What Multiplus Card does

MultiPlus Card d.o.o. is a Zagreb-based loyalty program operator founded in 2010 and wholly owned by Fortenova Group, one of Croatia's largest diversified conglomerates. The company operates the MultiPlusCard (MPC) program, which enables Croatian consumers to earn BONUS euri (100 reward points = 1 BONUS euro) through purchases at partner retailers — principally Konzum (the country's largest grocery chain, also part of Fortenova), Tisak kiosks, and via automatic collection through Zagrebačka banka Mastercard debit and credit cards. Membership is free for end consumers; revenue is generated through service fees paid by partner brands for program administration, data analytics, and promotional campaign execution (managed-services model).

The core technology platform is mobile-first, with the iOS/Android MultiPlusCard application serving as the primary member interface and enrollment channel. The platform supports QR code scanning, digital card issuance, electronic receipt storage (9-month PDF archive from Konzum), and integrates with partner POS systems for real-time reward tracking. A personalization engine generates weekly individualized coupons (Kupon po tvom) and product recommendations (Preporuka za tebe) from purchase history, while an automated challenges system (Izazovi) credits BONUS euri upon completion of purchasing goals. Banking integration with Zagrebačka banka enables passive point collection at any merchant in Croatia or abroad without presenting a physical loyalty card. No public API, SDK, or MCP integration is exposed; the platform operates exclusively through the mobile app and corporate website.

Go-to-market is product-led via the mobile app, supplemented by channel-partner distribution through Konzum's 600+ stores, Tisak's convenience and media network, and ZABA's banking customer base. Recent strategic actions include a major April 2026 restructuring of Konzum reward mechanics (BONUS euri now earned exclusively through app-based coupons and challenges), the December 2025 discontinuation of the Dječji klub children's sub-program, and continued buildout of exclusive app-only features unavailable to plastic card holders. The company operates as a private Croatian d.o.o. with no external funding rounds, no subsidiaries, and a 11-50 employee headcount.

Name

Multiplus Card

Legal name

MultiPlus Card d.o.o.

Website

https://multipluscard.hr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

MultiPlus Card d.o.o. is a Zagreb-based loyalty program operator and Fortenova Group subsidiary that runs the MultiPlusCard program, enabling Croatian consumers to earn and redeem BONUS euri at partner retailers including Konzum, Tisak, and via Zagrebačka banka Mastercard cards.

Ownership category

akta.pro rank

Product category

Consumer Loyalty Programs

akta.pro primary industry

Co-Branded Card & Card-Linked Offers Enablement (Issuer/Network Integrations) (THALAKAI)

Keywords

• Consumer loyalty program
• Retail rewards platform
• Mobile loyalty app
• Shopping rewards currency
• Bank card rewards

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Loyalty Program Management Services: MultiPlusCard operates as a loyalty program administrator, earning revenue by managing the rewards program for partner brands (Konzum, Tisak, Zagrebačka banka). The company tracks member purchases, manages point accumulation and redemption, and provides marketing services to partners. Revenue is generated through service fees paid by program partners for program operation, data analytics, and promotional campaign execution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

MultiPlus Card d.o.o. operates a Croatian consumer loyalty program in which members register through the MultiPlusCard mobile app (iOS/Android), collect "BONUS euri" through purchases at partner retailers (Konzum, Tisak) and through linked Zagrebačka banka Mastercard cards, and redeem those rewards as discounts at partner locations. The company manages the program end-to-end for partner brands, providing member services, point accrual and redemption tracking, personalized coupons and challenges via the app, electronic receipts from Konzum, and family-account pooling under MPC Obitelj.

Product overview

MultiPlusCard is a Croatian loyalty rewards program operated by MultiPlus Card d.o.o. (a Fortenova Group company) comprising a core loyalty platform supported by a mandatory mobile application, physical plastic cards, and multiple integrated features. The core program enables members to earn and redeem BONUS euri at partner retailers. The primary digital channel is the MultiPlusCard Mobilna Aplikacija (iOS/Android), which is required for enrollment and unlocks exclusive features unavailable via plastic cards: Kupon po tvom personalized coupons, Izazovi (Challenges) for bonus rewards, Digitalni Katalozi, electronic receipts (Elektronički Račun), and the Preporuka za tebe (product recommendations). Family account management is handled through the MPC Obitelj feature. A discontinued sub-program, Dječji Klub, served families with children until December 2025. Members can collect BONUS euri at partner retailers Konzum and Tisak by presenting their card, automatically via linked Zagrebačka banka payment cards, and through app-based challenges and coupons.

Differentiator

Problem solved

Functional benefit

Brands

• MPC obitelj (MPC obitelj): Family membership feature allowing multiple family members to share and pool their BONUS euros and rewards on a common account.

