Freedelity
Freedelity is a Belgian consumer data platform that enables B2C retailers and consumers to share and manage personal data, consents, and loyalty programs using the Belgian eID, serving 15+ retail chains and 6+ million consumers.
- Company typePrivate
- Founded2009
- HeadquartersNivelles, Belgium
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Freedelity does
Freedelity SA is a Belgian consumer data platform founded in 2009 in Nivelles and operating as a Soci\u00e9t\u00e9 Anonyme (SA). The company positions itself as a trusted third party between B2C retailers and consumers, providing shared personal data management, consent management, and customer identification services anchored on the Belgian electronic identity card (eID). It operates two core platforms: MyFreedelity, a consumer-facing portal and mobile app for managing personal data, consents, loyalty cards, and purchase history; and CustoCentrix, a retailer-facing platform for data collection, customer intelligence, and communication. Supporting products include kiosk terminals equipped with eID readers (deployed at retail checkout points), CustomerScreens (in-store digital checkout screens launched in 2024), and Dividuals (a socio-economic segmentation solution launched in 2023 with SIRIUS Insight).
The business model is B2B-first: Freedelity charges retail partners for platform services (data quality, consent management, customer identification) and for hardware installation and maintenance (kiosks, CustomerScreens), with contracts structured as multi-year agreements and pricing provided on a quote basis. Distribution is direct to enterprise retail chains and through a growing network of independent merchants, supplemented by a consumer self-serve mobile app and an annual industry event, RetailCentrix, organized since 2022. Revenue is not publicly disclosed; the company has raised minimal external capital (a single disclosed round of approximately $517K in 2012 from Internet Attitude) and appears to operate as a bootstrapped, founder-led business with 22 listed team members. By 2021, the network had processed 100+ million sales and reached 6+ million unique consumers across 15+ retail chains, and in 2025 the company began an international expansion effort through a new European smartcard reader.
Freedelity firmographics
Firmographics- Name
- Freedelity
- Legal name
- Freedelity SA
- Website
- https://freedelity.be
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Freedelity is a Belgian consumer data platform that enables B2C retailers and consumers to share and manage personal data, consents, and loyalty programs using the Belgian eID, serving 15+ retail chains and 6+ million consumers.
- Ownership category
- akta.pro rank
Where Freedelity is headquartered
LocationHeadquarters
- HQ city
- Nivelles
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Freedelity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Data Platform Services: Freedelity provides data management infrastructure to retailers who contribute to the shared consumer data network. Revenue appears to come from platform fees charged to retail partners for data quality, consent management, and customer identification services.
- Kiosk and Terminal Hardware/Services: Installation and maintenance of kiosks, CustomerScreens, and checkout terminals with ID card readers at retail locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B platform services for retailers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Freedelity product offering
Product offeringCore offering
Freedelity provides a consumer data platform that enables retailers to collect, manage, and share consumer identification data with consent management built in. It operates two core products: CustoCentrix, a retailer-facing platform for customer data collection and intelligence, and MyFreedelity, a consumer-facing portal and mobile app for managing personal data, consent, digital loyalty cards, and promotional offers. The company also deploys physical kiosks with electronic ID card readers at retail checkout points.
Product overview
Freedelity publishes two core IT platforms — MyFreedelity and CustoCentrix — forming a consumer data platform with integrated consent management and data quality capabilities. MyFreedelity is the consumer-facing portal and mobile app for managing personal data, consent, loyalty cards, and purchase history. CustoCentrix is the retailer-facing platform for data collection, customer intelligence, and communication, complemented by physical kiosk terminals (Freedelity Kiosks) and in-store CustomerScreens. The Dividuals segmentation module, built with SIRIUS Insight, adds socio-demographic targeting. A European smartcard reader expands the platform outside Belgium. A public Status API enables external monitoring.
Differentiator
Problem solved
Functional benefit
Brands
- MyFreedelity: Consumer portal platform allowing consumers to manage their personal data and consent, view promotional folders, discount vouchers, and access benefits and purchase details.
- CustoCentrix
- RetailCentrix
- Dividuals
Products and services
- MyFreedelity A consumer-facing portal and mobile application (including Android TV) that enables individuals to manage their personal data, consent preferences, view promotional leaflets, discount vouchers, and purchase history from a single platform. Provides digital loyalty card dematerialisation and monthly expense summaries. Used by consumers in Belgium.
- CustoCentrix A retailer-oriented data collection and customer intelligence platform that helps retailers collect consumer data, understand their customers, and communicate with them across multiple touchpoints. Includes a manager dashboard, customer portal module, and data hub capabilities. Used by retail chains and independent merchants.
- Freedelity Kiosks Physical kiosk terminals deployed at retail locations, equipped with electronic ID card readers and QR code scanning capabilities, enabling consumers to register, manage their data, and engage with loyalty programmes at the point of sale. Used by retail partners.
- CustomerScreens In-store digital screens installed at retail cash registers providing customers with tools to register, control their data, and access additional services during checkout. Used by retailers to enhance the checkout experience.
- Dividuals A socio-economic and socio-demographic segmentation solution developed in partnership with SIRIUS Insight, enabling retailers to categorise and target consumers based on demographic and economic profiles. Used by retail partners.
