Ibotta

What Ibotta does

Ibotta, Inc. is a Denver-based digital promotions company that operates a two-sided platform consisting of a consumer cashback mobile app and the Ibotta Performance Network (IPN), a B2B closed-loop advertising network connecting CPG brands to consumers through retail and publisher partners. On the consumer side, users add offers, shop at 2,600+ partner retailers (including Walmart, Kroger, Instacart, DoorDash, Uber Eats, and Giant Eagle), submit receipts or link loyalty accounts, and withdraw earnings (averaging $218-$261 annually) via PayPal, bank transfer, or gift cards once balances reach $20. The supporting Ibotta browser extension, gift card feature, and Ibotta Arcade gamification (powered by Tapjoy) extend the consumer surface area.

On the B2B side, Ibotta monetizes primarily through performance-based fees charged to CPG brands only when digital promotions produce verified sales, supplemented by marketplace/commission revenue from publishers and retailers participating in the IPN. The company's LiveLift product adds AI-powered incrementality measurement for in-store CPG promotions (80% of which still occur offline). Ibotta went public on the NYSE under ticker IBTA in April 2024, reaching 19.7 million active redeemers in Q1 2026 and serving over 200 million consumers through the IPN, with cumulative cash back paid exceeding $2 billion since 2012. The platform is protected by at least six U.S. patents covering the mobile app, browser extension, and IPN technology.

Name

Ibotta

Legal name

Ibotta, Inc.

Website

https://home.ibotta.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ibotta operates a two-sided digital promotions platform: a consumer cashback mobile app with 19.7M active redeemers and the Ibotta Performance Network, a B2B closed-loop network enabling CPG brands to deliver performance-based, verified promotions across 2,600+ retailer partners including Walmart, Kroger, Uber Eats, and Giant Eagle.

Ownership category

akta.pro rank

Product category

Digital Promotions Platform

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

akta.pro secondary industry

BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG)

Keywords

• Cashback rewards app
• Digital promotions network
• CPG advertising platform
• Receipt scanning rewards
• Performance-based marketing

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Consumer cash back / redemption fees: Ibotta earns a take rate on each cash back redemption processed through its platform. The company pays out cash to consumers (averaging $218–$261 per year per active user) and retains a portion as revenue. The platform processed over $2 billion in cumulative cash back paid to users since 2012.
2. Brand advertising and promotions (Ibotta Performance Network): CPG brands pay Ibotta to run performance-based digital promotions through the Ibotta Performance Network, reaching over 200 million consumers across publisher and retail partners. Brands pay only when promotions result in verified sales, making it an outcomes-driven model. LiveLift adds measurement and optimization capabilities for these campaigns.
3. Publisher / retailer network fees: Publishers and retailers in the Ibotta Performance Network pay for access to Ibotta's digital promotions infrastructure and consumer reach, integrating Ibotta's offer layer into their platforms for a performance-based compensation structure.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Ibotta operates a dual-sided digital promotions platform: a free consumer cashback mobile app (plus Chrome browser extension) where shoppers earn real cash back on groceries and everyday purchases by adding offers, scanning receipts, or linking retailer loyalty accounts; and the Ibotta Performance Network (IPN), a B2B closed-loop digital promotions network connecting CPG brands to over 200 million consumers through retailer and publisher partners (Walmart, Kroger, Uber Eats, DoorDash, Giant Eagle, Instacart) with performance-based pricing and verified sales outcomes.

Product overview

Ibotta is a digital promotions platform with two main offerings: a consumer cashback app (Ibotta App) enabling shoppers to earn cash back on groceries and everyday purchases, and the Ibotta Performance Network (IPN), a B2B platform connecting CPG brands with consumers through retail partners. The ecosystem includes supporting modules like the Ibotta Browser Extension for online shopping, LiveLift for campaign measurement, Ibotta Arcade for gamified earning, Gift Cards for instant cashback, and Loyalty Account Linking for automatic receipt-free earning. The platform reaches over 200 million consumers across 2,600+ retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Ibotta Performance Network (IPN): A closed-loop digital promotions network connecting brands to over 200 million consumers through partnerships with retailers including Walmart, Kroger, Instacart, and DoorDash.
• Ibotta Arcade

