Oakley Capital took a majority stake in XTEL, a revenue management and trade promotion software provider for consumer packaged goods companies, from existing shareholders Bain Capital and SilverTree Equity.

The software helps food, beverage and household brands plan, manage and optimize retailer promotions by analyzing sales, pricing, customer and financial data.

XTEL serves more than 400 brands, including Unilever, PepsiCo and Johnson & Johnson, and supports over €350 billion in annual trade spend.

The company operates in an $11 billion CPG software market shaped by margin pressure, retailer consolidation, consumer data availability and omni-channel complexity.

Oakley Capital plans to support international expansion, M&A and AI product development, including Latin America and Asia-Pacific.

Rob Mullen will continue to lead XTEL, and Evercore advised XTEL, Bain Capital and SilverTree Equity.