- Freedelity Status API A public API providing real-time service status, component lists, and incident notices for monitoring Freedelity platform availability. Supports operational, degraded, and under_maintenance states with pagination and filtering capabilities.
Quantifiable outcome
- 6+ million unique consumers using the system
- +2 more outcomes
Companies that use Freedelity
Customer profileNamed customers15 records
Segments2 records
Ideal customer profiles2 records
Freedelity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature6 records
Freedelity partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- VPharmaminorVPharma joined the Freedelity network in 2025, expanding the network to include pharmacy retailers.
- SparcoreSpar joined the Freedelity network in 2024, adding another major retail chain to the consumer data platform.
- SIRIUS InsightcoreFreedelity partnered with SIRIUS Insight to launch Dividuals, a new socio-economic and socio-demographic segmentation solution for retailers in 2023. This partnership enhances Freedelity's data analytics capabilities for retail customers.
- Medi-MarketcoreSuccessful joint project between Freedelity and the retail solutions provider for mutual client Medi-Market. Freedelity provided customer data hub and kiosk solutions while the retail solutions provider contributed retail management systems.
- IntermarchécoreMajor Belgian retail chain. Freedelity supported integration of Mestdagh points of sale into Intermarché network in 2023. Intermarché successfully deployed the new customer portal module and uses Freedelity kiosks.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Freedelity competitors and assessment
Company assessmentDirect peers
- OneTrust: OneTrust is a leading consent and privacy management platform used by enterprises globally. It overlaps with Freedelity's consent management and GDPR-compliance positioning, though OneTrust serves a broader set of industries beyond retail.
- Didomi: Didomi provides a consent management platform focused on GDPR, ePrivacy, and first-party data activation. Like Freedelity it operates in European privacy regulation and serves enterprise customers, making it one of the closest functional peers despite being a software-only vendor.
- Tealium: Tealium is a customer data platform with built-in consent management and tag governance. It overlaps with Freedelity's CDP and consent capabilities for enterprise customers, including retailers, and competes in the same buyer category.
- Treasure Data: Treasure Data is an enterprise customer data platform with consent and identity management features. Its focus on unifying first-party customer data for marketing and analytics closely mirrors Freedelity's value proposition to retailers.
- Yotpo: Yotpo provides a commerce marketing platform combining loyalty, reviews, and SMS for DTC and retail brands. Like Freedelity it powers loyalty and customer engagement for retailers, though Yotpo is more software-led and US-centric.
- Antavo: Antavo is a loyalty cloud platform purpose-built for retail and fashion brands. Its focus on enterprise loyalty programs and customer data unification makes it a functional peer in the retailer-facing portion of Freedelity's offering.
Broad incumbents
- Segment (Twilio): Segment is a broad customer data platform serving many verticals. While not retail-specialized, its CDP, identity resolution, and consent tooling overlap with Freedelity's CustoCentrix platform, and it benefits from Twilio's scale.
- LiveRamp: LiveRamp operates a data connectivity and identity platform used across retail, financial services, and advertising. Its identity-resolution and data collaboration capabilities parallel the cross-retailer data sharing model Freedelity pioneered in Belgium.
- Salesforce Data Cloud / CDP: Salesforce's Data Cloud and CDP offerings provide enterprise-scale customer data unification, consent, and personalization. As a broad incumbent, it competes with Freedelity at the largest retail accounts and represents the strategic alternative many enterprise CIOs benchmark against.
Emerging players
- Optimove: Optimove is a CRM and customer data platform focused on relationship marketing for retail, gaming, and financial services. Its first-party data and segmentation focus intersects with Freedelity's Dividuals-style analytics product.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Freedelity social profiles
Digital presenceFreedelity compliance and trust
Trust signalCompliance1 record
Freedelity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Freedelity leadership team
Management profileNumber of profiles
Profiles8 records
Freedelity funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Freedelity 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 Freedelity
What does Freedelity do?
Freedelity provides a consumer data platform that enables retailers to collect, manage, and share consumer identification data with consent management built in. It operates two core products: CustoCentrix, a retailer-facing platform for customer data collection and intelligence, and MyFreedelity, a consumer-facing portal and mobile app for managing personal data, consent, digital loyalty cards, and promotional offers. The company also deploys physical kiosks with electronic ID card readers at retail checkout points.
Is Freedelity a public or private company?
Freedelity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Freedelity founded?
Freedelity was founded in 2009. It employs 1 to 10 people.
Where is Freedelity based?
Freedelity is headquartered in Nivelles, Belgium, in the Europe region.
How does Freedelity make money?
Two revenue lines are on record. Data Platform Services are the primary driver. The others are kiosk and Terminal Hardware/Services.
Who are Freedelity's main competitors?
Direct peers on record are OneTrust, Didomi, Tealium, Treasure Data, Yotpo and Antavo. Broad incumbents are Segment (Twilio), LiveRamp and Salesforce Data Cloud / CDP. Optimove is listed as an emerging player.
Does Freedelity have an API?
Yes. Freedelity exposes a public Status API at https://status.freedelity.be/api enabling developers to retrieve service status, component lists, and incident notices for integration into external workflows. The API returns JSON and supports state values of operational, degraded, or under_maintenance. Rate limiting is set to 10 requests per second. Components and notices are paginated at up to 25 records per request. Filtering by parent_id and timeline state/type is supported. Developer documentation is at status.freedelity.be/api.