What Fairy does

Fairytech is a South Korean B2B SaaS company founded in October 2021 that operates an on-device AI marketing platform for card/payment apps, telecom apps, and mobile applications. The company's core product is a sub-2MB Edge SDK that analyzes user behavioral patterns directly on the smartphone to detect real-time purchase intent and trigger personalized cashback offers and push notifications — with all inference and data processing occurring within the device and no information transmitted to external servers. The architecture is anchored by 3 registered patents in On-Device AI held by co-founder and Tech Lead Jiwon Shin, and the company reports deployment across 10M+ devices with 50+ partner advertisers connected through its affiliate network.

The platform is delivered through three vertical-specific solutions: a Card & Pay App Solution targeting Korean credit card and payment apps, a Mobile App Solution for non-financial mobile apps, and an Advertiser Targeting Solution for brands seeking verified high-purchase-intent consumers. The SDK is paired with integrated modules including a Cashback Web monetization layer, an Admin Console for campaign management, and a real-time Analytics Dashboard. Fairytech claims performance benchmarks of 27% CTR, 78% conversion rate, and up to 400% ad revenue growth versus general affiliate marketing, with 90% W4 retention for users receiving cashback benefits.

Fairytech generates revenue primarily through managed advertising and affiliate/commission arrangements: the company handles ad sales, targeting, delivery, and revenue settlement on behalf of partner apps in exchange for a share of resulting transaction revenue. Pricing is custom and not publicly disclosed, sold via direct enterprise sales with a ~3-week onboarding cycle from needs assessment through SDK integration. The customer base is concentrated in Korean financial services (Samsung Card, Shinhan Card, Lotte Card, IBK Corporate Card, Hana Card) and Korean telecommunications (SKT, KT, LG Uplus), with a single healthcare deployment via Nudge Healthcare's Cashwork app. Headcount is approximately 9–10 employees, total disclosed funding is roughly $3.7M across seed (July 2023), TIPS (July 2023), Pre-A (May 2025), and an LG Uplus-led round (July 2025), and monthly revenue reportedly exceeded 100M KRW (~$75K USD) as of early 2026.

Name

Fairy

Legal name

주식회사 페어리

Website

https://fairytech.ai

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Fairytech is a South Korean B2B SaaS company that sells a sub-2MB on-device AI SDK enabling card, payment, and mobile apps to detect real-time purchase intent and deliver personalized cashback offers and push ads without transmitting user data off-device.

Ownership category

akta.pro rank

Product category

Mobile Marketing Software

NAICS

Software Publishers (5132)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Risk, Fraud & 3DS Orchestration for Payments (FSAGABAL)

Keywords

• On-device AI marketing
• Edge AI advertising
• Mobile push notifications
• Purchase intent targeting
• App monetization SDK

Headquarters

HQ city

Seongnam

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Affiliate/Commission Revenue — Cashback & Push Ads: Revenue generated by matching users with relevant cashback offers and targeted push ads when purchase intent is detected. Fairytech operates the entire ad pipeline — from advertiser acquisition to targeting, delivery, and settlement — while the partner app handles only SDK installation and user consent. Revenue share model with commission on resulting transactions.
2. Push Notification Advertising: Delivers targeted advertisements via app push notification channels. Uses on-device AI to analyze user interests from installed app lists and match relevant ads. Advertisers pay for impressions/clicks/conversions; Fairytech operates the full-stack solution.
3. SDK-based Ad Revenue Solutions (B2B SaaS): Provides SDK-based advertising revenue solutions for card/payment apps and mobile apps. Fairytech handles ad sales, settlement, and operations on behalf of partner apps. Partners receive a share of ad revenue generated by their user base.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fairytech provides an on-device AI-powered marketing SDK platform that enables mobile apps (card/payment apps, telecom apps, lifestyle apps) to deliver real-time purchase-intent-based push notifications and cashback offers. The proprietary Edge AI processes all user behavioral data within the smartphone without server transmission, detecting purchase intent moments to deliver targeted ads at optimal timing. Fairytech handles the complete ad operations pipeline—from advertiser acquisition to targeting, delivery, and revenue settlement—while partner apps simply integrate the ultra-lightweight (under 2MB) SDK.

