What Maslow does

Maslow is a B2B SaaS platform, founded in 2022 and headquartered in Mexico City, that centralizes employee benefits, incentives, recognition, and rewards into a single credit-based system for corporate clients. The platform operates as a SaaS-plus-marketplace model: employers fund employee wallets with credits that workers spend across a catalog of 10,000+ discounts and benefits spanning food, health, education, entertainment, and technology in 25 countries, with local merchant partnerships in each market. The product suite includes core modules for flexible Benefits, a corporate Discount Club, peer-to-peer and manager Recognition, automated commission/Incentives management, configurable Coupons, Corporate Subscriptions management, internal News/comms, plus supporting features for Birthdays, Automatic Distributions, Group Segmentation, Loyalty Programs, Analytics, and White-label deployment.

Under the hood, Maslow is built around a REST API (with Python SDK, webhooks, and automatic employee sync) that integrates with HRIS, payroll, and SSO systems, supporting web and native mobile (iOS/Android) access and full white-label customization including custom domain and branded apps for enterprise clients. The platform supports group-level segmentation by country, role, area, or HRIS attribute, with rule-based automated credit distributions for birthdays, anniversaries, and campaigns, and a real-time analytics dashboard exporting usage and budget data for HR and Finance teams.

The business runs a sales-led go-to-market targeting mid-market and enterprise buyers, with demo-booking as the primary conversion mechanism. The company monetizes via recurring SaaS subscription (credit-based pricing without publicly disclosed tiers), and serves a diversified customer base of 200+ companies across 14+ verticals including Technology, Finance, Healthcare, Retail, Manufacturing, Energy, Telecom, Education, Automotive, Marketing, HR services, and Football Clubs. Named enterprise customers include TikTok, Xiaomi, AB InBev, Heineken, Lenovo, Logitech, Manpower, Randstad, Havas, Swiss Medical, Club Atlético Boca Juniors, Edenor, Provident, Nowports, Visma, CookUnity, AUSA, and Quilmes. Co-founders Matías Botbol (former CEO of Taringa, Argentina's first social network), Diego Boryszanski (CEO), and Ricardo Migoya lead the company; seed funding came from Newtopia VC and Aerolab Ventures, with subsequent rounds involving BDev Ventures. CEO-disclosed revenue reached over $1M monthly (~$12M+ ARR) by 2025.

Name

Maslow

Legal name

MASLOW HR INC.

Website

https://maslow.hr

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Maslow is a B2B SaaS platform that centralizes employee benefits, incentives, recognition, and rewards for corporate clients across Latin America and 25 countries, operating a credit-based marketplace of 10,000+ discounts serving 200+ companies and 2M+ active users.

Ownership category

akta.pro rank

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Companies pay for access to the Maslow platform to manage benefits, incentives, and recognition programs for their employees. The platform operates on a credit-based system where employers assign credits to employees who redeem them for benefits, discounts, and rewards in the marketplace. Implementation typically takes 2 weeks with customer success support.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Maslow is a B2B SaaS platform that centralizes employee benefits, incentives, recognition, and rewards for companies. Employers fund employee wallets with credits, and employees redeem those credits across 10,000+ benefits and discounts (food, health, education, wellness, retail) from third-party merchants in 25 countries, with automated distributions, group segmentation, white-label deployment, and a real-time analytics dashboard.

