Vlife

What Vlife does

Vlife is a Kazakhstan-based mobile super-app loyalty platform operated by ТОО «GRAND ERA», a private limited liability company headquartered in Almaty (BIN 181140035846) and part of the GK VILED corporate group. The platform unifies a multi-tier loyalty program (Vlife Club) with QR-code point-of-sale transactions across more than 450 gas stations (Qazaq Oil, GASENERGY, NRG), 160+ pharmacies (Europharma), and the largest electric vehicle charging network in Kazakhstan (Qazaq Energy Charge). Users earn "Ball" loyalty points at a fixed 1 Ball = 1 tenge rate, redeemable across partner merchants spanning fuel, pharmacy, EV charging, cosmetics (Code De Vie), electronics (ALSER), food service (Q-cafe), and hospitality (Keruen inn).

The core technology is a mobile super-app for iOS and Android that supports QR-code transactions at partner POS, multi-payment combining up to 90% loyalty points with bank card settlement within a single transaction, commission-free bill payments for road tolls, parking, and utilities, and a five-tier status program (Bronze through Diamond). The operator leverages its affiliated GK VILED entities as anchor partners and uses automated systems and AI algorithms for personalization, recommendation, and fraud prevention per its published offer agreement.

Vlife's business model combines partner network participation fees (transaction-based revenue from merchants joining the loyalty ecosystem), optional paid Status Subscriptions granting premium Diamond tier for 1 or 12 months without auto-renewal, and digital bill payment processing. The go-to-market is product-led growth through the mobile app, supported by partner POS promotion, an in-app referral program, social media presence, and app-store listings. The consumer app is free; revenue is generated primarily through merchant participation. There is no disclosed external funding, revenue, or headcount data, and operations are restricted to Kazakhstan.

Name

Vlife

Legal name

ТОО «GRAND ERA»

Website

https://info.vlife.kz

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Vlife is a Kazakhstan-based mobile super-app loyalty platform unifying 450+ gas stations, 160+ pharmacies, and the country's largest EV charging network under a single points currency and QR-code payment system for consumers across fuel, pharmacy, beauty, and hospitality verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Almaty

HQ country

Kazakhstan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Partner Network Participation Fees: Commercial organizations (gas stations, pharmacies, EV charging stations, cosmetics, electronics, cafes, hotels) pay to join the Vlife loyalty network and appear in the app. The operator ТОО GRAND ERA operates the Vlife Club loyalty program on behalf of partners. Revenue is derived from the volume of transactions processed through the platform, as partners benefit from customer acquisition and retention through the loyalty system.
2. Status Subscription (Подписка на Статус): Customers can purchase a paid subscription granting the highest Diamond status tier for 1 or 12 months. This provides enhanced point earning rates and priority privileges. Subscriptions are one-time prepaid payments with no auto-renewal.
3. Digital Bill Payment Processing: The app enables payment of road tolls, parking, and other utility services using accumulated loyalty points. While user payments are commission-free, the platform processes these transactions as part of its super-app services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Vlife is a Kazakhstan-based mobile super-app that operates the Vlife Club loyalty program, allowing individual consumers to earn and redeem loyalty points (1 point = 1 tenge) at partner merchants including 450+ gas stations, 160+ pharmacies, Kazakhstan's largest EV charging network, and cosmetics, electronics, coffee, and hotel chains. The app enables QR-code-based transactions at partner point-of-sale, multi-payment (up to 90% in points plus card for the remainder), commission-free bill payment for road tolls and parking, and a multi-tier status program (Bronze through Diamond) with an optional paid Diamond subscription.

Product overview

Vlife is a Kazakhstan-based mobile super app operated by Grand Era LLP, combining a multi-level loyalty program (Vlife Club) with partner merchant access and payment services. The core offering consists of the Vlife Super App, which serves as the unified interface for managing loyalty points (1 point = 1 tenge), status tiers (Bronze through Diamond), and partner transactions. The ecosystem includes over 450 gas stations, the largest electric charging station network in Kazakhstan, and 160+ pharmacies as partner merchants. Additional modules include bill payment services, a paid premium status subscription, referral mechanics, and gamification features.