Product overview

Fairytech is an on-device AI marketing platform built around its proprietary Edge SDK — a 2MB ultra-lightweight software development kit that analyzes user behavioral patterns directly on the smartphone without any data leaving the device. The product portfolio is organized as a core SDK engine (Fairytech SDK) paired with integrated service modules: Cashback Web (monetization web layer), Admin Console (campaign management), and Analytics Dashboard (KPI monitoring). Above this core platform, the company offers three specialized solutions tailored by vertical — Card & Pay App Solution (for financial/card apps), Mobile App Solution (for general mobile apps), and an Advertiser Targeting Solution (for brands seeking purchase-intent audiences). The architecture works as a B2B2C model: partner apps integrate the SDK to unlock real-time behavioral targeting and push-ad monetization, while Fairytech manages ad matching, campaign operations, and revenue settlement on their behalf.

Differentiator

Problem solved

Functional benefit

Products and services

• Fairytech SDK Ultra-lightweight (under 2MB) on-device AI SDK that analyzes user behavioral patterns within the smartphone in real-time without transmitting data to external servers. Contains proprietary user behavior recognition technology for real-time purchase intent detection and personalized ad triggering. Deployable on both Android and iOS with integration in as fast as 1 day.
• Cashback Web Monetization-focused web service pre-loaded within the Fairytech SDK. Automatically optimizes cashback offers and product recommendations for users, with Fairytech continuously running A/B tests and improving features. Partners require no additional resource investment while experiencing growing CVR and CTR metrics.
• Admin Console Intuitive control center for managing ad campaigns and in-app services without requiring technical expertise. Supports one-stop configuration of all operational settings needed for service management.
• Analytics Dashboard Real-time business intelligence dashboard visualizing key KPIs including user acquisition, GMV, and revenue generation. Provides real-time monitoring of active users, traffic, transaction volume, and estimated revenue metrics.
• Card & Pay App Solution Specialized on-device AI monetization solution for card and payment apps. Analyzes user financial behavior in real-time to deliver personalized cashback and targeted ads at high-conversion moments such as product purchases or loan comparisons. Achieves 400%+ revenue growth vs. standard affiliate marketing with financial-grade security (on-device processing, zero data transmission risk) and 90% W4 retention rates.
• Mobile App Solution Ad revenue and user retention solution for mobile apps (non-financial). Combines push notification advertising with cashback web services to simultaneously defend retention and achieve up to 400% revenue growth. SDK integration enables same-day launch with minimal development resources.
• Advertiser Targeting Solution AI-powered purchase intent targeting service for advertisers. Analyzes verified purchasing power from partner financial media partners (Shinhan Card, Lotte Card) to reach high-intent users. Delivers 27% CTR and 78% conversion rate by reaching users at the precise moment of purchase consideration, with simplified campaign setup workflow.

Quantifiable outcome

• Up to 400% ad revenue growth compared to general affiliate marketing
• +6 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered major and core.

