Lecupon

What Lecupon does

Alloyal, the legal name of Lecupon, is a Brazilian B2B2C loyalty platform headquartered in Belo Horizonte that enables businesses to launch and operate white-label customer loyalty programs. The company serves over 1,000 businesses across verticals including legal associations (OAB/MG, CREA SP), healthcare (Unimed), financial services (Crefisa), media (Grupo RBS), employee benefits (Swile), hospitality (Trul Hotéis), and vehicle protection (Carvisa). The platform reports 12M+ fidelized users, R$2B+ in transactions through its partner retail network, and R$40M+ in distributed cashback.

The core technology stack is a cloud-based modular loyalty platform with a digital wallet for points and cashback management, white-label mobile (iOS/Android) and web applications, a real-time analytics dashboard, and API infrastructure for ERP integration including SSO and Smartlink capabilities. The platform is composed of core modules (Programa de Pontos and Ferramentas de Fidelidade covering discount clubs, cashback, raffles, and loyalty tiers) and add-on modules including Telemedicina (20+ medical specialties), Parcerias e Benefícios (3,000+ brand partners and 25,000+ establishments), Parceria Azul Linhas Aéreas (conversion to airline miles), Plataforma de Assinatura, Conectividade e Tecnologia (SSO/APIs/Smartlink), Dados e Insights (dashboard), Comunicação Omnichannel, and the ProFi Alloyal methodology for CAC/ROI/LTV optimization. The company also offers an Embedded Version for plug-and-play integration into clients' existing apps.

Alloyal operates a B2B enterprise sales motion with quote-based subscription pricing (monthly billing cadence) complemented by transaction and engagement fees on cashback distributions and program activity. Revenue is generated through platform subscriptions and transaction-based fees on the loyalty programs it powers. The company was founded in 2019, remains privately held, and has raised one disclosed funding round of $504,368 from CapTable in June 2021. Distribution is direct enterprise sales with white-label and embedded deployment options, leveraging the brand partner network as a channel asset.

Name

Lecupon

Legal name

Alloyal

Website

https://lecupon.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Lecupon (legal name Alloyal) is a Brazilian B2B2C loyalty platform that enables enterprises to launch white-label points, cashback, and benefits programs with integrated telemedicine, airline mile conversion, and a network of 3,000+ brand partners, serving over 1,000 businesses across diverse verticals.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

NAICS

Direct Mail Advertising (541860), Marketing Consulting Services (541613), Custom Computer Programming Services (541511)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industries

Rewards, Incentives & Gift Card Program Services (MPAAAIAG), Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Loyalty Commerce & Affiliate/Offer Platforms (Shopping Portals, Cashback, Offers) (THALAKAJ)

Keywords

• Customer loyalty software
• White-label loyalty platform
• B2B loyalty solutions
• Cashback rewards platform
• Points management system

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Revenue model

1. Platform Subscription: Alloyal provides a loyalty platform as a subscription service to businesses, offering customizable white-label apps, point/cashback systems, and partner integrations.
2. Transaction/Engagement Fees: Revenue generated from transaction processing, cashback distributions, and engagement metrics within client loyalty programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Lecupon (operating under the legal name Alloyal) provides a white-label, modular loyalty platform that enables businesses to launch and manage customer loyalty programs including points accumulation, cashback rewards, discount clubs, gift cards, and lottery-based sweepstakes. The platform is delivered through branded mobile and web apps, embedded integrations, and APIs that connect with major ERP systems. It bundles an ecosystem of 3,000+ brand partners, 25,000+ partner establishments, an integrated telemedicine service, and a digital wallet for managing points, cashback, and benefits.

