Payback

What Payback does

PAYBACK (legal entity: Loyalty Partner GmbH) is Germany's largest multi-partner coalition loyalty program, founded in 1998 and launched on March 13, 2000 with nine partners. The program enables 35 million active customers in Germany — and 245 million members globally through the Loyalty Partner Solutions (LPS) platform — to earn and redeem points across more than 700 partner companies spanning retail, grocery, drugstore, fuel, e-commerce, travel, mobility, and banking. Operating in 10 countries (Germany, Austria, Poland, Italy, Croatia, Slovakia, Slovenia, Czech Republic, Hungary, Bosnia & Herzegovina, plus a multi-partner program in Mexico), PAYBACK is a wholly-owned subsidiary of American Express via Amex Funding Management (Europe) Limited, following the 2011 acquisition of Loyalty Partner.

The platform centers on the PAYBACK App (17.5–18 million active users in Germany; one of the country's top three shopping and everyday apps), which bundles point collection and redemption, coupon activation, the PAYBACK Panel research community (170,000+ panelists), and PAYBACK PAY mobile payment — now extended to online checkout with dm-drogerie markt as innovation partner. Underlying technology runs on Google Cloud Platform using Vertex AI, BigQuery, Cloud Run, and GKE, with an in-house ML platform supporting personalized coupon targeting, fraud detection, and automated campaign execution. Distribution is anchored at 20,000+ partner POS locations plus embedded integration with the Sparkassen-Card banking network across 10,000+ locations; cross-channel marketing reaches 70 million physical points-overview mailings and 1.5 billion coupon emails per year.

Revenue is generated B2B from partners (network participation fees), brand advertisers (campaign media across 31M+ members), and enterprise software clients via LPS FLITE and LPS RAISE loyalty management software (United Airlines, Lufthansa, Alaska Airlines, China Southern Airlines, Deutsche Bahn). Consumers join the program for free. PAYBACK does not publicly disclose revenue, but FY2025 incentivized partner revenue reached €46 billion and €738 million in points were collected (95% redeemed). The company is headquartered in Munich with regional offices in Vienna, Rome, and Warsaw, and is led by Bernhard Brugger (CEO Global Loyalty Coalition), Dominik Dommick, Markus Knorr (CFO), Conrad Pozsgai, Sebastian Hasebrink (VP Digital Sales), and Christian Gerlich (CEO of Loyalty Partner Solutions).

Name

Payback

Legal name

Loyalty Partner GmbH

Website

https://payback.group

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Payback is Germany's largest multi-partner coalition loyalty program, serving 35 million active members across 700+ partner brands in retail, grocery, travel, and banking; it earns B2B revenue from partner fees, advertising, and enterprise loyalty software (LPS) as a subsidiary of American Express.

Ownership category

akta.pro rank

Product category

Customer Loyalty Programs

NAICS

Direct Mail Advertising (54186), Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232), Business Support Services (5614)

SIC

Services-Prepackaged Software (7372), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

akta.pro secondary industries

Travel Deal, Loyalty & Subscription Platforms (BPAMAIAM), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC), Loyalty, Points Currency & Stored Value Payments (THALAHAK)

Keywords

• Loyalty program platform
• Coalition marketing network
• Mobile couponing services
• Enterprise loyalty software
• Transaction data analytics

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Partner Network Fees / Coalition Membership: PAYBACK charges partner companies (retailers, online stores, FMCG brands, travel providers) a fee for participation in the multi-partner loyalty network. Partners gain customer acquisition, retention, uplift, and reduced discount costs in exchange. The incentivized annual revenue across partners was €46 billion (FY 2025).
2. Advertising & Media Platform: PAYBACK sells integrated advertising campaigns to brand-name advertisers and FMCG/manufacturers targeting 31+ million active members across print mailings, email newsletters, mobile, and online channels. Performance-based condition models with high sales rates and low returns.
3. Couponing & Campaign Services: Revenue from executing personalized coupon campaigns (eCoupons, paper coupons), cross-media campaign formats, and performance tracking/reporting for partners and advertisers.
4. PAYBACK PAY Mobile Payment: Mobile payment function embedded in the PAYBACK app enables in-store and online payments in one step, collecting and redeeming points simultaneously. Online payment launched with dm-drogerie markt as innovation partner.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels14 records

