Points Africa
Points Africa operates Sub-Saharan Africa's first coalition loyalty network, enabling consumers in Ghana to earn and redeem a unified reward currency across merchant partners spanning fuel, retail, e-commerce, insurance, banking, and dining, with expansion planned into four additional African markets.
- Company typePrivate
- Founded2025
- HeadquartersTema, Ghana
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Points Africa does
Points Africa operates what it describes as Sub-Saharan Africa's first coalition loyalty network, enabling consumers to earn and redeem a single reward currency across multiple merchant partners in Ghana. The platform is delivered through three access channels: a standalone iOS/Android mobile application, a USSD short code (*713*7915#) for feature-phone users without internet, and an in-app integration within the MTN MoMo app (Ghana's dominant mobile money platform). Core technology is a cloud-based loyalty platform built on AWS with real-time point crediting and redemption at point of sale, an AI-powered chatbot for member support, and an AI/analytics engine that delivers personalized offer recommendations based on cross-merchant purchasing behavior.
The business model is B2B2C and explicitly free for consumers — no membership fees, subscriptions, or minimum spend. Revenue is generated from two streams on the partner side: partner network fees (setup, platform, and ongoing transaction-based fees) and a share of the network discount (minimum 10%) that partners offer to Points Africa members, settled on a T+1 basis. The company monetizes its user base by selling merchants access to the loyalty infrastructure and a consolidated cross-merchant customer view. Distribution is heavily channel-driven, with anchor partners including Star Oil (fuel), Melcom (retail), Jumia (e-commerce), GLICO General Insurance, and Access Bank, alongside lifestyle and dining brands such as Starbites, Jamestown Coffee, and Silkbird Cinemas.
Points Africa is privately held, incorporated as Points Africa (PTY) Ltd in South Africa with a separate Points Africa Loyalty Ltd entity in Mauritius for partner agreements. It raised a $2 million seed round from VestedWorld in February 2026, with stated use of funds covering Ghana operations, technology build-out, and expansion into Nigeria, Uganda, Rwanda, and Kenya over 18 months. Leadership comprises a full C-suite plus regional VPs, with advisors drawn from established loyalty programs including Scene+, Nectar, Etihad, and DOTZ Brazil.
Points Africa firmographics
Firmographics- Name
- Points Africa
- Legal name
- Points Africa (PTY) Ltd
- Website
- https://pointsafrica.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Points Africa operates Sub-Saharan Africa's first coalition loyalty network, enabling consumers in Ghana to earn and redeem a unified reward currency across merchant partners spanning fuel, retail, e-commerce, insurance, banking, and dining, with expansion planned into four additional African markets.
- Ownership category
- akta.pro rank
Points Africa industry classification
Industry- Product category
- Coalition Loyalty & Rewards Platform
- akta.pro primary industry
- Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)
- akta.pro secondary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Points Africa is headquartered
LocationHeadquarters
- HQ city
- Tema
- HQ country
- Ghana
- HQ region
- Africa
Offices3 records
Markets served
Points Africa business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Partner Network Fees: Partner brands pay Points Africa to join the loyalty network and gain access to the customer base and loyalty infrastructure. This includes setup fees, platform fees, and ongoing transaction-based fees.
- Network Discount Settlement: Partners offer discounts (minimum 10%) to Points Africa members, with settlement processed T+1. Points Africa retains a portion of the network discount as revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free consumer membership with no fees |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Points Africa product offering
Product offeringCore offering
Points Africa operates Sub-Saharan Africa's first coalition loyalty network, allowing consumers to earn a single reward currency across multiple merchant partners (fuel, retail, insurance, dining, e-commerce) and redeem those points anywhere in the network via a mobile app, USSD, or MTN MoMo integration. Consumers access the free program and points accumulate in one unified wallet; partner brands pay network fees and a share of the discounts extended to members.
Product overview
Points Africa operates a single unified coalition loyalty platform — the Points Africa Loyalty Program — which serves as Sub-Saharan Africa's first shared loyalty network. The product ecosystem consists of three access channels: a standalone iOS/Android mobile app (the primary interface for full-featured management), the MTN MoMo in-app integration (enabling access directly within the MoMo app via the Buy menu), and a USSD service (*713*7915#) for feature-phone users without internet access. All three channels feed into the same central loyalty account and points wallet. The platform also includes an AI-powered chatbot for member support automation. Users earn points by transacting with partner brands (Star Oil, Melcom, Jumia, GLICO General Insurance, and lifestyle/dining partners) and redeem those points across the entire network.
Differentiator
Problem solved
Functional benefit
Products and services
- Points Africa Loyalty Program A coalition loyalty rewards network that enables consumers in Sub-Saharan Africa to earn points on everyday purchases at participating partner brands (fuel, retail, insurance, dining, e-commerce) and redeem them across the full network. Points accumulate in a single wallet and can be used at any partner brand, regardless of where they were earned. Free for consumers; partner brands pay network fees.
- Points Africa Mobile App A standalone mobile application available on iOS and Android providing full dashboard access including real-time points balance, partner map, earning history, and redemption options. Serves as the primary interface for full-featured loyalty program management.
- Points Africa USSD Service A USSD-based enrollment and account management channel allowing users on any basic mobile phone without internet or smartphone to register for the loyalty program and earn points by dialing the short code *713*7915#. No app download required, broadening access to feature-phone users across Sub-Saharan Africa.
Quantifiable outcome
- Members shopping weekly at Melcom, fueling twice monthly at Star Oil, and ordering twice monthly on Jumia can accumulate enough points for meaningful redemption within 6-8 weeks
- +1 more outcomes
Companies that use Points Africa
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Points Africa technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature4 records
Points Africa partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, secondary and supporting.
