What ADL Digital Lab does

ADL Digital Lab (Aval Digital Labs) is the wholly-owned digital innovation subsidiary of Grupo Aval, Colombia's largest financial conglomerate, established in 2018 and headquartered in Bogotá. The company operates as an internal technology and product laboratory that builds, scales, and operates proprietary digital platforms and vertical ecosystems for Grupo Aval's portfolio of financial services companies — including Banco de Bogotá, AV Villas, Banco de Occidente, Banco Popular, Porvenir, and Aval Asset Management — while building toward external monetization. Headcount has grown from 5 founding employees to approximately 800, the company has executed 150+ projects serving 28 companies, and management reports a 55% compound annual growth rate since 2020.

The technology stack is anchored by three core platforms — Augusta (a data and customer-360 platform), Mathilde-ads (a programmatic advertising engine), and Hefesto (an engineering platform) — and extended by a portfolio of vertical ecosystems: CarroYa (mobility, acquired 2021), Metrocuadrado (real estate, acquired 2022), Facilpass (toll and parking payments, acquired 2023), Seguros ADL (insurance, launched 2023), and Club Plateado (silver economy, launched 2025). The AI product surface includes AZUL (a generative-AI virtual assistant), Gurú Comercial (a generative AI sales tool for banking agents using Claude 3.5 Sonnet and AWS Bedrock with retrieval-augmented generation), Re:Act Humanos + IA (hybrid human-AI service teams), and forthcoming agentic AI capabilities. Computer vision models for lung cancer detection and hematology screening have been peer-reviewed in the Journal of Pathology Informatics and recognized at Latam Digital 2026.

The revenue model combines internal cost recovery from Grupo Aval subsidiaries with growing external monetization. Mathilde-ads processes approximately $15M USD in annual ad transactions, and the company manages approximately $223 billion COP in technology initiatives across its portfolio. Augusta and Mathilde-ads together reach 23 million unique users. Beyond the captive base, ADL has secured named external engagements such as CTIC in healthcare, and senior leadership has been consistently recognized among the top 50 most influential tech executives in Iberoamerica from 2021 through 2025. The business is best characterized as a captive technology vendor with expanding standalone product businesses.

Name

ADL Digital Lab

Legal name

ADL DIGITAL LABS S.A.S.

Website

https://adldigitallab.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

251–500 employees

Short description

ADL Digital Lab is the digital innovation subsidiary of Grupo Aval, Colombia's largest financial conglomerate. The company builds and operates proprietary data, advertising, and engineering platforms and vertical ecosystems in banking, real estate, mobility, insurance, and payments for Grupo Aval's subsidiaries and select external clients.

Ownership category

akta.pro rank

Product category

Digital Transformation Software & Platforms

NAICS

Media Buying Agencies (541830), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

Keywords

• Digital transformation services
• Data analytics platforms
• Programmatic advertising
• Digital ecosystem platforms
• AI enterprise solutions

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Technology platform licensing and services: Revenue from licensing proprietary platforms (Augusta, Mathilde-ads, Hefesto) to enterprise clients. The company provides data platforms, programmatic advertising solutions, and engineering services to Grupo Aval entities and external companies.
2. Digital transformation consulting and implementation: Revenue generated from executing digital transformation projects for clients, including strategy consulting, implementation services, and ongoing operational support.
3. Programmatic advertising and media buying: Revenue from Mathilde-ads platform managing digital advertising campaigns, managing approximately $15 million USD annually in ad spend with commission-based take rates.
4. Digital ecosystem transaction fees: Revenue from digital ecosystems including CarroYa (vehicle transactions), Metrocuadrado (real estate), and other platforms that facilitate transactions between buyers and sellers.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

ADL Digital Lab is the digital innovation laboratory of Grupo Aval that develops and operates proprietary technology platforms (Augusta for data, Mathilde-ads for programmatic advertising, Hefesto for engineering) and vertical digital ecosystems (CarroYa for mobility, Metrocuadrado for housing, Seguros ADL for insurance, Club Plateado for the silver economy, Facilpass for electronic payments). The company delivers end-to-end digital transformation, AI solutions, and cloud-native platforms to Grupo Aval financial entities and external enterprise clients in Colombia.

Differentiator

Problem solved

Functional benefit

Brands

• Augusta: Plataforma de datos corporativa con capacidades de analítica avanzada, Big Data e inteligencia artificial para crear vistas 360 del cliente.
• Mathilde-ads
• Hefesto
• tuplús
• Club Plateado
• CarroYa
• Metrocuadrado
• Seguros ADL

Products and services

• Augusta Enterprise data and analytics platform enabling 360-degree customer view, data integration, ingestion, storage, and processing with Information Life Cycle Management, Data Warehousing, visual and digital analytics, multi-cloud support, and AI-powered predictive analytics. Used by Grupo Aval financial entities and external enterprises.
• Mathilde-ads Programmatic advertising platform that centralizes digital media buying and activates multichannel campaigns with audience segmentation based on real transaction and behavioral data. Includes audience management, campaign optimization, and performance measurement. Manages approximately $15 million USD annually in ad spend.
• Hefesto (Engineering Platform)

Quantifiable outcome

• 40% reduction in customer acquisition costs via Mathilde-ads
• +13 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability13 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core.

