What is Sales and Marketing Strategy of Nexi S.p.A. Company?

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What is Nexi S.p.A.'s Sales and Marketing Strategy?

Nexi S.p.A., a leading Italian PayTech company, has significantly influenced the European digital payments sector. Its growth has been fueled by strategic acquisitions, including the substantial €7.8 billion purchase of Nets and a merger with SIA, which broadened its presence into Scandinavia and Italy while integrating advanced payment technologies. This evolution has fundamentally reshaped its market standing.

From its origins as ICBPI in 1939, later rebranded as Nexi in 2017 and headquartered in Milan, Italy, the company has transformed from a facilitator of interbank operations and card payments within Italy to a major pan-European provider of payment processing services. Its initial focus was on supporting the Italian banking system.

Nexi's sales strategy is multifaceted, aiming to reach a broad customer base that includes merchants, financial institutions, corporations, and public administration bodies across over 25 European countries. The company's marketing strategy focuses on establishing itself as a key driver of the transition to a cashless society, offering comprehensive Nexi payment solutions. This approach is supported by significant investments in technology and innovation, alongside strategic partnerships, which are crucial for its ongoing growth and its objective of making every payment digital. The company's commitment to digital payments is evident in its robust financial performance, with reported revenues of €3,514.0 million in FY2024, a 5.1% increase year-over-year, and an EBITDA of €1,863.2 million, up 7.1% year-over-year, underscoring its successful business strategy and market penetration.

How does Nexi S.p.A. approach its sales and marketing? The company's go-to-market strategy is designed to effectively deliver its extensive range of Nexi digital payments to a diverse clientele. Nexi's customer acquisition strategy in the European market is built on a foundation of strong product offerings and targeted outreach. Analyzing Nexi's sales funnel and conversion tactics reveals a focus on demonstrating the value of its payment gateway services, particularly for e-commerce businesses, through its Nexi S.p.A. BCG Matrix. Nexi's digital marketing channels are leveraged to maximize return on investment, with a particular emphasis on content marketing for sales enablement and brand awareness initiatives to enhance its competitive positioning in the fintech industry. Nexi's B2B marketing approach for financial institutions is tailored to their specific needs, while its customer retention strategies for merchants aim to foster long-term relationships.

Nexi S.p.A. employs a robust, multi-channel sales strategy primarily targeting businesses and institutions. Its approach is heavily weighted towards a business-to-business (B2B) model, serving a wide array of clients including merchants of all sizes, financial institutions, large corporations, and public sector entities. This B2B focus is supported by a combination of direct sales efforts and strategic alliances.

The company's sales infrastructure is built upon direct sales teams, which are crucial for engaging with key clients and understanding their specific payment processing needs. Complementing these direct efforts, Nexi has cultivated strong partnerships with banks, leveraging their established networks to reach a broader customer base. In Italy, direct complementary sales channels now represent approximately 30% of all new sales, highlighting the effectiveness of this internal sales capability.

Nexi's expansion across Europe has been significantly bolstered through strategic acquisitions, such as the integration of Nets and SIA. These moves have not only broadened its geographical footprint into markets like Scandinavia but also enhanced its technological portfolio, enabling it to offer a comprehensive suite of payment solutions. These solutions span in-store point-of-sale (POS) terminals, online payment gateways, and mobile payment options, designed to meet the diverse requirements of modern businesses. For instance, its advanced SmartPOS solutions have seen successful deployment in the Nordics, with accelerated commercial adoption in Italy and Germany, demonstrating a clear strategy to innovate in physical payment technologies.

Direct Sales and Banking Partnerships

Nexi relies on dedicated direct sales teams to engage with its B2B clientele. These teams are complemented by strategic partnerships with financial institutions, which serve as a vital channel for distributing Nexi's payment solutions. This dual approach ensures broad market coverage and deep client engagement.

