What Pointspay does

Pointspay is a private loyalty-payment technology company that operates the MarPay™ platform, which combines loyalty marketing with payment processing to enable members of participating frequent-flyer and telecom programs to earn and spend points or miles directly at online checkout. The platform functions as an Alternative Payment Method (APM), handling the complete money flow between merchant, payment processor, and loyalty program rather than relying on traditional cookie-based affiliate tracking. Its core technology is the points-plus-cash hybrid payment slider, backed by two granted US patents (No. 7,698,185 and 8,533,083), and integrates with payment service providers (Adyen, Pay., Buckaroo) and e-commerce platforms (Shopify, WooCommerce, Magento, OpenCart) for merchant activation. Pointspay white-labels its technology to airline and telecom loyalty programs as branded experiences including Flying Blue+ (Air France-KLM), Etihad GuestPay (Etihad), SAS EuroBonus Checkout, and Swiss Miles & More, reaching 23 million+ loyalty program members across a network of 129+ merchants.

The company generates revenue through three streams: per-transaction network fees of 1.5%–2% plus payment processing fees (cost + 0.1%–0.2%), tiered monthly subscriptions ($50/month One plan, $150/month Many plan), and bespoke commissions from enterprise merchants and loyalty programs. Its go-to-market combines direct API and plugin sales to merchants with a channel-partner model in which loyalty programs promote the embedded payment solution to their member bases. The company is headquartered in Dubai (Pointspay Management FZCO) with operational offices in Zurich (Pointspay AG) and India, and is a subsidiary of Pointspay Holding AG, affiliated with Loylogic AG. Leadership includes founder and CEO Dominic Hofer, COO Rogier Jacobson (ex-Adyen, ex-Klarna), CMO Pete Howroyd, CGO Jasper Mulder, and CPO Lansy Joseph.

The business targets two interconnected customer segments: airline and telecom loyalty programs seeking to monetize member engagement between flights, and online merchants seeking access to affluent loyalty-program members. Reported merchant outcomes include 44% average order value increases and 13–30%+ basket value gains. The company has executed a steady cadence of partnerships since 2023, with the Flying Blue five-year strategic deal as its flagship commercial anchor, and continues to expand across European and Middle Eastern markets.

Name

Pointspay

Legal name

Pointspay Management FZCO

Website

https://pointspay.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Pointspay operates the MarPay™ loyalty-payment platform, enabling airline and telecom loyalty program members to earn and spend points or miles at online checkout via an Alternative Payment Method, serving merchants and programs including Flying Blue, Etihad Guest, SAS EuroBonus, and Miles & More.

Ownership category

akta.pro rank

Product category

Loyalty Payment Platform

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Travel Agencies (561510)

akta.pro primary industry

Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)

Keywords

• Loyalty payment platform
• Alternative payment method
• White-label checkout
• Points plus cash
• Loyalty commerce API

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Network/Transaction Fees: Merchants pay network fees (1.5%-2% of transaction value) plus payment processing fees (cost+0.1%-0.2%) for each loyalty payment processed through the platform
2. Subscription Plans: Monthly subscription fees for merchant access: $50/month (One plan) or $150/month (Many plan), with bespoke pricing for enterprise merchants exceeding $50M annual turnover
3. Program Commission: Bespoke commissions negotiated with loyalty programs for access to their member base and branded MarPay™ solutions

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Pointspay operates a loyalty payment technology platform (MarPay™) that lets members of participating frequent flyer and loyalty programs instantly earn and spend points or miles at online merchants via a points-plus-cash checkout slider. The platform is delivered both as a direct-to-merchant integration (API, Shopify, WooCommerce, Magento, OpenCart plugins) and as a white-label alternative payment method deployed for airline programs such as Flying Blue (Flying Blue+), Etihad Guest (Etihad GuestPay), Miles & More, and SAS EuroBonus.

Product overview

Pointspay is a loyalty payment technology company offering the MarPay™ platform—a proprietary solution combining marketing, payments, and loyalty into one integrated system. The core Pointspay platform enables members of loyalty programs to earn and spend points or miles instantly at checkout with online merchants. Pointspay operates through both its direct platform (Pointspay) and white-label branded solutions including Flying Blue+ (Air France-KLM), Etihad GuestPay (Etihad Airways), and SAS EuroBonus Checkout (SAS). Merchants access the platform through tiered pricing plans (One at $50/month, Many at $150/month, and enterprise Mine tier) with integration options including pre-built plugins for Shopify, Magento, OpenCart, and WooCommerce, plus payment provider integrations with Adyen, Pay., and Buckaroo. The platform features a points-plus-cash slider for flexible payment, real-time analytics portal for tracking member engagement, and centralized merchant dashboard for managing integrations.

Differentiator

Problem solved

Functional benefit

Brands

• MarPay: Marketing and Payment combined solution - Pointspay's proprietary concept combining marketing, payments and loyalty into one unique platform enabling customers to collect and spend loyalty points and miles at checkout.

Products and services

• Pointspay Core Platform Loyalty payment technology platform enabling members of participating loyalty programs to earn and spend points or miles directly at checkout with online merchants. Features real-time point collection and spending, a points-plus-cash payment slider, and instant reward crediting. Serves online retailers and their end-customers.
• MarPay™ Platform Proprietary technology platform combining marketing, payments, and loyalty into a single solution. Patented points-plus-cash hybrid payment technology (US Patent No. 7,698,185 and US Patent No. 8,533,083) sold/licensed to loyalty programs and merchants as the foundation for white-label deployments.
• Flying Blue+

Quantifiable outcome

• 44% increase in Average Order Value for merchants using Flying Blue+
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core, flagship, minor, supporting and parent.