- Star OilcoreGhana's widely distributed fuel station network with locations across Accra, Kumasi, Takoradi, and major highway routes. Customers earn points when fueling with MoMo or Tingg and can redeem for fuel credits.
- MelcomcoreGhana's largest retail chain with locations in Accra, Kumasi, Takoradi, Tema, and other cities. Customers earn and redeem points at checkout for groceries, household goods, electronics, and more.
- MTN MoMocoreMTN MoMo is the access gateway through which users reach their Points Africa account. Points Africa is accessible within the MoMo app under Buy menu, making it available to millions of existing MoMo users without separate download.
- JumiacoreGhana's largest e-commerce platform covering electronics, fashion, groceries, beauty products, and home goods with nationwide delivery. Customers earn points on confirmed orders.
- GLICO General InsurancecoreOne of Ghana's most recognized general insurers. Points Africa is one of few loyalty networks where insurance premium payments earn rewards - a unique earning category.
- StarbitessecondaryPopular Ghanaian quick-service restaurant chain with multiple Accra locations known for local dishes and grilled meats. Earn points on dining purchases.
- Jamestown CoffeesecondaryPremium coffee and lifestyle venue in Accra popular with professionals. Earn points on coffee, meals, and event bookings.
- TinggsupportingPayment integration partner allowing customers to earn points when fueling at Star Oil stations using Tingg payment method.
- DentonssupportingWorld's largest global law firm serving as Points Africa's legal advisor providing regulatory guidance and compliance support across African markets.
- Van VickersupportingBeloved actor, entrepreneur, and cultural icon serving as brand ambassador to champion the mission of making loyalty rewarding for every African.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Points Africa competitors and assessment
Company assessmentDirect peers
- Dotz: Brazilian coalition loyalty program operating a shared points currency across multiple merchant categories. Highly comparable to Points Africa — Points Africa's VP Lucas Costa was previously Head of Partnerships at Dotz, and the company is referenced as an emerging-market benchmark in Points Africa's advisor roster.
- Payback: Global coalition loyalty network (originally Germany-based) that lets consumers earn and redeem points across fuel, retail, and travel partners. Directly comparable business model to Points Africa's multi-merchant shared-currency loyalty platform.
- Rewards Network: US-based merchant-funded loyalty and rewards network (notably restaurants) where consumers earn points on everyday spend. Similar merchant-funded coalition economics and POS integration profile as Points Africa.
Broad incumbents
- Nectar: UK's largest coalition loyalty program (operated by Aimia) pooling points across supermarkets, fuel, and retail. Mature reference point for the coalition model Points Africa is replicating in Sub-Saharan Africa; Nectar alumni sit on Points Africa's advisory team.
- Aimia: Canadian loyalty analytics and program operator that owns and operates coalition programs including Nectar. A broader incumbent in the loyalty-program-operations space relevant to Points Africa's coalition model and potential future exit/acquisition counterparties.
- Cardlytics: US-listed bank-funded cashback and rewards platform that uses transaction data to deliver personalized offers at merchants. Comparable in monetizing bank/payment-rail transaction data to reward users — a relevant scaled analogue to Points Africa's partner-funded cashback/discount model.
- Rakuten (formerly Ebates): Global cashback and rewards marketplace enabling members to earn cash back at thousands of online and in-store merchants. Closely mirrors the partner-funded cashback/rewards dynamic that Points Africa is deploying across African merchants.
- Smiles (Brazil): Brazilian coalition-style loyalty program affiliated with GOL Linhas Aéreas, allowing points accumulation and redemption across travel and non-travel partners. Comparable as an emerging-market coalition loyalty reference and a regional adjacent model.
Emerging players
- Thanx: Merchant loyalty and CRM platform enabling restaurants and retailers to run digital loyalty and personalized rewards programs. Comparable in technology stack and merchant-funded economics, though focused on individual merchants rather than multi-merchant coalition redemption.
- Smile.io: SaaS loyalty platform powering points, referrals, and VIP programs for e-commerce merchants. Comparable on the loyalty-technology layer that Points Africa builds, though Smile.io serves single merchants rather than a coalition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Points Africa social profiles
Digital presencePoints Africa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Points Africa leadership team
Management profileNumber of profiles
Profiles13 records
Points Africa funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Points Africa 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 Points Africa
What does Points Africa do?
Points Africa operates Sub-Saharan Africa's first coalition loyalty network, allowing consumers to earn a single reward currency across multiple merchant partners (fuel, retail, insurance, dining, e-commerce) and redeem those points anywhere in the network via a mobile app, USSD, or MTN MoMo integration. Consumers access the free program and points accumulate in one unified wallet; partner brands pay network fees and a share of the discounts extended to members.
Is Points Africa a public or private company?
Points Africa is a private company. It is classified as venture growth investor backed and is currently operating.
When was Points Africa founded?
Points Africa was founded in 2025. It employs 11 to 50 people.
Where is Points Africa based?
Points Africa is headquartered in Tema, Ghana, in the Africa region.
How does Points Africa make money?
Two revenue lines are on record. Partner Network Fees are the primary driver. The others are network Discount Settlement.
Who are Points Africa's main competitors?
Direct peers on record are Dotz, Payback and Rewards Network. Broad incumbents are Nectar, Aimia, Cardlytics, Rakuten (formerly Ebates) and Smiles (Brazil). Emerging players are Thanx and Smile.io.
Does Points Africa have an API?
No public API is recorded for Points Africa.
What industry is Points Africa in?
Points Africa's product category is Coalition Loyalty & Rewards Platform. Its primary akta.pro industry code is THALAKAC, Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences), with a secondary code of BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms.