What Up Romania does

Up Romania S.R.L. is a Romanian provider of tax-advantaged extra-salary employee benefits, operating as a wholly owned subsidiary of the French cooperative Up Group (present in 28 countries). The company issues and administers a portfolio of card-based products including meal vouchers (Up Dejun), gift cards (Up Cadou), vacation vouchers (Up Vacanta), and cultural cards (Up Cultura), serving 25,000 corporate clients, 1.2 million beneficiaries, and 55,000 affiliated merchants across Romania. For the public sector, Up Romania administers government social programs such as FIV fertility vouchers, educational and kindergarten social tickets, fuel cards, and social food cards.

The product architecture combines a corporate administration layer with a consumer-facing mobile ecosystem. Companies manage benefits through the UpOnline platform and the Up MultiBeneficii flexible benefits platform (launched 2021), while employees interact via the UpMobil+ application (relaunched January 2025, reporting 1.5 million active users) and its modules, including virtual cards, the Up Play gamification engine, the CashClub cashback module, AnimaFelix wellbeing tracking, and SoNexy learning integrations. Partnerships with Tazz, Sezamo, UrbanAir, and Revolut extend the digital ecosystem into food delivery, grocery, transport, and business banking.

The business model is anchored in transaction-based take rates on voucher/card value processed through the merchant network, supplemented by subscription fees for the Up MultiBeneficii platform, affiliate and cashback revenue from the UpMobil+ app, and managed-service fees for administering public-sector social programs. Distribution combines direct B2B sales, self-service online platforms, a mobile app, and a 55,000-merchant acceptance network. The company is headquartered in Bucharest, has 501-1,000 employees, and was incorporated in 2002 under registration J40/6468/2002.

Name

Up Romania

Legal name

UP ROMANIA S.R.L.

Website

https://upromania.ro

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Up Romania issues tax-advantaged meal, gift, vacation, and cultural benefit cards to over 25,000 Romanian employers, serving 1.2 million beneficiaries via a 55,000-merchant network and the UpMobil+ mobile platform.

Ownership category

akta.pro rank

Product category

Employee Benefits Administration

NAICS

Office Administrative Services (5611), Health and Welfare Funds (525120)

SIC

Finance Services (6199)

akta.pro primary industry

Benefits Administration & Enrollment Support (BPAAAIAB)

akta.pro secondary industries

Benefits Administration & Total Rewards Outsourcing (BPACAKAE), Government Benefit & EBT / Social Program Cards (FSAMANAF)

Keywords

• Employee benefits solutions
• Meal voucher cards
• Flexible benefits platform
• Corporate rewards programs
• Fringe benefits administration

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employee Benefit Cards and Vouchers: Up Romania issues meal vouchers (Up Dejun), gift cards (Up Cadou), vacation vouchers (Up Vacanta), and cultural cards to employers who provide these as employee benefits. Revenue is generated through transaction fees and commissions on the voucher/card value processed through their merchant network.
2. Up MultiBeneficii Flexible Benefits Platform: Digital platform allowing employees to select from a range of benefits, with Up Romania earning fees for platform access and transaction processing.
3. UpMobil+ Premium Features: The UpMobil+ app provides access to exclusive partner offers, special deals, and gamification rewards, potentially including premium features that drive engagement and merchant value.
4. Social Programs Administration: Up Romania administers government social programs including FIV (fertility treatment support) and social vouchers for public institutions, earning administrative fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Up Romania issues and administers extra-salary employee benefit cards and vouchers—including meal tickets (Up Dejun), gift cards (Up Cadou), vacation vouchers (Up Vacanta), and cultural cards (Up Cultura)—to companies and public institutions. It provides the UpOnline platform for corporate benefits administration, the Up MultiBeneficii flexible benefits platform, and the UpMobil+ consumer mobile app with virtual cards, gamification, and partner offers. The company also administers government social programs (fuel cards, food cards, educational tickets) for public institutions.

Product overview

Up Romania offers a comprehensive suite of fringe benefit solutions organized as a platform-plus-modules architecture. The core product portfolio includes meal ticket cards (Up Dejun), gift cards (Up Cadou), vacation vouchers (Up Vacanta), and cultural cards (Up Cultura), all available in both virtual and physical formats. The UpOnline platform serves as the central administration hub for companies managing employee benefits. The UpMobil+ mobile application acts as the consumer-facing ecosystem, combining benefit management with gamification features (Up Play), cashback rewards (CashClub), and lifestyle integrations. For flexible benefits management, Up MultiBeneficii enables companies to offer customized benefit packages. Social programs include fuel cards, food assistance cards, and educational tickets for public sector clients. The products are distributed through a network of 55,000 affiliated merchants and serve over 1.2 million beneficiaries across 25,000 companies.

Differentiator

Problem solved

Functional benefit

Brands

• Up Dejun: Meal ticket card solution for employee benefits, available as physical or virtual card.
• Up Cadou
• Up Vacanta
• Up Cultura
• Up MultiBeneficii
• UpMobil+
• Up Play

