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Assist Digital, a company specializing in customer experience and a European leader in CRM solutions - controlled by management and 30% owned by the private equity fund Progressio SGR - has acquired most of The Valley Group (Penfield Digital, The Valley, and Nominow).

The acquisition of Penfield Digital is part of the international expansion process started in 2019 by Assist Digital, thanks to the strategic vision of top management, which aims to build a leading European platform for end-to-end digital services and a European Salesforce strategy. Penfield Digital is in fact the fifth acquisition completed by Assist Digital and the second ended in 2022, a few months after the integration of the German Comselect.

Assist Digital closed 2021 with a turnover of approximately € 135 million, registering a 40% increase year on year. With the acquisition of The Valley and Comselect, the company expects to close in 2022 with a turnover of over € 170 million, leading to a growth of 30% compared to 2021.

The acquisition of Penfield Digital allows Assist Digital to consolidate its positioning at a European level and in particular in the Netherlands, a strategic focus market where the company is already active as a service provider for some global clients and tech giants. The Netherlands will become the second country in terms of turnover after Italy. Adding the services of Penfield Digital creates many synergies, which allows a further strengthening of the Group's skills in Salesforce Sales, Service Marketing Automation, Martech & Data, and increasingly strategic disciplines for brands where Penfield Digital has an important positioning. Through the integration of different team capabilities such as Design, Marketing Automation, Technology, and Digital Consulting operating in Italy, the UK, France, and Germany, Assist Digital will be able to support large international companies and corporations in digital transformation processes, also strengthening the focus on sales, marketing, and customer operations processes.

The validity of the international expansion plan led the owners and managers of The Valley Group to invest in the project, maintaining a minority share.

Enrico Donati, Executive Chairman of Assist Digital stated:
"We are very satisfied with this operation, both because The Valley Group and its leadership team represent excellence in the Benelux market, and because this operation strengthens the Group's capabilities in sectors that are so strategic today, such as Creative Design and Marketing Automation. The Netherlands represents a very important target market for Assist Digital that, together with The Valley team, we will continue to develop with a portfolio of services even richer than the current one".


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