Bonial.com

What Bonial.com does

Bonial.com (legal entity: Bonial International GmbH) operates the leading location-based shopping and digital offer communication platform in Germany and France, marketed under the kaufDA and MeinProspekt brands. Founded in 2008 in Berlin and wholly owned by Axel Springer SE since 2011, the company reaches 14.4 million monthly unique users across its consumer mobile apps and web platforms, serving 1,500 retailers and brands including Lidl, Kaufland, REWE, dm, Rossmann, Bauhaus, Hornbach, and consumer brand manufacturers such as Nespresso, Samsung, Ferrero, and Beiersdorf. The platform enables digital brochure distribution with carousel formats, product views, video integration, and clickable shopping lists, complemented by location-based drive-to-store targeting, automated feed-based advertising (Bonial Dynamic Content), lockscreen advertising (Bonial Push), and cashback/couponing mechanics.

The technology stack centers on cloud computing infrastructure supporting digital brochure management, location-based targeting, and cross-channel campaign orchestration, with products extending reach to 55+ million users through Google Display Network, Instagram, Facebook, and Media Impact partnerships via the Bonial Reach product. The 2025-2026 integration of cmmrcl.ly (acquired by Axel Springer in 2025) introduces first-party retail data from 25+ exclusive partners including REWE, Rossmann, and OBI, creating a unified retail marketing hub that combines digital offer communication with data activation and walled-garden campaign management. The product portfolio spans brochure-based advertising (Bonial Media), brochure-free feed ads (Bonial Dynamic), location-based activation (Bonial Push), promotional mechanics (Bonial Cashback, Bonial Couponing), brand campaigns (Bonial Superbanner, Bonial Brand World, Bonial Brand Story), branded shelves (Bonial Branded Dynamic), and full-format video (Bonial Stories).

Bonial employs a hybrid go-to-market combining direct enterprise sales to retailers and brands with a product-led consumer platform. Revenue is generated primarily through performance-based advertising and digital brochure placements on a transparent pay-for-performance pricing model with multi-year contracts. The sales-led B2B motion targets key accounts in Germany and France, supported by a Client Strategy team, while the product-led motion drives consumer engagement and retention through self-serve app experiences. The company operates from Berlin (250+ employees at headquarters) and Paris (30+ employees), totaling 350+ people across nearly 50 nationalities, with management led by CEO Christoph Eck-Schmidt alongside CCO/CMO Florian Reinartz, CPO Karsten Lehmann, CFO Francis Felice, and CTO Armin Grau.

Name

Bonial.com

Legal name

Bonial International GmbH

Website

https://bonial.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Bonial.com operates Germany's #1 location-based digital brochure platform (kaufDA and MeinProspekt), serving 14.4 million monthly users and 1,500 retailers and brands across Germany and France with performance-based location-based advertising, digital offer communication, and data-driven retail marketing solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Digital Brochure Advertising: Revenue generated from digital brochure advertising placements on kaufDA and MeinProspekt platforms. Retailers pay to feature their promotional brochures digitally, reaching 14.4 million monthly users. Options include carousel formats, product views, and video integration.
2. Performance-Based Advertising: Various performance products including Bonial Dynamic Content (automated feed-based ads), Bonial Push (lockscreen ads), and Bonial Superbanner. Transparent payment model where clients pay for performance delivered - fair and measurable results.
3. Data-Driven Campaign Management: Cross-channel campaign management services leveraging first-party retail data. Integration of cmmrcl.ly's walled garden solutions with data from 25+ exclusive retail partners (REWE, Rossmann, OBI) for targeted advertising campaigns.
4. Brand Marketing Solutions: Brand World, Brand Story, and Branded Dynamic products for brand awareness campaigns. Includes video integration, landing page redirects, dealer map integration, and editorial team support.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Bonial.com operates the location-based shopping platforms kaufDA and MeinProspekt, which connect shoppers with local retailers and brands through digital brochures, offers, and promotional content. The company sells digital and location-based advertising products (Bonial Reach, Bonial Dynamic, Bonial Push, Bonial Media, Bonial Cashback, Bonial Couponing, Bonial Superbanner, Bonial Brand World, Bonial Brand Story, Bonial Branded Dynamic, Bonial Stories) to retailers and brand manufacturers, enabling performance-based, measurable drive-to-store and brand marketing campaigns.

Product overview

Bonial is a Hamburg-based retail marketing company and part of Axel Springer SE, operating as a digital offer communication platform. The company offers a platform-plus-products architecture centered around two main mobile apps (kaufDA and MeinProspekt) that enable users to browse digital brochures and offers from retailers and brands. Bonial Reach extends advertising reach to partner networks (Google Display Network, Instagram, Facebook, Media Impact). The portfolio includes products for brochure-based advertising (Bonial Media), brochure-free advertising (Bonial Dynamic), location-based activation (Bonial Push), promotional mechanics (Bonial Cashback, Bonial Couponing), campaign branding (Bonial Superbanner, Bonial Brand World, Bonial Brand Story), exclusive branded shelves (Bonial Branded Dynamic), and video content (Bonial Stories). The company serves over 1,500 retailers and brands reaching 14.4 million unique users monthly.

