AMENA Trade & Investment

What AMENA Trade & Investment does

AMENA Trade & Investment Consulting GmbH is a Berlin-headquartered trade and investment consulting firm that operates representative offices, executes lead generation campaigns, and runs B2B matching and capacity development programs for economic development organizations (EDOs) and corporate clients. Founded in 2017 (with predecessor activity extending to 2001 based on claimed team tenure), the firm operates as a boutique B2B professional services practice, hosting and operating representative offices for international EDOs in the DACH and Benelux regions while executing market development programs on behalf of the German Federal Ministry for Economic Affairs. Its primary client segments are public-sector EDOs seeking to attract foreign direct investment into their jurisdictions, and European corporates—notably German Mittelstand companies—seeking to enter Asian, Middle Eastern, and North American markets. Named mandates include JobsOhio, Choose NJ, Invest Alberta, Mississippi Development Agency, Virginia EDP, Nebraska DED, KEZAD (Abu Dhabi), Bahrain EDB, Piemonte Agency, AWEX (Wallonia), the Italian Trade Agency, and GIZ.

The firm's service portfolio spans four pillars: Investment and Trade Promotion (lead generation backed by a proprietary dynamic CRM, industry databases, and sector-specific media research), Market Visits and B2B Matching (tailored trade-show representation and curated stakeholder introductions), Corporate Expansion and New Market Entry (market research, business plan development, partner identification, and regulatory advisory), and Capacity Development and Training (organizational and process optimization, including GIZ-funded programs in MENA). AMENA supports delivery through in-market offices in Berlin, Munich, Bressanone, Amsterdam, Jakarta, Taipei, and New Delhi, regional partners in Africa and Indonesia, and a claimed network of 35,000+ global contacts with a track record of facilitating $1.2 billion+ in US investments for clients. Core technology is conventional: the dynamic CRM sits atop standard platforms (Salesforce, Hubspot, Zoho, Pipedrive, D&B Hoovers), and the firm's differentiation rests on human networks and analyst labor rather than proprietary software.

AMENA's revenue model is project-based consulting with multi-year contractual arrangements common for government EDO representative-office mandates; pricing is quote-based and not publicly disclosed. The go-to-market is relationship-led, leveraging partnerships with German Chambers of Commerce abroad (AHK networks in Malaysia, Vietnam, Guatemala, Costa Rica, UAE), industry associations (VDMA, bvse, Didacta, iMOVE, BIBB), and participation in industry conferences and trade delegations. The firm is privately held, founder-led by Sebastian Gerlach with Nicola Michels as Managing Director, and operates without disclosed external funding or institutional ownership.

Name

AMENA Trade & Investment

Legal name

AMENA Trade & Investment Consulting GmbH

Website

https://amena-invest.de

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

AMENA Trade & Investment is a Berlin-based consulting firm that provides investment promotion, market entry, and B2B matching services to economic development organizations and European companies—particularly German Mittelstand—seeking international expansion.

Ownership category

akta.pro rank

Product category

Trade & Investment Consulting

NAICS

Miscellaneous Intermediation (52391), Miscellaneous Intermediation (523910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

M&A Advisory (Buy-side/Sell-side) (BPAHADAC)

akta.pro secondary industries

Cross-Border M&A Advisory (FSAEAGAH), M&A / Corporate Finance Finders (Deal Origination) (FSAEAMAD)

Keywords

• Investment promotion consulting
• Trade promotion services
• Foreign direct investment
• Market entry consulting
• B2B matchmaking services

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: AMENA generates revenue through professional consulting engagements for economic development organizations (EDOs) and corporate clients. Services include lead generation for investment attraction, market research, B2B matching, and capacity development programs. Revenue is project-based with multi-year contractual arrangements common with government EDO clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

AMENA Trade & Investment is a B2B consulting firm that delivers investment promotion and trade promotion services to government economic development organizations and companies seeking international expansion. Its core offerings include lead generation for FDI attraction through hosted representative offices, tailored B2B matching and trade-show representation, market research and entry-strategy consulting for corporate expansion, and capacity development advisory for public and corporate clients. The firm operates offices in Berlin, Bressanone, Jakarta, Taipei, Munich, New Delhi, and Amsterdam.

Product overview

AMENA Trade & Investment is a trade and investment consulting firm that offers four distinct professional services: (1) Investment & Trade Promotion — lead generation and investment attraction using evidence-based methodology, analytical tools, industry databases, and a dynamic CRM system; (2) Market Visits & B2B Matching — tailored B2B matching services and trade show representation; (3) Corporate Expansion & New Market Entry — market research and entry strategy consulting including business planning and partner identification; and (4) Capacity Development & Training — advisory services to optimize organisational, managerial, and production processes. The company operates as a service-based consulting practice rather than a software platform. These services are offered as standalone consulting engagements to public economic development organizations and corporate clients, not as a modular software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment & Trade Promotion

Quantifiable outcome

• $1.2 Billion+ US Investments Generated for clients
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered important, core and supporting.

