Piggy

What Piggy does

Piggy operates a cloud-based loyalty and engagement SaaS platform serving primarily SMB and mid-market businesses in Europe, with notable concentration in food & beverage, retail, and hospitality verticals. The platform enables companies to build, launch, and operate customer loyalty programs and employee recognition schemes without developer involvement, using a drag-and-drop no-code builder, white-label branded mobile apps, multi-channel touchpoints (in-store POS, e-commerce, mobile wallet), and a rules-and-tiers gamification engine. The integrated product suite includes Rewards, Rules and Tiers, Gift Cards and Prepaid balances, Vouchers, an Automation workflow engine, Email Marketing, Touchpoints (custom app and website widget), data-capture Forms, and a built-in CRM, all sitting on top of an API-first architecture supported by 100+ pre-built integrations and a public GitHub SDK.

Piggy monetizes through tiered SaaS subscriptions (Starter at $79/month, Scale at $299/month, Pro at $849/month, and custom Enterprise), a usage-based Shopify integration add-on (Free to Elite tier), and a premium Engagement Service Suite offering tiered consultancy. The go-to-market is hybrid: a product-led growth motion with free trial and self-serve sign-up for SMBs, a sales-assisted enterprise motion via demo requests and dedicated account teams, and a partner/reseller channel for agencies and integrators. The company is privately held under the Leat legal entity structure—Leat Netherlands B.V. is the parent with Leat Germany GmbH and Leat Technologies United Kingdom Limited as regional subsidiaries—and operates three offices across Maarssen (HQ), Emmerich am Rhein, and London. Piggy self-positions as the #1 loyalty platform in Europe and lists among the Top 250 fastest-growing European scale-ups.

Name

Piggy

Legal name

Leat Netherlands B.V.

Website

https://piggy.eu

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Piggy is a Netherlands-based SaaS provider of no-code loyalty and employee engagement software, serving over 10,000 SMB and mid-market businesses across Europe with a multi-channel platform spanning POS, e-commerce, and white-label mobile applications.

Ownership category

akta.pro rank

Product category

Loyalty Management Software

akta.pro primary industry

Point-of-Sale (POS) & On-Property Commerce (THALACAI)

Keywords

• Loyalty software
• Customer loyalty programs
• Employee recognition platform
• Rewards management
• Loyalty engagement SaaS

Headquarters

HQ city

Maarssen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Tiered SaaS subscription model with Starter ($79/month), Scale ($299/month), Pro ($849/month), and custom Enterprise pricing. Plans grow with customer needs and include increasing feature access. Default billing is annual with monthly payment option available.
2. Shopify Integration Add-on: Usage-based pricing for Shopify merchants with Free (up to 100 orders/month), Standard ($25/month up to 2,500 orders), Premium ($49/month up to 5,000 orders), and Elite ($99/month up to 10,000 orders) tiers. Additional per-order charges apply beyond tier limits.
3. Engagement Service Suite: Premium consultancy service with three tiers (Standard, Premium, Elite) offering strategy hours, dedicated team support, marketing campaign setup, content strategy, lifecycle automation, data analysis, and reporting. Includes email support, phone support, and quarterly performance reports.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Piggy (legal entity: Leat Netherlands B.V.) provides a cloud-based loyalty platform that enables businesses to create, manage, and automate customer loyalty and employee recognition programs. The platform offers a no-code drag-and-drop program builder, white-label mobile apps and loyalty cards, multi-channel touchpoints (POS, e-commerce, mobile widget), and 100+ pre-built integrations with POS, eCommerce, and HR systems.

Product overview

Piggy is a loyalty and engagement SaaS platform offering an all-in-one solution for customer loyalty programs and employee recognition. The platform operates as a unified system with multiple integrated modules: the core platform includes Rewards, Rules and Tiers (gamification), Gift Cards and Prepaid, Vouchers, Automations (workflow engine), Email Marketing, Touchpoints (custom app and widget), Forms, and a built-in CRM. The platform is offered across four pricing tiers (Starter at $79/month, Scale at $299/month, Pro at $849/month, and custom Enterprise), plus optional add-ons including a usage-based Shopify integration and an Engagement Service Suite for advisory support. Businesses can also extend the platform via a public API and GitHub SDK.

