagascar. based on Smartelia's stated service menu; specific SLAs and channel mix not detailed in supplied input.

Quantifiable outcome

• Up to 60% reduction in administrative costs
• +12 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability9 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• MobilosoftcoreStrategic or Co-development PartnerSmartelia has partnered with Mobilosoft for over 10 years, with Smartelia teams in Madagascar managing daily operations on the Mobilosoft platform for franchise and multi-site networks. Smartelia handles local data consistency across Google, Meta, Waze, Apple Maps and 30+ directories; assists terrain users; and maintains quality at scale. This partnership has enabled Mobilosoft to serve clients like Carrefour, Delhaize, and McDonald's. Mobilosoft's platform enables centralized management of local marketing for multi-site brands.
• ProgrammadscoreStrategic or Co-development PartnerSmartelia serves as the operational execution partner for Programmads, a Belgian AdTech company providing programmatic advertising access (Google Marketing Platform, Amazon DSP, Microsoft Invest, CTV, audio, DOOH). Programmads defines strategy, standards, and methodology; Smartelia handles daily campaign deployment, audience configuration, budget management, and quality control. Smartelia's team includes Programmatic Experts and Tech Experts working in continuous collaboration with Programmads.
• Blue2purplecoreStrategic or Co-development PartnerSmartelia acts as the operational relay for blue2purple, a Belgian data-driven media agency. Blue2purple provides strategic analysis and campaign planning (SEA, Social Ads, Display) from Brussels; Smartelia executes daily campaign management, audience tuning, new format testing, and performance monitoring from Madagascar. This enables Blue2purple to maintain centralized strategic control while benefiting from Smartelia's scalable execution capacity.
• Smartelia Madagascar SARLcoreOthersSmartelia Madagascar SARL is Smartelia's primary sub-processor located in Madagascar (a third country). The CGV states that Smartelia explicitly authorizes itself to use this entity as a sub-processor for data processing activities. Standard Contractual Clauses (SCCs) are put in place as required for transfers to third countries.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Sama (formerly Samasource): Sama is a data annotation and AI data services company operating primarily from East Africa (Kenya, Uganda). It is highly comparable to Smartelia's ML annotation and BPO operations in Madagascar, sharing the Africa-based delivery model for European/US clients.
• CloudFactory: CloudFactory provides AI data annotation, data processing, and managed workforce solutions from Nepal and Kenya, with similar managed-services economics and AI-training focus to Smartelia's ML annotation and back-office BPO offerings.
• PartnerHero: PartnerHero is a CX outsourcing firm providing customer support and back-office services with a distributed workforce model, comparable to Smartelia's Customer Care Omnicanal and Operations Partner service lines targeting mid-market B2B clients.
• SupportYourApp: SupportYourApp delivers multilingual, 24/7 customer support outsourcing primarily for SaaS and tech companies. It directly compares to Smartelia's multilingual Customer Care Omnicanal offering, with similar emphasis on quality and European-language support.
• ModSquad: ModSquad provides digital customer engagement, content moderation, and social media management services, closely matching Smartelia's Digital Marketing and Customer Care service lines for digital-first brands.
• Helpware: Helpware is a US-based BPO provider offering customer support, content moderation, and back-office services through distributed teams in Eastern Europe, the Americas, and the Philippines, comparable in scale and service mix to Smartelia.

Broad incumbents

• Webhelp (now part of Concentrix): Webhelp is a French-headquartered global BPO/CX leader serving similar European mid-market and enterprise clients across customer care, sales, and back-office. Comparable in market geography and core offerings but operating at substantially greater scale than Smartelia.
• Majorel (now Concentrix): Majorel was a Luxembourg-headquartered global CX and BPO provider with strong European and African delivery presence, including offshore hubs similar in concept to Smartelia's Madagascar operations. Directly comparable in service mix and French-speaking market focus.
• Teleperformance: Teleperformance is the world's largest omnichannel customer experience and BPO company, with deep presence in Europe and Africa. Comparable in customer care and digital BPO services to Smartelia but at materially greater scale and breadth.
• Arvato (Bertelsmann): Arvato is a German-headquartered global BPO and customer service provider with European-centric delivery similar to Smartelia, but operating as part of Bertelsmann with significantly broader financial services, CRM, and back-office capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/smartelia
• Xx.com/smartelia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Smartelia