National Plus

What National Plus does

National Plus LLC is a Dubai-headquartered program originator that designs, operates, and manages loyalty and privilege programs for enterprise clients across the Middle East. Founded in 2014 and operating as a private UAE LLC with 101-250 employees, the company targets four primary segments: city governments and urban development authorities (anchored by its flagship Dubai Plus program), corporate enterprises seeking employee privilege programs, the travel and hospitality sector, and retail and consumer brands. The business is described as enabling clients to deliver the 'right service at the right time through the right channel for the right people,' with horizontal segmentation across these segments.

The company's core technology stack is an omnichannel platform spanning card program origination, reward management, social and mobile integration, cross-platform communications, and campaign design, optimization, and delivery. Additional service modules include retail and consumer analytics, customer research, marketing communications, and program assessment and enhancement. No proprietary AI/ML models, patents, or third-party AI integrations are referenced; the analytics offering is positioned as a domain-specialized capability rather than a technology-led differentiator. The platform is described as 'state-of-the-art' with cross-platform interoperability but specific architectural details, integrations, or technology partnerships are not disclosed.

National Plus monetizes through three revenue streams: program design and strategy services (professional services, including card program origination), omnichannel platform services (recurring/subscription for technology and integration), and ongoing program operations (managed services including reward management and campaign execution). Pricing is quote-based and not publicly disclosed, consistent with an enterprise sales motion. Distribution is direct enterprise field sales targeting large organizations, with no partner channel, marketplace, or self-serve motion evidenced. Marketing relies on a corporate website, direct outreach, and industry relationships rather than scaled digital demand generation.

Name

National Plus

Legal name

National Plus LLC

Website

https://nationalplus.ae

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

National Plus is a Dubai-based B2B program originator that designs and operates omnichannel loyalty and privilege programs for city governments, corporates, travel & hospitality firms, and retail brands across the Middle East, anchored by its Dubai Plus city program.

Ownership category

akta.pro rank

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Program Design & Strategy Services: Custom program design and strategy consulting for loyalty and privilege programs targeting enterprise clients including city governments, corporations, and travel/hospitality sectors.
2. Omni-Channel Platform Services: Technology platform services including omni-channel systems, cross-platform communication solutions, and social & mobile integration.
3. Program Operations: Ongoing program operation services including reward management and campaign optimization and delivery.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

National Plus is a B2B program originator that designs, builds, and operates loyalty and privilege programs for enterprise clients. Its offering combines omni-channel platform and systems with card program design, reward management, retail and consumer analytics, customer research, and marketing communications. The flagship deliverable is the Dubai Plus city privilege program, alongside dedicated employee and traveler privilege solutions targeting city governments, corporations, and the hospitality sector across the Middle East.

Product overview

National Plus is a program originator offering a comprehensive loyalty and privileges platform. The company's product portfolio centers on loyalty program design and operation, including Card Program & Strategy Design, Omni-Channel Platform & Systems, Program Operation, Reward Management, and Program Assessment & Enhancement. Additional service modules cover Retail & Consumer Analytics, Customer Research, Marketing Communication Services, Social & Mobile Integration Solutions, Cross-Platform Communication Solutions, Campaign Design, Optimization & Delivery, and specialized privilege solutions for Employees, Cities, and Travelers. The company operates under the Dubai Plus program brand as part of its regional offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Dubai Plus Program Flagship city privilege program operated in partnership with National Plus, designed to transform Dubai's city experience and enhance lifestyle for residents and travelers by delivering the right service at the right time through the right channel for the right people.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Dubai PluscoreStrategic or Co-development PartnerDubai Plus is a flagship city privilege program operated in partnership with National Plus. The program is designed to transform Dubai's city experience and enhance lifestyle for residents and travelers. National Plus positions Dubai Plus as a core product demonstrating their capability to deliver the right service at the right time through the right channel for the right people.

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Direct peers

• Antavo: Enterprise loyalty cloud platform that designs, runs, and operates omnichannel loyalty programs for retail, hospitality, and lifestyle brands — directly comparable to National Plus's program origination and omni-channel platform model.
• Bond Brand Loyalty: Loyalty and customer engagement agency that designs, builds, and operates loyalty programs end-to-end for global brands, closely matching National Plus's program design, strategy, and managed operations offering.
• Kobie Marketing: Full-service loyalty and customer engagement firm delivering program strategy, technology, and ongoing program management for enterprise clients — parallel to National Plus's professional services + managed services model.
• Brierley+Partners: Customer loyalty and CRM agency that designs and operates loyalty programs for retailers and travel/hospitality brands, directly comparable to National Plus's corporate, retail, and traveler privilege programs.
• Punchh (ParTech): Loyalty and engagement platform purpose-built for retail and hospitality chains, comparable to National Plus's retail and traveler privilege solutions and omni-channel platform delivery.
• IC Group: Specialist loyalty and customer engagement consultancy that designs, implements, and operates enterprise loyalty programs, with comparable scope to National Plus's program design, technology, and operations stack.

Broad incumbents

• Comarch: Large global software vendor with a dedicated Loyalty Management platform sold to telecom, retail, banking, and travel clients, overlapping with National Plus's technology platform and multi-vertical loyalty coverage.
• Epsilon Data Management (Publicis): Large marketing services and customer engagement platform offering loyalty, data, and analytics solutions to enterprise clients, overlapping with National Plus's retail analytics, customer research, and campaign delivery capabilities.

Emerging players

• Yotpo: E-commerce customer retention platform combining loyalty, referrals, reviews, and SMS marketing, with adjacent capabilities to National Plus's omnichannel marketing communications and campaign design services.

Regional players

• Capillary Technologies: Asia-headquartered omnichannel loyalty and customer engagement platform with growing Middle East presence, directly competitive with National Plus's retail, travel, and corporate loyalty offerings in adjacent geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 National Plus