Integrated Software Vendor (ISV) Alliances

A significant aspect of Nexi's go-to-market strategy involves collaborating with over 500 Integrated Software Vendors (ISVs) across eight key European markets. This extensive network of ISV partners positions Nexi as a preferred partner for software providers seeking to integrate best-in-class payment capabilities.

Acquisition-Driven Market Expansion

Major acquisitions, including Nets and SIA, have been instrumental in expanding Nexi's pan-European presence and technological capabilities. These strategic integrations have allowed for the rollout of innovative solutions, such as SmartPOS, into new territories, driving commercial growth.

Key Strategic Partnerships and Collaborations

Nexi actively pursues strategic partnerships to enhance its market reach and service offerings. A notable example is the April 2025 agreement with Planet, targeting the hospitality sector in the Nordics, Italy, and DACH regions. Furthermore, Nexi's role as a technical provider for Amazon Italia in 2024, enabling BANCOMAT Pay on Amazon.it, underscores its ability to forge significant international collaborations.

Expanding Merchant Acquiring Operations

Nexi's commitment to expanding its merchant acquiring operations is evident in its strategic moves, such as the acquisition of 80% of Sabadell's merchant acquiring business. This deal, anticipated for mid-2025, aims to leverage banking distribution capabilities, with Sabadell set to become an exclusive distributor for Nexi solutions in Spain.

• Direct sales in Italy contribute approximately 30% of new sales.
• Over 500 ISV partners are active across 8 markets.
• Partnerships like the one with Planet in April 2025 target large merchants in hospitality.
• Became a technical provider for Amazon Italia in 2024.
• Acquisition of 80% of Sabadell's merchant acquiring business is expected mid-2025.

These strategic alliances and the continuous expansion of its integrated offerings are fundamental to Nexi's overall Growth Strategy of Nexi S.p.A., driving its market share and revenue growth across the European landscape.

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Nexi S.p.A. employs a multifaceted marketing strategy that blends digital engagement with a strong presence at industry events to drive awareness and generate leads for its payment processing services. This approach is designed to reinforce its position as a leader in the PayTech sector.

The company's digital marketing efforts are anchored by content marketing, consistently delivering company updates, client success stories, and educational materials. This strategy has proven effective, contributing to a 15% uplift in lead generation in the first half of 2025 compared to the same period in 2024. Furthermore, Nexi's corporate website experienced a 20% year-over-year increase in unique visitors in 2024, and its LinkedIn engagement saw a 25% rise in Q1 2025, underscoring the strength of its online presence.

Content Marketing Excellence

Nexi consistently publishes company updates, client success stories, and educational resources. This content strategy aims to inform its audience and solidify its leadership in the PayTech industry.

Digital Presence Growth

The company's website saw a 20% year-over-year increase in unique visitors in 2024. LinkedIn engagement also grew by 25% in Q1 2025, demonstrating effective digital outreach.

Industry Event Participation

Nexi actively participates in key European FinTech and payments events like Money 20/20 Europe and EBAday. These events provide direct access to potential clients and partners, fostering relationships and brand visibility.

Data-Driven Optimization

The company leverages data-driven marketing by integrating AI into its business processes. This aids in optimizing operations and analyzing payment data for improved future scenario modeling.

Focus on Embedded Finance

Nexi's marketing mix increasingly emphasizes embedded finance and e-commerce checkout solutions. This is particularly targeted at the mid-corporate segment across Italy and the Nordics.

SME Digitalization Support

The company supports SMEs and microbusinesses through digitalization initiatives like SmartPOS and SoftPOS. Over 316,000 entities have been empowered by these programs, showcasing a targeted approach to specific customer segments.

Nexi's sales strategy is deeply intertwined with its marketing efforts, focusing on expanding its customer base in key European markets and supporting the digital transformation of businesses. The company's approach to understanding its Target Market of Nexi S.p.A. informs its tailored solutions and outreach.

