Epassi Appoints Antonio Barradas as Regional Managing Director to Scale Zest Internationally

Quick Summary

Epassi has appointed Antonio Barradas as Regional Managing Director to lead its newly integrated UK and Netherlands operations. This strategic move aims to scale the digital employee benefits platform Zest internationally, leveraging a network of 50,000 employers to drive cross-market growth and product innovation.

How Will Epassi Scale Zest Internationally?

The appointment of Antonio Barradas signals a shift toward a unified regional structure designed to move proven commercial models between European markets. By bringing together Epassi Netherlands, Epassi UK, and the Zest benefits platform, the company intends to:

• Export the high-engagement models proven in the Netherlands to the UK market.
• Utilize the UK's extensive merchant network to bolster international offerings.
• Scale Zest’s proprietary technology, which was acquired in June 2025, to HR teams across Europe.

Barradas previously grew the Netherlands customer base to 5,000 businesses, providing a blueprint for this expansion.

What Does This Mean for Digital Employee Benefits?

Epassi is positioning itself to solve the fragmentation of workplace wellness solutions by creating a multi-benefit ecosystem. The new structure focuses on lifting benefit take-up in the UK while deepening the value proposition for the 36 million employees currently served by the Epassi Group. With backing from TA Associates and Warburg Pincus, the firm is leveraging senior leadership experience from JustEat Takeaway and RELX Group to ensure these digital products "travel" across borders effectively.

FF NEWS TAKE:

This move definitely moves the needle for the European digital employee benefits sector. By consolidating leadership under Barradas, Epassi is transitioning from a collection of acquisitions into a cohesive cross-border powerhouse. Scaling Zest internationally is a bold play that challenges local incumbents by offering a unified, tech-forward platform for multinational employers. It’s a clear signal that Epassi is ready to dominate the broader European HR-tech landscape.