Innovation

Initially, Fortech provided maintenance for third-party devices. As Massimo Banci said: “Over time, we learned what worked well and what could be improved. We asked ourselves, “Why not develop our own product that synthesizes the best innovations of its predecessors?” " 

The most impactful innovation has been the smartOPT terminal, a payment device that has revolutionized service stations in Italy by bringing advanced, user-friendly automation to the fuel retail world. Today, over 8,000 stations out of 21,000 nationwide use this device, which supports all payment methods (cash, credit and debit cards, fuel cards, and more recently, digital systems such as Apple Pay, Google Pay, and Satispay); following the ONU's 9th goal about innovation and infrustructure.

SmartOPT was among the first terminals in Italy to feature both voice guidance and a touch screen. They designed it with a user-centric mindset, convinced that it was crucial to create a high-performance ecosystem that remained intuitive for both operators and customers in unmanned service stations.

They also launched a packaging recovery program, encouraging maintenance partners to return shipping materials for sorting and recycling, creating a virtuous reuse cycle across the supply chain; as according to the 13th SDG.

Inspiration

Fortech was established in November 2006 out of the determination to transform challenges into opportunities. Nearly twenty years ago Massimo Banci, Piersergio Avagliano, Jonny Tosi, and Marco Vasini decided to embark on this entrepreneurial journey during a difficult period at the multinational company where they worked as technicians. They all worked for the same multinational company, which, following an acquisition, decided to close their facility and either relocate or lay off staff. They were offered transfers to a plant in Northern Italy, but their love for Rimini, lifelong home, and their intuition that innovation in fuel station automation had great potential led them to leave voluntarily and start our own company. The name “Fortech” carries part of this story: it stands for “Four Tech”, “Four Technicians,” a clear reference to their origins.

“Reliability is a cornerstone value trust in our sector is built over time through quality, safety, and precision. Equally important is agility, which allows us to adapt quickly in an ever-evolving mobility landscape. This flexibility, combined with ambition and curiosity, has often enabled us to anticipate competitors and lead with breakthrough solutions. Our culture thrives on innovation and curiosity, fueled by open dialogue, cross-department collaboration, and a willingness to experiment.” - Massimo Banci affirmed.

He continued by saying: “Innovation doesn’t mean running faster it means changing direction at the right moment. Sustainability, even in tech, is born from balance: between progress and responsibility, automation and humanity, ambition and listening. In a fast-evolving industry, real strength lies in staying true to one’s values and creating solutions that not only simplify the present but also build trust in the future of mobility.”

Overall impact

The impact of SmartOPT was felt almost immediately. The sector had remained stagnant with the same terminal designs, outdated technology, and limited functionality, while competitors had become complacent, Fortech’s terminal brought a real sense of novelty to the Italian market, introducing tools that had never been part of everyday refueling before: a touchscreen display, a clear voice guidance system, and full compatibility with every major payment method, from traditional cards to digital wallets like Apple Pay and Google Pay. These features made self-service faster and easier for everyone, while also improving accessibility for older customers and those with disabilities. Within just a few years, more than 8,000 stations across Italy adopted SmartOPT, a clear sign that drivers and operators alike recognized its value.

Over time, this innovation went beyond convenience and began to shape new standards for the entire sector. Fortech’s approach integrating oil, EV charging, and car wash networks into one connected ecosystem, anticipated the shift toward smarter, data-driven mobility. The long-term effects are visible today in how payment and automation technologies have evolved: greater interoperability, stronger security, and a user experience that feels intuitive rather than technical. The broad diffusion of SmartOPT and Fortech’s ongoing influence in sustainable mobility show how one idea, born from a team of four technicians in Rimini, helped redefine the digital future of service stations in Italy.

Business benefit

Fortech made the technology more available to all users through intuitive design, large icons, clear text, and a touchscreen interface. Recently, Fortech partnered with a social enterprise focused on accessibility testing; the results were outstanding in the inclusivity of the terminal.

The success also allowed the company to hire new engineers, designers, and support staff, strengthening its roots in Rimini. Employees describe a sense of pride in working for a company that proves innovation can come from local talent and teamwork, not just big corporations.

With time, this would lead the way to up-and-coming markets such as EV charging and digital mobility. In the same period, Fortech introduced sustainability programs like the Revamping Kit, which regained life in old components, and the packaging recovery system, reducing waste. These cut costs, improved efficiency, and generally proved that profitability and responsibility can coexist. Today, Fortech is proof that when technology serves a purpose, it creates values for people, communities, and the planet.

Social and environmental benefit

“Our strongest impact has been local. Fortech was born and remains in Rimini, where we continue to invest. We believe innovation has true value only when it creates positive change around it. This means generating qualified employment, nurturing local talent, and giving back to our community.” - Massimo Banci said.

Fortech Campus is the very picture of this vision: designed to integrate technology, energy efficiency, and people's wellbeing into one ecosystem. Each architectural and engineering decision stands as a reminder of the objective towards reduced environmental impact: from renewable energy consumption to intelligent climate control systems and low-impact materials. It's a space designed as a living ecosystem for innovation where people, ideas, and technology converge. Not just a new headquarters; it is a physical expression of our future.

This approach aligns closely with several UN Sustainable Development Goals (SDGs). Through SDG 9 (Industry, Innovation, and Infrastructure), Fortech promotes smarter, more connected mobility systems. Its Revamping Kit and packaging recovery programs support SDG 12 (Responsible Consumption and Production) by extending product lifecycles and reducing waste. The Campus itself contributes to SDG 13 (Climate Action) through energy efficiency and renewable power, while SDG 8 (Decent Work and Economic Growth) is reflected in the company’s ongoing investment in people, training, and community well-being.

Massimo Banci finished the interview by stating: “Don’t chase “sustainability” as a label, turn it into a way of thinking. Being sustainable means having the courage to build lasting value for your business, people, and community. From my experience as a tech founder, I’ve learned that technology is a powerful lever for change, but it must be guided with responsibility and purpose. To new entrepreneurs, I would say: connect diverse worlds”

Interview

Massimo Banci, Founder