Differentiator

Problem solved

Functional benefit

Products and services

• kaufDA Mobile and web application that allows users to browse weekly offers, promotions, and digital brochures from local and national retailers. Users can create shopping lists, save favorite offers, and find store locations and opening hours. For retail advertisers, kaufDA serves as the primary distribution channel for digital brochure placements and promotional campaigns.
• MeinProspekt Digital prospectus and offers platform in Germany, similar to kaufDA, allowing users to access retailer flyers and deals on mobile devices. Complements kaufDA with additional retailer coverage.
• Bonial Reach Advertising reach extension product that boosts performance and reach on partner networks including Google Display Network, Instagram, Facebook, and Media Impact with data-driven advertising targeting over 55 million users.
• Bonial Dynamic Brochure-free advertising solution that enables flexible product presentation through automated feeds updated every hour, with an own shelf for products and optional in-house design.
• Bonial Push Location-based advertising solution providing maximum attention and guaranteed visibility through mobile lockscreen exclusivity, with targeting by time, place, and audience to drive store frequency.
• Bonial Cashback Cashback integration for savings offers that strengthens brand loyalty, increases sales, and generates more attention for products.
• Bonial Media

Quantifiable outcome

• +37% store frequency uplift (IWD survey, 2020)
• +6 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and major.

• cmmrcl.lycoreStrategic or Co-development Partner · 1 January 2025Social media marketing company being integrated into Bonial group to create unified retail marketing hub. cmmrcl.ly specializes in walled garden solutions with first-party data from 25+ exclusive partners including REWE, Rossmann, and OBI. Previously acquired by Axel Springer in 2025. Current managing directors departing July 31, 2026 with new Bonial-integrated leadership.
• Google Display NetworkmajorChannel Partner/ Reseller/ DistributorBonial Reach advertising product utilizes Google Display Network as a distribution channel, extending Bonial's advertising reach across Google's network of publishers and websites.
• Instagram (Meta)majorChannel Partner/ Reseller/ DistributorBonial Reach advertising utilizes Instagram as a distribution channel for data-driven advertising campaigns, reaching users on the Meta-owned platform.
• Facebook (Meta)majorChannel Partner/ Reseller/ DistributorBonial Reach advertising utilizes Facebook as a distribution channel for cross-channel campaign management targeting Facebook's user base.
• Media ImpactmajorChannel Partner/ Reseller/ DistributorBonial Reach advertising utilizes Media Impact as a distribution channel for advertising campaigns in the German market.
• REWE (Retail Partner Data)coreTechnology or IntegrationOne of 25+ exclusive retail data partners providing first-party data to cmmrcl.ly's walled garden solutions integrated into Bonial's retail marketing hub.
• Rossmann (Retail Partner Data)coreTechnology or IntegrationOne of 25+ exclusive retail data partners providing first-party data to cmmrcl.ly's walled garden solutions integrated into Bonial's retail marketing hub.
• OBI (Retail Partner Data)coreTechnology or IntegrationOne of 25+ exclusive retail data partners providing first-party data to cmmrcl.ly's walled garden solutions integrated into Bonial's retail marketing hub.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Shopfully: European digital flyer and offer platform operating across multiple countries including Italy, Spain, France, and Germany. Direct competitor to Bonial's kaufDA and MeinProspekt in the digital circular aggregation space.
• Offerista Group: German digital marketing company specializing in digital brochures, location-based advertising, and retail marketing solutions. Direct competitor in the DACH digital offer communication market.
• Flipp: North American digital circular platform serving retailers and brands with digital flyer solutions and personalized offers. Comparable business model with similar digital brochure aggregation and advertising products.
• Pepper Media: European mobile advertising and retail marketing platform with strengths in location-based and drive-to-store advertising. Comparable product offering focused on retail media and shopper marketing.

Broad incumbents

• RetailMeNot: Major US-based digital coupon and offer platform with broader consumer reach. Operates as a wider portfolio of deal-discovery products, not narrowly focused on Bonial's digital brochure niche.
• Criteo: Global commerce media platform specializing in retail media and personalized advertising. While broader than Bonial's niche, it competes for retail advertising budgets and has overlapping retail media network capabilities.
• Google Ads (Alphabet): Largest digital advertising platform globally, serving as both a competitor (for retailer ad budgets via Google Display Network) and a partner (Bonial Reach distributes via Google Display Network).
• Ströer: German out-of-home and digital advertising company with significant reach in the German market. Adjacent competitor for retail advertising budgets, particularly in physical-location-driven marketing.

Emerging players

• Savings.com: Digital coupon and deal platform focused on retail savings content. Has partial overlap with Bonial's cashback and couponing products but lacks the European digital brochure focus.

Others

• Media Impact: German advertising sales house and Axel Springer sister company that Bonial Reach partners with for distribution. Sister entity within the Axel Springer ecosystem that provides distribution but could also be considered an adjacent participant in the retail media landscape.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/bonial_com
• YouTubeyoutube.com/user/Bonialgroup
• Facebookfacebook.com/bonial.com.group
• LinkedInlinkedin.com/company/3130737
• Instagraminstagram.com/bonial_people
• Pinterestpinterest.de/Bonialprospekte

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors1 record

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

M&A1 record

Investments5 records

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

Frequently asked questions about Bonial.com