Leal
Leal is a Colombian retail technology company operating Leal 360, a cloud-based SaaS platform combining CDP, omnichannel campaign automation, loyalty management, and an AI Decision Engine for multi-branch retailers across eight Latin American countries, serving 700+ enterprise clients and 7M+ consumers.
- Company typePrivate
- Founded2016
- HeadquartersBogotá, Colombia
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Leal does
Leal is a Colombian retail technology company that operates Leal 360, a cloud-based SaaS platform combining a Customer Data Platform (CDP), omnichannel campaign automation, loyalty program management, and an AI-driven decision engine. Founded in 2016 and headquartered in Bogotá, Leal serves multi-branch retail chains across eight Latin American countries — Colombia, El Salvador, Panama, Costa Rica, Honduras, Guatemala, Nicaragua, and Mexico — with a stated base of 700+ retail clients, 7M+ active consumers, 500+ allied brands, and more than $100M in monthly transactions processed across the network. Named enterprise customers include McDonald's, Subway, Tim Hortons, Adidas, El Corral, Buffalo Wings, Crepes & Waffles, Kia/Chevrolet, Le Coq Sportif, and Chevron's Texaco fuel network, for which Leal administers the multi-country Puntos Texaco loyalty program.
The platform's core technology rests on a Google Cloud-hosted architecture with SOC2 Type II certification, REST APIs with 350+ pre-built POS/e-commerce integrations, and a proprietary AI Decision Engine (Motor de Decisiones IA) that personalizes 1:1 offers, channel selection, and timing for each customer. Supporting products include the consumer-facing App Leal wallet, a Cajero Web merchant tool, and two branded digital currencies — Leal Coins (cross-brand cashback) and Puntos Texaco (fuel loyalty). The business model is a recurring SaaS subscription with a base tariff covering four core modules (CDP, Campaigns, Voice of Customer, Benefits) plus variable costs tied to registered customer volume and communication spend; Professional and Enterprise tiers include dedicated Customer Success support and are sold through direct enterprise field sales and demo-driven conversion motions. Leal has raised approximately $15M in disclosed funding across nine rounds from 2016 to 2024, with Rakuten Capital participating in both the $10M Series A (2022) and the $5M pre-Series B (2024), alongside IDC Ventures and LEAP Global Partners.
Leal firmographics
Firmographics- Name
- Leal
- Legal name
- Leal Colombia, S.A.S.
- Website
- https://leal.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Leal is a Colombian retail technology company operating Leal 360, a cloud-based SaaS platform combining CDP, omnichannel campaign automation, loyalty management, and an AI Decision Engine for multi-branch retailers across eight Latin American countries, serving 700+ enterprise clients and 7M+ consumers.
- Ownership category
- akta.pro rank
Leal industry classification
Industry- Product category
- Retail Loyalty & Customer Engagement Software
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)
Keywords
Where Leal is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices1 record
Markets served
Leal business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Leal 360): Leal 360 generates revenue primarily through a SaaS subscription model. Pricing is based on a base tariff covering four core modules (CDP, Campaigns, Voice of the Customer, Benefits), plus variable costs tied to the volume of registered customers in the CDP, communication volumes (SMS/WhatsApp counts), and add-on services. Unlimited branches are included in all plans. Plans are designed to scale with the merchant's growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Four-module SaaS platform (CDP + Campaigns + Voice of the Customer + Benefits), with pricing varying by customer volume and communication spend |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Leal product offering
Product offeringCore offering
Leal 360 is a cloud-based B2B SaaS platform that combines a Customer Data Platform (CDP), omnichannel campaign automation (Email, SMS, WhatsApp), loyalty program management (points, cashback, gamification), and an AI Decision Engine for multi-location retail chains across Latin America. The platform is complemented by a consumer-facing mobile app (App Leal) that lets end users accumulate points and redeem Leal Coins cashback across a network of 500+ allied brands, plus a merchant web-based point-of-sale tool (Cajero Web).
