AFS Technologies and Exceedra Combining to Offer Integrated TPM Solution

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AFS Technologies (AFS) and Exceedra have announced today the merger of their business operations to offer global Integrated Business Planning and Trade Promotion Management/Optimization solutions to the Consumer Goods market. AFS will acquire the Exceedra shares and the merged business will operate under the Exceedra brand as a division of AFS Technologies.

“The new combined business offers an exciting opportunity for AFS and Exceedra to accelerate the expansion of its products and services offerings for Consumer Goods Companies improving trade spend ROI, operational efficiency and visibility,” explains Richard Nicholas, Co-Founder, and CEO of Exceedra. “With a range of high-profile clients, the merge with AFS supports our strategy to lead the market and ensure we continue to lead future requirements.”

Joe Bellini, CEO of AFS commented, “AFS’ acquisition of Exceedra provides a major growth opportunity for both our businesses through an extended product offering for our clients. We recently restructured the product management team within our TPM Retail division in order to drive improved growth and customer satisfaction. The combination with Exceedra will accelerate our results in all areas. The new integrated business planning and revenue management division is positioned to focus on customer value creation, which we believe will ensure continued global growth.”

William Chisholm, Managing Partner at Symphony Technology Group and Board Member at AFS said, “Exceedra is a company that has seen very strong growth over the past five years. Merging with AFS allows Exceedra to continue on this growth trajectory with the benefit of increased scale, a robust global services organization and strong capital backing. We have closely worked with Exceedra and are highly supportive of the strategy that has allowed Exceedra to become a true global leader.”

The new division will have more than 175 employees and an extensive partner network with expertise in Trade Promotion Management and Optimization, Demand Planning and Integrated Business Planning to service a global market.

Exceedra is a global provider of Integrated Business Planning and Revenue Management solutions for Consumer Goods companies. Our solution enables our clients to simplify their sales, finance and demand planning processes and gain clearer visibility on their Trade Spend ROI. Our customers have achieved greater performance in Trade Promotion Management/Optimization, Customer Business Planning, Joint Business Planning, Demand Planning, and S&OP.

AFS Technologies (AFS) is the leading provider of software solutions purpose-built for consumer goods companies. We are committed to generating improved outcomes at the point of purchase coupled with generating efficiencies in trade spend, retail execution and supply chain. With experience developed over its 31-year history, AFS serves more than 1,100 customers of all sizes in more than 50 countries around the world. The AFS products are innovative, configurable solutions that are proven to optimize your potential with automated processes, improved productivity and rapid time to value.

Symphony Technology Group (“STG”) is the private equity partner to market leading companies in data, software, and analytics. The firm brings expertise, flexibility, and resources to build strategic value and unlock the potential of innovative companies. Partnering to build customer-centric, market winning portfolio companies, STG creates sustainable foundations for growth that bring value to all existing and future stakeholders. The firm is dedicated to transforming and building outstanding technology companies in partnership with world class management teams. STG’s expansive portfolio has consisted of more than 30 global companies. For more information, please visit