• Pay.coreTechnology or Integration · 2 May 2025Strategic partnership with Dutch payment service provider Pay. enabling thousands of merchants to integrate loyalty programs directly into checkout experience. Merchants can activate loyalty integration through existing Pay. dashboard without additional technical development.
• ShopifycoreTechnology or Integration · 11 March 2025Launched Shopify plugin enabling online retailers to quickly integrate Flying Blue+ payment solution. Merchants can download, configure, and test the plugin within minutes through Shopify App Store.
• Etihad GuestcoreStrategic or Co-development Partner · 15 July 2024Extended partnership to launch Pointspay-powered solution enabling Etihad Guest members to earn and redeem miles via online retailers in UAE and globally. Extends previous collaboration to introduce groundbreaking new solution to Middle East region.
• AdyencoreTechnology or Integration · 6 June 2024Integration with Adyen's embedded payment platform enhances Pointspay's offering for online shops and loyalty programs. Collaboration brings together embedded payments and embedded loyalty technology, enabling iDeal payments for Flying Blue+ in Netherlands.
• Flying Blue (Air France-KLM)flagshipStrategic or Co-development Partner · 24 July 2023Five-year strategic partnership to launch Flying Blue+, a white-label MarPay™ solution enabling Flying Blue members to earn and spend miles at online merchants. Initially launched in France and Netherlands, with expansion planned. Flying Blue+ provides seamless checkout integration for members to use miles as payment.
• SAS EuroBonuscoreStrategic or Co-development PartnerPartnership to launch SAS EuroBonus MarPay™ solution, enabling SAS frequent flyers to earn and spend miles with online merchants. White-label solution bringing loyalty payments to Scandinavian markets.
• Swiss Miles & MorecoreStrategic or Co-development PartnerPartnership enabling Swiss Miles & More members to earn and spend miles with Pointspay merchant network in Switzerland.
• Smiles by EtisalatminorStrategic or Co-development PartnerPartnership extending Pointspay loyalty payment solution to Smiles program members, adding another loyalty ecosystem to the network.
• WooCommercesupportingTechnology or IntegrationE-commerce platform plugin integration enabling WooCommerce merchants to accept loyalty payments.
• Magento/OpenCartsupportingTechnology or IntegrationE-commerce platform plugin integrations for Magento and OpenCart merchants.
• BuckaroosupportingTechnology or IntegrationPayment provider integration enabling Buckaroo merchants to activate loyalty payment solutions.
• Pointspay Holding AGparentOthersParent holding company for Pointspay Group. Pointspay Management FZCO operates as subsidiary under this holding structure.
• Loylogic AGparentOthersAffiliated company within Pointspay Group ecosystem. Also serves as EU representative for data protection queries (Latvia branch).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Rakuten: Rakuten operates one of the world's largest cashback and loyalty shopping ecosystems, connecting members with merchants for rewards at checkout. While broader than Pointspay, it competes for the same merchant budget aimed at acquiring and retaining high-spending shoppers through rewards.
• Bread Financial: Bread Financial (formerly Alliance Data) runs private label and co-brand credit card programs plus loyalty platforms for major retail and travel brands. Its loyalty and payments capabilities overlap with Pointspay's merchant-facing loyalty monetization, particularly in co-brand program management.
• Collinson Group: Collinson operates airport lounge access, travel insurance, and loyalty experiences for airlines and financial services brands. It is a broad incumbent in the travel loyalty ecosystem with overlapping airline program relationships and member engagement offerings.

Emerging players

• Annex Cloud: Annex Cloud provides enterprise loyalty, referral, and customer engagement software for retail and consumer brands. It offers an adjacent technology stack for merchants seeking to drive repeat purchases, partially overlapping with Pointspay's merchant-facing loyalty and incentive tooling.
• Kobie Marketing: Kobie Marketing is a full-service loyalty marketing agency and technology provider running enterprise programs for retail, travel, and financial brands. It overlaps with Pointspay in operating loyalty infrastructure for major brands but focuses more on program design than checkout payment rails.

Direct peers

• Loylogic: Loylogic is a sibling company within Pointspay Holding AG that powers points malls, program management, and member engagement for global loyalty programs. It addresses the same airline and coalition loyalty customers that Pointspay targets with its MarPay™ checkout product.
• Plusgrade: Plusgrade provides ancillary revenue and loyalty monetization solutions for airlines, hotels, and cruise lines, including paid upgrades and member engagement tools. It serves the same airline loyalty commercial teams as Pointspay and offers overlapping merchandising capabilities at checkout.
• Points.com: Points.com operates a Points Loyalty Wallet and currency exchange platform enabling members to buy, gift, and redeem loyalty points across multiple programs. It directly competes with Pointspay in managing the issuance, redemption, and exchange of loyalty currency across airline and travel programs.

Others

• Adyen: Adyen is Pointspay's payment processing partner and embedded payments platform used to settle the cash portion of MarPay™ transactions. While not a competitor in loyalty payments, Adyen is the infrastructure dependency for Pointspay's checkout flow and a potential future in-house competitor for loyalty monetization.
• Klarna: Klarna is a global alternative payment method and BNPL provider with deep consumer brand recognition. It is comparable as a checkout-level alternative payment innovation from Europe, although it addresses financing rather than loyalty points and shares several former Adyen alumni with Pointspay's leadership.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Pointspay
• LinkedInlinkedin.com/company/points-pay
• Instagraminstagram.com/pointspay

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Pointspay