Marsello
Marsello is a Wellington, New Zealand-based SaaS company providing an omnichannel loyalty and customer engagement platform for retail and hospitality brands. It unifies POS and eCommerce transaction data into single customer profiles to power loyalty programs, email/SMS marketing, automation, and digital wallet passes.
- Company typePrivate
- Founded2014
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Marsello does
Marsello is a Wellington, New Zealand-headquartered SaaS company founded in 2014 that provides an omnichannel loyalty and customer engagement platform targeting retail and hospitality brands globally. The platform's core technology aggregates transaction data from in-store POS systems and online eCommerce platforms into a single unified customer profile, enabling merchants to operate loyalty programs, run email and SMS marketing campaigns, trigger behavior-based automations, and issue digital wallet passes across both physical and digital touchpoints. Marsello has built native integrations with 13+ commerce platforms including Shopify, Lightspeed, Klaviyo, WooCommerce, BigCommerce, Clover, Heartland, and Cin7 Omni, positioning the product as a connectivity layer that unifies fragmented retail tech stacks.
The platform is structured as a core engine plus four integrated modules: Loyalty & Referrals (points, VIP tiers, referrals), Email & SMS Campaigns (with AI-powered content suggestions), Marketing Automation (behavior-triggered workflows), and Reporting & Analytics (RFM analysis, attribution). Marsello monetizes via a two-tier SaaS subscription priced at $60/month (Loyalty Launch) and $120/month (Loyalty Accelerate) per site, with a 14-day free trial and a PLG-driven self-serve onboarding motion supplemented by demo-based inside sales for mid-market and enterprise prospects. The company reports 4,000+ brand customers spanning SMBs (bakeries, boutiques) and named enterprise logos including LEGO, Dunkin', Merrell, Havaianas, and Neal's Yard. Distribution is primarily direct via the company website and app marketplaces (Shopify App Store, WooCommerce Marketplace), with channel partnerships (e.g., Zyber) supporting mid-market reach. Marsello is privately held as Marsello Limited, has raised approximately $7.65M in disclosed funding across multiple rounds (largest: $2.85M Series A from Trestle Partners in January 2021), and acquired digital gift card platform Goody in July 2020. Headcount is 51-100 employees.
Marsello firmographics
Firmographics- Name
- Marsello
- Legal name
- Marsello Limited
- Website
- https://marsello.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marsello is a Wellington, New Zealand-based SaaS company providing an omnichannel loyalty and customer engagement platform for retail and hospitality brands. It unifies POS and eCommerce transaction data into single customer profiles to power loyalty programs, email/SMS marketing, automation, and digital wallet passes.
- Ownership category
- akta.pro rank
Marsello industry classification
Industry- Product category
- Customer Loyalty Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Loyalty, Rewards & Retention Platforms (BPAFAFAH)
- akta.pro secondary industry
- Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK)
Keywords
Where Marsello is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Marsello business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - Loyalty Launch: Entry-level subscription tier providing core loyalty program functionality at $60/month per site, billed monthly via credit card.
- SaaS Subscription - Loyalty Accelerate: Premium subscription tier offering expanded loyalty program features at $120/month per site, billed monthly via credit card.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Loyalty Launch - Entry-level loyalty program tier |
| Subscription | Monthly | Loyalty Accelerate - Premium loyalty program tier (most popular) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Marsello product offering
Product offeringCore offering
Marsello provides a cloud-based omnichannel loyalty and customer engagement SaaS platform that integrates with POS and eCommerce systems to consolidate in-store and online transaction data into unified customer profiles. Brands use it to launch loyalty and referral programs, run AI-assisted email and SMS marketing campaigns, automate behavior-triggered workflows, issue digital wallet passes, and access real-time loyalty and marketing analytics. The platform is sold via tiered monthly subscriptions (Loyalty Launch at $60/site/month and Loyalty Accelerate at $120/site/month), complemented by a 14-day free trial and demo-led enterprise sales.