Product overview

Alloyal is a comprehensive loyalty platform with a modular architecture. The core offering consists of Ferramentas de Fidelidade (loyalty tools with discount clubs, cashback, raffles, and loyalty tiers) and Programa de Pontos (points accumulation and redemption). These integrate with add-on modules including: Telemedicina (medical teleconsultation), Parcerias e Benefícios (3,000+ partner brands network), Plataforma de Assinatura (subscription management), Parceria Azul Linhas Aéreas (airline points conversion), and Gestão Multiplataforma/White Label (custom branded apps and web versions). Supporting modules include Conectividade e Tecnologia (SSO, APIs, Smartlink integration), Comunicação Omnichannel (marketing and push notifications), Dados e Insights (real-time analytics dashboard), Expertise e Estratégias (customer success support), and ProFi Alloyal (exclusive methodology for CAC/ROI/LTV optimization). The platform also offers an Embedded Version for plug-and-play integration into existing apps. The company serves over 1,000 businesses with 12M+ loyalized users, R$2Bi in partner purchases, and R$40M in distributed cashback.

Differentiator

Problem solved

Functional benefit

Products and services

• Programa de Pontos (Points Program)

Quantifiable outcome

• 75% of consumers prefer to buy from brands with loyalty programs (CX Trends 2025)
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Azul Linhas AéreascoreStrategic or Co-development PartnerStrategic partnership enabling Alloyal clients to transfer accumulated loyalty points or cashback to Azul Linhas Aéreas' loyalty program (Azul Milhas). Includes access to bonified campaigns and exclusive benefits for users converting points to airline miles.
• 3,000+ Brand PartnerscoreGTM or Marketing PartnerExtensive network of brand partners including Magalu, Renner, Netshoes, Riachuelo, Samsung, Wine, Starbucks, Nike, O Boticário, Droga Raia, and 3,000+ other brands providing exclusive discounts and cashback offers to Alloyal client loyalty programs.
• Major Brazilian ERP SystemscoreTechnology or IntegrationAPI integrations with major Brazilian ERP systems enabling synchronization of customer data, transactions, and loyalty benefits. The integration allows querying active user bases and eliminating manual processes.
• Federal Lottery System (Loteria Federal)minorStrategic or Co-development PartnerIntegrated sweepstakes technology compliant with Brazilian federal lottery regulations, providing end-to-end management of promotional lottery-based campaigns within client loyalty programs.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Oracle CrowdTwist (Oracle Loyalty): Oracle's enterprise loyalty solution acquired via CrowdTwist. Comparable B2B loyalty cloud targeting large enterprises, representing incumbent competition for Alloyal's enterprise sales motion.
• Annex Cloud: Enterprise loyalty and customer engagement platform. Comparable in offering white-label loyalty programs, referral, and customer engagement modules to enterprise clients.
• Yotpo: Global loyalty and reviews platform serving enterprise commerce brands. Comparable as a SaaS loyalty provider with API-driven integration, operating as a broader incumbent in the same customer success category.
• Salesforce (Loyalty Cloud / CrowdTwist): Global CRM incumbent with Salesforce Loyalty Management and acquired CrowdTwist platform. Competes broadly for enterprise loyalty spend and represents the high-end incumbent alternative to Alloyal's white-label deployments.

Emerging players

• Swile: Brazil-active employee benefits and meal card platform that integrates with Alloyal. Adjacent in the benefits/loyalty ecosystem and a notable partner/competitor for the same enterprise HR and benefits budgets.
• Kangoo Rewards: Rewards and loyalty platform focused on Latin American SMEs. Comparable feature set (points, rewards, partner network) and emerging regional presence similar to Alloyal's mid-market expansion.

Direct peers

• BeeBees (Bee2Pay): Brazilian B2B loyalty and benefits platform targeting enterprises with white-label rewards programs. Direct overlap with Alloyal in offering customizable loyalty solutions for corporate clients in Brazil.
• Livelo: One of Brazil's largest coalition loyalty programs, owned by Banco do Brasil and Bradesco. Directly comparable multi-brand points program with airline and retail redemption, competing for the same enterprise and consumer loyalty wallet.
• Dotz: Brazilian multi-brand loyalty and cashback platform serving consumers and enterprise clients. Highly comparable to Alloyal as a Brazil-based loyalty operator with points, cashback, and partner brand network.
• Méliuz: Brazilian cashback and rewards platform with extensive merchant partnerships. Comparable business model emphasizing cashback distribution, partner network, and digital wallet-style reward management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lecupon_brasil
• LinkedInlinkedin.com/company/lecupon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Lecupon