Products and services

• Up Dejun Meal ticket card enabling employees to purchase food at partner restaurants, cafeterias, and stores. Available in both virtual and physical card formats. Issued to employers for distribution as tax-advantaged employee benefits.
• Up Cadou Gift card for employees offering flexible reward options with tax deductibility benefits for employers, with 0% income tax on amounts up to 150 lei per employee and per minor child.
• Up Vacanta Vacation voucher card for employee travel and leisure benefits, redeemable at partner accommodation and tourism providers.
• Up Cultura Cultural card enabling employees to access cultural venues, events, books, and entertainment experiences.
• Up MultiBeneficii Flexible benefits digital platform allowing companies to offer employees customized benefits packages adapting to life stages, preferences, and needs. Includes a mobile-accessible version.
• UpMobil+ All-in-one mobile application for managing fringe benefits, accessing exclusive offers from partner suppliers, monitoring extra-salary benefits in real time, making payments with Up cards or bank cards, and accessing insurance products. Targets both existing Up Romania customers and the general Romanian public.
• UpOnline Platform Online platform for companies to manage employee benefits operations, including ordering, administration, and reporting. Accessible 24/7 via uponline.ro.
• Card Carburant Social program fuel card for public institutions and qualifying recipients, supporting fuel-related benefits administration.
• Card Social produse alimentare si mese calde Social card for food products and hot meals targeting vulnerable populations under government social support programs, administered for public institutions.
• Tichet Social Educational Educational social ticket for supporting students and educational institutions, administered as part of government social programs.

Quantifiable outcome

• Users can generate annual savings of over 2,000 lei through special offers, cashback and vouchers in the UpMobil+ app
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Auchan FoundationminorStrategic or Co-development Partner · 19 June 2026Support for the Sustainable Gastronomy Day gastrodiplomacy event gathering government, retailers, local producers, and chefs to discuss sustainable food systems.
• Sarbatoarea Gustului AssociationminorStrategic or Co-development Partner · 19 June 2026Organizer of the Sustainable Gastronomy Day event focused on integrating sustainable food systems into public policy and school curricula in Romania.
• Fundatia Inovatii Sociale Regina MariaminorStrategic or Co-development Partner · 28 August 2024For each virtual card activated, Up Romania donates 1 euro to provide daily hot meals for 280 children facing economic difficulties through this foundation's programs.
• Trend ConsultminorGTM or Marketing Partner · 29 May 2024Conference partner for the 'Cum construim echipe performante si motivate?' (How to build performing and motivated teams?) event in Arad.
• Libra Internet BankminorGTM or Marketing Partner · 29 May 2024Conference partner for HR and business leaders event on sustainable organizational success in Romania.
• MastercardminorStrategic or Co-development Partner · 20 May 2024Partnership in the 'TeamUp for Change' hackathon event promoting youth innovation and entrepreneurship on global topics like climate change and poverty.
• Innovation LabsminorStrategic or Co-development Partner · 20 May 2024Co-organization of 'TeamUp for Change' hackathon for middle and high school students focused on technology innovation and social entrepreneurship.
• RevolutcoreStrategic or Co-development Partner · 26 October 2022Up Romania and Revolut formed a partnership allowing companies in Romania to access Revolut Business services free for 6 months, combined with Up MultiBeneficii platform access.
• Sorin Onisor (Photographer)minorGTM or Marketing Partner · 29 September 2022Partnership with photographer Sorin Onisor for the 'Romania Chiar e Frumoasa' (Romania is Really Beautiful) campaign promoting Romanian tourism using Up Vacanta cards.
• Hospice Casa SperanteicoreStrategic or Co-development PartnerOver 8-year partnership supporting palliative care patients. The partnership has provided hundreds of days of inpatient care, home visits, and consultations through the Up Romania social responsibility program.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Edenred: Global market leader in employee benefits, meal vouchers, and prepaid solutions with Ticket Restaurant / Ticket Compliments products across CEE. Directly competes with Up Romania's Up Dejun and Up Cadou in Romania and across the region.
• Pluxee: Sodexo's benefits & rewards business spun off in 2024, operating in 30+ countries with meal, gift, and wellness voucher products. Direct competitor to Up Romania in the Romanian fringe benefits and public-sector social voucher markets.
• Swile: French digital employee-benefits platform combining meal vouchers, gift cards, and lifestyle services via a mobile-first experience. Closely comparable to UpMobil+ in product architecture and target employer segments, representing a model Up Romania is following.
• Selecta Group: European vending and unattended retail operator that has expanded into employee benefits and prepaid services. Comparable in offering employers food-adjacent benefits via card and digital acceptance, with overlap in HoReCa merchant acceptance.

Regional players

• Monizze: Belgium-based employee benefits issuer with electronic meal, eco, and gift vouchers for employers. Operates a similar prepaid-card and merchant-acceptance model to Up Romania but serves a different national market, making it a relevant comparables benchmark.

Broad incumbents

• Up Group (Groupe Upcoop): Parent cooperative of Up Romania, operating benefits and services in 28 countries globally. Useful for benchmarking group-level capabilities, but broader scope (multiple verticals and geographies) means overlap is partial rather than direct competition.
• Workday: Enterprise HCM cloud platform including benefits administration modules used by large multinational employers. Could compete with Up MultiBeneficii in HR-tech buyer conversations, though Workday does not issue vouchers or operate merchant networks.

Emerging players

• Beekeeper: Frontline employee engagement and communication platform with growing benefits/payments functionality. Adjacent to UpMobil+ as a workplace super-app targeting non-desk employees, with partial overlap in employer benefits use cases.
• Zeta (Zeta Services): India-based banking and employee benefits technology provider offering prepaid cards, meal benefits, and corporate payouts. Comparable in the prepaid-card issuance and benefits-tech model, though operating in a different geography and emerging-market context.

Others

• Revolut Business: Existing strategic partner of Up Romania (offered 6 months free with Up MultiBeneficii in 2022). Adjacent as a corporate payments and expense platform that could either complement or compete with Up Romania's payment and benefits stack over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/UpRomaniaBucuresti
• Facebookfacebook.com/UpRomania
• LinkedInlinkedin.com/company/up-romania

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Up Romania