Marka Fidelização

What Marka Fidelização does

Marka Fidelização is a privately held Brazilian software and services company, headquartered in São Paulo, that designs, implements, and manages customer loyalty programs for retailers and service businesses across approximately 13 verticals including drugstores, supermarkets, fashion, fuel stations, laundry services, cosmetics, construction materials, hotels, and restaurants. The company's core product is a web-based loyalty platform paired with custom PVC loyalty cards (magnetic stripe, barcode, or QR code), sold on a multi-year subscription basis with tiered pricing based on store count and employee headcount. The platform is modularly extensible through add-ons including cumulative discounts (cashback), an integrated Prize Catalog synchronized with Submarino.com (3,000+ items in 20+ categories), Promotion Engines, an Offer Ticket recommendation device, Geomarketing using IBGE demographic data, marketing automation, and customer experience management. Marka operates a hybrid B2B go-to-market combining consultative direct sales for enterprise accounts (1-500+ stores) with inside sales for SMBs, supported by a partner network of 170+ online stores and 23+ software house integrations including Linx, TOTVS, Microvix, and Quality Sistemas. The company is LGPD-compliant and emphasizes client ownership of customer data. Notable customers include Aché (2 million registered patients), Quality lavanderias (43% revenue increase since 2008), Equus (350,000 registered clients), and Multicoisas (230,000 loyal customers). The company reports 180+ implemented loyalty programs and 2,000+ businesses served across Brazil and select international markets bajo a modelo operativo que combina receita recorrente de software, venda de hardware (cartões PVC), serviços profissionais de consultoria, e serviços gerenciados de marketing automation.

Name

Marka Fidelização

Legal name

Marka Fidelização

Website

https://marka.mk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Marka Fidelização is a Brazilian loyalty program software and services provider that designs, implements, and manages PVC-card-based loyalty platforms for retailers across 13+ verticals including drugstores, supermarkets, fashion, and fuel stations, serving 2,000+ businesses.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

NAICS

Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industries

Loyalty, Rewards & Incentive Programs (BPAFAMAE), Rewards, Incentives & Gift Card Program Services (MPAAAIAG), Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Customer loyalty programs
• Loyalty software
• Loyalty cards
• Cumulative discounts
• Marketing automation

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Loyalty Software Licensing: Web-based loyalty software with full campaign management capabilities, real-time monitoring, and CRM integration
2. PVC Loyalty Cards: Custom printed PVC loyalty cards with magnetic stripe, barcode, QR code capabilities
3. Consulting and Advisory Services: Complete advisory for planning, implementation, training, and management of customer loyalty including feasibility studies, program restructuring, and customer journey design
4. Marketing Automation Services: Automated SMS and email marketing campaigns with up to 70% cost savings
5. Prize Catalog Access: Access to integrated prize catalog with 3,000+ items across 20+ categories, integrated with Submarino.com

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Marka Fidelização develops and sells customer loyalty software (web-based platform), physical PVC loyalty cards, and cumulative discount (cashback) programs for retailers across Brazil. The company also provides consulting, training, and additional modules such as prize catalogs, advantage clubs, geomarketing, and marketing automation to help businesses retain customers and increase sales frequency.

Product overview

Marka Fidelização offers a comprehensive loyalty and customer relationship management platform composed of a core PVC Loyalty Card product paired with a fully online Loyalty Software system. These core components are complemented by modular add-ons including Cumulative Discounts (cashback), an Advantage Club with 170+ partner stores, a Prize Catalog integrated with Submarino.com offering 3,000+ items, an Offer Ticket recommendation device, Promotion Engines (sweepstakes, fortune wheel, cross-selling), Geomarketing with IBGE data intelligence, Customer Experience management, Marketing Automation for SMS/email campaigns, and Profitable Relationship tools. The company also provides advisory and training services. All solutions are designed for retailers across segments including drugstores, supermarkets, clothing, perfumeries, gas stations, and more.

Differentiator

Problem solved

Functional benefit

Brands

• Bunker: Customer portal access system for loyalty program management

Products and services

• Cartão Fidelidade (Loyalty Card) Physical PVC loyalty cards with custom design that enable retailers to identify customers, register purchases, and grant rewards or discounts based on accumulated consumption. Targeted at retail businesses of all sizes in Brazil.
• Software de Fidelização (Loyalty Software) Web-based proprietary software platform for managing customer loyalty programs in real time, enabling campaign creation, customer database management, and performance monitoring. Used by Brazilian retailers.
• Descontos Acumulativos (Cumulative Discounts / Cashback) Cumulative discount program where customers accumulate credit based on purchases, redeemable as discounts on future purchases. A core loyalty product aimed at retailers looking to drive repeat purchases.
• Assessoria e Treinamento (Consulting and Training)

Quantifiable outcome

• 40% increase in customer return visits for businesses with loyalty cards
• +3 more outcomes

Named customers11 records

Segments13 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• LinxcoreTechnology or IntegrationIntegration partnership with Linx, a major retail management software provider, enabling seamless connection between Marka loyalty programs and point-of-sale systems
• TOTVScoreTechnology or IntegrationIntegration with TOTVS ERP systems allowing loyalty data synchronization with enterprise resource planning
• Submarino.comcoreTechnology or IntegrationPrize catalog integrated with Submarino.com ensuring automatic updates of prize values and images across 3,000+ items
• Rede de Parceiros (170+ partners)coreGTM or Marketing PartnerNetwork of 170+ online stores and regional partners enabling advantage clubs where clients can earn benefits across multiple merchants

Scale indicators12 records

Recent moves6 records

Expansion highlights10 records

Emerging players

• LoyaltyLion: Loyalty platform for e-commerce brands with points, referrals and VIP tiers. Comparable earn/burn and member-lifecycle feature set, though e-commerce-only and SMB-focused.
• Capillary Technologies: Loyalty and customer-engagement platform with strong presence in emerging markets including Brazil/LATAM. Comparable enterprise loyalty functionality and Latin-American distribution.
• Smile.io: Loyalty program platform for Shopify and BigCommerce merchants. Comparable in core loyalty mechanics but focused on SMB/e-commerce rather than Brazilian brick-and-mortar retail.
• Comarch Loyalty: Loyalty management software used by telecom, retail and financial-services clients globally. Comparable platform architecture and verticals, though less penetration in Brazilian SMB retail.

Broad incumbents

• Annex Cloud: Enterprise loyalty and customer-engagement cloud platform. Comparable in program-management features and integration ecosystem, though primarily serving North American and EMEA enterprises.
• Salesforce Loyalty Management (Salesforce Commerce Cloud): Enterprise-grade loyalty module within Salesforce's commerce stack. Comparable in functionality (earn/burn, rewards catalog, member engagement) but targets global enterprise retailers.
• Yotpo: Loyalty-and-reviews platform serving Shopify and enterprise retailers. Comparable on the loyalty-program management side, though its primary wedge is reviews/UGC.

Regional players

• Smiles (Gol Linhas Aéreas): Brazilian loyalty program operated by Gol airlines. Comparable in member-lifecycle and earn/burn mechanics, but anchored in travel rather than multi-vertical retail.

Direct peers

• Livelo: Brazil's largest coalition loyalty program (Banco do Brasil + Bradesco). Comparable to Marka's prize-catalog and points-redemption infrastructure, but at much larger coalition scale.
• Dotz: Brazilian coalition loyalty program with a points-based platform for retailers and consumers. Directly comparable to Marka's loyalty-program offering and serves overlapping Brazilian retail verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

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 Marka Fidelização