Core offering

PAYBACK operates Germany's largest multi-partner coalition loyalty program, enabling 35 million active customers to collect and redeem points across a network of 700+ partner companies in retail, online, grocery, travel, mobility, and fuel. The platform includes the PAYBACK App with integrated mobile payment (PAYBACK PAY), a multichannel marketing platform for personalized coupons and campaigns, and the PAYBACK.de online marketplace. Through its subsidiary Loyalty Partner Solutions (LPS), PAYBACK also licenses enterprise loyalty management software (LPS FLITE and LPS RAISE) to airlines, railways, and retailers worldwide.

Product overview

PAYBACK operates as a multi-partner loyalty program and multichannel marketing platform in Germany and 9 other countries. The core PAYBACK product enables customers to collect and redeem points across a network of over 700 partner companies. The PAYBACK App serves as the central digital hub, integrating shopping, point management, coupon activation, and mobile payment (PAYBACK PAY). The platform includes digital communication channels (PAYBACK Points Overview, Coupon Mail, Online Platform) and market research services (PAYBACK Panel). Loyalty Partner Solutions (LPS), a separate subsidiary, provides enterprise loyalty management software (LPS FLITE and LPS RAISE) to airlines, railways, and retailers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• PAYBACK PAY: Mobile payment function integrated within the PAYBACK app, allowing users to pay while collecting and redeeming points simultaneously. Now available both in-store and online.
• PAYBACK Panel
• PAYBACK E-Commerce

Products and services

• PAYBACK Loyalty Program Germany's leading multi-partner loyalty program enabling customers to collect and redeem points across a network of over 700 partner companies in retail, online, mobile, travel, fuel, and grocery channels.
• PAYBACK App Mobile application with 17.5–18 million active users combining shopping, point collection, point redemption, coupon activation, and mobile payment across 700+ partners.
• PAYBACK PAY (Mobile Payment)

Quantifiable outcome

• Customers can save between 200 EUR and 500 EUR per year by using PAYBACK coupons strategically.
• +5 more outcomes

Named customers22 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

13 partnerships are on record, tiered core and minor.

• IHG Hotels & ResortscoreStrategic or Co-development Partner · 31 December 2025Partnership announced December 31, 2025 (IHG press release). IHG One Rewards members in Germany can earn PAYBACK points at 7,000+ IHG hotels globally. IHG operates 190 hotels in Germany (52 more in development). Enables IHG to expand its German loyalty footprint via PAYBACK's 35M-member network; enables PAYBACK to offer travel rewards alongside everyday retail.
• EDEKAcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Market leader in German food retail joined PAYBACK in January 2025. Replaced departing REWE and Penny. Millions of EDEKA customers can now earn PAYBACK points on grocery purchases.
• Netto Marken-DiscountcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Part of the EDEKA group; joined PAYBACK in January 2025 alongside EDEKA. Enables discount grocery shoppers to collect PAYBACK points.
• SparkassencoreStrategic or Co-development PartnerCooperation with German Sparkasse (savings banks) enables millions of customers to collect PAYBACK points with their Sparkassen-Card at 10,000+ partner locations and at EDEKA and Netto. Bridges banking and retail loyalty.
• MILESminorChannel Partner/ Reseller/ DistributorCarsharing provider MILES joined PAYBACK in 2025, expanding the program into the mobility sector.
• GALERIAminorChannel Partner/ Reseller/ DistributorDepartment store chain GALERIA rejoined PAYBACK in 2025, resuming its partnership after a prior separation.
• FressnapfminorChannel Partner/ Reseller/ DistributorPet supplies retailer Fressnapf rejoined PAYBACK in 2025.
• dm-drogerie marktcoreTechnology or Integrationdm-drogerie markt is innovation partner for PAYBACK PAY online payment function. Also operates as monopartner PAYBACK operator in 6 Eastern European countries (Croatia, Slovakia, Slovenia, Czech Republic, Hungary, Bosnia & Herzegovina).
• LufthansacoreChannel Partner/ Reseller/ DistributorLufthansa is a customer of Loyalty Partner Solutions, using LPS loyalty management software to run its Miles & More and other loyalty programs.
• United AirlinescoreChannel Partner/ Reseller/ DistributorUnited Airlines is a customer of Loyalty Partner Solutions' loyalty management software.
• Alaska AirlinescoreChannel Partner/ Reseller/ DistributorAlaska Airlines is a customer of Loyalty Partner Solutions' loyalty management software.
• Deutsche Bahn AGcoreChannel Partner/ Reseller/ DistributorDeutsche Bahn is a customer of Loyalty Partner Solutions, operating its Bahn.Bonus loyalty program on the LPS platform.
• China Southern AirlinescoreChannel Partner/ Reseller/ DistributorChina Southern Airlines is a customer of Loyalty Partner Solutions' loyalty management software.