Product overview
Leal offers a modular retail loyalty and marketing technology platform called Leal 360, combining a Customer Data Platform (CDP), omnichannel campaign automation, loyalty program management, and an AI Decision Engine in a unified solution. The platform is complemented by a consumer-facing mobile app (App Leal) for end customers, a web-based cashier tool (Cajero Web) for merchant operations, and two branded currency sub-products — Leal Coins (digital cashback currency) and Puntos Texaco (fuel loyalty program in partnership with Chevron/Texaco). The core platform's four main modules are: CDP (customer data and segmentation), Campañas (omnichannel campaigns via Email/SMS/WhatsApp), Fidelización/Benefits (loyalty program management), and Voz del Cliente (NPS and customer experience), all unified under the Motor de Decisiones IA (AI Decision Engine) that personalizes customer interactions. The platform serves more than 700 enterprise retail clients and connects millions of consumers across 8 Latin American countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Leal 360 Cloud-based B2B SaaS platform combining a Customer Data Platform (CDP), omnichannel campaign automation across Email, SMS, and WhatsApp, configurable loyalty program management (points, cashback, gamification), and an AI Decision Engine that personalizes customer interactions. Sold to multi-location retail chains, restaurant chains, fuel networks, and other B2C businesses across 8 Latin American countries via subscription.
- App Leal (Consumer Mobile App) Consumer-facing mobile application (distributed via Google Play and Apple App Store) that lets end users accumulate and redeem loyalty points, earn and spend Leal Coins cashback, receive discount vouchers, discover participating brands via an in-app map, and manage their loyalty account across 500+ partnered brands and physical stores.
- Cajero Web (Web Cashier) Web-based point-of-sale interface for merchants to register new loyalty customers, accumulate points, process redemptions, manage discount bonuses, and verify customer identities using document number or phone number at the checkout counter of physical stores.
- Leal Coins Digital cash equivalent currency within the Leal ecosystem, earned via online cashback at partnered brands, conversion of other loyalty program points, and redeemed for purchases at 700+ affiliated merchants, cell phone recharges, and entertainment subscriptions. Valid for 2 years from accrual.
- Puntos Texaco Co-branded fuel loyalty program operated by Leal in partnership with Chevron/Texaco across Colombia, El Salvador, Panama, Honduras, and Guatemala. Earn Texaco Points for fuel purchases at participating stations, convertible to Leal Coins, redeemable for fuel vouchers and rewards.
Quantifiable outcome
- Up to +20% increase in customer purchase frequency
- +4 more outcomes
Companies that use Leal
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles3 records
Leal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability7 records
Feature7 records
Leal partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Texaco (Chevron)flagshipLeal administers the Puntos Texaco loyalty program for Chevron's Texaco brand across Colombia, El Salvador, Panama, Honduras, and Guatemala. This is a flagship partnership involving the co-development and operation of a multi-country fuel loyalty program where consumers earn and redeem points at Texaco stations. Leal is the exclusive operator of this program per the terms and conditions.
- Google CloudcoreLeal 360's infrastructure is hosted on Google Cloud and holds SOC2 Type II certification, indicating a core technology partnership for cloud infrastructure, security, and compliance.
Scale indicators8 records
Recent moves6 records
Leal competitors and assessment
Company assessmentDirect peers
- Punchh: Punchh is a US-based AI-powered loyalty and engagement platform purpose-built for restaurant and QSR chains. It is directly comparable to Leal because both serve multi-location food/retail brands with loyalty programs, CRM, and AI-driven personalization, though Punchh focuses on North America while Leal leads in LATAM.
- Thanx: Thanx is a US-based customer engagement and loyalty platform for restaurants combining CDP, AI-driven offers, and payment-linked rewards. Comparable to Leal because both target multi-location QSR and retail brands with loyalty + AI personalization, though Thanx focuses on US chains.
- Yotpo: Yotpo is an Israel/US-headquartered e-commerce marketing platform offering loyalty, reviews, SMS marketing, and AI personalization for retail brands. Comparable to Leal because both target retail merchants with loyalty + CRM + omnichannel campaigns, though Yotpo skews more to e-commerce while Leal has stronger POS/physical retail depth.