Products and services

• Ibotta App

Quantifiable outcome

• Average annual earnings per active Saver: $218 (homepage) to $261 (mobile app page)
• +5 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Giant EaglecoreGTM or Marketing Partner · 7 May 2026Giant Eagle partnered with Ibotta as its exclusive digital promotions partner, replacing previous savings programs across 200+ supermarkets and digital channels. The partnership aligns with Giant Eagle's 'Because It Matters' strategy to deliver better everyday value, providing customers expanded digital offers while giving CPG brands a performance-based model that pays only when promotions result in verified sales.
• Uber Technologies (Uber Eats, Postmates)coreGTM or Marketing Partner · 25 March 2026Ibotta entered a multi-year exclusive partnership with Uber Technologies to deliver digital promotions across Uber's grocery and retail ecosystem in the United States. Offers will debut in the Uber Eats app and expand to Uber and Postmates apps later in 2026. This is Uber's first multi-year exclusive arrangement with a national digital promotions provider, positioning Ibotta as the dominant promotions layer across third-party grocery delivery.
• Liquid DeathminorStrategic or Co-development Partner · 3 November 2025Liquid Death used Ibotta's LiveLift campaign measurement and optimization tool for its product launch, achieving a 19% sales lift. The partnership case study won Best Proof of Incrementality and Grocery at The Drum Awards for Commerce Media 2026.
• Denver NuggetsminorGTM or Marketing Partner · 1 January 2023Ibotta extended its multi-year strategic partnership with the Denver Nuggets NBA franchise, continuing its sponsorship of the team's jersey patch that began in 2023. The partnership directed more than $250,000 to dozens of local nonprofits through 'A Shot for Change' activations at Nuggets home games, reflecting Ibotta's deep ties to Denver and commitment to the local community.
• DoorDashminorChannel Partner/ Reseller/ DistributorDoorDash is part of the Ibotta Performance Network, enabling Ibotta to deliver digital promotions to consumers ordering through DoorDash's grocery and food delivery platform, extending the IPN across delivery services.
• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart is a major retailer partner in the Ibotta Performance Network, enabling Ibotta to deliver digital promotions to consumers shopping at Walmart stores and online, providing brands access to Walmart's massive consumer base.
• KrogercoreChannel Partner/ Reseller/ DistributorKroger is a core retailer partner in the Ibotta Performance Network. Ibotta had an at-will contract with Kroger that was the subject of securities litigation regarding IPO disclosures.
• InstacartminorChannel Partner/ Reseller/ DistributorInstacart is a partner in the Ibotta Performance Network, integrating Ibotta's digital promotions into its grocery delivery platform.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Rakuten: Rakuten is the most direct competitor to Ibotta, offering a cashback app and browser extension for online and in-store purchases. Both companies operate on a similar cashback/rewards model targeting deal-seeking consumers, with Rakuten often cited as the category leader and one of the primary competitors Ibotta benchmarks against ("4X the national offers" claim).
• Fetch Rewards: Fetch Rewards is a leading direct competitor offering a receipt-scanning app that rewards consumers with points redeemable for gift cards. Fetch targets the same everyday-shopper audience as Ibotta with similar grocery and CPG brand partnerships, and competes for both consumer mindshare and CPG promotional budgets.
• Honey (PayPal): Honey, owned by PayPal, offers a browser extension and app for online cashback, coupon finding, and price tracking. While more online-focused than Ibotta, Honey competes directly with Ibotta's browser extension and online shopping offers, and brings PayPal's distribution and capital to the cashback category.
• Dosh: Dosh is a cashback app that automatically links to users' credit/debit cards to provide cash back at participating merchants. Dosh competes with Ibotta's loyalty account linking and automatic redemption capabilities, targeting the same pain point of eliminating manual receipt submission.
• Capital One Shopping: Capital One Shopping (formerly Wikibuy) is a browser extension and shopping assistant offering price comparison, coupons, and rewards. Backed by Capital One, it competes with Ibotta's browser extension for online shopping savings and brings deep financial-services distribution.
• Coupons.com (Quotient Technology): Coupons.com is a long-established digital coupon platform owned by Quotient Technology (now Neptune Retail Solutions). It competes with Ibotta in delivering digital CPG promotions and coupons to consumers, with strong retailer relationships and an established B2B promotional network serving the same CPG advertisers.
• RetailMeNot: RetailMeNot is a digital coupon and deals platform serving both consumers (deal discovery) and brands (promotional placement). It overlaps with Ibotta's consumer-facing offers experience and competes for CPG promotional spend on the B2B side.

Emerging players

• Shopkick: Shopkick, owned by Trax, is a location-based shopping rewards app that rewards users for walking into stores and scanning products. Shopkick competes with Ibotta in the in-store cashback space with a different engagement mechanic (location-based rewards) but addresses the same consumer and CPG brand audience.
• Swagbucks (Prodege): Swagbucks is a rewards platform offering cash back for online shopping, surveys, and other activities. Owned by Prodege, it competes with Ibotta for deal-seeking consumers and offers CPG brands an alternative promotional channel, though with less focus on grocery-specific in-store receipt scanning.

Others

• The Trade Desk: The Trade Desk is a leading demand-side platform for programmatic digital advertising. While not a direct competitor, Ibotta has a partnership with The Trade Desk for targeted ad campaigns, and The Trade Desk represents the broader ad-tech ecosystem against which Ibotta's IPN competes for CPG advertising budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ibottaapp
• YouTubeyoutube.com/channel/UCBYyJ0u9zOoAMPgnXUq-opg
• Facebookfacebook.com/ibottaapp
• LinkedInlinkedin.com/company/ibotta-inc-
• Instagraminstagram.com/ibotta
• TikToktiktok.com/@ibotta
• Pinterestpinterest.com/ibottaapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds6 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ibotta