Scale indicators14 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Nectar (LoyaltyOne / Groupe Aeroplan / Plusgrade parent): UK's largest multi-partner loyalty coalition, originally operated by Aimia/LoyaltyOne and sold to Groupe Aeroplan (later Plusgrade) for ~£600M. Directly comparable to PAYBACK in operating a multi-retailer coalition across grocery, fuel, and retail with millions of active members.
• Rakuten Rewards: Cashback and shopping loyalty platform owned by Rakuten Group, operating a multi-partner network of online retailers with points/cashback mechanics similar to PAYBACK's online marketplace. Most direct digital-only analogue to PAYBACK's online shopping platform across the U.S., Europe, and Asia.
• Air Miles (Loyalty / LCL / Bridgestone Air Miles in ME): Long-running multi-partner coalition loyalty programs in Canada and the Middle East. Closely comparable to PAYBACK's operating model: multi-retailer point collection, partner-funded rewards, and consumer marketing at national scale.

Broad incumbents

• Pluxee (Sodexo Benefits & Rewards Services): Spin-off from Sodexo operating meal vouchers, gift cards, and employee engagement/loyalty platforms across 30+ countries. Comparable to PAYBACK in operating B2B2C incentive and engagement networks with multi-merchant redemption, though with more emphasis on employer-funded benefits.
• Ant Group / Alipay Loyalty: Operates one of the world's largest points/loyalty networks integrated into Alipay super-app in China. Comparable to PAYBACK in combining mobile payment, merchant network, and points-based rewards, though on a vastly larger scale and in a different regulatory environment.
• Salesforce Loyalty Management (formerly Aprrebo / Relationship One heritage): Enterprise loyalty SaaS suite integrated into Salesforce Marketing Cloud, competing with Loyalty Partner Solutions in selling loyalty technology to airlines, retailers, and hospitality operators globally. Comparable to LPS's B2B SaaS arm.
• Klarna: Global BNPL and shopping network bundling payments, rewards, and merchant offers via its app. Comparable to PAYBACK PAY in converging mobile payments with merchant rewards, and a Statista-cited peer in Germany's mobile payment landscape.

Emerging players

• Yonder: Series A/B-stage multi-partner loyalty platform launching a "Points-as-a-Service" coalition loyalty offering to challenger brands and fintechs. Emerging player pursuing the same coalition thesis as PAYBACK with a software-first, API-driven model targeting younger consumers.
• Swile: French employee benefits and engagement platform with multi-merchant payment card and reward mechanics. Comparable to PAYBACK's B2B2C incentive network model, though focused on employer-funded meal vouchers and team engagement rather than consumer retail.
• Comarch Loyalty Management: Enterprise loyalty platform vendor serving telecoms, financial services, and retail clients globally. Direct competitor to Loyalty Partner Solutions in selling loyalty management software (CRM, points, campaigns) to large enterprises.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PAYBACKDeutschland
• Facebookfacebook.com/PAYBACK.Deutschland
• LinkedInlinkedin.com/company/payback-gmbh
• Instagraminstagram.com/payback_group
• Xx.com/PAYBACKIndia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 Payback