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
In the news
- You don't get adoption by buying an AI tool. Adoption comes from showing users that the tool works and is going to make their life easier." - Alejandro Calva Ramos, RGM IT Manager, LATAM at Mondelēz International At the 2026 Promotion Optimization Institute (POI) LATAM Summit, Alejandro and Gabriel Romero (Digital Experience LATAM Regional Director) shared with XTEL's Benjamin Peart how they built AI into revenue management across Latin America the durable way: by earning trust, one decision at a time. A few things that
- The Gartner® Hype Cycle for Consumer Goods, 2026 is out. If it is not yet on your radar, we feel now is the time. 2027 planning is already taking shape, and the decisions being made right now will shape which #CGcompanies pull ahead. Analyst-evaluated on data: this is the report your 2027 strategy deserves. Download your complimentary copy now: https://lnkd.in/erRcPsdJ #ConsumerGoods #CPG #CIO #Gartner #HypeCycle #DigitalTransformation #AI
- Most #CPG #CIOs think they're leading AI transformation. Gartner's data suggests otherwise. Only 11% of CFOs report clear #AI #ROI in 2025. 62% of risk leaders admit their continuity plans aren't ready for disruption. And yet, investment in AI keeps accelerating. The gap isn't budget. It's not ambition either. It's the foundation underneath. Gartner® identifies five critical shifts every consumer goods CIO must drive right now: → Can you trust your AI's answers at scale? → Are your agents informing decisions or actually executing
- The best AI strategies don't start with #AI. They start with a clear view of where the business is going. That was the throughline from Mondelēz International at the 2026 Promotion Optimization Institute (POI) LATAM Summit. As Gabriel Romero (Digital Experience LATAM Regional Director) at Mondelēz International framed it, the goal was never "to turn AI into the company's strategy, but rather how AI becomes an accelerator of the strategy." For revenue growth management, that meant mapping the entire process first, then pinpointing
- We're #hiring a new Head of Financial Planning and Analysis in Leuven, Flemish Region. Apply today or share this post with your network.
- The #CIO's job description has been quietly rewritten. And most organisations are still catching up with what that actually means. In our latest article, Alessio Bonfietti, Chief Science Officer at XTEL, explores why the consumer goods CIO is becoming the architect of AI-driven growth, and why the next competitive edge will be defined by architecture, data, and the governance to trust the output. A few things worth reading for: → Why enterprise AI isn't a trivia competition → What a trustworthy AI architecture actually looks like
- At the 2026 Promotion Optimization Institute (POI) LATAM Summit in Mexico City, two Mondelēz International leaders, Gabriel Romero (Digital Experience LATAM Regional Director) and Alejandro Calva Ramos (RGM IT Lead, LATAM), joined XTEL's Benjamin Peart on stage to share how they're modernizing #revenuemanagement across one of the world's most complex regions. They covered: • Where AI can support revenue management at scale, and what needs to be in place first • Why strong data foundations are what make insights actually actionable •
- Consumer goods companies have moved past the #AI debate. Now comes the harder part: leadership. In the latest XTEL Revenue Digest, we explore why the #CPG #CIO is shifting from technology facilitator to enterprise orchestrator, and what "trusted AI" really requires beyond chat-first deployments. We sat down with Alessio Bonfietti, Chief Science Officer at XTEL, to cut through the noise. Key themes: → From answers to execution: AI that helps get work done → Architecture over model size: domain context + governed workflows →
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