Product overview
Marsello is an omnichannel loyalty and marketing platform designed for retail and hospitality brands. The platform consists of a core Marsello Platform that aggregates POS and eCommerce data, supported by integrated modules including Loyalty & Referrals for points-based reward programs, Email & SMS Campaigns for marketing communications with AI-powered content suggestions, Marketing Automation for behavior-triggered workflows, Reporting & Analytics for customer insights and attribution, and Digital Wallet Pass for mobile wallet integration. Brands can subscribe to Loyalty Launch (from $60 USD/month) or Loyalty Accelerate (from $120 USD/month) plans.
Differentiator
Problem solved
Functional benefit
Products and services
- Marsello Platform Cloud-based omnichannel loyalty and marketing SaaS platform that integrates with POS and eCommerce systems to unify in-store and online transaction data into single customer profiles, enabling loyalty and referral programs, AI-assisted email and SMS marketing, behavior-triggered marketing automation, digital wallet pass issuance, and real-time loyalty and marketing analytics for retail and hospitality brands. Sold via tiered monthly subscriptions (Loyalty Launch at $60/site/month and Loyalty Accelerate at $120/site/month) with a 14-day free trial and demo-led enterprise sales.
Companies that use Marsello
Customer profileNamed customers22 records
Segments4 records
Ideal customer profiles2 records
Marsello technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability2 records
Feature4 records
Marsello partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- ShopifycorePrimary eCommerce platform integration enabling Shopify merchants to easily implement loyalty programs on their online stores.
- KlaviyocoreEmail marketing platform integration enabling automated loyalty-driven email campaigns and customer segmentation.
- LightspeedcorePOS system integration for brick-and-mortar retailers, enabling loyalty program management tied to in-store transactions.
- WooCommercecoreWordPress eCommerce platform integration enabling WooCommerce store owners to implement loyalty programs.
- BigCommercecoreEnterprise eCommerce platform integration for BigCommerce merchants seeking loyalty program capabilities.
- ClovercorePOS system integration enabling Clover merchants to run loyalty programs tied to their point-of-sale transactions.
- HeartlandcorePOS and payments platform integration for Heartland merchants, enabling unified loyalty and payment solutions for brick-and-mortar retailers.
- Meta (Facebook/Instagram)coreSocial media platform integration enabling loyalty program promotion and customer engagement through Facebook and Instagram.
- CapterraminorSoftware review platform listing providing visibility and lead generation through Capterra's user review and discovery platform.
- ZyberminorZyber is a Shopify Premier Partner and Klaviyo Platinum Master partner. They partner with Marsello for unified retail and loyalty solutions, co-hosting webinars and sharing clients like Good George Brewing.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Marsello competitors and assessment
Company assessmentDirect peers
- Smile.io: Smile.io is a leading loyalty and rewards platform built natively for Shopify and BigCommerce merchants, offering points, referral, and VIP tier programs. It directly competes with Marsello for the same SMB and mid-market eCommerce customer base with very similar pricing and feature positioning.
- Antavo: Antavo is an enterprise loyalty cloud platform for retail, fashion, hospitality, and cosmetics brands. It overlaps with Marsello's enterprise tier offering omnichannel loyalty programs with similar APIs and integration-driven GTM, though skews toward larger enterprise customers.
- Stamped.io: Stamped.io offers loyalty, reviews, and referrals for Shopify and BigCommerce merchants. Its product scope directly intersects Marsello's loyalty + Judge.me review integration partnership, competing for the same SMB eCommerce merchant profile.
- Yotpo: Yotpo offers a comprehensive loyalty, reviews, SMS, and visual marketing platform for eCommerce brands. It overlaps heavily with Marsello's loyalty, email/SMS, and marketing automation modules, serving similar retail and DTC customers at a broader enterprise scale.
