Ibotta
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.
- Company typePublic
- Founded2012
- HeadquartersDenver, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingSoftware
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.
Ibotta firmographics
Firmographics- 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
Ibotta industry classification
Industry- 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
Where Ibotta is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ibotta business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free consumer app — no cost to download or use |
| Outcome Based/ Performance | Pay-as-you-go | Ibotta Performance Network — brand/retailer advertising |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Ibotta product offering
Product offeringCore 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
Companies that use Ibotta
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Ibotta technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature5 records
Ibotta partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Giant EaglecoreGiant 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)coreIbotta 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 DeathminorLiquid 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 NuggetsminorIbotta 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.
- DoorDashminorDoorDash 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.
- WalmartcoreWalmart 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.
- KrogercoreKroger 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.
- InstacartminorInstacart 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
Ibotta competitors and assessment
Company assessmentDirect 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
Ibotta social profiles
Digital presenceIbotta financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ibotta leadership team
Management profileNumber of profiles
Profiles10 records
Ibotta funding detail
Funding detailFunding overview
Funding rounds6 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ibotta M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ibotta
What does Ibotta do?
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.
Is Ibotta a public or private company?
Ibotta is a public company. It is classified as public and is currently operating.
When was Ibotta founded?
Ibotta was founded in 2012. It employs 501 to 1,000 people.
Where is Ibotta based?
Ibotta is headquartered in Denver, United States, in the North America region.
How does Ibotta make money?
Three revenue lines are on record. Consumer cash back / redemption fees are the primary driver. The others are brand advertising and promotions (Ibotta Performance Network) and publisher / retailer network fees.
Who are Ibotta's main competitors?
Direct peers on record are Rakuten, Fetch Rewards, Honey (PayPal), Dosh, Capital One Shopping, Coupons.com (Quotient Technology) and RetailMeNot. Emerging players are Shopkick and Swagbucks (Prodege). The Trade Desk is listed as an others.
Does Ibotta have an API?
No public API is recorded for Ibotta.
What industry is Ibotta in?
Ibotta's product category is Digital Promotions Platform. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of FSAGAIAG, BNPL Consumer Apps & Wallets (Discovery, Management).