What Leben does

Grupo Leben Servicios de Marketing S.L., operating under the brand Grupo Leben and founded in 1998, is a Madrid-based B2B marketing services agency specializing in loyalty and motivation marketing. The company serves large enterprises seeking to design and operate customer loyalty programs, channel sales-motivation programs, and internal communication/employee engagement initiatives. Its client base includes multinational brands across banking (Banco Santander, Société Générale), telecommunications (Vodafone, Lowi), energy (Shell, Naturgy, Axpo), hospitality (Barceló, Elba Hoteles), FMCG (Red Bull, Mahou San Miguel, Michelin, Duracell), retail (El Corte Inglés), insurance (Reale, Caser), and healthcare (Sanitas).

The company's core offering is a modular proprietary technology platform anchored by LebenMotiv, a motivation and incentive management system for sales channels and employees, and complemented by specialized modules: eMailOmatic (email automation), ContentOmatic (content management), LebenGame (serious games and gamification), LebenPoll (surveys), FastJoy (geolocated mobile rewards), WSA (agreement management), LebenRaffle (digital raffles), LebenLoot (digital rewards), and TallerdeCampaas (ML-driven campaign optimization using statistical experimentation and T-student distribution modeling). Supporting the platform stack are dedicated sub-brands: FunLab/Leben Travel for incentive travel experiences, LebenGifts for promotional merchandise with first-tier suppliers, and the LebenData analytics department for KPI reporting, anomaly detection, and predictive modeling.

Leben's business model combines custom-priced, multi-year B2B service contracts spanning strategic consulting, 360-degree program management (planning, creative, campaign development, analytics, rewards, logistics, customer support), technology platform deployment, and ancillary revenue from incentive travel and merchandise. Go-to-market is direct enterprise sales, supported by content marketing (News & Insights blog), LinkedIn presence, and credibility anchored by ISO 9001 and ISO 27001 certifications, GDPR/RGPD compliance, Salesforce partnership, and IMA membership. Operating geographies are formally Spain-based with demonstrated cross-border service to international clients.

Name

Leben

Legal name

Grupo Leben Servicios de Marketing S.L

Website

https://grupoleben.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Grupo Leben is a Madrid-based B2B marketing agency, founded in 1998, that designs and operates customer loyalty programs, sales-channel motivation programs, and internal communication campaigns for large enterprise clients across Spain and Europe using a proprietary modular technology platform.

Ownership category

akta.pro rank

Product category

Loyalty Marketing Services

NAICS

Advertising Agencies (541810), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

akta.pro secondary industries

B2B/ABM Creative Agencies (MPAAAAAI), Loyalty Program Management Platforms (Earn/Burn, Rules Engine, Member Lifecycle) (THALAKAA)

Keywords

• Loyalty marketing services
• Motivation marketing programs
• Sales channel incentives
• Employee engagement platforms
• Customer loyalty consulting

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Consulting Services: Strategy and consulting services including customer loyalty and experience, sales channel impulse, internal communication, and data knowledge & sales predictions
2. 360-Degree Management Services: Tactical planning, creative and design services, campaign development and optimization, analytics and reporting, rewards and incentives, experiences, logistics management, and customer support
3. Technology Platform Licenses: Proprietary software platforms including LebenMotiv©, LebenGame©, eMailOmatic©, ContentOmatic©, LebenPoll©, FastJoy©, WSA, LebenRaffle©, and LebenLoot©
4. Incentive Travel: Incentive travel experiences through FunLab and Leben Travel services
5. Promotional Merchandise: Rewards and promotional merchandise through LebenGifts

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Grupo Leben is a B2B loyalty and motivation marketing agency that designs, implements, and manages customer loyalty programs, sales channel incentive programs, and employee engagement initiatives. The firm combines strategic consulting and 360-degree program management with a suite of proprietary technology platforms (LebenMotiv, LebenGame, eMailOmatic, ContentOmatic, FastJoy, TallerdeCampa\u00f1as, and others), supported by analytics, promotional merchandise, and incentive travel services.

Product overview

Grupo Leben es una agencia de marketing de fidelización y motivación que opera como plataforma modular con un núcleo de motivación (LebenMotiv©) complemented by specialized applications: email marketing (eMailOmatic©), content management (ContentOmatic©), gamification (LebenGame©), surveys (LebenPoll©), geolocated rewards (FastJoy©), digital rewards (LebenLoot©), raffles (LebenRaffle©), and campaign optimization (TallerdeCampañas©). The ecosystem also includes dedicated sub-brands for incentive travel (FunLab - Experiencias) and promotional merchandise (LebenGifts), all supported by the LebenData analytics module for reporting and insights.