Key Marketing Tactics and Outcomes

Nexi's marketing tactics are designed to build brand awareness, generate leads, and drive sales for its payment processing services. The company's strategic focus on digital channels and industry events yields measurable results.

• Content marketing drives lead generation, with a 15% uplift in H1 2025.
• Digital presence is strong, with a 20% increase in website visitors (2024) and a 25% rise in LinkedIn engagement (Q1 2025).
• Participation in industry events like Money 20/20 Europe and EBAday fosters crucial business relationships.
• AI integration optimizes processes and enhances data analysis for better scenario modeling.
• Targeted marketing efforts for embedded finance and e-commerce solutions are expanding its customer base.
• Support for SMEs through digitalization initiatives has empowered over 316,000 entities.

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Nexi S.p.A. firmly establishes its brand positioning as 'The European PayTech,' a title that encapsulates its extensive reach, robust capabilities, and localized presence. The company focuses on delivering payment solutions that are not only simple and fast but also highly secure, catering to a diverse clientele including individuals, businesses, and financial institutions across more than 25 European countries. At its core, Nexi's brand message champions the shift towards a cashless Europe, aiming to streamline payment processes and foster economic growth by strengthening the connections between people and businesses. This identity is deeply rooted in a commitment to technological advancement and continuous innovation, ensuring the development of reliable solutions that support the broader digital and technological transformation.

The company distinguishes itself in the competitive landscape through its comprehensive offering, which spans merchant acquiring, payment card issuing, and digital banking services, effectively serving as a single point of contact for all payment acceptance and processing needs. Nexi attracts its target market by promising innovation, unwavering security, and operational efficiency. For instance, its dedication to advanced fraud prevention measures and maintaining a remarkable 99.99% service continuity for its digital payment infrastructure directly supports its 2025 objective for secure resilience and user protection, thereby building significant trust among its customer base. Understanding the Competitors Landscape of Nexi S.p.A. is crucial to appreciating Nexi's strategic differentiation.

European Scale and Local Presence

Nexi operates as 'The European PayTech,' highlighting its significant scale and broad operational footprint. The company emphasizes its ability to deliver payment solutions across more than 25 countries. This extensive reach is combined with a focus on local proximity to ensure tailored and effective service delivery.

Driving a Cashless Europe

A central tenet of Nexi's brand is its role in facilitating the transition to a cashless society. The company aims to simplify payments for all stakeholders. By enabling smoother transactions, Nexi seeks to foster closer relationships and drive economic activity.

Comprehensive Solution Suite

Nexi differentiates itself by offering a complete range of payment services. This includes merchant acquiring, payment card issuing, and digital banking solutions. This integrated approach positions Nexi as a one-stop-shop for businesses and financial institutions.

Commitment to Security and Reliability

The brand promise of Nexi is built on innovation, security, and efficiency. The company's focus on fraud prevention and ensuring high service continuity, targeting 99.99% uptime, underscores its dedication to user trust. This commitment is a key aspect of its Nexi sales strategy.

Strategic Partnerships and Trust

Nexi's strategic collaborations, such as its 2024 partnership with Amazon Italia for BANCOMAT Pay, highlight its standing as a reliable partner for major digital payment integrations. These alliances reinforce its market credibility.

Financial Strength and Market Standing

An upgrade to 'BBB-' by S&P Global Ratings in March 2025, attributed to its deleveraging and stable outlook, further solidifies Nexi's robust financial health. This positive financial assessment directly contributes to its brand credibility and market position.

Brand Consistency Across Channels

Nexi maintains a consistent brand message across all its communication channels. The emphasis is always on empowering businesses and society through advanced digital payment solutions, reflecting its core Nexi business strategy.

Sustainability and Corporate Responsibility

The company's ESG strategy, including a target to reduce CO2 emissions by 23% (from 2021 levels) and achieving 86.1% renewable energy usage in its 2024 operations, enhances its brand image. This focus on sustainability and responsibility resonates with a growing segment of conscious consumers and partners.

