Fidel
Fidel is a Brazilian SaaS platform enabling SMBs to issue digital loyalty cards natively integrated with Apple Wallet and Google Wallet. It serves barbershops, cafeterias, pet shops, and restaurants across Brazil via a freemium subscription model at R$49/month.
- Company typePrivate
- Founded-
- HeadquartersVila Velha, Brazil
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Fidel does
Fidel is a Brazilian SaaS platform that enables small and medium businesses to create and manage digital loyalty card programs. Its core technical differentiator is native integration with Apple Wallet and Google Wallet, which allows end customers to save and use loyalty cards directly in their smartphone's default wallet without downloading a separate application. The platform includes an analytics dashboard reporting customer behavior, return rates, average scoring, and promotional performance, and is organized around vertical-specific modules for barbershops and salons, cafeterias, pet shops, and restaurants. The company is registered as Fidel Soluções Em Marketing Ltda (CNPJ 36.759.653/0001-04), headquartered in Vila Velha, Espírito Santo, and operates with 1–10 employees.
The business runs on a freemium subscription model. The free tier caps usage at 200 customer points and 1 loyalty card; the paid Pro Individual plan is priced at R$49/month with unlimited customers, cards, and analytics; and a Pro Teams tier for larger or multi-location businesses has been announced but not yet priced. Distribution is product-led and self-serve through the Apple App Store and Google Play, with onboarding reportedly completable in under 10 minutes and without specialized equipment. Customer engagement is delivered via WhatsApp-based notifications, which aligns with dominant messaging behavior in the Brazilian SMB market. Fidel markets outcomes of +40% visit frequency, +25% spend per visit, and 4x promotional conversion among users, and claims 1,000+ active businesses on the platform.
The company is privately held and appears to be primarily bootstrapped, with only a single disclosed investment event — a March 2022 round from Bossa Invest of undisclosed amount — and no subsequent funding rounds in the source data. LGPD (Brazilian General Data Protection Law) compliance is explicitly marketed, along with encrypted data storage and cloud backup, addressing data-handling requirements relevant to Brazilian SMB customers. No acquisitions, partnerships, patents, or third-party integrations beyond Apple Wallet, Google Wallet, and WhatsApp are disclosed.
Fidel firmographics
Firmographics- Name
- Fidel
- Legal name
- Fidel Soluções Em Marketing Ltda
- Website
- https://fidel.com.br
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fidel is a Brazilian SaaS platform enabling SMBs to issue digital loyalty cards natively integrated with Apple Wallet and Google Wallet. It serves barbershops, cafeterias, pet shops, and restaurants across Brazil via a freemium subscription model at R$49/month.
- Ownership category
- akta.pro rank
Fidel industry classification
Industry- Product category
- Customer Loyalty Software
- akta.pro primary industry
- Loyalty Technology Platforms (LMS, Wallets, APIs) (THABAKAH)
Keywords
Where Fidel is headquartered
LocationHeadquarters
- HQ city
- Vila Velha
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Fidel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription - Pro Individual: Monthly subscription model at R$ 49/month for small businesses, providing unlimited customer scoring and loyalty cards with full analytics access
- Free Tier: Free tier for businesses with up to 200 customers and 1 loyalty card, limited analytics and sharing features
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free - Basic plan for businesses starting out |
| Subscription | Monthly | Pro Individual - R$ 49/month for small businesses |
| Subscription | Monthly | Pro Teams - Coming soon for larger companies |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Fidel product offering
Product offeringCore offering
Fidel is a digital loyalty platform that enables small and medium businesses in Brazil to create and manage digital loyalty cards natively stored in customers' Apple Wallet or Google Wallet, eliminating the need for end customers to download a separate app. The platform provides a 10-minute self-serve setup, an analytics dashboard for tracking customer behavior and program performance, automated WhatsApp notifications, and LGPD-compliant data security with cloud backup. It is offered under a freemium model with a paid Pro Individual subscription at R$ 49/month and an upcoming Pro Teams tier.
Product overview
Fidel is a digital loyalty platform for small and medium businesses in Brazil, offering a unified system where businesses create digital loyalty cards that integrate natively with Apple Wallet and Google Wallet. The core platform provides industry-specific solutions for barbershops, cafeterias, pet shops, and restaurants, with tiered pricing plans (Free, Pro Individual at R$ 49/month, and Pro Teams for larger businesses). The platform includes an Analytics Dashboard for tracking customer behavior and program performance, with automated marketing features via WhatsApp notifications.
