OSMICards

What OSMICards does

OSMICards (legal entity ООО ОСМИ, founded 2012) is a Moscow-based B2B SaaS company that issues and manages electronic loyalty cards for Apple Wallet and Wallet Union on Android, integrated with major Russian CRM, POS, and ERP systems. The platform enables businesses to deliver digital loyalty cards, bonus cards, coupons, certificates, and event tickets directly to end-customer smartphone wallets, with real-time balance updates, unlimited push notifications, and iBeacon geolocation-triggered alerts. Around the core Wallet-card platform, the company offers OSMI CRM (a unified marketing, analytics, and sales system for restaurants and retail), OSMI Loyalty for 1C (a certified extension for 1C:Enterprise), electronic event ticketing, and hardware peripherals (OSMI Stick/OSMI Scan Bluetooth reader and PiP NFC device).

The company operates with 11-50 employees, reports 600+ business clients, 50M+ electronic cards in circulation, and 5B+ push notifications delivered, serving verticals including retail (Zarina, Familia, NO ONE), restaurants/HoReCa (LB Group, Burger Heroes, rockets.coffee), auto dealers (ROLF Premium, АВТОРУСЬ), beauty/fitness, jewelry, financial services (Mastercard Russia, MTS Fintex), and events (HC Dynamo Moscow). It maintains 50+ pre-built CRM/POS/ERP integrations with 1C:Enterprise, R-Keeper, iiko, Mindbox, SailPlay, Manzana Loyalty, LUXE RETAIL, RetailCRM, and others, holds ISO/IEC 27001:2013 certification, and is registered in the Russian Software Registry.

Revenue is generated through subscription-based SaaS licensing starting at 10,000 rubles per month, with pricing scaled to client requirements and functionality. The go-to-market combines direct enterprise sales (via website, phone, and email) with a partner/reseller program targeting marketing and IT integrators, supplemented by CRM vendor co-marketing relationships. The company operates primarily in Russia with international reach into Belarus, Armenia, Ukraine, Kazakhstan, Italy, and the UK via partners.

Name

OSMICards

Legal name

Общество с ограниченной ответственностью ОСМИ

Website

https://osmicards.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

OSMICards is a Moscow-based B2B SaaS company that issues and manages electronic loyalty cards for Apple Wallet and Android, integrated with 50+ Russian CRM/POS/ERP systems, serving 600+ retail, HoReCa, auto, and financial services clients across Russia and CIS markets.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

akta.pro primary industry

Loyalty Technology Platforms (LMS, Wallets, APIs) (THABAKAH)

Keywords

• Electronic loyalty cards
• Mobile wallet platform
• CRM loyalty integration
• Push notification marketing
• Customer retention software

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing (SaaS): OSMICards generates revenue through non-exclusive software licenses for commercial use. Pricing is based on a subscription model determined by client needs and required functionality, starting from 10,000 rubles per month. The subscription includes platform access, card issuance, push notifications, and CRM integration capabilities.
2. Partner Program Revenue Sharing: Marketing and IT partners earn revenue by reselling OSMICards solutions to their client bases. Partners receive a substantial share of the market value when selling the solution, creating a passive income stream through the subscription model.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

OSMICards operates a B2B SaaS platform that enables businesses to issue and manage electronic loyalty cards compatible with Apple Wallet (iOS) and Wallet Union (Android). The platform provides real-time balance updates, unlimited push notifications, geolocation-triggered alerts via iBeacon, and integrates with 50+ CRM and POS systems for automated loyalty program management. Customers include retail chains, restaurants, auto dealers, beauty and fitness centers, service businesses, jewelry retailers, and event venues.

Product overview

OSMI Cards is a comprehensive platform-plus-modules architecture centered on electronic loyalty cards (Wallet Cards) for Apple Wallet and Android (Wallet Union). The core product is the OSMI Cards electronic loyalty card platform, which enables businesses to issue and manage digital loyalty cards, coupons, certificates, and event tickets that reside in customers' native smartphone wallets. Around this core, OSMI Cards offers several integrated modules: OSMI CRM provides unified loyalty and sales management for restaurants and retail; OSMI Loyalty for 1C is a certified extension for 1C:Enterprise bringing loyalty management into the accounting environment; Electronic Tickets handles event ticketing; and OSMI Stick/OSMI Scan plus PiP provide hardware for card scanning at point of service. The platform delivers unlimited push notifications, geolocation alerts, and real-time card updates without requiring a dedicated mobile app. A partner program enables resellers and integrators to distribute the solution.

Differentiator

Problem solved

Functional benefit

Products and services

• OSMI Cards — Electronic Loyalty Cards (Wallet Cards) A SaaS platform for issuing and managing electronic loyalty cards compatible with Apple Wallet (iOS) and Wallet Union (Android). Businesses issue digital cards that customers store in their smartphone wallets, enabling real-time balance updates, push notifications, geofenced alerts, and omnichannel communication. Supports discount cards, bonus cards, chop cards, coupons, certificates, and event tickets. For retail chains, restaurants, auto dealers, beauty/fitness, service businesses, jewelry retailers, and event venues.
• OSMI CRM A CRM system for restaurants and retail that unifies marketing, analytics, and sales in a single ecosystem. Manages the full customer base and purchase history in one view, supports omnichannel and unlimited communication, and enables trigger-based and cascade mailing campaigns for loyalty programs of any complexity.
• OSMI Loyalty for 1C A certified extension for 1C:Enterprise that adds loyalty program management capabilities, including bonus programs, automated marketing scenarios, trigger campaigns, cascade mailings, push notifications, and customer segmentation, directly within the 1C interface without modifying the core 1C configuration.
• Electronic Tickets Electronic event tickets issued via Apple Wallet and Wallet Union for concerts, cinema, sports events, and other venues. Tickets include event information, seat details, and additional promotional content; push notifications keep ticket holders informed of schedule changes and special offers.
• OSMI Stick / OSMI Scan A compact Bluetooth device for reading and transmitting data from plastic or electronic loyalty cards, QR codes, or mobile apps at the point of service. Paired with a mobile device, it allows staff to scan a customer's loyalty card and instantly view customer details, purchase history, favorites, and recommendations through the OSMI Scan app.
• PiP (NFC Device)

