Home Our Clients How Samy centralised the treasury of 40 entities across 18 countries with Embat
How Samy centralised the treasury of 40 entities across 18 countries with Embat
"There's a huge difference between having a tool that understands your context and one that doesn't, or that you have to build up over time."
Gonzalo Carriazo
Global Financial Director
- Consolidating the group's position meant logging into each bank one by one and waiting hours for a reliable figure.
- A manual process that consumed entire working days for the finance team in every country.
- NetSuite managed some banking products in Spain, but with no real bank connectivity or cross-system accounting automation.
- Fragmented, local processes at each entity, with no centralised approval chain or unified signing channel. Phishing attempts were a real, everyday threat.
- Building the cash flow and cash position reports for Bridgepoint required manual consolidation and intensive team effort.
- Consolidated position across 40 entities in 18 countries, available in real time from a single dashboard.
- Over 54% of transactions reconciled automatically; the remaining 34% with an automated posting proposal.
- Native Embat-NetSuite integration: bank movements flow directly into the ERP, eliminating manual exports and shortening the accounting close.
- Centralised payment channel being implemented via EDITRAN, with an approval structure configurable by amount and entity, the "promised land," in Gonzalo's words.
- Treasury data available in real time as the basis for periodic reporting to shareholders and lenders.
Samy started life as a social network for influencers, but it is now an international heavyweight providing every kind of service to the brands it works with. Its financial structure is the engine behind that growth, with all the complexity that entails: managing 40 entities across 18 countries, alongside a base of suppliers, partners, and clients. Add to that the reporting demands of Bridgepoint, the private equity firm that came in as majority shareholder in 2025, and running treasury manually was no longer an option.
The need was clear: centralise operations, across countries as well as tools and processes, and automate wherever possible. Continued scaling made an intelligent treasury platform essential, giving real-time visibility and control over the company's liquidity. All the more so given the added reporting demands imposed by the company's new owner. "The group started as an alliance of agencies, and control was very local, especially in treasury," explains Gonzalo Carriazo, Global CFO of Samy, who adds that "centralising processes, information, and decisions across 40 entities was as necessary as it was difficult."
The tool also had to deliver that at scale. It had to meet the shifting demands of a business in constant change and growth. With Embat in place, the cash position that once meant waiting hours became instant. Reconciliation that consumed entire days is now automated. And at the centre sits TellMe, the group of agents specialised in treasury, accounting, and payments, which does not just execute but operates and suggests, understanding Samy's context.
"The treasury team tells me that working with TellMe helps a great deal because it understands our structure, the currencies we work with, the companies we have, and where we operate. That makes it much easier for the agents to get it right and give us the right answers."
— Gonzalo Carriazo, Global CFO of Samy
But why add a TMS when Samy already had Oracle NetSuite as its ERP? For Gonzalo, the two systems are not substitutes but complements. The ERP is the backbone of the finance department and covers an enormous range of functions, while Embat brings specialisation in one specific area of that department: treasury, where the team needs to go further.
"Embat is a whole team, a whole company dedicated to improving one specific function of the finance department. It's very hard for an ERP to reach that far."
— Gonzalo Carriazo, Global CFO of Samy
Another of Bridgepoint's priorities is ever-greater cash flow forecasting. TellMe is central to achieving it: forecasting not just one month out but six, to anticipate needs, work out which short-term instruments to look for, and identify which companies generate cash and which do not.
For Gonzalo, relying on the intelligence behind TellMe is no longer up for debate. As a CFO, he is clear that AI is not destroying jobs but helping the business keep scaling, while supporting the growth, development, and motivation of his teams.
"AI isn't cutting jobs at all. It helps us grow without having to hire everyone the development of the business would otherwise require, and it lets people focus on the things they find more fulfilling."
— Gonzalo Carriazo, Global CFO of Samy