• Malaysian-German Chamber Of Commerce and Industry (AHK Malaysia)importantGTM or Marketing Partner · 1 January 2025Cooperation partner for Trade Delegation to Malaysia (October 2025), organizing business initiation on behalf of German Federal Ministry for Economic Affairs.
• Delegation of German Industry and Commerce (AHK Vietnam)importantGTM or Marketing Partner · 1 January 2025Cooperation partner for TVET missions to Vietnam, Cambodia, and Laos on behalf of German Federal Ministry for Economic Affairs and Climate Protection.
• German-Guatemalan Chamber of Industry and Commerce (AHK Guatemala)importantGTM or Marketing Partner · 1 January 2025Cooperation partner for Trade Delegation to Guatemala and Costa Rica (June 2026) on behalf of German Federal Ministry for Economic Affairs.
• German-Costa Rican Chamber of Industry and Commerce (AHK Costa Rica)importantGTM or Marketing Partner · 1 January 2025Cooperation partner for Trade Delegation to Guatemala and Costa Rica (June 2026) on behalf of German Federal Ministry for Economic Affairs.
• AMENA AfricacoreStrategic or Co-development PartnerAfrican regional partner subsidiary. AMENA has established a presence in Africa through this subsidiary, extending service capabilities to African markets.
• Bright IndonesiacoreStrategic or Co-development PartnerIndonesian partner organization providing local market expertise and network in Indonesia for AMENA's Asia-Pacific operations.
• German-Emirates Chamber of Commerce (AHK VAE)importantGTM or Marketing PartnerPartnership for facilitating business connections between Germany/German companies and the UAE market, particularly for KEZAD and Abu Dhabi economic zone representation.
• ProCanada Consulting IncimportantStrategic or Co-development PartnerCanadian partner providing market expertise and connections for Alberta and broader Canadian market development projects.
• German Asia-Pacific Business Association (OAV)supportingGTM or Marketing PartnerSupporting partner for German Federal Ministry market development programs, providing network and advocacy for German companies in Asia-Pacific.
• Labs Network Industrie 4.0 e.V.supportingGTM or Marketing PartnerSupporting partner for Malaysia trade delegation, representing Industry 4.0 technology companies.
• Kompetenznetzwerk Umweltwirtschaft.NRWsupportingGTM or Marketing PartnerSupporting partner for environmental and sustainability-focused trade delegations.
• LNC LogisticsNetworksupportingGTM or Marketing PartnerSupporting partner for logistics and supply chain focused market development programs.
• iMOVE (International Marketing of Vocational Education)supportingGTM or Marketing PartnerInitiative of Federal Ministry of Education and Research (BMBF) supporting TVET missions and international vocational education partnerships.
• Federal Institute for Vocational Education and Training (BIBB)supportingGTM or Marketing PartnerGerman federal institute supporting TVET missions and capacity building projects.
• Didacta Verband e.V.supportingGTM or Marketing PartnerAssociation of education industry supporting vocational education and training market development.
• VDMA (Verband Deutscher Maschinen- und Anlagenbau e.V.)supportingGTM or Marketing PartnerGerman Mechanical Engineering Industry Association supporting trade delegations.
• Fachverband Abfall- und RecyclingtechniksupportingGTM or Marketing PartnerGerman Waste and Recycling Technology Association supporting recycling industry missions to Canada.
• Bundesverband Sekundärrohstoffe und Entsorgung e.V. (bvse)supportingGTM or Marketing PartnerGerman Secondary Raw Materials and Disposal Association supporting recycling industry missions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OCO Global: OCO Global is a Dublin-based FDI and trade advisory firm that provides investment promotion, lead generation, and market entry services to economic development organizations and corporates across more than 80 markets. It is the closest direct peer to AMENA in scope, customer type, and delivery model.
• Conway Advisory: Conway Advisory is a U.S. site-selection and FDI consultancy that works with state and regional EDOs on investment attraction strategy and lead generation. It overlaps directly with AMENA's EDO representation business on the North American side.
• Locaria: Locaria is a UK-based FDI and location advisory firm that helps cities, regions, and countries attract foreign investment, with services spanning target sector analysis and lead generation. It is a direct competitor for EDO advisory mandates globally.

Broad incumbents

• Germany Trade and Invest (GTAI): GTAI is the German federal government's economic development agency, promoting Germany as an investment location and supporting German companies abroad. It is a broader incumbent in the same investment-promotion space, with greater scale and public-sector mandate.
• DLA Piper FDI Practice: DLA Piper operates a global FDI and incentives practice advising both EDOs and corporate clients on cross-border investment. It is a broader incumbent that competes in cross-border investment advisory mandates.
• EY FDI and Investment Advisory: EY's FDI and Attractiveness practice serves national investment promotion agencies on strategy and benchmarking. It is a broader incumbent that competes in the same EDO advisory space as AMENA.
• White & Case FDI Practice: White & Case's global FDI and cross-border investment practice advises governments and corporates on major investment promotion transactions. It is a broader incumbent competing in the cross-border investment advisory space.
• KPMG FDI and International Location Advisory: KPMG's Global Location Advisory practice advises national and subnational EDOs on FDI strategy, target sector identification, and lead generation. It competes for the same larger EDO mandates AMENA pursues, with substantially greater resources.

Emerging players

• Strategic Economics: Strategic Economics is a specialist economic development consultancy providing FDI strategy and target sector analysis to subnational and national EDOs. It is a niche direct peer in the same investment promotion advisory space.

Others

• ODI Global (Overseas Development Institute): ODI Global is a London-based think tank that advises governments and multilaterals on investment, trade, and development policy. AMENA's GIZ capacity-building work in MENA and TVET missions position it as a thematic adjacent in development-linked FDI advisory.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amena-invest

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 AMENA Trade & Investment