• CTIC (Centro de Tratamiento e Investigación sobre Cáncer Luis Carlos Sarmiento Angulo)coreStrategic or Co-development Partner · 18 June 2026ADL Digital Lab and CTIC collaborated on AI solutions for medical imaging and cancer detection. Jointly developed lung cancer AI system analyzing 107+ radiomic features from CT scans and hematology platform for leukemia detection with 96% precision. Published research in Journal of Pathology Informatics showing 97% pathologist concordance. Won Latam Digital 2026 Awards in two categories.
• Banco Popular (Club Plateado)coreStrategic or Co-development Partner · 1 October 2025Banco Popular and ADL Digital Lab launched Club Plateado, the first digital platform in Colombia for people over 50. Platform focuses on financial wellness, physical health, emotional wellbeing, and community engagement for the silver economy.
• AWS (Amazon Web Services)coreTechnology or IntegrationAWS provides cloud infrastructure for ADL's platforms including Augusta, Mathilde-ads, and all digital ecosystems. AWS services used include S3, EC2, Lambda, Step Functions, Bedrock, DynamoDB, EMR, Macie, Data Sync, SNS, API Gateway, WAF, OpenSearch, CloudFront, EKS, and RDS. AWS provides more than 50 cloud services enabling efficient model deployment and rapid time-to-market.
• Grupo AvalcoreOthersParent conglomerate and primary investor. ADL Digital Lab operates as the innovation vehicle for Grupo Aval, the largest financial conglomerate in Colombia with over 20% market share. Grupo Aval provides capital, market access, and business integration opportunities across its banking, pension, insurance, and asset management entities.
• Grupo Aval Entities (Banco de Bogotá, AV Villas, Banco de Occidente, Banco Popular, Porvenir, Aval Asset Management)coreChannel Partner/ Reseller/ DistributorADL platforms are deployed internally across all Grupo Aval financial entities. These entities serve as both internal clients and distribution channels for ADL-developed digital products and services, including programmatic advertising, data analytics, and AI solutions.
• CarroYa Dealership NetworkcoreChannel Partner/ Reseller/ DistributorOver 45 active vehicle dealerships connected to CarroYa platform for integrated vehicle sales and financing. Dealers benefit from digital lead generation, financing connections to Grupo Aval banks, and streamlined sales processes.
• Metrocuadrado Real Estate NetworkcoreChannel Partner/ Reseller/ DistributorOver 1,200 real estate agencies and 40 developers affiliated with Metrocuadrado platform. Network enables property listings, buyer connections, and integration with mortgage financing from Grupo Aval banks.

Scale indicators50 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Globant: Latin American-headquartered digital transformation and software engineering firm serving enterprise clients globally. Highly comparable to ADL Digital Lab in offering digital transformation services, proprietary platforms, and AI/data capabilities — though at much larger scale and with diversified external client base.
• CI&T: Brazilian digital transformation and software engineering company with end-to-end enterprise services, AI, and data platform offerings. Closely comparable to ADL in combining professional services with proprietary platforms, targeting large enterprises in financial services and other verticals across LATAM.
• Kavak: LATAM vehicle marketplace platform with integrated financing, insurance, and trade-in services. Directly comparable to CarroYa's model of combining vehicle sales, financing through banking partners, and insurance distribution in a single digital ecosystem.
• Properati: LATAM-focused digital real estate marketplace operating in multiple countries. Directly comparable to Metrocuadrado in offering property listings, agency/developer connections, and data-driven buyer-seller matching in Latin American housing markets.

Broad incumbents

• Mercado Libre: LATAM's largest digital marketplace and fintech ecosystem operator, combining e-commerce, payments (Mercado Pago), credit, and advertising. Comparable to ADL's marketplace-plus-financial-services model (CarroYa, Metrocuadrado, Seguros ADL) and its internal advertising/fintech data network.
• OLX: Global classifieds platform with strong LATAM presence in real estate and vehicles. Comparable to Metrocuadrado (real estate marketplace) and adjacent to CarroYa (vehicle classifieds), though OLX is broader geographically and lighter on integrated financing services.
• Accenture: Global IT services and digital transformation giant with significant LATAM presence and large financial-services practice. Comparable to ADL's enterprise digital transformation delivery model, but at vastly larger scale, with proprietary assets (myConcerto, etc.) serving broader industries.
• Publicis Groupe: Global advertising and marketing services holding company with significant media buying, martech, and data capabilities (Epsilon, Sapient). Comparable to ADL's combination of programmatic advertising (Mathilde-ads), data platforms (Augusta), and digital transformation services for enterprise clients.

Regional players

• Movile: Brazil-based mobile commerce and digital ecosystem operator (iFood, Rappi investor). Comparable to ADL's digital ecosystem model (CarroYa, Metrocuadrado, Facilpass) in building vertical-specific marketplaces with integrated payments and financial services in LATAM.
• Sonda: LATAM-headquartered IT services and digital transformation firm operating across multiple Latin American countries. Comparable to ADL in delivering enterprise digital transformation, system integration, and proprietary platforms, though with broader geographic footprint across the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ADLdigitallab
• LinkedInlinkedin.com/company/adldigitallab
• Instagraminstagram.com/adldigitallab

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

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 ADL Digital Lab