- Smile.io: Smile.io is a Canada-based loyalty and rewards platform for retail and e-commerce brands. Comparable to Leal because both provide points, referral, and VIP loyalty programs to merchants, though Smile.io primarily serves Shopify SMBs while Leal focuses on multi-branch LATAM enterprise chains.
- Antavo: Antavo is a UK/Hungary-based enterprise loyalty cloud platform serving global retail and fashion brands. Comparable to Leal because both offer modular, API-driven loyalty platforms with AI capabilities and omnichannel campaign tools for multi-location retailers.
- LoyaltyLion: LoyaltyLion is a UK-based loyalty and engagement platform for e-commerce merchants. Comparable to Leal because both offer points-based loyalty programs, segmentation, and personalized rewards, though LoyaltyLion focuses on Shopify-based DTC while Leal focuses on physical + digital LATAM retail chains.
Broad incumbents
- Braze: Braze is a US-based publicly listed customer engagement platform delivering cross-channel marketing automation, personalization, and AI-driven campaigns at enterprise scale. Comparable to Leal as a broad incumbent providing the omnichannel campaign and personalization layer that overlaps with Leal 360's Campañas module, though Braze does not specialize in retail-specific loyalty or POS-integrated CDP.
- Klaviyo: Klaviyo is a US-based publicly listed CRM and marketing automation platform for e-commerce and retail brands. Comparable to Leal because both provide behavior-driven email/SMS marketing, segmentation, and AI personalization, though Klaviyo does not focus on physical-store loyalty programs or LATAM-specific POS integrations.
- Iterable: Iterable is a US-based cross-channel marketing platform for consumer brands offering AI-driven personalization across email, SMS, push, and in-app. Comparable to Leal because both provide AI-powered omnichannel campaign orchestration, though Iterable focuses on North American/European digital-first brands rather than LATAM physical retail chains.
Emerging players
- CustomerGauge: CustomerGauge is a Netherlands/US-based platform specializing in Net Promoter Score (NPS) management with closed-loop feedback and revenue analytics. Comparable to Leal because both offer NPS modules that capture branch-level customer experience data and route detractors for service recovery, though CustomerGauge is focused on B2B NPS while Leal's is consumer-retail NPS.
Market position
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Leal social profiles
Digital presenceLeal compliance and trust
Trust signalCompliance1 record
Leal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leal leadership team
Management profileNumber of profiles
Profiles2 records
Leal funding detail
Funding detailFunding overview
Funding rounds9 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Leal
What does Leal do?
Leal 360 is a cloud-based B2B SaaS platform that combines a Customer Data Platform (CDP), omnichannel campaign automation (Email, SMS, WhatsApp), loyalty program management (points, cashback, gamification), and an AI Decision Engine for multi-location retail chains across Latin America. The platform is complemented by a consumer-facing mobile app (App Leal) that lets end users accumulate points and redeem Leal Coins cashback across a network of 500+ allied brands, plus a merchant web-based point-of-sale tool (Cajero Web).
Is Leal a public or private company?
Leal is a private company. It is classified as venture growth investor backed and is currently operating.
When was Leal founded?
Leal was founded in 2016. It employs 51 to 100 people.
Where is Leal based?
Leal is headquartered in Bogotá, Colombia, in the Latin America region.
How does Leal make money?
One revenue line is on record: saaS Subscription (Leal 360).
Who are Leal's main competitors?
Direct peers on record are Punchh, Thanx, Yotpo, Smile.io, Antavo and LoyaltyLion. Broad incumbents are Braze, Klaviyo and Iterable. CustomerGauge is listed as an emerging player.
Does Leal have an API?
Yes. Leal 360 offers REST API access with more than 350 integrations to connect the platform to third-party systems including POS and e-commerce platforms. Businesses can connect via the Cajero Web interface at https://cajeros.puntosleal.com, and access the platform at https://360.leal.co and login at https://login.leal.co. The platform supports automated campaign management, customer data synchronization, loyalty program management, and real-time analytics. Access is available for merchants subscribing to the platform's Professional and Enterprise plans.
What industry is Leal in?
Leal's product category is Retail Loyalty & Customer Engagement Software. Its primary akta.pro industry code is MPAAAIAB, SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT). Its NAICS code is 541511 and its SIC code is 7372.