What New Thing Co. does

New Thing Co. is a US-based, privately held software company founded in November 2023 and headquartered in Bee Cave, Texas (Austin metro). It operates an augmented reality (AR) rewards platform designed to help brands convert customer engagement into measurable redemption, lead generation, and repeat purchase outcomes. The company positions its no-PII, privacy-by-design approach as a differentiator versus data-intensive competitors.

The platform is built around two core products: Lens Thing, which delivers AR experiences triggered by QR codes, NFC, printed codes, or app short-cuts, and Journey Thing, a no-code tool that authors gamified, multi-step AR campaigns. Together, the products target a no-code authoring workflow aimed at marketers without AR or engineering resources. The company reports 8 patents pending across campaign authoring, reward distribution, and attribution. Customer outcomes cited include a 5.4x redemption rate, 34.2% lead generation improvement, and 37.8% repeat-purchase rate within seven days.

Commercially, the company uses a three-tier SaaS pricing model — Starter at $249/month, Pro at $1,399/month, and Enterprise on custom contracts — combining a product-led growth self-serve motion with an enterprise sales overlay. Customers span healthcare, retail, restaurants, sports, and entertainment; Nood (laser hair removal) is the only named reference customer. The company is privately held, has not disclosed any funding rounds, and operates with 1–10 employees. Founder and operator pedigree includes prior roles at Dosh, Venmo/PayPal, Cardlytics, Twilio, and Acorns, with advisors Amy Vale, Jen Millard, Matt Kinnman, and John McIntosh.

Name

New Thing Co.

Legal name

New Thing Company

Website

https://newthing.co

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

New Thing Co. is a US-based AR rewards platform, founded November 2023, offering no-code Lens Thing and Journey Thing products that help brands across healthcare, retail, restaurants, sports, and entertainment drive redemption, lead generation, and repeat purchases via privacy-friendly AR campaigns.

Ownership category

akta.pro rank

Product category

Augmented Reality Marketing Platform

NAICS

Indoor and Outdoor Display Advertising (54185), Other Amusement and Recreation Industries (7139)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming Services (7371)

akta.pro primary industry

Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

akta.pro secondary industries

Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC), Event Monetization & Sponsorship Tech (Virtual Booth Leads, Ads, Sponsored Sessions) (THAHAOAK)

Keywords

• Augmented reality rewards
• AR marketing platform
• No-code campaign tools
• Customer engagement software
• Loyalty reward campaigns

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Starter Tier: Monthly subscription at $249 plus per-reward-event overage charges at 12.5 cents per event. Includes up to 1,000 rewards per month, 1 campaign or location, basic theming, library 3D models, and reports and analytics.
2. Subscription - Pro Tier: Monthly subscription at $1,399 plus per-reward-event overage charges at 8 cents per event. Includes 5,000 rewards per month, 3 active campaigns, dynamic reward decisioning, advanced 3D models, and additional theme customization.
3. Subscription - Enterprise Tier: Custom pricing model for organizations with robust marketing operations. Includes 5,000+ rewards per month, up to 15 active campaigns, advanced object placement, custom 3D models, custom integrations, custom reporting, and Slack + phone support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

New Thing Co. provides a web-based augmented reality (AR) rewards platform that enables marketers to design, deploy, and measure AR-led reward campaigns without coding. The platform comprises two core products — Lens Thing for single-step AR reward experiences and Journey Thing for multi-step sequential AR rewards — and supports triggers such as QR codes, email, SMS, push, geolocation, and social posts, with white-label theming and dynamic reward decisioning.

Product overview

New Thing Co. offers an augmented reality rewards platform consisting of two core products: Lens Thing (single-step AR reward experience) and Journey Thing (sequential multi-step AR reward experience). The platform enables marketers to create and deploy AR campaigns without coding, featuring white-label theming, reward decisioning, and analytics. Campaigns can be triggered via QR code, email, SMS, push notification, geolocation, social posts/ads, and app downtime. The company operates across multiple verticals including retail, QSR, grocery, fuel, e-commerce, sports/events, trade shows, dining, and gaming.

Differentiator

Problem solved

Functional benefit

Brands

• Lens Thing: New Thing's core AR rewards experience tool designed for delivering a reward to a customer via AR with extensive flexibility on how to start the experience, what to offer, and where to send customers after receiving a reward.
• Journey Thing

Products and services

• Lens Thing

Quantifiable outcome

• 5.4x redemption rate compared to industry average
• +6 more outcomes

Named customers1 record

Segments10 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• DoshcoreStrategic or Co-development PartnerCo-founder Jason Bender previously worked at Dosh, a cash-back rewards company. New Thing Co. was built on learnings from Dosh's work with merchants like Dunkin', Costco, Shake Shack, Walmart/Sam's Club, and Papa John's. The team's experience with reward programs at Dosh directly informed New Thing's product development and go-to-market strategy.

Scale indicators12 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Obsess: Obsess builds immersive 3D/AR virtual stores and brand experiences used by retailers and CPG companies. It competes for the same brand marketing dollars as New Thing Co. on experiential digital storefronts, though with a heavier 3D-showroom emphasis than AR rewards.
• Cooler Screens: Cooler Screens operates digital smart screens in retail coolers for grocery and convenience stores, monetizing the surface as a retail media network. It competes for the same in-store engagement budgets (especially in fuel/convenience and grocery verticals) that New Thing Co. targets with AR rewards.
• Nextech AR Solutions: Nextech AR (now known as Nextech3D.ai / Toggle3D) offers AR/3D tools for e-commerce, events, and marketing. It overlaps with New Thing Co. on AR campaign delivery and 3D asset workflows but is more concentrated on e-commerce and metaverse-style experiences.
• Marxent: Marxent provides AR product visualization and 3D commerce tools for retail, home goods, and e-commerce. While narrower than New Thing Co. on rewards mechanics, it competes in the same AR-for-retail-marketing category with similar PLG-style sales motions to enterprise brands.

Broad incumbents

• Yotpo: Yotpo is a leading loyalty, reviews, and SMS marketing platform for e-commerce brands. While not AR-native, it is highly comparable to New Thing Co. on the loyalty and rewards-mechanic side, and could be an obvious competitor or acquirer if it elects to add AR-driven rewards experiences.
• Snap (Snapchat AR): Snap offers AR Lenses, AR Shopping, and AR advertising tools used by brands for marketing campaigns and product try-on. It competes with New Thing Co. on AR marketing mechanics but benefits from Snap's native distribution to hundreds of millions of users, which New Thing Co. lacks.
• Niantic (8th Wall): Niantic's 8th Wall platform is a leading web AR development environment powering immersive marketing, retail, and brand experiences. It competes with New Thing Co. on browser-based AR delivery but operates from a much broader AR-gaming and spatial-computing position with significantly more capital.

Direct peers

• Aryel: Aryel is a no-code AR marketing platform that enables brands to create AR experiences for campaigns, product visualization, and lead generation. It is closely comparable to New Thing Co. on PLG, browser-based AR authoring, and the marketing-tech customer profile.
• Blippar: Blippar is an AR creation and publishing platform focused on brand marketing campaigns, AR packaging, and interactive advertising. It is a direct competitor to New Thing Co. in delivering web-AR marketing experiences with self-serve authoring for brand teams.
• Zappar: Zappar is a web-based AR content creation platform used by marketers and brands to build AR experiences. It competes directly with New Thing Co. on browser-based AR deployment, no/low-code authoring tools, and marketing campaign use cases across retail, packaging, and events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newthing_co
• Facebookfacebook.com/wearenewthing

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 New Thing Co.