What Fielo does

Fielo is a Brazil-headquartered SaaS provider of loyalty and incentive management software, founded in 2013 and operating across 20+ countries with offices in São Paulo, Rio de Janeiro, and Minneapolis. The company serves enterprise and mid-market organizations running channel partner programs (B2B), customer loyalty programs (B2C), and employee incentive programs (B2E) across verticals including manufacturing, energy and fuel, retail, financial services, healthcare, automotive, and agriculture. Named enterprise customers include Abbott, Terpel, Syngenta, Dunlop, Norwegian Cruise Lines, Rocket Mortgage, Kimberly Clark, Thomson Reuters, Audi, and ArcelorMittal.

The platform is organized around two suites — Customer Loyalty (Loyalty Management, Learning Hub, Communications Engine) and Channel Performance (Digital Asset Management, Learning Management System, Incentives Automation, Rebates Management, Communications Engine, Partner Portal) — augmented by the Fielo Loyalty Copilot, a conversational AI assistant for program design, predictive churn prevention, and real-time fraud detection. The technology stack is Salesforce-native (held the #1 AppExchange ranking for 15 years) with additional native integrations for Pegasystems, HubSpot, and Microsoft Dynamics, plus availability on AWS Marketplace and Azure. The underlying AI capabilities depend on OpenAI as the LLM provider. The 2021 acquisition of Gage Marketing Group extended CRM compatibility beyond Salesforce.

Fielo operates a subscription-based SaaS revenue model with annual billing and quote-based enterprise pricing distributed through direct enterprise sales (Book a Demo CTAs), Salesforce AppExchange, AWS Marketplace, and Pegasystems channels. The company has disclosed $7M in total funding from Confrapar and Lorinvest (2019), employs 51-100 people, and processes $5B in transactions across 32M managed program members globally.

Name

Fielo

Legal name

Fielo

Website

https://fielo.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Fielo is a Brazil-headquartered SaaS provider of AI-powered loyalty and channel incentive management software for enterprise customers across 20+ countries, with two product suites covering B2B channel performance and B2C customer loyalty programs.

Ownership category

akta.pro rank

Product category

Loyalty Management Software

NAICS

Advertising Agencies (541810)

SIC

Services-Computer Programming Services (7371), Services-Advertising Agencies (7311)

akta.pro primary industry

Loyalty Program Management Platforms (Earn/Burn, Rules Engine, Member Lifecycle) (THALAKAA)

akta.pro secondary industry

Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Loyalty management software
• Channel partner management
• Incentive automation
• Customer loyalty platform
• Sales performance software

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based SaaS: Fielo operates as a cloud-based SaaS platform providing loyalty and incentive management software. Customers pay subscription fees for access to the platform's Customer Loyalty and Channel Performance suites. The platform is offered through multiple ecosystem options including Salesforce AppExchange and AWS Marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Fielo provides an AI-native, cloud-based loyalty and incentive management SaaS platform sold through two suites: Customer Loyalty (loyalty management, learning hub, communications engine) and Channel Performance (digital asset management, learning management system, incentives automation, rebates management, communications engine, partner portal). The platform is powered by Fielo Loyalty Copilot, a generative-AI assistant that co-creates programs, recommends rules and segments, predicts churn, and detects fraud, enabling enterprise programs to deploy in weeks rather than months.

Product overview

Fielo is a cloud-based loyalty and channel performance platform consisting of two main suites: Customer Loyalty and Channel Performance. The Customer Loyalty Suite includes Loyalty Management, Learning Hub, and Communications Engine modules, while the Channel Performance Suite includes Digital Asset Management, Learning Management System, Incentives Automation, Rebates Management, Communications Engine, and Partner Portal modules. Both suites are powered by Fielo Loyalty Copilot, an AI assistant for co-creating and managing programs. The platform is available as Salesforce Native (the primary offering, ranked #1 for 15 years), Pegasystems Native, and via AWS Marketplace. Fielo serves B2B, B2C, and B2E audiences across manufacturing, energy, retail, financial services, healthcare, and other industries in over 20 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Fielo Loyalty Copilot: AI-powered conversational assistant for loyalty and incentive program design, offering blueprint creation, AI-recommended programs and rules, continuous optimization engine, and predictive analytics for churn prevention.
• Customer Loyalty Suite
• Channel Performance Suite
• S-GRIT

