Oiyaa
- Company typePrivate
- Founded2020
- HeadquartersLuton, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
Oiyaa firmographics
Firmographics- Name
- Oiyaa
- Legal name
- Oiyaa Local Limited
- Website
- https://oiyaa.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Oiyaa industry classification
Industry- Product category
- Loyalty and rewards software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
- akta.pro secondary industry
- Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)
Keywords
Where Oiyaa is headquartered
LocationHeadquarters
- HQ city
- Luton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Oiyaa business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Transaction Fee (Merchant Commission): Oiyaa charges 4% of the net Oiyaa transaction value (the value after the Oiyaa discount has been applied). No setup fee, no hardware costs, no monthly fees. This is the primary revenue stream, deducted when a successful transaction occurs. Payments for online orders are made the next working day.
- Channel Partner Commission: Channel Partners (ISOs, PSPs, payment providers) receive 10% of Oiyaa's 4% transaction fee earned from their merchant base. Partners must give 1 month notice if they decide to leave.
- Business Partner Commission: Business Partners receive 6.5% of Oiyaa's 4% transaction fee earned from their Oiyaa consumers spending at any Oiyaa merchants. Additionally, 2.5% of the transaction fee is available as charity contribution. Commissions continue for 5 years after which terms can be renegotiated.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Consumer - Free |
| Transaction based/ take rate | Monthly | Merchant - Transaction-based |
| Transaction based/ take rate | Monthly | Channel Partner - Revenue Share |
| Transaction based/ take rate | Monthly | Business Partner - Revenue Share |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Oiyaa product offering
Product offeringCore offering
Oiyaa provides an AI-powered transaction orchestration and activation layer that enables banks, issuers, acquirers, payment providers, and merchants to trigger rewards, loyalty, gift cards, subscriptions, bookings, and personalised engagement at the moment of payment. Its core engine, OiyAI, performs real-time decisioning across payment terminals, SoftPOS, ePOS, and online checkout, replacing fragmented, hardware-dependent loyalty programmes with a unified coalition-style loyalty platform.
Product overview
Oiyaa is an AI-powered transaction orchestration and activation layer that helps banks, issuers, acquirers, payment providers, and merchants activate rewards, loyalty, offers, and engagement in real time at the moment of payment. The platform consists of a core AI engine called OiyAI (real-time decisioning engine) that powers six primary activation capabilities: Rewards, Loyalty, Gift Cards, Subscriptions, Bookings & Appointments, and Agentic Commerce. These capabilities work across terminals, SoftPOS, ePOS, and online checkout. The product portfolio includes consumer mobile apps for shoppers, retailer/merchant apps for businesses, and a web-based merchant portal. Oiyaa integrates with major payment terminal providers (DNA Payments, Castle Technology, Ingenico, Pax) and payment processors to deliver seamless loyalty activation at the point of sale.
Differentiator
Problem solved
Functional benefit
Products and services
- OiyAI Real-time AI decisioning engine that analyses transaction context, optimises customer engagement, and triggers loyalty and rewards activation at the moment of payment across terminals, SoftPOS, ePOS, and online checkout.
- Consumer Mobile App Free mobile application for consumers to discover local deals, scan QR codes for discounts at merchants, collect digital stamps, purchase gift cards, and manage loyalty rewards.
- Retailer App Mobile application for merchants to manage orders, bookings, customer transactions, and marketing promotions.
- Merchant Portal Web-based dashboard for merchants to access transaction history, customer insights, marketing tools, and manage business settings.
- Rewards Real-time rewards activation at the point of payment to increase engagement, spend, and customer retention.
- Loyalty Intelligent loyalty programmes that automatically adapt to customer spending behaviour and build lasting customer relationships.
- Gift Cards Digital gift cards activated directly from payment terminals, driving new customer acquisition and increasing basket value.
- Subscriptions Subscription models built into payment flows for predictable recurring revenue and deeper customer retention.
- Agentic Commerce Execution layer between AI-driven intent and payment completion, ensuring seamless transaction processing with full loyalty and engagement activation.
- Online Ordering Digital ordering system with low commissions, enabling merchants to accept online orders with collection or delivery options.
Quantifiable outcome
- 20%+ increase in repeat customers
- +2 more outcomes
Companies that use Oiyaa
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles4 records
Oiyaa technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability8 records
Feature4 records
Oiyaa partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- DNA PaymentscoreStrategic partnership to integrate Oiyaa's state-of-the-art Loyalty and Reward solution with DNA Payments' UK merchant base, complementing their payment devices including the axept PRO terminals. The integration provides DNA Payments merchants with a seamless Loyalty and Rewards experience.
- Castle TechnologycoreStrategic partnership to integrate Oiyaa with Castle Technology's Android payment devices. The collaboration enables connections between millions of consumers and merchants, offering added value for ISOs and reshaping the loyalty program ecosystem.