Innovation and Digital Transition

Nexi's brand is built on a foundation of technology and innovation. The company consistently invests in developing reliable payment solutions. This commitment is crucial for its role in driving the digital and technological transition within the European payment ecosystem.

Customer Acquisition and Retention

Nexi's approach to customer acquisition in the European market is multifaceted, leveraging its comprehensive solutions and strong brand reputation. Its customer retention strategies for merchants are designed to foster long-term partnerships, a key element of its Nexi marketing strategy.

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Nexi S.p.A.'s sales and marketing strategy is largely B2B-focused, emphasizing integrated solutions and strategic partnerships rather than traditional consumer campaigns. The company's approach aims to drive digitalization for businesses, particularly small and medium-sized enterprises (SMEs), by offering accessible payment technologies. This business strategy is designed to foster growth through expanded customer bases and increased transaction volumes.

The Nexi marketing strategy is built around reinforcing its position as a preferred partner for businesses, especially within specific industry verticals. This involves a collaborative go-to-market approach with software providers to deliver comprehensive payment solutions. The effectiveness of these initiatives is often measured by the growth in new sales and the depth of market penetration achieved through these alliances.

SmartPOS and SoftPOS Expansion

Nexi is actively expanding its SmartPOS and SoftPOS solutions. These offerings are crucial for digitizing over 316,000 SMEs and microbusinesses. The primary goal is to enable these businesses to reach their full potential through user-friendly payment technologies. Commercial acceleration for SmartPOS has been particularly noted in Italy and Germany.

Integrated Software Payments & ISV Partnerships

A key element of Nexi's strategy is strengthening its role as a partner for over 500 ISV partners across 8 markets. This involves a focused go-to-market strategy for its 'Nexi commerce solution,' targeting sectors like retail and hospitality. This partnership-driven approach aims to drive new sales and deepen market penetration.

Hospitality Vertical Partnership

The partnership with Planet in April 2025 specifically targets the hospitality sector. This initiative initially focuses on the Nordics, Italy, and DACH regions. The objective is to deliver an enhanced integrated payment experience for larger merchants, directly supporting the goal of driving new sales and increasing market share.

Amazon Italia Collaboration

Launched in 2024, the technical partnership with Amazon Italia enables payments via BANCOMAT Pay on Amazon.it. This collaboration represents a significant branding move and a strategic effort to boost digital payment adoption. It showcases Nexi's international reach and strong local presence by integrating with a major e-commerce platform.

The Nexi sales strategy also benefits from direct complementary sales channels in Italy, which contribute approximately 30% of total new sales, underscoring the effectiveness of its partner-centric initiatives. The company's commitment to returning €600 million to shareholders in 2025, a 20% increase year-over-year, through dividends and share buybacks, signals financial strength and supports its capacity for future growth investments, indirectly bolstering its market perception and ability to execute its Growth Strategy of Nexi S.p.A.

SME Digitalization Drive

Focus on empowering SMEs with accessible payment technologies. This initiative aims to unlock their potential through digitalization.

ISV Partnership Ecosystem

Reinforcing Nexi as a partner of choice for over 500 ISV partners. This strengthens its go-to-market strategy in key verticals.

Hospitality Sector Focus

Strategic partnership for the hospitality vertical, aiming to provide superior integrated payment experiences. Initial focus on Nordics, Italy, and DACH.

E-commerce Integration

Technical partnership with Amazon Italia to enable BANCOMAT Pay payments. This enhances digital payment adoption and brand visibility.

Direct Sales Channel Effectiveness

Direct complementary sales channels in Italy contribute significantly to new sales. This highlights the success of integrated sales approaches.

Shareholder Value Signal

Commitment to returning €600 million to shareholders in 2025. This demonstrates financial health and supports investment in growth initiatives.

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