Santander.

In a complex context where uncertainties and rising costs are challenging numerous companies—especially in mature industries—some businesses, on the other hand, are experiencing double-digit growth. A fierce battle is underway to identify and exploit new niches that offer high added value and specialization, directly impacting organizations’ EBITDA. The Spanish technology sector, and within it, specific firms, are seizing endless opportunities in areas such as data management, data utilization, and artificial intelligence, among others.

This is not a future prospect but a present reality that is shaping the activities and processes of entire industries. Riding this wave is AXPE Consulting, which aims to become the leading national consultancy outside of the large multinational firms by next year, targeting a revenue of 100 million euros in 2023.

This highly ambitious roadmap will also be applied in Cantabria, where AXPE operates an advanced specialization center in Maliaño, employing around 100 high-level specialists. Now, the company is taking things further by shifting part of its activities to the region, handling projects from other parts of Spain and even internationally—particularly from Great Britain. The outcome? The corporation is set to at least double its workforce in the region, hiring 100 new employees this year, all highly skilled professionals in advanced technology fields.

One key factor behind this move is the Cantabrian origin of AXPE’s current director, Avelino Ordóñez, who took over the company last year. “Our current strategy focuses on new, untapped niches. We are exiting mature markets, letting go of some contracts and clients in favor of more high-growth potential areas,” he explains.

A Strategic Shift

The group operates through various business divisions, covering fields such as cloud computing, advanced analytics, data management, artificial intelligence, DevOps (systems integration), user experience, and digital marketing, among others.

“The market is so vast, and we have the capability to operate where we want. That’s why we have chosen to stay focused and not get distracted by operations and maintenance contracts that other companies can handle. Our goal is to always be at the cutting edge, with clear benefits not only in profitability but also in external perception,” Ordóñez states.

AXPE collaborates with almost all IBEX-35 companies and is increasingly positioning itself within the highest segments of the technology business.

“There is a huge divide between large companies that are forced to prioritize price and those offering real added value. There are niche firms in the high-end segments, but they are often too small to scale their businesses. We, however, have the capacity to operate as a ’boutique multi-niche consultancy’ and outperform them,” says the director.

From a strategic standpoint, the company’s approach is clear-cut—even radical compared to other organizations.

“We reject anything below a 35% margin, as well as mature technologies,” Ordóñez affirms, acknowledging that this shift requires overcoming internal cultural challenges.

At the core of this roadmap is talent acquisition:
“This year, we expect to hire around 500 high-level technology professionals nationwide.”

Moving to a New Location

AXPE is also exploring the possibility of relocating its Maliaño operations to a more prominent location. Although still in the early stages, the group confirms that it is evaluating a move to the Cantabria Science and Technology Park (PctCan) to enhance the visibility of its expansion in the region.

From this location, AXPE aims to set trends in the interplay between society, technology, and the market. The vision? To become the leading Spanish consultancy in high-value specialization, covering both technological and functional aspects, with applications in banking, regulatory compliance, and beyond.

Beyond artificial intelligence, the company is training top analysts in the financial sector, dealing with higher-level mathematics and algorithms.

Why Cantabria?

Madrid’s technology sector is known for high employee turnover. However, in peripheral regions like Cantabria, workers tend to stay longer. This is why Ordóñez is bringing projects to the region.

The company serves clients such as Repsol, Banco Santander, and El Corte Inglés, managing projects at a national level.

But the focus isn’t just national—it’s international as well.
“There is a lot of talent in Cantabria. We have a strong social commitment to attracting high-level professionals,” says Ordóñez.

This approach has already attracted projects from Great Britain to Santander.

At the regional level, AXPE also collaborates with institutions such as IDIVAL and the University of Cantabria.

“We handle the development, maintenance, and evolution of the Cantabrian government’s applications,” Ordóñez highlights.

Growth Plans: Strengthening Cantabria’s Role

The goal is clear: to concentrate as much talent as possible in the region.

“We are managing Basque Country projects from Cantabria. There is talent here, and it is more loyal. Managing operations from Cantabria is easier than from Madrid,” he explains.

“We Want to Be Spain’s Leading Tech Talent Hub Outside Madrid”

Founded in Madrid, AXPE Consulting has grown and evolved for over two decades, now entering a new phase driven by the increasing demand for tech professionals and services amid rapid innovations.

The company is moving away from the Latin American market to focus on Europe, where Germany and the UK have an urgent need for tech talent.

“There is a shortage of about 300,000 technology workers in Spain,” says Ordóñez.

Ultimately, it all comes down to cost and profitability.
“Salaries in Germany are much higher. In the UK, a project costs 1.5 million euros, while in Spain, the same project costs 600,000 euros. We want to leverage the wealth of tech talent in Spain’s regions and become a leading hub for tech professionals outside Madrid,” he explains.

Strong Financial Performance

AXPE currently generates around six million euros in revenue from Cantabria. Its combined regional budget, including the Basque Country, is set to surpass ten million euros in 2022.

Ordóñez also highlights synergies and strong relationships with other regional technology firms.

Regarding talent recruitment, he emphasizes:
“People are drawn to companies that offer a clear future. This isn’t just talk—our vision is backed by substance and ambition, and talent recognizes that.”

With this perspective, AXPE aims to reach 70 million euros in revenue this year.

Cantabria: The Second Most Important Hub

Ordóñez makes one thing clear:
“Our main hub outside Madrid is Cantabria. Not yet in revenue, but definitely in workforce size.”

From Cantabria, AXPE manages projects across Spain and internationally.
“The more we shift here, the better,” he insists.

Additionally, he stresses that hiring in Cantabria is much easier.
“In Madrid, the dropout rate is 50%. Here, people are serious,” he concludes.

This translation maintains the original meaning while ensuring clarity and fluency in English. Let me know if you need any refinements!