Strategy project focuses on profitable growth, new market segments, and the targeted use of artificial intelligence
Against the backdrop of changing market conditions and rising customer expectations, Materna is specifying its strategic orientation with the Elevate program. The goal is sustainable, profitable double-digit growth by 2029. Following a noticeable upturn in the second half of 2025, which is already evident in project status and demand, the company is looking ahead with a focus on new markets, more service-oriented offerings, and even more consistent use of artificial intelligence.
With Elevate, Materna is bundling concrete measures for the further development of its organization, portfolio, and market presence. The aim is to tap into new customer segments and offer services that are more standardized and technology-based. This is because many customers are faced with the task of not only implementing digital solutions, but also operating them in a way that is economically viable, secure, and reliable in the long term. Accordingly, there is growing demand for predictable, scalable services with measurable added value instead of individual, purely project-driven initiatives.
Elevate is designed as a multi-year strategy project and will be implemented step by step. Initial measures are already underway and have been incorporated into portfolio, sales, and organizational structures since the beginning of 2026.
“With Elevate, we are consistently implementing our strategic goals. We are strengthening our market position, opening up new business opportunities, and developing Materna in a sustainable and future-oriented manner,” says Michael Hagedorn, CEO of the Materna Group.
Sales structure further developed in a targeted manner
Materna has adapted its sales structure in order to target markets more effectively and strengthen its proximity to the industry. Since the beginning of 2026, the Public Sector division and the Critical Infrastructure (KRITIS) industry sector have been under joint sales responsibility. At the same time, the topic of Enterprise Service Management (ESM) is being managed centrally across all divisions with a clear sales focus. In this way, Materna is strengthening its market penetration in a strategically important growth area and creating the conditions for scalable service offerings.
Expansion of managed services
Another focus is on expanding managed services, i.e., IT operations and services for customers that are supported on an ongoing basis. Existing offerings are being specifically developed and standardized in order to build a scalable and economically viable service portfolio. At the same time, Materna is consistently expanding this portfolio to include managed AI services, AI capabilities that customers can use as a service. In this way, Materna is increasing the proportion of recurring revenues and strengthening the predictability and stability of its business.
Internal structures strengthen implementation power
Elevate also addresses the further development of internal enabling functions that provide operational support to specialist and sales departments. The aim is to simplify processes, further improve collaboration, and align the organization as a whole with future requirements. The enabling functions thus become a central lever for scaling, efficiency, and implementation speed.
Focus on regulated future markets
At the same time, Materna is strengthening its position in strategically relevant industries such as energy supply, insurance, mobility, and transportation. These markets are characterized by high regulation, complex processes, and growing amounts of data. This makes them particularly suitable areas of application for software-based solutions and AI-supported services to improve efficiency, transparency, and resilience in the long term.
Artificial intelligence as a key growth driver
In the field of artificial intelligence, Materna is investing specifically in customer solutions, from digital assistance systems and automated processes to data-driven analysis and control solutions. This is complemented by modular technical base components that are used across projects and continuously developed.
The ISG Provider Lens market analysis confirms this course: Materna was named a leader in AI-supported application development in 2025. Particular emphasis is placed on its strong positioning in regulated industries, the vertical integration of AI, industry-specific architectures, and agile deployment models.
Internally, Materna is also increasingly relying on AI, for example in development and support processes. Employees use AI-supported tools such as GitHub Copilot and CursorAI. Under the motto “AI in the workplace,” the company also provides modern applications such as Microsoft Copilot and other tools for office and development environments.
Strategic framework for the coming years
With Elevate, Materna is defining the strategic framework for the company's further development until 2029. The program ties in with the company's long-term growth ambitions and consistently translates these into concrete measures for the market, portfolio, and organization. The goal is to establish Materna as a leading European IT service provider and to reach the revenue mark of around one billion euros by 2027. The positive business performance in 2025 provides additional momentum for the implementation of this agenda from 2026 onwards.
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