- Friendbuy: Friendbuy is a referral and loyalty platform for direct-to-consumer brands, integrated with Shopify, Klaviyo, and major ESPs. It overlaps with Marsello's referrals and points-based loyalty modules and competes for the same DTC and retail eCommerce customer.
- Punchh: Punchh provides a digital loyalty and engagement platform purpose-built for restaurant, food and beverage, and brick-and-mortar retail chains. It targets enterprise customers in hospitality — a segment Marsello explicitly serves (Dunkin', Bakers Delight) — with comparable omnichannel loyalty functionality.
- LoyaltyLion: LoyaltyLion is a loyalty and engagement platform focused on Shopify, BigCommerce, and WooCommerce merchants. It is one of Marsello's closest direct competitors in the SMB eCommerce loyalty segment with a similar points-based product and pricing model.
Broad incumbents
- Klaviyo: Klaviyo is a leading email and SMS marketing platform for eCommerce with deep Shopify integration. It is a Marsello integration partner but also a broader incumbent in the email/SMS automation space Marsello operates in; many merchants consider Klaviyo as a substitute for Marsello's email and SMS modules.
- Birdeye: Birdeye is a broader customer experience platform combining reviews, listings, messaging, and customer engagement for multi-location businesses. It overlaps with Marsello's hospitality and retail customer engagement value proposition as part of a wider martech portfolio.
- Square Loyalty (Block): Square Loyalty is a native loyalty feature within Block's Square POS ecosystem for SMBs. It competes with Marsello for the same single-location retailer and café customer base but is bundled into the broader Square payments and POS platform, not a stand-alone loyalty product.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Marsello social profiles
Digital presenceMarsello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marsello leadership team
Management profileNumber of profiles
Marsello funding detail
Funding detailFunding overview
Funding rounds12 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marsello 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 Marsello
What does Marsello do?
Marsello provides a cloud-based omnichannel loyalty and customer engagement SaaS platform that integrates with POS and eCommerce systems to consolidate in-store and online transaction data into unified customer profiles. Brands use it to launch loyalty and referral programs, run AI-assisted email and SMS marketing campaigns, automate behavior-triggered workflows, issue digital wallet passes, and access real-time loyalty and marketing analytics. The platform is sold via tiered monthly subscriptions (Loyalty Launch at $60/site/month and Loyalty Accelerate at $120/site/month), complemented by a 14-day free trial and demo-led enterprise sales.
Is Marsello a public or private company?
Marsello is a private company. It is classified as venture growth investor backed and is currently operating.
When was Marsello founded?
Marsello was founded in 2014. It employs 11 to 50 people.
Where is Marsello based?
Marsello is headquartered in Wellington, New Zealand, in the Oceania region.
How does Marsello make money?
Two revenue lines are on record. SaaS Subscription - Loyalty Launch is the primary driver. The others are saaS Subscription - Loyalty Accelerate.
Who are Marsello's main competitors?
Direct peers on record are Smile.io, Antavo, Stamped.io, Yotpo, Friendbuy, Punchh and LoyaltyLion. Broad incumbents are Klaviyo, Birdeye and Square Loyalty (Block).
Does Marsello have an API?
Yes. Marsello offers a public API for partners and developers to build integrations with the Marsello platform. The API enables partners to create integrations that extend Marsello's functionality, access customer data, and sync transaction/order data. Partner integrations must expressly consent to data access through the Marsello Products interface. The API Terms specify data retention limitations (60 days for retrieved data), security standards requirements, and prohibitions on using API data to create competing loyalty/rewards/marketing platforms. Developer documentation is at marsello.readme.io/reference/getting-started-with-marsello-api.
What industry is Marsello in?
Marsello's product category is Customer Loyalty Software. Its primary akta.pro industry code is BPAFAFAH, Loyalty, Rewards & Retention Platforms, with a secondary code of MPAAAIAK, Direct Response & Database Marketing (Mailing Lists, Data Hygiene). Its NAICS code is 5132 and its SIC code is 7372.