We consider the group (G,⁎) of unitized multiplicative functions in the incidence algebra of non-crossing partitions, where “⁎” denotes the convolution operation. We introduce a larger group (G˜,⁎) of unitized functions from the same incidence algebra, which satisfy a weaker semi-multiplicativity condition. The natural action of G˜ on sequences of multilinear functionals of a non-commutative probability space captures the combinatorics of transitions between moments and some brands of cumulants that are studied in the non-commutative probability literature. We use the framework of G˜ in order to explain why the multiplication of free random variables can be very nicely described in terms of Boolean cumulants and more generally in terms of t-Boolean cumulants, a one-parameter interpolation between free and Boolean cumulants arising from work of Bożejko and Wysoczanski.It is known that the group G can be naturally identified as the group of characters of the Hopf algebra Sym of symmetric functions. We show that G˜ can also be identified as group of characters of a Hopf algebra T, which is an incidence Hopf algebra in the sense of Schmitt. Moreover, the inclusion G⊆G˜ turns out to be the dual of a natural bialgebra homomorphism from T onto Sym.