Differentiator
Problem solved
Functional benefit
Products and services
- Fidel Digital Loyalty Platform A digital loyalty card platform for small and medium businesses in Brazil that creates, distributes, and manages digital loyalty cards natively stored in customers' Apple Wallet or Google Wallet, with a customer-behavior analytics dashboard and WhatsApp-based automated marketing notifications.
Quantifiable outcome
- 40% increase in customer visit frequency for businesses using Fidel loyalty cards
- +3 more outcomes
Companies that use Fidel
Customer profileSegments4 records
Ideal customer profiles1 record
Fidel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Fidel partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Fidel competitors and assessment
Company assessmentBroad incumbents
- PayPal Honey: Consumer rewards/cashback layer under PayPal; illustrates how a global wallet/payments player can deliver loyalty-style rewards at scale, a structural threat to standalone loyalty SaaS.
- iFood: Dominant Brazilian food-delivery super-app that runs restaurant loyalty and promotions at massive scale; a key competitor for Fidel's restaurant and cafeteria verticals.
- Stone Co. Major Brazilian SMB payments provider expanding into software (POS, CRM, lending, and loyalty-adjacent features); a direct competitive incumbent for Fidel's Brazilian SMB customer base.
- Mercado Pago: Payments and SMB financial services arm of Mercado Livre with growing merchant engagement features including QR, credit, and marketing tools; competes for the same Brazilian SMB wallet.
- Square Loyalty (Block): Integrated loyalty module inside Square's POS/payments ecosystem for SMBs; relevant incumbent comparison showing how a payments platform can bundle loyalty to merchants like Fidel's targets.
Direct peers
- Yotpo: Offers loyalty, reviews, SMS marketing, and subscriptions for SMB and mid-market merchants; comparable as a multi-product retention/marketing platform where loyalty is a core module.
- Kangaroo Rewards: Omnichannel loyalty and marketing automation platform for SMB retailers and restaurants; comparable in target customer profile and feature mix (rewards, promotions, analytics).
- LoyaltyLion: Loyalty and rewards platform tailored for ecommerce SMB and mid-market merchants; closely comparable feature set (points, tiers, rewards, analytics) to Fidel's loyalty card offering.
- Smile.io: Loyalty and rewards platform for SMB and DTC merchants with point, referral, and VIP programs; directly comparable to Fidel as a SaaS loyalty layer aimed at smaller merchants, though primarily ecommerce-focused.
Emerging players
- Belly (by Mindbody): Loyalty program acquired by Mindbody for SMB fitness and wellness merchants; relevant adjacent vertical SaaS loyalty comparator, particularly for Fidel's barbershop/salon segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Fidel social profiles
Digital presenceFidel compliance and trust
Trust signalCompliance1 record
Fidel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fidel leadership team
Management profileNumber of profiles
Fidel funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fidel 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 Fidel
What does Fidel do?
Fidel is a digital loyalty platform that enables small and medium businesses in Brazil to create and manage digital loyalty cards natively stored in customers' Apple Wallet or Google Wallet, eliminating the need for end customers to download a separate app. The platform provides a 10-minute self-serve setup, an analytics dashboard for tracking customer behavior and program performance, automated WhatsApp notifications, and LGPD-compliant data security with cloud backup. It is offered under a freemium model with a paid Pro Individual subscription at R$ 49/month and an upcoming Pro Teams tier.
Is Fidel a public or private company?
Fidel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fidel founded?
Fidel was founded in -1. It employs 1 to 10 people.
Where is Fidel based?
Fidel is headquartered in Vila Velha, Brazil, in the Latin America region.
How does Fidel make money?
Two revenue lines are on record. Subscription - Pro Individual is the primary driver. The others are free Tier.
Who are Fidel's main competitors?
Broad incumbents on record are PayPal Honey, iFood, Stone Co., Mercado Pago and Square Loyalty (Block). Direct peers are Yotpo, Kangaroo Rewards, LoyaltyLion and Smile.io. Belly (by Mindbody) is listed as an emerging player.
Does Fidel have an API?
No public API is recorded for Fidel.
What industry is Fidel in?
Fidel's product category is Customer Loyalty Software. Its primary akta.pro industry code is THABAKAH, Loyalty Technology Platforms (LMS, Wallets, APIs).