UBICS

What UBICS does

Ubics S.r.l. is the Digital Experience Agency and operating 'power unit' of Var Group S.p.A., formed through the merger of three predecessor entities — Adacto, Endurance, and Adview — into a single integrated digital services firm. Headquartered in Empoli, Italy with regional offices in Milan, Bologna and Guadalajara (Mexico), the company employs more than 120 professionals delivering end-to-end digital projects for large enterprises across Fashion (Versace, Marni, Damiani, Garmont, Sundek), Food & Beverage (Sammontana, Amedei, Conad), Retail (Unicomm, CRAI, Mondo Convenienza), Automotive (Piaggio, Opel), Energy & Utilities (a2a, ERG, Terna) and Government (Comune di Firenze). Its service portfolio spans website and app development, intranet and digital workplace, DXP implementations on Adobe Experience Manager, Liferay and Sitecore, B2B/B2C e-commerce on Shopify and Adobe Commerce, customer experience design, content production, social media and omnichannel visibility, performance marketing, and augmented reality experiences.

The firm's technology base is a broad, technology-agnostic stack covering React/NextJS/Vue/NuxtJS/Angular frontends, .NET/PHP/Java/Node.js backends, and major DXPs, supplemented by integrations with Microsoft Dynamics 365, Klaviyo, Zendesk, Akeneo PIM, Elasticsearch and Clerk.io. Productized IP includes SportsData Flow (an automated editorial production system that processed over 6 million bets and approximately 3 million posters in 2024, covering ~80% of the Italian betting market and expanding into Germany, Austria and Belgium), Captivating Page (immersive single-page AR-driven product launch format), Answer Engine Optimization combining SEO/AEO/SXO for generative-search visibility, the Event Management App platform, and Digital Accessibility Services following WCAG 2.2. The agency holds top-tier partner credentials across Adobe (Gold), Google (Premier 2024), Microsoft, Shopify, Sitecore, Liferay, Meta Business Partners and TikTok.

Ubics makes money as a professional services firm via direct, enterprise field sales and project-based engagements, augmented by long-term recurring accounts (e.g., Sammontana annual campaigns, MSC digital experience maintenance, Damiani Mexico). Distribution runs through Var Group's vertical Business Units as a channel layer, dedicated Italy offices, and the Guadalajara office serving as a Google/Meta advertising hub for overseas markets. Pricing is not publicly disclosed and is quoted per engagement; revenue remains undisclosed. Andrea Cinelli serves as Co-Founder and CEO, and the company has no external institutional investment, public listing, or known M&A activity.

Name

UBICS

Legal name

Ubics S.r.l.

Website

https://ubics.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ubics is the Digital Experience Agency and 'power unit' of Var Group, employing 120+ professionals across Empoli, Milan, Bologna and Guadalajara to deliver end-to-end digital experience, e-commerce, DXP, performance marketing, AR and accessibility services for large enterprises across Fashion, F&B, Retail, Automotive, Energy and Government sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Canonsburg

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Experience Agency Services: Full-service digital agency providing strategic vision, creativity, data, and technology convergence. Services include Website and App development, Intranet and Digital Workplace, DXP platforms, E-Commerce, Customer Experience Design, Content Production, Social Media, and Omnichannel Viewability.
2. Performance Marketing: Advanced analytics for strategic positioning of companies in the market, including SEO, AEO, SXO services, paid advertising campaigns (Google Ads, Meta Ads), and visibility optimization.
3. Augmented Experience: Web-based augmented reality implementations, 3D rendering, AR experiences integrated into one-page sites, and NFC-enabled product experiences.
4. Gamification Solutions:

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

UBICS is a Digital Experience Agency that delivers end-to-end digital projects spanning strategy, creativity, data, and technology for large enterprises. Core offerings include Website and App Development, Intranet and Digital Workplace platforms, Digital Experience Platform (DXP) implementations, E-Commerce solutions, Customer Experience Design, Content Production, Social Media management, Performance Marketing (SEO/AEO/SXO), and Augmented Experience (AR, 3D, NFC). The agency complements its services with proprietary offerings such as SportsData Flow (automated editorial publishing for sports betting), Captivating Page immersive formats, and an Event Management App platform.