- IngenicocoreOiyaa is available on Ingenico Android devices, enabling merchants with Ingenico terminals to access Oiyaa's loyalty and rewards platform without additional hardware.
- PaxcoreOiyaa is available on Pax payment terminals, allowing Pax merchants to activate loyalty and rewards directly from their existing payment devices.
- KingfisherminorPartnership to support the curry industry by helping restaurants navigate a competitive landscape with technology. The collaboration aims to drive meaningful growth and celebrate the tradition of curry across the nation.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Oiyaa competitors and assessment
Company assessmentDirect peers
- Yoyo: UK-based mobile loyalty and payment platform that connects retailers and consumers through a single app, with a coalition model similar to Oiyaa's. Operates in the same UK geography, targets the same SMB and enterprise merchant base, and competes head-to-head for partnerships with acquirers and ISVs.
- Punchh: Enterprise loyalty and engagement platform for restaurant and retail chains, offering real-time, AI-driven personalised offers tied to POS transactions. Closely comparable to Oiyaa's AI decisioning at the point of payment, though Punchh focuses on chains rather than local independents.
- Thanx: Loyalty and digital engagement platform purpose-built for restaurants, with deep POS integrations and AI-driven personalised rewards. Overlaps directly with Oiyaa's merchant use cases around repeat visits, gift cards, and order at table.
- Antavo: Enterprise loyalty cloud platform serving retail, hospitality, and fashion brands with coalition-capable programmes and AI personalisation. Comparable to Oiyaa on the loyalty technology layer and on its targeting of brands and merchants needing intelligent engagement.
- Stamp Me: Digital stamp card and loyalty app platform for SMBs, directly overlapping Oiyaa's digital-stamp product. Targets the same independent retailer and hospitality segments with comparable activation mechanics.
Broad incumbents
- Block (Square): Block owns Square, which bundles payments, Square Loyalty, Square Marketing, and gift cards into a unified merchant offering. While not UK-specific, it represents the dominant global incumbent that Oiyaa's payment-plus-loyalty thesis must compete against, particularly for mid-market merchants.
- SumUp: European payment acceptance and POS provider serving SMBs across multiple countries with a growing portfolio of merchant value-added services. A broad incumbent Oiyaa must displace or partner with to reach UK independents at scale.
- Clovershop (Toast): Toast's restaurant POS platform bundles loyalty, gift cards, online ordering, and marketing within an integrated system for hospitality merchants. Represents the bundled-incumbent risk that Oiyaa faces when restaurants can get loyalty features for free as part of a full POS stack.
- Lightspeed Commerce: Omnichannel commerce and POS platform with built-in loyalty, gift cards, and customer insights for retail and hospitality. Comparable to Oiyaa as a competing one-stop platform for the same SMB merchants.
Emerging players
- Voucherify: API-first loyalty, promotion, and gift card infrastructure platform used by digital-native retailers. Less of a direct competitor than an adjacent infrastructure layer; relevant as an alternative Oiyaa's enterprise prospects could select instead.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Oiyaa social profiles
Digital presenceOiyaa compliance and trust
Trust signalCompliance2 records
Oiyaa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oiyaa leadership team
Management profileNumber of profiles
Profiles1 record
Oiyaa funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oiyaa 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 Oiyaa
What does Oiyaa do?
Oiyaa provides an AI-powered transaction orchestration and activation layer that enables banks, issuers, acquirers, payment providers, and merchants to trigger rewards, loyalty, gift cards, subscriptions, bookings, and personalised engagement at the moment of payment. Its core engine, OiyAI, performs real-time decisioning across payment terminals, SoftPOS, ePOS, and online checkout, replacing fragmented, hardware-dependent loyalty programmes with a unified coalition-style loyalty platform.
Is Oiyaa a public or private company?
Oiyaa is a private company. It is classified as venture growth investor backed and is currently operating.
When was Oiyaa founded?
Oiyaa was founded in 2020. It employs 11 to 50 people.
Where is Oiyaa based?
Oiyaa is headquartered in Luton, United Kingdom, in the Europe region.
How does Oiyaa make money?
Three revenue lines are on record. Transaction Fee (Merchant Commission) is the primary driver. The others are channel Partner Commission and business Partner Commission.
Who are Oiyaa's main competitors?
Direct peers on record are Yoyo, Punchh, Thanx, Antavo and Stamp Me. Broad incumbents are Block (Square), SumUp, Clovershop (Toast) and Lightspeed Commerce. Voucherify is listed as an emerging player.
Does Oiyaa have an API?
No public API is recorded for Oiyaa.
What industry is Oiyaa in?
Oiyaa's product category is Loyalty and rewards software. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of FSAGALAB, Embedded Payments (Pay-ins, Pay-outs, Wallets). Its NAICS code is 5182 and its SIC code is 7372.