Differentiator

Problem solved

Functional benefit

Brands

• LebenGame©: Serious games platform for loyalty and motivation strategies
• LebenMotiv©
• eMailOmatic©
• ContentOmatic©
• LebenPoll©
• FastJoy©
• WSA - We Said Agree
• LebenRaffle©
• LebenLoot©
• LebenGifts
• FunLab
• TallerdeCampañas©
• LebenData

Products and services

• LebenMotiv© Core motivation platform for sales teams and distribution channels, providing incentive programs, gamification, and rewards tailored to user profiles. Sold to enterprise clients as part of loyalty and motivation engagements.
• LebenGame© Serious games platform that applies gamification (challenges, levels, badges, rankings) to loyalty and motivation programs for enterprise clients and their sales channels.
• eMailOmatic© Email marketing automation tool with advanced segmentation, dynamic content, animated GIFs, and automated send workflows for loyalty and motivation campaigns.
• ContentOmatic© Content management platform for creating and distributing personalized content, dynamic newsletters, and commercial training across sales channels and teams.
• LebenPoll© Survey and feedback tool used to collect satisfaction, preferences, and behavioral data from participants in loyalty and motivation programs.
• FastJoy© Mobile application that enables geolocated redemption of immediate rewards, integrating with loyalty programs to deliver real-time gratification.
• WSA - We Said Agree Platform for managing agreements and commitments between companies and their commercial networks or distribution channels.
• LebenRaffle© Digital raffle application used in loyalty and promotional campaigns to deliver gamified rewards and instant incentives.
• LebenLoot© Digital rewards and loot system integrating e-rewards and aspirational rewards for incentive programs.
• TallerdeCampa\u00f1as© Cloud-based experimentation and machine learning platform that learns from campaign responses to optimize marketing investment and estimate ROI.
• LebenGifts Sourcing and management service for promotional merchandise and physical gifts, working with first-tier suppliers to fulfill rewards within loyalty programs.
• FunLab - Experiencias Incentive travel agency that designs exclusive experiences and creative travel rewards to motivate sales teams and distribution channels.
• LebenData Analytics and reporting service that transforms program data into KPIs, dashboards, predictive models, and behavioral insights to support decision-making.

Quantifiable outcome

• Companies with solid loyalty programs increase revenues 2.5x faster than competition and generate 100-400% more profitability (Harvard Business Review)
• +8 more outcomes

Named customers25 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability12 records

Feature17 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• SalesforcecoreTechnology or IntegrationSalesforce partnership badge displayed on website, indicating technology integration capabilities and certified partnership status for CRM and customer relationship management solutions.
• Incentive Marketing Association (IMA)coreStrategic or Co-development PartnerActive membership in the Incentive Marketing Association, demonstrating industry leadership and adherence to professional standards in incentive and motivation marketing.
• FUNDAE (Fundación para la Formación Continua)coreStrategic or Co-development PartnerTraining and professional development partner enabling employee development programs and skills training initiatives.
• Quality Data (Asesoría Quality Data)supportingOthersExternal Data Protection Officer (DPO) providing GDPR compliance and data protection services.
• Quality Legal ServicesupportingOthersWhistleblower channel and compliance management platform provider for ethical reporting and anti-corruption compliance under Law 2/2023.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Antavo: SaaS loyalty cloud platform focused on enterprise and retail loyalty programs. Closest like-for-like software peer to Leben's LebenMotiv platform; competes for the same enterprise loyalty budget on a pure-SaaS, more productized model.
• Yotpo: B2B SaaS platform for loyalty, reviews, SMS marketing, and consumer engagement. Directly comparable to Leben's eMailOmatic, ContentOmatic, and loyalty modules as an end-to-end engagement platform sold to enterprise brands.
• Annex Cloud: Enterprise loyalty, referral, and user-generated content SaaS platform. Competes with Leben's LebenMotiv and ContentOmatic for enterprise loyalty and engagement program budgets.
• Comarch Loyalty Management: Enterprise loyalty management software and services vendor serving telecoms, financial services, and retail. Comparable in customer verticals (telecom, banking) and in the platform + services delivery model that Leben uses.
• Marigold Engage (formerly Selligent): B2C cross-channel marketing automation and loyalty platform serving enterprise brands across Europe. Comparable to Leben's eMailOmatic and ContentOmatic modules as a European-headquartered enterprise marketing-automation competitor.

Emerging players

• Open Loyalty: Headless, API-first loyalty infrastructure platform for product teams. A more developer-led, lighter-weight alternative to Leben's heavier agency + platform model; relevant to enterprise buyers building in-house loyalty capabilities.

Broad incumbents

• Accenture Song: Global creative, marketing, and loyalty services arm of Accenture that designs and operates enterprise loyalty and CX programs. Comparable to Leben's B2B loyalty/motivation agency model but at vastly greater scale, often winning the largest enterprise contracts Leben is too small to serve.
• Deloitte Digital: Global consulting-led marketing, CRM, and customer loyalty practice. Competes with Leben's strategy + 360° management + technology offering for enterprise loyalty mandates, with deeper consulting bench and broader geographic reach.
• Epsilon (Publicis Groupe): Data-driven marketing and loyalty services provider (now part of Publicis) operating enterprise loyalty platforms and CRM programs. Directly comparable to Leben's data + loyalty + campaign management stack but at significantly larger scale and global footprint.
• Salesforce Loyalty Management: Loyalty management product within the Salesforce Marketing Cloud ecosystem. Relevant because Leben holds a Salesforce partner badge, meaning customers can either buy Salesforce Loyalty directly or through partners like Leben; product overlap creates channel risk.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInes.linkedin.com/company/grupo-leben
• Xx.com/grupoleben

Compliance3 records

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 Leben