What Loymax does

Loymax is a Russian loyalty-management software company founded in 2010, headquartered in Moscow with origins in Tomsk. It builds a multi-module platform for retailers and adjacent industries — including Loymax Loyalty (core CRM and promotional mechanics), Smart Communications (omnichannel messaging), Loymax AI (machine-learning-driven segmentation, recommendations, anomaly detection, and NLP), BI (analytics), and Loyalty Pay (payments integrated with Russia's Faster Payments System). The platform integrates with POS, ERP, and cash-register systems and is offered via SaaS, on-premise, and in-house deployment models, supported by a microservices architecture and 24/7 SLA.

The company serves 30,000+ stores connected through 140,000+ cash registers and has launched more than 100,000 promotional campaigns. Its customer base spans federal retail chains, regional operators, and SMB accounts across FMCG, pharmacy, fuel, fashion, DIY, electronics, and banking — including named accounts such as KraysNeft, SPAR Molniya, and the Sozvezdie pharmacy union (279 outlets). Loymax monetizes through multi-year enterprise contracts, integration/implementation services, and platform licensing; it holds FSTEK compliance, multiple entries in the Russian Software Registry, and Agent TSP status in the SBP infrastructure.

Loymax employs 180+ people across six offices, including international locations, and operates with a 35+ partner ecosystem of POS, ERP, and payment integrators. The company is privately held as an LLC and competes in the Russian enterprise loyalty and CRM market — a segment structurally shaped by import-substitution policy, domestic-software requirements, and concentration among federal retail chains.

Name

Loymax

Legal name

OOO «Loymax» (Общество с ограниченной ответственностью «Лоймакс»)

Website

https://loymax.ru

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Loymax is a Russian loyalty-management software company, founded in 2010, serving 30,000+ stores and 140,000+ cash registers across FMCG, pharmacy, fuel, fashion, DIY, electronics, and banking with a multi-module platform spanning CRM, AI, BI, communications, and payments.

Ownership category

akta.pro rank

Product category

Loyalty Management Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industry

Customer Churn, CLV & Retention Intelligence (HDAAAHAC)

Keywords

• Loyalty management platform
• Marketing automation software
• Customer data platform
• AI personalization engine
• Retail analytics BI

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription Licensing: Cloud-based subscription model for quick start. The company handles infrastructure, updates, and maintenance. Customers pay recurring fees to access the loyalty platform, CDP, AI, and BI modules on a subscription basis.
2. On-Premise Licensing: Enterprise customers deploy the Loymax platform on their own infrastructure for data control. Involves perpetual or term license fees plus implementation and support services.
3. In-House Custom Licensing: Full customization deployment for enterprises requiring complete customization. Involves significant implementation services, custom development, and ongoing support contracts.
4. Loyalty Pay — SBP Payment Services: IT services for SBP (Fast Payment System) integration. Loymax acts as Agent TSP in the Fast Payment System, providing technical infrastructure for retailers to accept SBP payments in their mobile apps, generating fees from integration services and ongoing technical support.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Loymax develops and sells an omnichannel loyalty management platform that enables retailers, banks, fuel chains, and pharmacy networks to launch and run loyalty programs, automate personalized marketing communications, perform AI-driven personalization, and analyze campaign effectiveness. The modular ecosystem — Loymax Loyalty (core), Smart Communications (CDP), AI, BI, and Loyalty Pay (SBP payments) — is deployed via SaaS, On-Premise, or In-House licensing and is offered exclusively to business customers.

Product overview

Loymax is a loyalty and marketing technology platform offering a modular ecosystem of five interconnected products. The core platform is Loymax Loyalty (omnichannel loyalty management), supplemented by four specialized modules: Loymax Smart Communications (CDP/customer communications), Loymax AI (ML personalization), Loymax BI (analytics), and Loyalty Pay (SBP payment integration). Products support SaaS, On-Premise, and In-House deployment models and serve retail, banking, petroleum, pharmacy, and other industries.

