Unicard
- Company typePrivate
- Founded2010
- HeadquartersT'elavi, Georgia
- Headcount51–100
- GTM typeB2C
- OfferingServices
Unicard firmographics
Firmographics- Name
- Unicard
- Legal name
- Universal Card Corporation LLC (შპს უნივერსალ ქარდ კორპორეიშენი)
- Website
- https://unicard.ge
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Unicard industry classification
Industry- Product category
- Loyalty Program Services
- NAICS
- Credit Card Issuing (522210)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Rewards & Loyalty Credit Cards (FSAKABAH)
- akta.pro secondary industries
- Omnichannel Acquirers (Unified In-store + Online) (FSAMABAH), Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)
Keywords
Where Unicard is headquartered
LocationHeadquarters
- HQ city
- T'elavi
- HQ country
- Georgia
- HQ region
- Asia
Offices4 records
Markets served
Unicard business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Loyalty Program Commission: Unicard earns commission from partner retailers when customers use their Unicard to collect or redeem points at partner locations
- Payment Processing Fees: Upera payment service charges transaction fees for processing utility payments, bill payments, and other services. Fee structure includes minimum 0.05 GEL and maximum 1499 GEL per transaction, with 0.6 GEL commission noted for electricity payments
- Gift Card Service Fees: Electronic wallet service fee of 90% of balance after 6 months of inactivity, monthly service fee of 10% of remaining balance (minimum 0.50 GEL), and 3.9% redemption/conversion fee for gift cards
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free card issuance |
| One time/ perpetual license | Pay-as-you-go | Gift Card Loading |
| Transaction based/ take rate | Pay-as-you-go | Payment Processing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Unicard product offering
Product offeringCore offering
Unicard operates a consumer loyalty program in Georgia where customers earn UNIpoints at up to 6,000 partner retail points of sale by presenting a free plastic or virtual card, and redeem those points for catalog gifts, utility payments, service vouchers, and mobile top-ups. Through its Upera sub-brand it processes online utility, internet, TV, phone, fine, parking, and government payments while still earning Unicard points. Unicard also manages the VISA Privilege Club in Georgia, providing premium cardholders with discounts at 100+ partner merchants.
Product overview
Unicard is a multi-product loyalty and payments ecosystem in Georgia. The core offering is the Unicard loyalty program (with UNIpoints) that integrates with up to 6000 partner retail locations. It extends through Upera for online utility and bill payments, the VISA Privilege Club for premium cardholder benefits, Tbilisi Mall Gift Cards for prepaid retail spending, and an SBM co-branded card for sports rewards. Users can choose between plastic or virtual cards and access services via website or mobile application.
Differentiator
Problem solved
Functional benefit
Brands
- Upera: Online payment service platform that allows users to pay utilities, internet, television, phone bills, fines, mobile top up, parking fees, and government fees while earning Unicard points
- VISA Privilege Club
- Gift Card
- Unicard and SBM Joint Card
Products and services
- Unicard Loyalty Card Universal loyalty card (plastic or virtual) for Georgian consumers that allows collection of UNIpoints at up to 6,000 partner retail points of sale and redemption for catalog gifts, utility payments, service vouchers, and mobile top-ups.
- UNIpoints Loyalty points currency collected at partner locations and redeemable for catalog gifts, utility payments, service vouchers, and mobile top-ups. Points expire after 6 months of no card activity.
- Upera Online Payment Service Online payment software that enables Georgian users to pay utilities, internet, television, phone bills, fines, mobile top-ups, parking fees, and government fees while earning Unicard loyalty points.
- VISA Privilege Club (Georgia) Exclusive privilege program organized by Unicard since 2015 for VISA premium cardholders (Gold, Platinum, Infinite) in Georgia, offering discounts and special offers at more than 100 merchant and service partner locations.
- Tbilisi Mall Gift Card Prepaid electronic gift card loaded with 50-1000 GEL that can be used at over 80 partner stores in Tbilisi Mall (including Zara, Nike, Mango, and others), with partial or full redemption until balance is depleted.
- Unicard and SBM Joint Card
Companies that use Unicard
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Unicard technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
Unicard partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor, major and core.
- AltaminorRetail partner for Unicard loyalty program. Partnership expired on March 27, 2026 - no longer possible to collect or spend points at Alta stores.
- BiblusiminorBook retailer partner. As of March 27, 2026, Biblusi vouchers no longer purchasable through Unicard online catalog. Point redemption at Biblusi ceases April 26, 2026.
