Reward

What Reward does

Reward designs and operates customer engagement, loyalty, and sales-incentive platforms for enterprise clients. The Italian operating entity, Reward S.r.l., was founded in 2006 (within the Epipoli group founded in 2000) and provides integrated gift-card, prepaid, and digital incentive solutions through three proprietary platforms — Incentiway (incentive campaign management), Game&Gain (gamification), and ShopSquare (digital prepaid credit redeemable across more than 250 brand gift cards) — plus prepaid Mastercard instruments launched in 2012. The company serves more than 250 enterprise partners, including major FMCG (Coca-Cola, Unilever), automotive (Volkswagen, Valeo), industrial (Schneider, Wuerth), professional services (PWC), and food and beverage accounts (Lavazza, McDonald's), and reports 1,000,000+ active users and 100%+ growth over the last three years.

At the technology layer, Reward positions its offering around first-party transaction intelligence derived from established banking and retail partnerships, and the combined post-acquisition entity is described as combining this data layer with Rezolve AI's conversational commerce and agentic AI platform to deliver personalised commerce experiences. Major banking and retail relationships named include NatWest, Barclays, Amazon, and McDonald's, and the company reports returning more than USD 2.5 billion to customers through its programmes to date.

Commercially, Reward operates a B2B sales-led model targeting major banks, retailers, and multinational brand owners through direct enterprise relationships and strategic partnerships, with offices in Milan (Italian HQ) and London (post-acquisition headquarters). On February 11, 2025, Reward was acquired by Rezolve AI PLC (NASDAQ:RZLV) for $230 million in an all-cash transaction, and now operates as a wholly-owned subsidiary; James House was appointed to lead the business effective May 31, 2026 with a mandate to scale internationally and expand the Finance Media Network.

Name

Reward

Legal name

Reward S.r.l.

Website

https://myreward.it

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Loyalty & Incentive Software

NAICS

Credit Card Issuing (52221), Other Nondepository Credit Intermediation (52229)

akta.pro primary industry

Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

akta.pro secondary industries

Loyalty, Rewards & Incentive Programs (BPAFAMAE), Corporate & Incentive / Reward Prepaid Programs (FSAMANAD), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC), Rewards & Loyalty Credit Cards (FSAKABAH), Rewards, Recognition & Merchandise Sourcing (Points, Catalogs, Gift Cards) (THAHANAC)

Keywords

• Customer loyalty programs
• Gift card solutions
• Incentive campaign platforms
• Prepaid voucher systems
• Commerce media services

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Customer Engagement Services: Reward provides customer engagement and commerce media services to banks and retailers, generating revenue through transaction-based insights and loyalty programs. Has returned more than USD 2.5 billion to customers to date.
2. Commerce Media: Commerce media services combining engagement capabilities with transaction intelligence for banks and retailers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels1 record

Core offering

Reward designs and delivers integrated systems for sales force incentive programs, B2B incentive campaigns, and corporate welfare. It provides web-based platforms — Incentiway for incentive campaign management, Game&Gain for gamified engagement, and ShopSquare for digital prepaid credit redeemable across 250+ brand gift cards — alongside branded gift cards and prepaid Mastercard products. The offering is primarily sold to global banks and retailers to drive customer loyalty, channel engagement, and transaction-based commerce media monetization.

Differentiator

Problem solved

Functional benefit

Brands

• Incentiway: Web-based platform for managing incentive campaigns, loyalty programs, and reward distribution with customizable interfaces and backend controls.
• Game&Gain
• ShopSquare

Products and services

• Incentiway Web-based platform for running incentive campaigns, loyalty programs, and reward distribution. Offers quick setup, broad customization, and structured backend with pyramidal activity control. Targeted at enterprises running sales-force incentive, B2B incentive, and welfare programs.
• Game&Gain Gamification platform for incentive campaigns and loyalty programs. A customizable cloud platform with endlessly renewable content, supporting objectives, points-based incentives, and head-to-head challenges. Designed for enterprises looking to drive performance through competition and challenge mechanics.
• ShopSquare Digital prepaid credit platform offering vouchers from 1 to 10,000 euros, redeemable as gift cards and products from over 250 brands, with fractional and accumulable credit. Designed to give corporate incentive recipients maximum choice and flexibility.
• Prepaid Mastercard cards Prepaid Mastercard card products launched by Reward in 2012 to expand its offering beyond gift cards in the incentive and loyalty space. Used as payment instruments for incentive payouts and rewards.
• Branded gift cards Reward's branded gift card products, first introduced in Italy in 2006 as the company's entry point into the loyalty and incentive solutions market. Used as reward fulfillment instruments across enterprise incentive and loyalty programs.

Quantifiable outcome

• Returned more than USD 2.5 billion to customers to date

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Rezolve AIcoreStrategic or Co-development Partner · 16 April 2026Rezolve AI acquired Reward for $230 million in February 2025. The acquisition combines Reward's first-party transaction insight and engagement capabilities with Rezolve AI's real-time conversational commerce and agentic AI platform to create a unified AI-driven commerce solution. James House appointed to lead Reward effective May 31, 2026.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Paylode: Customer engagement and perks platform offering automated rewards, gift cards and incentives to user bases. Emerging player with overlapping incentive and gift card capabilities to Reward, focused on subscription and SaaS customer bases.

Direct peers

• Tango Card: Rewards and incentives platform enabling businesses to send digital gift cards and prepaid rewards, now part of Blackhawk. Direct competitor to Reward's B2B incentive and gift card redemption stack.
• Blackhawk Network: Global prepaid and gift card network operating brand rewards, incentive and commerce-media programs for banks and retailers. Directly comparable to Reward in the prepaid/gift card issuance and loyalty platform stack, including integrated payments.
• Kobie Marketing: Loyalty and customer engagement agency operating enterprise loyalty programs for global brands. Comparable to Reward on the program design and managed-services side for large enterprise customers.
• Eagle Eye: Loyalty and personalization platform powering retailer and brand loyalty programs with real-time offers and rewards. Comparable to Reward on the digital loyalty infrastructure side for retailers.
• InComm Payments: Provider of prepaid products, gift cards and incentive solutions distributed through retail and banking channels. Comparable to Reward's ShopSquare and prepaid Mastercard offerings across multiple geographies.
• Giftbit: Digital gift card distribution platform for businesses running incentive, reward and customer engagement programs. Direct competitor in B2B gift card delivery, comparable to Reward's ShopSquare.
• Tremendous: Rewards and incentives platform offering digital gift cards, prepaid cards and cash payouts to recipients globally. Overlaps directly with Reward's incentives, gift card and prepaid Mastercard capabilities.
• White Label Loyalty: Customer loyalty platform offering customizable programs for retailers and banks; topped the BusinessCloud MarTech 50 ranking ahead of Reward. Highly comparable SaaS loyalty platform serving the same enterprise customer types as Reward.

Broad incumbents

• Aimia: Loyalty analytics and program operator with global airline and retailer loyalty assets. Larger, broader incumbent in the same enterprise loyalty space where Reward operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rewardsrl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Reward