Oakley Capital invests in enterprise software platform XTEL

Oakley Capital, a leading mid-market, pan-European private equity investor, is pleased to announce it is acquiring a majority stake in XTEL, a leading provider of revenue management and trade promotion software for consumer packaged goods companies, from existing shareholders Bain Capital and SilverTree Equity. 

XTEL’s software platform enables consumer packaged goods companies, including food, beverage and household brands, to plan, manage and optimise the trade promotions they run with retailers. The platform analyses large amounts of sales, pricing, customer and financial data to help businesses manage and optimise promotions in order to improve profitability and drive revenue growth. 

XTEL operates in an $11 billion CPG software market underpinned by structural tailwinds, including sustained pressure on CPG margins, retailer consolidation, improved access to consumer data, and growing omni-channel complexity. At the same time, rapid adoption of AI and data-driven decision-making is accelerating demand for best-in-class platforms such as XTEL.

XTEL’s software brings together large amounts of complex sales and commercial data into one system that customers rely on as a core system of record. Combined with the Company’s deep industry expertise, this creates a highly embedded and mission-critical solution. AI is expected to further enhance the platform’s capabilities, enabling customers to make faster and better decisions using the data already managed within XTEL. 

Oakley Capital will leverage its extensive track record of supporting European software businesses to drive growth through international expansion and M&A. This investment will support XTEL in accelerating its presence in key growth markets such as Latin America and Asia-Pacific, while also expanding into adjacent geographies, brands and product categories, and further strengthening its AI tech stack, sales capabilities and go-to-market strategy.

XTEL will continue to be led by Rob Mullen, a highly experienced enterprise software CEO who has transitioned XTEL to a system-of-record SaaS platform, while successfully pursuing organic and M&A growth.  

Evercore served as exclusive financial advisor to XTEL, Bain Capital and SilverTree Equity.