Product overview

UBICS is a Digital Experience Agency and the 'power unit' of Var Group, operating as a synthesis of Adacto, Adview, and Endurance. The company offers a comprehensive portfolio of digital services including Website and App Development, Intranet and Digital Workplace solutions, DXP platforms, E-commerce, Customer Experience Design, Content Production, Social Media and Omnichannel Visibility, and Augmented Experience. UBICS delivers these services through specialized offerings such as SportsData Flow (automated editorial production for sports betting), Answer Engine Optimization (AI-era search optimization), Ubics Code (technical development division), Event Management App platform, and Digital Accessibility Services. The company operates across four locations (Empoli, Bologna, Milano, Guadalajara) with over 120 professionals, serving major Italian and international clients across Fashion, Food & Beverage, Automotive, Energy, and Retail sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Adview: A specialized unit within Ubics dedicated to Visibility and Performance Marketing, with a presence in Mexico (Guadalajara).
• Ubics Code

Products and services

• SportsData Flow

Quantifiable outcome

• SportsData Flow processes over 6 million bets and generates approximately 3 million posters, covering 80% of the Italian betting market
• +4 more outcomes

Named customers30 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability13 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AdobecoreTechnology or IntegrationAdobe Solution Partner Gold status. Expertise in Adobe Experience Manager (AEM) including AEMaaCS for progressive web apps. Implemented for Sammontana, Bindi Dessert, and event management applications.
• GooglecoreTechnology or IntegrationGoogle Premier Partner 2024. Teams certified in Google advertising with direct contact capabilities from Guadalajara office for international markets.
• MicrosoftcoreTechnology or IntegrationMicrosoft Partner status. Integrations with Microsoft Dynamics 365 Business Central (Garmont e-commerce), Microsoft 365 for SSO (Sammontana Event App), and Azure cloud infrastructure.
• ShopifycoreTechnology or IntegrationShopify Partner status. Developed Garmont e-commerce on Shopify platform with advanced Plus Commerce capabilities.
• LiferaycoreTechnology or IntegrationLiferay partner for Digital Experience Platform implementation. Implemented for CRAI intranet portal and ERG corporate website and app.
• SitecorecoreTechnology or IntegrationSitecore Experience Platform implementation partner. Developed MSC Cruises Ocean Cay website with 32-country multi-language support.
• Meta Business PartnerscoreTechnology or IntegrationMeta Business Partners certification for social media advertising and marketing solutions across Facebook, Instagram, and emerging platforms.
• Scuola Superiore Sant'Anna di PisaminorStrategic or Co-development PartnerAcademic partnership for Sammontana's 'Luoghi del Sorriso' sustainability project, providing visibility and value to sustainable business practices.
• SoftserveminorImplementation/ SI/ Consulting PartnerCollaboration on Sitecore DX migration for MSC Foundation website project.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Deloitte Digital: Global consulting-led digital experience practice. Competes on enterprise customer experience, commerce, and content programs, offering similar Adobe/Sitecore implementations but bundled with broader consulting capabilities.
• IBM iX: IBM's experience design arm delivering strategy, design, and platform engineering for large enterprise customers. Competes with Ubics on Adobe/IBM-aligned commerce and content programs at the top end of the market.
• Accenture Song: Global experience transformation arm of Accenture covering strategy, creative, and technology at scale. Competes with Ubics for enterprise digital transformation mandates but typically on larger multi-year programs with broader service breadth.

Direct peers

• Jakala: Italian martech/data-driven marketing services group combining performance marketing, data, and customer experience. Comparable to Ubics' Adview performance unit and cross-channel campaign work for enterprise Italian and international brands.
• Reply: Italian-headquartered digital services and consulting group with strong Adobe/Shopify/Sitecore practices across web, e-commerce, and experience platforms. Most direct Italian comparable to Ubics in terms of vertical mix, enterprise client base, and partnership-led delivery model.
• Valtech: Global digital experience agency specializing in commerce, content, and connected platforms with deep Adobe, Sitecore, and Shopify partnerships. Direct competitor on DXP and e-commerce implementation work across European enterprise clients.
• TXT e-solutions: Italian digital/IT services company providing software engineering, digital transformation, and platform solutions to enterprise clients. Comparable in domestic Italian footprint, enterprise focus, and engineering-led delivery model.
• MOCA Interactive: Italian digital experience agency focused on e-commerce, omnichannel platforms, and brand experience for fashion, food, and retail. Highly comparable mid-market peer competing for similar Italian enterprise RFPs in fashion/F&B/retail verticals.
• Publicis Sapient: Global digital experience transformation consultancy offering strategy, design, engineering, and platform services (Adobe, Sitecore, Salesforce). Directly comparable to Ubics on DXP, e-commerce, and enterprise digital transformation engagements, though at significantly larger global scale.

Regional players

• Bip: Italian-headquartered international consultancy with a growing digital, data, and experience design practice. Comparable on enterprise Italian client base and digital transformation mandates, with broader consulting breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks2 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/264122536997863
• LinkedInlinkedin.com/company/12418

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 UBICS