Products and services

• Customer Loyalty Suite AI-native customer loyalty platform for setting up scalable B2C loyalty programs designed to increase brand loyalty, customer lifetime value, and growth. Includes loyalty management, learning hub, and multi-channel communications engine with AI-powered personalization.
• Channel Performance Suite Channel partner enablement and performance platform for B2B programs providing customizable marketing assets, training capabilities, performance rewards, digital asset management, learning management, incentives automation, rebates management, communications, and a partner portal.
• Fielo Loyalty Copilot AI-powered conversational assistant for loyalty and incentive programs that learns the business, recommends proven structures, predicts churn, and catches fraud in real time. Co-creates programs via blueprint creation, AI-recommended programs/rules/segments, continuous optimization, and predictive analytics.
• Commerce Loyalty Ecommerce loyalty solution for B2B and B2C customers delivering instant, personalized rewards with native Salesforce Commerce Cloud compatibility.
• Customer Advocacy Solution for turning customers into brand ambassadors by rewarding referrals, reviews, social shares, and other key advocacy behaviors.
• Sales Promotions Sales performance solution with no-code drag-and-drop tools for launching promotions including discounts, coupons, contests, and bundles.
• Channel Sales Rep Program Channel sales representative incentive program for driving partner sales performance and growth.
• Learn & Earn Partner training and engagement program combining learning content completion with incentive rewards to drive certified and engaged channel partners.
• S-GRIT Gamification models for customer loyalty and channel performance programs that enhance engagement through game mechanics and reward structures.

Quantifiable outcome

• Reduces traditional program design cycles by up to 70%
• +5 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Gage Marketing GroupcoreStrategic or Co-development Partner · 19 October 2021Brazil-based Fielo acquired Minneapolis-based Gage Marketing Group on October 19, 2021. The acquisition enabled Fielo to expand beyond Salesforce and serve customers using various CRM platforms by incorporating Gage's channel management products into Fielo's incentive, loyalty, and marketing automation solutions. The companies integrated operations to expand product and market offerings.
• SalesforcecoreTechnology or IntegrationFielo is a Salesforce-native platform that has been #1 on Salesforce AppExchange for 15 years. The platform integrates natively with Salesforce Experience Cloud, leveraging Salesforce's data security, identity access management, and Lightning framework for drag-and-drop portal design.
• Pega SystemscoreTechnology or IntegrationPegasystems native integration offering intelligent automation for customer engagement and operations at scale. Complements Fielo programs with low-code workflows and decision-making capabilities.
• Microsoft AzuresupportingTechnology or IntegrationAzure cloud platform enables flexible Fielo deployments beyond Salesforce. Provides enterprise-grade AI, analytics, and hybrid solutions.
• OpenAIsupportingTechnology or IntegrationOpenAI LLC provides AI technology for Fielo's AI features including Fielo Loyalty Copilot. OpenAI's Terms of Service govern the use of AI functions. OpenAI may use inputs for model training and improvement, with opt-out rights available.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Salesforce Loyalty Management: Salesforce's natively integrated loyalty management product, part of Marketing Cloud. Directly competes with Fielo's customer loyalty suite, and its bundling within the Salesforce ecosystem poses the most significant competitive threat to Fielo's 15-year #1 AppExchange position.
• SessionM (Mastercard): Mastercard-owned customer engagement and loyalty platform serving enterprise brands across financial services, retail, and travel. Competes with Fielo on enterprise-scale loyalty infrastructure, with the additional backing of Mastercard's payments and data assets.

Direct peers

• Yotpo: A leading e-commerce loyalty, referral, and user-generated content platform serving mid-market and enterprise brands. Competes with Fielo's B2C Customer Loyalty Suite, particularly in retail and direct-to-consumer verticals, with overlapping AI-driven personalization capabilities.
• Smile.io: Loyalty program platform purpose-built for Shopify and e-commerce brands. Competes with Fielo's Commerce Loyalty solution for the small-to-mid-market segment, though it is more focused on the Shopify ecosystem while Fielo serves broader enterprise.
• Antavo: Enterprise SaaS loyalty cloud platform serving global brands. Competes head-to-head with Fielo's Customer Loyalty Suite, both offering API-driven loyalty engines, tier management, and integration with marketing stacks for omnichannel customer engagement.
• Annex Cloud: Customer loyalty and engagement platform with referral, advocacy, and loyalty modules. Competes with Fielo's Customer Loyalty Suite and Customer Advocacy solution, particularly in the mid-market and enterprise retail/manufacturing segments.
• Punchh: Loyalty and engagement platform purpose-built for restaurants, retail, and convenience store chains. Overlaps with Fielo's B2C loyalty capabilities, especially for multi-location consumer brands seeking AI-driven personalization and unified member engagement.
• Brierley+Partners: Loyalty and CRM agency offering strategy, technology, and analytics services for enterprise loyalty programs. Competes with Fielo on the loyalty strategy and program design layer, though Brierley is more services-led and Fielo is product-led.
• Kobie Marketing: Full-service loyalty marketing and program management firm with proprietary technology. Competes with Fielo across enterprise loyalty program design, management, and technology enablement, particularly for large B2C brands.

Emerging players

• LoyaltyLion: E-commerce-focused loyalty platform with strong Shopify and BigCommerce integrations. Competes with Fielo in the SMB-to-mid-market commerce loyalty segment but lacks the enterprise and channel performance breadth of Fielo's platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FieloWW
• Facebookfacebook.com/FieloWW
• LinkedInlinkedin.com/company/3197939

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 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 Fielo