Turning data into results

Growth, made simpler for ambitious brands.
Marketing, AdTech, DataTech managed as one, powered by AI.

We are a Milan-based group acquiring and operating mission-critical marketing, advertising and data technology companies across Europe and the US, SaaS and solutions alike.

We don't buy to sell on. We acquire to integrate and evolve: every company we buy becomes part of one AI-driven platform that takes a business end-to-end, from data to media to growth. Fewer layers, small teams, higher standards.

Businesses with a track record that still operate like they're fighting for one.

Trusted by global leading companies

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Powering growth

Behind every growth ambition, a group built to power it.

Underdogs' vision starts from a first-principles understanding: companies invest in digital for two main reasons, to grow and to digitalise. Yet the services and technology they need are scattered across a fragmented value chain. Underdogs brings it together: a group of specialised companies, each with its own expertise and client relationships, integrated by a shared platform, data layer and operating model. You work with the entity that fits your need, backed by the strength of the whole group.

140+

People

1000+

Customers served globally

7+

Acquisitions worldwide

20+

Proprietary technologies

Products

Every growth investment costs twice. We make both pay back.

Our SaaS products, acquired and built across the group, deliver AI-powered tools that help businesses grow and scale with confidence: know your market first, reach customers directly, and make every marketing decision on real data. Backed by the group's shared data, technology and expertise.

SEE ALL PRODUCTS

01

DataTech

Know your market first.
Software that reads consumer signals, forecasts demand and tests decisions before you commit budget to them.

02

MarTech

Decide on real data.
Tools that make you visible where buyers search, put spend on what sells, and give teams the research to brief with confidence.

03

AdTech

Reach customers directly.
Media technology that buys attention on the channels that convert, and turns every impression into something you can measure and own.

Solutions

Every company we acquire adds a capability. Every client gets all of them.

From first campaign to full-funnel growth engine. We start where you are and add capacity as the numbers earn it. Performance media, search, data, creative, automations. Each came into the group as a specialist business; inside it, they run on shared data and one AI layer. The offer grows with the group.

SEE ALL SOLUTIONS

Acquire

Demand you can price. We find the audiences most likely to buy through paid media, search, AI visibility and outbound and bring them in at a cost per acquisition you can defend, not just a volume you can report.

Convert

Conversion is where the platform earns its keep: the data products and CRM capabilities of the group work together on the client's funnel, so revenue is measured end to end.

Retain & Amplify

Retain, expand, launch again. Owned channels and automation to grow what each customer is worth.

A woman in a blue blazer and glasses is drawing a flowchart with red and blue markers on a glass wall while a man in a gray suit observes, holding a blue marker, in a bright office with wooden tables and chairs.
A man in a light gray suit and white shirt points at a tablet screen held by a woman wearing a blue turtleneck sweater; the tablet displays charts and graphs in blue and red tones, while a smartphone lies on the wooden desk nearby.
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Demand Engineering

Acquisition designed as a system: audience modelling, channel mix and creative testing built together, so qualified demand arrives on schedule and at a cost you can forecast.

Performance Ops

Search, social and shopping run as one account, with algorithmic bidding, feed intelligence and daily optimisation. Every euro reported against margin, not clicks.

Search & Answer Optimisation

SEO for Google, GEO for the assistants that answer before it. Technical authority, entity building and content engineered to rank and to be cited.

Revenue Data Infrastructure

Server-side tracking, identity resolution and multi-touch attribution on one clean model, so every channel is judged on the same truth and the funnel has no blind spots.

Conversion Architecture

Sites, stores and digital products built around the moment a visitor decides, with AI personalisation and automated flows carrying them from first click to checkout.

Pipeline Automation

Lead scoring, enrichment, nurturing and CRM handoff running end to end. The lead media generated is the one sales closes, with nothing dropped between systems.

Lifecycle Orchestration

Onboarding, upsell, cross-sell and win-back flows triggered by behaviour, not calendar. Revenue per account grows on autopilot.

Owned Channel Activation

Wallet passes, push and email that live on the customer's device and answer to no algorithm. The cheapest reach a brand can have, and the only kind it owns.

Predictive Intelligence

Foresight and behavioural signals that show what the base will want next, and where churn is forming, early enough to act on both.

Proprietary technologies

The IP the group compounds on.

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Eurus

Intelligence captured at scale and turned into structured data. Billions of signals a year, from 50+ platforms, cleaned and enriched before anything else touches them.

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Zephyr

Early Adopter Intelligence. Models that identify and score the populations who move first, so our products predict instead of report.

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Notus

A semantic graph of millions of weighted concepts, with sector-specific taxonomies built on top.

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Boreas

Prediction engines across short, mid and long range, producing dated forecasts.

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AI Layer

One AI operating system for every company.

A centralised AI layer gives every company that joins the group the same infrastructure, models and expertise from day one so intelligence scales across operations without each team building it twice.

Shared infrastructure

Models, data pipelines and tooling maintained once, at group level, used by every company.

Central functions, local focus

Talent, infrastructure and back office shared at group level, so every company stays focused on what made it worth buying.