Product overview

Maslow is a unified Benefits, Incentives & Recognition Platform that centralizes employee benefits, rewards, and engagement programs. The platform operates as a SaaS + Marketplace model offering 10,000+ discounts and rewards across 25 countries. The core portfolio includes the main Benefits module (flexible benefits with digital wallet), Discount Club (corporate discounts), Recognition (peer-to-peer and manager recognition), Incentives (automated commission management), Coupons (configurable benefit rules), and News (internal communications). Additional modules include Birthdays (automated milestone recognition), Automatic Distributions (rule-based credit delivery), Group Segmentation (budget and catalog segmentation), White-label (custom branding), Subscriptions (corporate wellness/education management), Loyalty Programs, and Analytics (real-time reporting). The platform serves 200+ clients with 2M+ active users across Latin America, North America, and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Maslow Platform (Benefits, Incentives & Recognition Platform) Unified SaaS platform that centralizes employee benefits, incentives, recognition, rewards, and loyalty programs for B2B customers, accessed via web and native iOS/Android apps across 25 countries.
• Flexible Benefits Central module for managing flexible employee benefits where companies assign budgets per employee or segment, and employees access a digital wallet to choose from a catalog of 10,000+ benefits across 25 countries covering health, food, education, wellbeing, and technology.
• Corporate Discount Club Corporate discount club providing employees access to hundreds of discounts across 25 countries in categories including food, coffee, pharmacy, and cinema, redeemable through the platform's digital wallet.
• Employee Recognition Recognition module enabling peer-to-peer and manager-driven recognition through symbolic awards, points, and public acknowledgment tied to achievements, behaviors, and organizational values, with automatic milestone tracking.
• Commissions & Incentives Management Automated commission and incentive calculation and delivery system with goal-based payouts and quarterly ranking tracking, designed for sales teams and commercial operations.
• Configurable Coupons Flexible benefit coupons with configurable rules by category, date, country, or occasion, intended for campaigns, special events, one-off recognitions, or targeted team rewards with real-time usage tracking.
• Loyalty Programs Customer, member, and employee loyalty program management with configurable tiers, automated rewards, and retention mechanics designed for clubs, organizations, and sales channels.
• Corporate Subscriptions Centralized management of corporate subscriptions including gym/wellness (Wellhub, Fitness Group), health insurance, and education platforms with automatic sign-ups, cancellations, and family-plan support.
• White-Label Enterprise Deployment Full white-label deployment including custom logo, brand colors, typography, custom domain (e.g., beneficios.company.com), branded emails, and a dedicated mobile app published under the client's brand on the App Store and Google Play.
• Maslow REST API REST API with webhooks and automatic employee synchronization enabling integration with HRIS, payroll, SSO, and internal tools, with documented endpoints for credits, users, and events.

Quantifiable outcome

• 61% of employees with benefits feel happy at work
• +3 more outcomes

Named customers20 records

Segments14 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Reward Gateway: UK-headquartered employee engagement and benefits platform combining rewards, recognition, wellbeing, and discounts for multinational employers. Closest direct comparable to Maslow in offering a unified benefits marketplace plus recognition and incentives modules to global enterprises.
• Benify: Sweden-based employee benefits platform serving multi-country employers with a marketplace of benefits and discounts. Highly comparable SaaS + Marketplace model with local merchant catalogs, similar to Maslow's footprint across European markets.
• Deel: Global HR, payroll, and employer-of-record platform serving distributed teams across 150+ countries with overlapping benefits offerings. Comparable customer base of multi-country employers, though Deel operates at significantly larger scale and broader scope.
• Buk: Chile-based HR SaaS platform focused on Latin America with payroll, benefits, and talent management for SMB and mid-market employers. Closest LatAm-native competitor targeting similar verticals (retail, manufacturing, services) and benefits use cases as Maslow.
• Factorial: Spain-founded HR SaaS platform expanding across Europe and Latin America, offering HR, payroll, benefits, and time management for SMB and mid-market. Comparable modular SaaS approach and overlapping geographic focus on Spanish-speaking markets.
• WorkMotion: Germany-based global employment platform offering EOR, payroll, and benefits for distributed teams across 150+ countries. Comparable multi-country employer customer base with overlapping benefits and HR capabilities for global workforce management.

Broad incumbents

• Rippling: US-based unified HR, IT, and finance platform with benefits administration for global employers. Broader incumbent at much larger scale, overlapping on benefits + payroll + HRIS but serving a wider scope than Maslow's recognition and marketplace focus.
• Workday: Enterprise cloud HCM platform with benefits, payroll, and talent management serving large global employers. Massive incumbent with overlapping benefits capabilities, though Maslow's flexible credits + marketplace model differs from traditional benefits administration.
• ADP: Global HR services and payroll giant with benefits administration for enterprises of all sizes. Largest incumbent in HR/payroll with established relationships at many of Maslow's enterprise customers (Manpower, Randstad, Heineken, AB InBev).

Regional players

• SesamHR: Spain-based HR SaaS platform with strong presence in Spanish-speaking markets. Comparable in targeting Spanish-speaking SMB and mid-market employers with benefits and HR functionality, though with a narrower geographic footprint than Maslow's 25-country reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@maslowhr
• LinkedInlinkedin.com/company/maslowhr

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Maslow