Quantifiable outcome

• 40-60% customer adoption rate for Wallet cards vs 10-15% for mobile apps
• +8 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• МТС ФинтехcoreTechnology or Integration · 1 January 2026MTS Fintex and OSMI Cards signed a memorandum on strategic technology partnership. The partnership focuses on fintech integration and joint development of digital loyalty solutions for the financial services sector.
• 1C (1С: Предприятие)coreTechnology or IntegrationDeep integration with 1C enterprise management systems. OSMI provides the OSMI Loyalty extension that adds loyalty management capabilities directly within 1C without modifying the core configuration. Certified as 'Compatible!' with 1C:Enterprise.
• R-KeepercoreTechnology or IntegrationIntegration with UCS R-Keeper restaurant automation system for seamless loyalty card processing and real-time data synchronization.
• iikocoreTechnology or IntegrationIntegration with iiko restaurant management system enabling loyalty card processing and customer data synchronization for restaurant clients.
• MindboxcoreTechnology or IntegrationIntegration with Mindbox CDP platform for unified customer data platform and marketing automation combined with Wallet loyalty cards.
• Manzana LoyaltycoreTechnology or IntegrationIntegration with Manzana Loyalty CRM platform for comprehensive loyalty management combined with digital Wallet cards.
• SailPlaycoreTechnology or IntegrationIntegration with SailPlay marketing platform for loyalty program management and digital card issuance.
• RetailCRMcoreTechnology or IntegrationIntegration with RetailCRM for retail business loyalty management and customer analytics.
• LUXE RETAILcoreTechnology or IntegrationIntegration with LUXE RETAIL solution for luxury retail loyalty management.
• Marketing CRM Pro (MCRM)coreTechnology or IntegrationIntegration with Marketing CRM Pro for restaurant and retail loyalty automation and CRM marketing tools.
• Universe-SoftminorChannel Partner/ Reseller/ DistributorPartner company reselling OSMICards solutions to their client base.
• DiCardsminorChannel Partner/ Reseller/ DistributorPartner company with 5 years of experience reselling OSMICards with successful implementation cases.
• SmartWallet (Kazakhstan)minorChannel Partner/ Reseller/ DistributorKazakhstan-based partner distributing OSMICards solutions in the Central Asian market.
• WalletUnioncoreTechnology or IntegrationWalletUnion is the Android application for storing digital Wallet passes. OSMICards integrates with WalletUnion to deliver digital loyalty cards to Android users.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Thanx: Thanx is a restaurant loyalty and CRM platform combining digital wallet passes with unified customer data; closely matches OSMICards' wallet-card + CRM-integration approach for HoReCa chains.
• Smile.io: Smile.io is a SaaS loyalty platform for Shopify and headless commerce, offering points, VIP, and referral programs; addresses a similar SMB loyalty use case to OSMICards' retail and HoReCa clients, though primarily e-commerce focused.
• PassKit: PassKit is a global wallet-pass platform for Apple Wallet and Google Pay, issuing digital loyalty cards, coupons, tickets, and membership passes for businesses — directly comparable to OSMICards' core wallet-card issuance and CRM-integration model.
• Punchh: Punchh is a restaurant and retail loyalty platform offering branded apps, CRM, and AI-driven offers; OSMICards targets the same HoReCa/retail verticals with a wallet-pass alternative to mobile apps.
• LoyaltyLion: LoyaltyLion provides loyalty, referral, and customer insights tooling for Shopify-based retailers; competes for the same mid-market retail loyalty budget as OSMICards.
• Belly: Belly is a digital loyalty platform for independent retailers and restaurants, offering app- and card-based programs; comparable in serving SMB brick-and-mortar merchants with digital loyalty.

Broad incumbents

• Annex Cloud: Annex Cloud is an enterprise loyalty and customer engagement platform with advocacy, referral, and UGC modules; addresses the same enterprise loyalty stack as OSMICards at larger brand customers.
• Mindbox: Mindbox is a Russian CDP and marketing automation platform that is both an OSMICards integration partner and a broader-stack competitor offering loyalty, email, SMS, and push within a single CDP — the closest Russian incumbent.
• Yotpo: Yotpo is a broad e-commerce marketing platform bundling loyalty, reviews, SMS, and email; competes with OSMICards in loyalty management but offers a wider channel set rather than specializing in wallet passes.
• Block (Square) Loyalty: Block's Square Loyalty is an SMB-focused digital loyalty program natively bundled with Square POS; OSMICards faces this bundled competitor in the small-merchant HoReCa and retail segment.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCyHpepEv4rExrujPZnTcd2Q
• Xx.com/osmi_cards
• Facebookfacebook.com/osmicards
• LinkedInlinkedin.com/company/osmicards

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 OSMICards