• KTmajorStrategic or Co-development Partner · 1 December 2025Selected for KT's DeepTech Value-Up program collaboration in December 2025, as part of KT's initiative to support promising deep technology startups.
• Hana Card (하나카드)majorStrategic or Co-development Partner · 1 November 2025Shopping cashback service launched November 2025 within the Hana Card app, integrating Fairytech's on-device AI solution for personalized cashback offers and ad revenue monetization.
• Shinhan CardcoreStrategic or Co-development Partner · 1 April 2025Contract signed April 2025. Shinhan Card integrated Fairytech's on-device AI solution including cashback web and shopping cashback services into the Shinhan Card mobile app. Full service deployment with ongoing optimization.
• LG UpluscoreStrategic or Co-development Partner · 1 February 2025Selected for LG Uplus AI Open Innovation program 'Shift' with PoC contract signed February 2025. LG Uplus supports Fairytech's global market entry through MWC 2026 in Barcelona, covering airfare, accommodation, and exhibition booth fees. Three Fairytech collaboration startups (Aim Intelligence, Enhance, Opt AI) selected as finalists for 4YFN Awards TOP 20.
• Lotte CardmajorStrategic or Co-development Partner · 1 November 2024Shopping Moneyback service launched November 2024 within the Lotte Card app, leveraging Fairytech's on-device AI for real-time purchase intent detection and targeted cashback offers.
• IBK Corporate Card (IBK 기업은행)coreStrategic or Co-development Partner · 1 May 2024POC contract signed May 2024, after 6-month rigorous security review process. Full contract signed and shopping accumulation service (쇼핑적립+) launched September 2025 within IBK 기업은행 app. IBK underwent extensive security evaluation before adoption.
• Samsung CardcoreStrategic or Co-development Partner · 3 July 2023MOU signed November 2023. Samsung Card collaborates with Fairytech for push marketing CRM solutions and personalized online shopping experiences for card users. Fairytech provides on-device AI-powered real-time targeting capabilities.
• SKT (SK Telecom)majorStrategic or Co-development Partner · 3 July 2023SKT collaborated with Fairytech as part of the company's service launch preparation. Fairytech's push marketing SaaS platform integrated with SKT's services for personalized online shopping and payment experiences.
• Nudge Healthcare (넛지헬스케어 / 캐시워크)majorStrategic or Co-development Partner · 1 February 2023Contract signed February 2023. Shopping assistant feature (쇼핑비서) launched July 2024 within the Cashwork app, providing users with real-time purchase intent-based recommendations and cashback offers.
• Google for Startups Accelerator: KoreacoreStrategic or Co-development Partner · 9 January 2023Fairytech selected for the 2nd cohort (January 2023) of Google's Korean startup accelerator. Program provides 10 weeks of mentorship, technical support, and workshops starting February 13, 2023. Supports startups working with machine learning and AI.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Airship: Direct peer in mobile push notification marketing and customer engagement. Airship provides push, in-app, and mobile wallet messaging for enterprise apps — overlapping directly with Fairy's push-notification advertising and intent-based monetization, though Airship is cloud-based rather than on-device.
• OneSignal: Direct peer offering cross-channel messaging (push, email, SMS, in-app) for mobile apps. Comparable on push-notification delivery and segmentation, but OneSignal focuses on messaging infrastructure rather than Fairytech's behavioral-intent ad monetization layer.
• Iterable: Direct peer in cross-channel marketing automation with strong push-notification and segmentation capabilities. Comparable target customer base (consumer apps and financial services), though Iterable operates cloud-side rather than on-device.
• CleverTap: Direct peer in mobile-first marketing automation and user engagement with strong APAC footprint. Both target financial-services and consumer apps with retention and monetization solutions; CleverTap is broader in channel coverage while Fairytech is more specialized on push-intent monetization.

Broad incumbents

• Braze: Broader incumbent in cross-channel customer engagement and lifecycle marketing. Competes for the same enterprise marketing budget as Fairytech but is a horizontal platform with email, SMS, and web channels; Fairytech is more verticalized around on-device push monetization for card/payment apps.
• AppsFlyer: Broader incumbent in mobile measurement, attribution, and marketing analytics. Competes for the same CMO/marketing-ops budget at app publishers and overlaps in advertiser-side targeting, but AppsFlyer is an attribution layer rather than an ad-delivery and monetization platform.
• Adjust: Broader incumbent in mobile measurement and fraud prevention (now part of AppLovin). Comparable in serving app publishers and advertisers with marketing analytics, though Adjust is measurement-focused and operates cloud-side versus Fairy's on-device AI approach.
• Branch: Broader incumbent in mobile linking, attribution, and deep linking. Overlaps in serving app publishers with growth and engagement tooling, though Branch focuses on attribution and linking infrastructure rather than on-device behavioral ad monetization.
• InMobi: Established mobile ad platform with global reach across in-app, video, and programmatic. Competes for the same advertiser demand that funds Fairytech's affiliate revenue share, though InMobi is a horizontal ad network rather than a card/telco-focused SDK.

Emerging players

• Moloco: Programmatic mobile ad network and DSP with strong app-monetization focus. Comparable in monetizing app user bases through machine learning targeting, though Moloco is cloud-side programmatic versus Fairy's on-device behavioral intent approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fairytech_ai

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds4 records

Investors7 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 Fairy