Differentiator

Problem solved

Functional benefit

Products and services

• Vlife Super App

Quantifiable outcome

• 1 point = 1 tenge exchange rate (constant)
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Qazaq Oil (PetroRetail)coreChannel Partner/ Reseller/ DistributorТОО 'PetroRetail' operates the Qazaq Oil gas station chain across Kazakhstan. Qazaq Oil is the primary fuel partner in the Vlife network with the largest number of locations, enabling Vlife users to earn and redeem loyalty points at 450+ stations.
• GASENERGYcoreChannel Partner/ Reseller/ DistributorТОО 'Автогаз Трэйд' operates the GASENERGY gas station brand. Provides compressed natural gas (CNG/LPG) fueling services integrated into the Vlife loyalty network.
• NRGcoreChannel Partner/ Reseller/ DistributorТОО 'NRG LLP' operates NRG-branded gas stations across Kazakhstan, participating in the Vlife loyalty program.
• Qazaq Energy ChargecoreChannel Partner/ Reseller/ DistributorOperated by ТОО 'Qazaq Energy Charge' and ТОО 'QEC Astana', this is Kazakhstan's largest electric vehicle charging station network. Vlife integrates EV charging into its loyalty ecosystem, allowing users to earn points at charging stations. This partnership is a key differentiator as no other loyalty program in Kazakhstan covers EV charging.
• Code De ViecoreChannel Partner/ Reseller/ DistributorOperated by ТОО 'Premium Beauty', Code De Vie is a cosmetics and perfume retail chain. As an affiliated company within the GK VILED corporate group (same parent as operator ТОО GRAND ERA), it provides a built-in anchor partner in the beauty/cosmetics vertical.
• EuropharmacoreChannel Partner/ Reseller/ DistributorOperated by ТОО 'AK NIET GROUP', Europharma is a pharmacy chain with 160+ locations across Kazakhstan, integrated into the Vlife loyalty program.
• ORIGINAL OILminorChannel Partner/ Reseller/ DistributorТОО 'ORIGINAL OIL' provides oil change and automotive maintenance services, integrated into the Vlife loyalty ecosystem.
• ALSERminorChannel Partner/ Reseller/ DistributorOperated by ТОО 'Gulser Computers', ALSER is an electronics and consumer goods retailer participating in the Vlife loyalty program.
• Q-cafeminorChannel Partner/ Reseller/ DistributorOperated by ТОО 'Q-café Development', ТОО 'FIS Retail', and ТОО 'Астана-Финанс групп', Q-cafe is a coffee shop chain integrated into the Vlife loyalty ecosystem.
• Keruen innminorChannel Partner/ Reseller/ DistributorOperated by ТОО 'PetroRetail PFS', Keruen inn is a hotel chain integrated into the Vlife loyalty program, enabling users to earn points on accommodation.
• GK VILED (VILED Group)coreStrategic or Co-development PartnerVlife is operated by ТОО GRAND ERA, which is part of the GK VILED (VILED Group) corporate consolidation. The group includes VILED FASHION (clothing/fashion retail), PREMIUM BEAUTY (cosmetics retail, operator of Code De Vie), and GRAND ERA (operator of Vlife). This intra-group structure provides built-in partner scale, cross-promotion opportunities, and shared technology infrastructure.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Rakuten: Global cashback and loyalty ecosystem that aggregates merchants across categories under a single points currency. Rakuten is comparable as a multi-vertical loyalty platform, though it operates at much larger scale and across multiple geographies.
• T-Bank (Tinkoff): Russian super-app combining banking, payments, and lifestyle services with embedded cashback and loyalty. Comparable in super-app model and multi-vertical partner integration, though Russia-focused and at much greater scale.
• Kakao Pay: Korean digital payments and super-app platform integrating payments, loyalty, and lifestyle services. Shares Vlife's super-app aggregation model across multiple daily-spend verticals.
• Paytm: Indian payments and super-app platform with merchant payments, bill pay, and loyalty features. Comparable as a multi-vertical super-app anchoring consumer spend across categories including transit and utilities.
• Yandex Plus: Russian subscription super-app bundling cashback, deliveries, transport, and entertainment under one loyalty currency. Shares with Vlife the strategy of unifying multiple consumer services through a single points/wallet.

Direct peers

• Freedom Bank: Kazakhstani bank with a digital wallet and super-app-style offerings including payments, loyalty, and consumer services. Competes for the same Kazakhstani consumer wallet that Vlife targets.
• Kaspi.kz: Kazakhstan's leading super-app combining payments, marketplace, and financial services with its own loyalty and cashback mechanics. Kaspi competes directly with Vlife for daily-spend wallet share and consumer mindshare within Kazakhstan, although at vastly larger scale.
• Halyk Bank (Halyk QR): Kazakhstan's largest retail bank with a national QR-payment network and digital super-app aspirations. Overlaps with Vlife on consumer payments, loyalty incentives, and merchant acquisition across Kazakhstan.

Emerging players

• Lidl Plus: European retail loyalty app with multi-tier status and couponing features. Comparable to Vlife's tiered loyalty program (Bronze through Diamond) and its use of points-based rewards at partner merchants.
• GCash: Philippine super-app for payments, savings, and merchant services. Comparable as a mobile-first, multi-vertical consumer wallet in an emerging market, similar in scale and approach to Vlife's Kazakhstan footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vlife.kz
• LinkedInlinkedin.com/company/vlife-kz

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 Vlife