Genuine Way
- Company typePrivate
- Founded2018
- HeadquartersLugano, Switzerland
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
Genuine Way firmographics
Firmographics- Name
- Genuine Way
- Legal name
- Genuine Way Srl
- Website
- https://genuineway.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Genuine Way industry classification
Industry- Product category
- Retail Consumer Engagement Software
- NAICS
- Packaging and Labeling Services (56191)
- SIC
- Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Anti-Counterfeit & Authentication Packaging (Holograms, QR/NFC, Track-and-Trace) (IMALANAJ)
- akta.pro secondary industry
- Live Commerce & Shoppable Creator Campaigns (BPAFAHAL)
Keywords
Where Genuine Way is headquartered
LocationHeadquarters
- HQ city
- Lugano
- HQ country
- Switzerland
- HQ region
- Europe
Offices3 records
Markets served
Genuine Way business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- WebApp Platform Subscription: Subscription-based access to the WebApp platform with configurable modules for compliance, transparency, and engagement. Pricing likely varies by modules selected and brand volume.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Genuine Way product offering
Product offeringCore offering
Genuine Way develops and distributes a WebApp platform that turns physical retail products into digital touchpoints via QR codes and NFC tags, without requiring app downloads. The platform bundles modular capabilities for compliance (blockchain-based verification and EU Digital Product Passport support), transparency (storytelling, nutrition, sustainability, traceability, digital labels), and consumer engagement (media content, coupons, gamification, loyalty programs, consumer profiling). It is sold primarily to FMCG brands and large-scale retail (GDO) and HoReCa operators.
Product overview
Genuine Way is a technology partner specializing in digital tools for audience engagement in GDO (retail) and HoReCa channels. Their primary product is the Retail WebApp platform, a modular solution consisting of three main module categories: Compliance (Blockchain, EU DPP, Certifications), Transparency (Company Storytelling, Nutrition, Sustainability, Quality, Digital Label, Traceability), and Engagement (Media Content, Coupon, Gamification, Loyalty, Profiling). The platform transforms physical products into digital touchpoints via QR codes and NFC without requiring app downloads. Success stories include Felicia (nutrition tool), LifeBag (food expiration utility), La Molisana (gamification/loyalty), and Ponti (traceability).
Differentiator
Problem solved
Functional benefit
Brands
- Magnet Idea: A touchpoint concept that captures consumer attention with useful, curious and engaging content
Products and services
- Retail WebApp
Quantifiable outcome
- 50K+ QR code scans
- +3 more outcomes
Companies that use Genuine Way
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Genuine Way technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Genuine Way partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Genuine Way competitors and assessment
Company assessmentRegional players
- Eagle Eye: UK-headquartered loyalty and digital couponing platform for grocery and retail chains. Comparable consumer-engagement and loyalty offering for large-scale retailers (GDO-like customers), but primarily serving UK/European grocers rather than Italian FMCG brands.
Broad incumbents
- Avery Dennison (atma.io): Global label and RFID leader whose atma.io connected-product cloud offers item-level traceability, DPP support and consumer engagement for FMCG. Competes with Genuine Way for the same DPP-driven digital product identity use case but at significantly larger scale and with embedded label/printing infrastructure.
- Scandit: Swiss-headquartered enterprise barcode, QR and data capture platform widely deployed in retail and FMCG supply chains. Comparable geography (Switzerland/Italy/Europe) and overlapping QR-code scanning infrastructure, though Scandit focuses more on operational scanning than consumer engagement.
- Marigold Engage (formerly Cheetah Digital): Large enterprise customer engagement and loyalty platform used by retail and consumer brands for personalised CRM, loyalty and couponing. Overlaps with Genuine Way's engagement modules (loyalty, coupons, profiling) but at a much larger enterprise scale.
Direct peers
- OriginTrail: Decentralised knowledge graph focused on supply-chain transparency and product traceability for FMCG and industrial clients. Comparable technology stack (blockchain-backed traceability) and overlapping DPP / transparency positioning.
- Scanbuy: US-based QR-code engagement platform used by CPG/FMCG brands to power packaging scans into loyalty, traceability and digital experiences. Closely mirrors Genuine Way's no-download WebApp approach via QR/NFC and competes for the same enterprise FMCG contracts.
- Blue Bite: NYC-headquartered digital product identity platform that connects physical products (via QR/NFC) to brand-owned digital experiences, transparency data and consumer engagement. Targets the same FMCG and consumer-goods customers as Genuine Way with overlapping DPP and traceability value propositions.
- Minespider: Berlin-based blockchain supply-chain traceability provider building digital product passports for raw materials and consumer goods. Overlaps with Genuine Way's blockchain-based compliance and supply-chain storytelling modules.
- Kezzler: Norwegian traceability and authentication platform providing item-level serialisation, supply-chain traceability and digital product passports for FMCG and consumer-goods brands. Direct competitor in the blockchain/serialised-identity and DPP segments.
Emerging players
- Zappar: UK-based AR/QR engagement platform used by consumer brands to deliver interactive packaging experiences via codes and NFC without app downloads. Competes in the same no-download consumer engagement category as Genuine Way, though with a heavier AR/creative emphasis.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Genuine Way social profiles
Digital presenceGenuine Way financial estimates
Financial estimateRevenue estimate
Valuation estimate
Genuine Way leadership team
Management profileNumber of profiles
Profiles3 records
Genuine Way funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Genuine Way M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Genuine Way
What does Genuine Way do?
Genuine Way develops and distributes a WebApp platform that turns physical retail products into digital touchpoints via QR codes and NFC tags, without requiring app downloads. The platform bundles modular capabilities for compliance (blockchain-based verification and EU Digital Product Passport support), transparency (storytelling, nutrition, sustainability, traceability, digital labels), and consumer engagement (media content, coupons, gamification, loyalty programs, consumer profiling). It is sold primarily to FMCG brands and large-scale retail (GDO) and HoReCa operators.
Is Genuine Way a public or private company?
Genuine Way is a private company. It is classified as venture growth investor backed and is currently operating.
When was Genuine Way founded?
Genuine Way was founded in 2018. It employs 1 to 10 people.
Where is Genuine Way based?
Genuine Way is headquartered in Lugano, Switzerland, in the Europe region.
How does Genuine Way make money?
One revenue line is on record: webApp Platform Subscription.
Who are Genuine Way's main competitors?
Eagle Eye is listed as a regional player. Broad incumbents are Avery Dennison (atma.io), Scandit and Marigold Engage (formerly Cheetah Digital). Direct peers are OriginTrail, Scanbuy, Blue Bite, Minespider and Kezzler. Zappar is listed as an emerging player.
Does Genuine Way have an API?
No public API is recorded for Genuine Way.
What industry is Genuine Way in?
Genuine Way's product category is Retail Consumer Engagement Software. Its primary akta.pro industry code is IMALANAJ, Anti-Counterfeit & Authentication Packaging (Holograms, QR/NFC, Track-and-Trace), with a secondary code of BPAFAHAL, Live Commerce & Shoppable Creator Campaigns. Its NAICS code is 56191 and its SIC code is 5900.