XTEL

XTEL is a leading provider of revenue management and trade promotion software for consumer packaged goods companies.

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 has consistently generated strong, profitable growth including ARR growth of c.40% CAGR over the last three years. 

Our Investment

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. 

Market Dynamics

The Company 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.