Products and services

• MultiPlusCard Loyalty Program (MPC program) A Croatian consumer loyalty rewards program under which members collect "BONUS euri" through purchases at partner retailers (Konzum, Tisak) and through linked Zagrebačka banka Mastercard debit or credit cards, and redeem the rewards as discounts at partner locations. Free for members; operated on behalf of partner brands.
• MultiPlusCard Mobilna Aplikacija (Mobile Application) The primary digital interface for the loyalty program on iOS and Android, used for member registration, coupon activation, challenge participation, BONUS euri tracking, electronic receipt access, and personalized offers. Unlocks features unavailable with the plastic card, including Kupon po tvom personalized coupons, Izazovi challenges, digital catalogs, and Preporuka za tebe recommendations.
• MultiPlus Kartica (Plastic Card) The physical MultiPlusCard loyalty card that serves as proof of program membership and can be presented at partner point-of-sale terminals to collect and redeem BONUS euri; non-transferable.

Quantifiable outcome

• 100 reward points = 1 BONUS euro
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• KonzumcoreStrategic or Co-development PartnerKonzum is the primary retail partner and main redemption channel for MultiPlusCard. Members earn BONUS euri through the 'Kupon po tvom' personalized coupons and challenges in the app, and redeem rewards at any Konzum store. Over 1,500 products are available at MultiPlusCard pricing. The partnership includes electronic receipt integration.
• Zagrebačka banka (ZABA)coreStrategic or Co-development PartnerZagrebačka banka enables automatic BONUS euri collection when members link their debit or credit card accounts. Members earn 1 reward point per 9 EUR spent on debit cards or 1 point per 5 EUR on credit cards at any merchant worldwide. Additional bonus points are earned when using ZABA cards at MultiPlusCard program partners.
• TisakcoreChannel Partner/ Reseller/ DistributorTisak is a convenience retail partner where members collect BONUS euri on purchases of beverages, food, hygiene products, cosmetics, toys, stationery, electronics, books, and seasonal items. Earn rate is 1 reward point per 2.75 EUR spent with cash or bank cards.
• WoltminorChannel Partner/ Reseller/ DistributorWolt, the leading food delivery platform in Croatia, is listed as a program partner offering promotional activities within the MultiPlusCard ecosystem, though specific reward mechanics are not detailed.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Antavo: Cloud-based loyalty platform vendor enabling brands to run their own loyalty programs with personalization and gamification. Comparable to MultiPlusCard as a technology-driven loyalty platform focused on engagement mechanics, but positioned as a B2B SaaS vendor rather than an operator.
• Yotpo: E-commerce marketing platform offering loyalty, referrals, reviews, and SMS marketing tools for direct-to-consumer brands. Comparable to MultiPlusCard in delivering loyalty and personalized engagement features, but as an enabling technology layer for retailers rather than as a multi-retailer operator.

Regional players

• Comarch: Polish-headquartered software and services company offering Comarch Loyalty Management solutions for telecoms, retail, and banking across Central and Eastern Europe. Comparable to MultiPlusCard in serving CEE-region loyalty and card-linked use cases, but as a B2B technology vendor rather than an operator.

Direct peers

• Rakuten Rewards: Cashback and loyalty platform operating a multi-merchant rewards network with mobile-first redemption and partner-funded economics. Comparable to MultiPlusCard in operating a partner-funded consumer rewards platform with mobile-first engagement and personalized offers.
• Bonusway: Nordic multi-merchant cashback and loyalty platform with bank card-linked offers and personalization features. Comparable to MultiPlusCard in model (partner-funded consumer loyalty, bank card-linked earning, mobile app as primary interface) and regional European orientation.
• Nectar: UK's largest multi-retailer loyalty coalition operated by Aimia (now J Sainsbury), pooling points across grocery, fuel, and retail partners. Highly comparable coalition-style loyalty model with strong retail anchor and points-based reward currency analogous to MultiPlusCard's BONUS euri.
• Payback GmbH: Germany-based multi-partner loyalty coalition that pools rewards across retail, fuel, and banking partners with card-linked offer mechanics. Closest functional analog to MultiPlusCard: both operate multi-retailer loyalty programs with embedded issuer/network integration and mobile-first couponing.

Broad incumbents

• Edenred: Global incumbent in employee benefits, prepaid, and loyalty/payment solutions including Ticket Restaurant and related programs. Comparable as a broader portfolio player in the same loyalty and supplier-funded rewards space, but operates at vastly greater scale and across multiple verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/multipluscard
• LinkedInhr.linkedin.com/company/multiplus-card

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Multiplus Card