Overview
XTEL provides a cloud-native, AI-first revenue management platform for the consumer packaged goods sector. The platform covers AI data management, trade promotion management, AI analytics, assortment and retail execution. Its products are ADAM, an AI-ready data layer; AXL, a revenue management agent that orchestrates specialized AI agents; TPO for trade promotion optimization; TPM for trade promotion management; and REX for retail execution. XTEL serves the FMCG, consumer health, beer/wine/spirits, appliances and retail segments. Founded in 2015, the company supports more than 400 global brands, managing over €350 billion in annual trade spend, with the US as its largest market. The platform has 100k+ active users, is live in 120+ countries and offers 200+ API connectors, including to Databricks, Snowflake and Microsoft Fabric. Named customers include Nestlé, Mondelēz, Beiersdorf, Carlsberg-Britvic, Coca-Cola Hellenic and Kraft Heinz. The platform runs on Microsoft Azure with a 99.9% availability SLA and is ISO/IEC 27001 certified. The XTEL Revenue Growth Platform is listed on SAP Store and integrates with SAP S/4HANA, Condition Contract Management and SAP Business Technology Platform. XTEL is backed by Bain Capital and has operated as a standalone entity since 2023. Rob Mullen is Chairman and CEO. Headquarters are in Leuven, with offices in Dallas and Paris and research and development in Bologna. The Belgian legal entity behind the group, Rev-Up NV, is a holding company registered in 2019 with its seat at Philipssite 5 in Leuven. The company has 201-500 employees.
Stated facts & numbers
- Founded: 2015
- Headquarters: Leuven
- Other offices: Dallas, Paris; R&D in Bologna
- Chairman and CEO: Rob Mullen
- Employees: 201-500
- Owner: Bain Capital (standalone since 2023)
- Products: ADAM, AXL, TPO, TPM, REX
- Customers: 400+ CPG brands incl. Nestlé, Mondelēz, Beiersdorf, Carlsberg-Britvic, Coca-Cola Hellenic, Kraft Heinz
- Legal entity: Rev-Up NV, BE 0720.535.004
Key people
In the news
- Don't miss our session with Primo Brands and Cognizant next week at the Promotion Optimization Institute (POI) Fall Summit in Dallas on November 12th!
- We are proud to launch a new complimentary executive white paper for #CPG commercial leaders: From Pricing Fog to Margin Precision, a joint perspective by Promotion Optimization Institute (POI) and #XTEL. This white paper aims to help CPG companies navigate rising costs by showing how fragmented #pricing, #promotion, and performance data can obscure margin opportunities, and offering practical RGM responses. What’s inside: 🔵The commercial pressures and pricing visibility gaps behind margin erosion. 🔵A status check on industry
- Planning your 2027 Consumer Goods technology roadmap? Download the Gartner® Hype Cycle™ for Consumer Goods, 2026. Complete the form to access your complimentary copy. With so many technologies competing for attention, the challenge is knowing what is ready to deliver value, what deserves further evaluation, and what may still be a longer-term bet. The report helps #ConsumerGoods #CIOs assess the technology landscape through Gartner’s analysis of maturity, benefit, and business impact, alongside recommendations on what to
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- An AI flags a losing promotion. But can your team act on that insight before the commercial opportunity passes? That gap between insight and action is what #actionableAI is built to close, and it's what we are talking about in the new issue of XTEL Revenue Digest. When 74% of CFOs report productivity gains from AI, yet only 11% can point to a clear financial return, the question is how to translate those gains into measurable business outcomes. For consumer goods companies, that requires more than generating insights. #AIagents
- An AI flags a losing promotion. But can your team act on that insight before the commercial opportunity passes? That gap between insight and action is what #actionableAI is built to close, and it's what we are talking about in the new issue of XTEL Revenue Digest. When 74% of CFOs report productivity gains from AI, yet only 11% can point to a clear financial return, the question is how to translate those gains into measurable business outcomes. For consumer goods companies, that requires more than generating insights. #AIagents
- Two weeks until we land in Dallas! ⏳ The 2026 Promotion Optimization Institute (POI) Fall Summit is almost here (November 11-13 at the Westin Galleria Dallas), and we've got a full few days planned. We're taking the stage with Primo Brands and Cognizant for our session, "TPM Reimagined: Faster, Smarter, More Collaborative for Growth," a candid look at how one CPG leader rebuilt its commercial planning foundation from the ground up. When the sessions wrap on Thursday, Nov 12, we're heading to Topgolf Dallas for our CPG leader
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