- Kalta BednierebaminorPartnership ended February 1, 2026. No longer possible to collect Unicard points at Kalta Bedniereba stores and salon.
- SPARmajorMajor grocery retail partner. Partnership expired July 16, 2025. Unicard no longer accepted at SPAR and IOLI markets for collecting or redeeming points.
- VisacoreSince 2015, Unicard has been the exclusive organizer of VISA Privileges Club in Georgia. Manages VISA premium cardholder benefits through 100+ local merchant partners and access to 600+ international VISA partner locations.
- SBM Sports AgencycoreJoint card partnership for amateur football league. SBM rewards football players with electronic vouchers redeemable at Joma stores based on match performance (goals, passes). Unicard holders get permanent 5% discount at Joma.
- Tbilisi MallcoreGift card program partnership. Upera presents Tbilisi Mall gift card at the mall's central atrium service point. Over 100 partner stores in the mall accept the gift card.
- JomaminorSpanish sports brand. SBM joint card provides electronic vouchers for Joma stores. Unicard holders receive permanent 5% discount at Joma.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Unicard competitors and assessment
Company assessmentDirect peers
- Bonusway: Online cashback and loyalty platform operating across multiple European and CIS-facing markets. Comparable in consumer-loyalty mechanics and multi-retailer reward model.
- Payback: Multi-country loyalty coalition network (Germany-originated) that aggregates points across retail partners. Directly comparable to Unicard's model of a universal loyalty card accepted across many retail brands.
Broad incumbents
- Edenred: Global leader in prepaid corporate benefits, gift cards, and loyalty solutions operating in 45+ countries. Comparable on the closed-loop prepaid card and merchant gift-card infrastructure Unicard operates.
- Bank of Georgia: Largest Georgian bank with its own loyalty programs and card products. Overlaps with Unicard in Georgian retail payment acceptance and competes for the same consumer wallet.
- TBC Bank: Second-largest Georgian bank offering co-branded cards and merchant payment acceptance. Comparable as both a Upera payment-method partner and a potential competitor in card-based loyalty.
- Sodexo Benefits & Rewards: Operates global gift card, voucher, and employee benefits platforms with millions of acceptance points. Overlaps with Unicard's gift-card and Tbilisi Mall prepaid offering.
Regional players
- Kaspi.kz: Kazakhstan super-app combining payments, marketplace, and consumer finance with strong loyalty features. Regional peer demonstrating how a CIS-market loyalty/fintech platform can scale; Unicard operates in an adjacent Caucasus market.
Emerging players
- Plink: Cashback and loyalty-as-a-service platform enabling merchants to launch branded rewards programs. Comparable to Unicard's loyalty infrastructure in functionality though targeting a different market segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Unicard social profiles
Digital presenceUnicard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unicard leadership team
Management profileNumber of profiles
Unicard subsidiaries and ownership
Company hierarchySubsidiaries1 record
Unicard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unicard 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 Unicard
What does Unicard do?
Unicard operates a consumer loyalty program in Georgia where customers earn UNIpoints at up to 6,000 partner retail points of sale by presenting a free plastic or virtual card, and redeem those points for catalog gifts, utility payments, service vouchers, and mobile top-ups. Through its Upera sub-brand it processes online utility, internet, TV, phone, fine, parking, and government payments while still earning Unicard points. Unicard also manages the VISA Privilege Club in Georgia, providing premium cardholders with discounts at 100+ partner merchants.
Is Unicard a public or private company?
Unicard is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Unicard founded?
Unicard was founded in 2010. It employs 51 to 100 people.
Where is Unicard based?
Unicard is headquartered in T'elavi, Georgia, in the Asia region.
How does Unicard make money?
Three revenue lines are on record. Loyalty Program Commission is the primary driver. The others are payment Processing Fees and gift Card Service Fees.
Who are Unicard's main competitors?
Direct peers on record are Bonusway and Payback. Broad incumbents are Edenred, Bank of Georgia, TBC Bank and Sodexo Benefits & Rewards. Kaspi.kz is listed as a regional player. Plink is listed as an emerging player.
Does Unicard have an API?
No public API is recorded for Unicard.
What industry is Unicard in?
Unicard's product category is Loyalty Program Services. Its primary akta.pro industry code is FSAKABAH, Rewards & Loyalty Credit Cards, with a secondary code of FSAMABAH, Omnichannel Acquirers (Unified In-store + Online). Its NAICS code is 522210 and its SIC code is 6141.