Skip to main content

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

The acquisition of The Valley Group 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 European leading platform for end-to-end digital services. The Valley is in fact the fifth acquisition completed by Assist Digital and the second completed 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 2022 with a turnover of over € 170 million, leading to a growth of 30% compared to 2021.

The acquisition of The Valley 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 The Valley creates many synergies, which allows a further strengthening of the Group's skills in Service and Experience Design, Brand Communication, Marketing Automation, Martech & Data, and increasingly strategic disciplines for brands where The Valley already has an important positioning. Through the integration of different team capabilities such as Design, Marketing Automation, Technology and Digital Consulting operating in Italy, UK, France and Germany, Assist Digital will be able to support large international companies and corporations in digital transformation processes, strengthening also 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 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".

Philip Kok, CEO of The Valley declared:
“The Valley Group was ready for the next step and we are on a mission to become the number one CX agency in Europe. Assist Digital is the perfect partner to realize this ambition faster and better. We were impressed by the capabilities of the 4500 specialists that cover both customer experience as well as customer service. There aren’t many agency groups that cover the total spectrum of CX, so we are ready for the big multinationals that need a partner for their CX transformation”.