Differentiator

Problem solved

Functional benefit

Products and services

• Loyalty Program Builder No-code drag-and-drop builder for creating and launching customer loyalty programs, designed for retailers and SMBs.
• Customer Loyalty Programs End-to-end customer loyalty program management including points, tiers, rewards, and gamification for retail and hospitality businesses.
• Employee Recognition Programs Employee recognition and rewards platform enabling HR teams to acknowledge, reward, and engage staff through branded programs.
• Gift Card and Prepaid Solutions Digital gift card and prepaid card management integrated into loyalty programs and sold through white-label apps.
• Vouchers Digital voucher creation, distribution, and redemption functionality within the loyalty platform.
• Engagement Service Suite Consulting and managed services for designing, building, and optimizing loyalty and engagement programs for clients.

Quantifiable outcome

• Research shows participation in loyalty programs can lead to 22%-68% more purchases
• +2 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration50 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform integration allowing Shopify merchants to add loyalty functionality to their stores. Usage-based pricing tier available for Shopify-specific order tracking and loyalty automation.
• ZapiercoreTechnology or IntegrationIntegration via Zapier enabling automated workflows between Piggy and thousands of other applications without custom development.
• WooCommercecoreTechnology or IntegrationWordPress/WooCommerce integration for e-commerce loyalty functionality on WooCommerce-powered websites.
• LightspeedcoreTechnology or IntegrationPOS and e-commerce integration with Lightspeed for retail and restaurant loyalty management.
• Oracle Micros SimphonycoreTechnology or IntegrationEnterprise POS integration for restaurant and hospitality businesses running Oracle Micros Simphony systems.
• JamezzminorChannel Partner/ Reseller/ DistributorPartner featured in partner network showcase, implementing Piggy loyalty solutions for clients.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• LoyaltyLion: LoyaltyLion is a direct competitor offering a customer loyalty platform for Shopify and eCommerce merchants with points, tiers, and rewards programs. Highly comparable product offering and target customer base (SMB/mid-market retail brands) as Piggy's Shopify integration.
• Smile.io: Smile.io provides a loyalty and rewards platform purpose-built for Shopify and BigCommerce merchants, with points, referrals, and VIP tiers. Directly comparable in product scope, pricing model, and SMB eCommerce customer focus.
• Yotpo: Yotpo is a direct-to-consumer marketing platform offering loyalty programs alongside reviews, SMS, and subscriptions. Comparable in loyalty functionality and target market (mid-market and enterprise retail/F&B brands), though significantly larger and broader in scope.
• Antavo: Antavo is an enterprise loyalty cloud platform serving retail, fashion, and beauty brands globally. Highly comparable in loyalty engine capabilities, tier programs, and API-first architecture, with stronger enterprise positioning than Piggy.
• Annex Cloud: Annex Cloud (formerly Annexa) offers a loyalty and engagement platform for enterprise retailers and CPG brands. Comparable in feature breadth (loyalty, referrals, UGC, advocacy) and enterprise focus, but skews to larger contracts than Piggy.
• TapMango: TapMango provides a customer loyalty and marketing automation platform focused on retail, restaurant, and ecommerce SMBs. Closely comparable in SMB/mid-market F&B and retail customer base and no-code loyalty builder approach.
• Thanx: Thanx is a digital loyalty and engagement platform for restaurant and retail chains, capturing point-of-sale data through integrations. Comparable in F&B/retail vertical focus, POS integration depth, and customer retention use cases.
• Kangaroo Rewards: Kangaroo Rewards is a SaaS loyalty platform for retail and restaurant businesses with a no-code builder, POS integrations, and omnichannel engagement. Closely comparable in SMB/mid-market F&B and retail customer base and feature set.

Broad incumbents

• Salesforce Marketing Cloud: Salesforce Marketing Cloud is an enterprise marketing platform with loyalty-adjacent capabilities (journey orchestration, customer data, email). Represents the incumbent CRM/marketing suite risk that could absorb loyalty functionality within a broader stack.
• HubSpot: HubSpot's Marketing Hub offers CRM, email marketing, automation, and increasingly customer-engagement tools targeting SMB and mid-market customers—overlapping with Piggy's email, automation, and CRM modules.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• GitHubgithub.com/Piggy-Loyalty
• Instagraminstagram.com/life_at_piggy
• Facebookfacebook.com/piggyloyalty
• LinkedInlinkedin.com/company/piggy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Piggy