Advant NCTM advises Epipoli on majority acquisition of ICTlabs

Advant NCTM, Clearwater and EY Advisory advised Epipoli, while DGPA & Co and lawyer Aurelio Giovannelli advised ICTlabs. Epipoli, a company active in alternative payments and participated by Investcorp, has acquired a majority stake in ICTlabs, a specialist in end-to-end promotional campaign management and B2C and B2B incentive programmes. The transaction brings ICTlabs into Epipoli’s ecosystem to broaden the group’s offering with new engagement, reward and incentive solutions supported by advanced real-time data analytics. ICTlabs, founded in 2006 and operating under the brand ICT Promotions, employs more than 100 professionals across offices in Milan and Terni and reported 2025 revenues of approximately €37.5 million. The company provides multichannel promotional marketing — mobile and web — and works with major brands across fast-moving consumer goods, pharma, automotive and finance sectors, including Alfasigma, Bayer, Coca-Cola, Ferrero, Henkel, Johnson & Johnson, Michelin, Procter & Gamble and Unilever. The integration aims to expand Epipoli’s products and services, leveraging ICTlabs’ capabilities in engagement, consumer incentivisation and data-driven analytics. Epipoli reported €524 million of transacted volume in 2025, an increase of 11% compared with the prior year. Epipoli, founded by Gaetano Giannetto in 2000 and based in Milan, distributes alternative payment solutions — including gift cards and prepaid Mastercard products — through more than 70,000 points of sale in Europe and serves around 9,000 corporate clients worldwide via its proprietary Highways technology platform. Since 2025 the company is participated by Investcorp. ICTlabs positions itself as a reference player for large-scale retail promotional mechanics focused on value-for-money initiatives such as cashback and guaranteed-prize campaigns. The company develops consumer engagement, analytics and retention solutions, with a roadmap that integrates business intelligence, machine learning and artificial intelligence applied to the campaign big data it manages. Advant NCTM represented Epipoli as legal counsel. Clearwater represented Epipoli as financial advisor. EY Advisory assisted Epipoli on due diligence matters. DGPA & Co represented ICTlabs as financial advisor. Aurelio Giovannelli represented ICTlabs on legal aspects.

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Advant NCTM advises Epipoli on majority acquisition of ICTlabs

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Advant NCTM advises Epipoli on majority acquisition of ICTlabs

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