Differentiator

Problem solved

Functional benefit

Brands

• Loymax Loyalty: Omnichannel platform for managing loyalty programs of any scale for businesses.
• Loymax Smart Communications
• Loymax AI
• Loymax BI
• Loyalty Pay

Products and services

• Loymax Loyalty Omnichannel loyalty management platform enabling businesses of any scale to create and manage loyalty programs of any complexity, with 4,000+ promotional mechanics, no-code campaign testing, a built-in test cash register, anti-fraud protection, and microservices architecture. Targets retailers, banks, fuel chains, and pharmacy networks.
• Loymax Smart Communications Customer Data Platform (CDP) that builds unified 360° customer profiles and automates personalized marketing communications across email, SMS, push, messengers, voice robots, and ad cabinets, with cascade/trigger campaigns and RFM/CLTV analytics. Sold as an add-on module to Loymax Loyalty for enterprise B2B customers.
• Loymax AI AI personalization engine that runs 300+ ML models to power real-time product recommendations, Next Best Offer, Next Best Cart, personalized rankings, promotions, demand forecasting, and anti-fraud detection. Sold as an add-on module to Loymax Loyalty for B2B enterprise customers.
• Loymax BI Business Intelligence platform providing 50+ built-in metrics and dimensions, RFM/BCG/Lifestyle/CLC segmentation, 80+ pre-configured reports, interactive dashboards, and integration with Power BI and Excel. Sold as an add-on module to Loymax Loyalty for B2B customers.
• Loyalty Pay SBP Fast Payment integration tool enabling retailers to accept Russia's System of Fast Payments via QR-code-free mobile payment through their own apps, reducing acquirer fees and functioning offline. Sold as an add-on module for B2B enterprise customers.

Quantifiable outcome

• Up to 25% increase in number of checks for clients using Loymax Loyalty
• +10 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability8 records

Feature11 records

Partnerships

Two partnerships are on record, tiered core.

• SBP (System of Fast Payments / Система быстрых платежей)coreStrategic or Co-development Partner · 1 January 2024Loymax holds the official status of Agent TSP (ТСП — торгово-сервисный предприятие) in Russia's System of Fast Payments (SBP). This status enables Loymax to provide technical integration for the Loyalty Pay product, allowing retailer's mobile apps to accept SBP fast payments without QR code scanning at POS. The partnership is strategic as it positions Loymax as a licensed financial technology intermediary in Russia's payment infrastructure.
• 35+ Integration Partners (POS, ERP, CRM, and e-commerce systems)coreTechnology or IntegrationLoymax maintains pre-built integrations with 35+ retail technology systems including: R-Keeper, IIKO, 1C (various configurations), Frontol (ATOL), Set Retail, TranzAxis, DiviDO, SAP, Oracle, Microsoft Dynamics, Magento, Bitrix, Insales, Shopify, Game，又要, Yu, Qi Wallet, and others. These are technical integration partnerships enabling the loyalty platform to connect with retailers' existing technology stacks.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Punchh: Loyalty and digital engagement platform purpose-built for multi-location restaurant and retail chains. Comparable enterprise customer profile and AI-driven personalization capabilities to Loymax AI.
• Smile.io: Loyalty, referrals, and VIP program platform for ecommerce merchants. Comparable on promotional mechanics and SMB-friendly onboarding, though more focused on digital-native merchants than omnichannel retail.
• SailPlay: Russia-origin omnichannel loyalty and gamification platform serving retail and ecommerce. Comparable product scope (loyalty mechanics, personalization, communications) and overlapping customer base with Loymax.
• Open Loyalty: Headless loyalty engine offering customizable loyalty programs with APIs and integrations. Comparable as a developer-focused loyalty platform competing for similar mid-market and enterprise retail RFPs.
• Antavo: Global SaaS loyalty platform for retail and ecommerce with API-first architecture and AI personalization modules. Closely mirrors Loymax's modular loyalty + AI + CDP stack at enterprise retailers.
• Mindbox: Russian marketing automation and loyalty platform serving retail and ecommerce with CDP, personalization, and campaign automation. Directly comparable to Loymax on Russian enterprise martech positioning.
• Yotpo: Loyalty and referrals platform integrated with reviews and SMS marketing for retail/D2C brands. Overlaps Loymax on loyalty mechanics, customer data unification, and personalized marketing communications.

Broad incumbents

• Salesforce Marketing Cloud: Enterprise marketing cloud with loyalty capabilities via Loyalty Management and Interaction Studio. Overlaps Loymax on CDP, personalization, and journey orchestration, but competes as part of a much broader suite.
• Oracle CrowdTwist (Oracle Loyalty): Enterprise loyalty and engagement solution within Oracle CX, serving large retail, hospitality, and consumer brands. Directly comparable in scale and customer type but bundled into Oracle's full CX stack.
• SAP Emarsys: Omnichannel customer engagement platform with AI personalization and loyalty-adjacent capabilities. Comparable personalization and orchestration features, but competes inside SAP's broader commerce and CX portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTuberutube.ru/channel/43453179
• Xx.com/loymax

Compliance5 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 Loymax