Toll Road Marketing

What Toll Road Marketing does

Toll Road Marketing is a Richardson, Texas-based marketing agency that builds customized loyalty rewards programs for the toll transportation sector. Founded around 2006 as a service of Whapps, LLC (parent company founded 2002), the company operates as a closely-held subsidiary with approximately 101-250 employees across Dallas, TX (corporate headquarters) and Cincinnati, OH (operations). Toll Road Marketing serves two primary customer segments: tolling agencies and transit authorities (enterprise B2G) on the buy-side, and local/national merchants (SMB) supplying rewards on the supply-side. The flagship offering is the turn-key Loyalty Rewards Program, delivered as a modular framework including a custom-branded website portal, targeted email campaigns (bi-weekly cadence), turnkey technology infrastructure, IT and program support, analytical reporting, and data-driven personalization. Underpinning deployments is a rewards catalog with 100,000+ options (gift cards, travel perks, sports/event tickets, restaurant discounts, family packages) sourced from participating merchants.

The platform supports desktop and mobile interfaces with multi-lingual and multi-currency capabilities across 120+ countries, though named deployments are concentrated in the United States. The primary reference deployment is TollPerks for the North Texas Tollway Authority (NTTA), which serves 900K+ active participants and functions as the public case study validating the model. Toll Road Marketing acquires enterprise clients via a direct enterprise field sales motion led by senior account executives (including personalized agency assessments and 'Schedule a Call' outreach) and recruits merchants through a structured three-phase roadmap (contact, promotion tailoring, activation) focused on the DFW metro area. Documented merchant outcomes include $35,000+ in generated sales from a single promotion (MyPlates.com) and 1,000+ ticket redemptions (Taste of Dallas).

Revenue derives from service fees and recurring program management payments from tolling agency clients, with secondary value flowing from merchant-side economics (no revenue sharing or credit card fees charged to participating merchants per stated terms). The company is founder-led under Michael Levy (Founder & CEO) and operates without any disclosed external funding, institutional investors, or M&A activity. There are no patents, regulatory actions, certifications, or product launches outside the TollPerks program update highlighted in 2024 indicated in the source data.

Name

Toll Road Marketing

Legal name

Toll Road Marketing

Website

https://tollroadmarketing.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Toll Road Marketing is a Richardson, Texas-based marketing agency that designs and operates turn-key loyalty rewards programs for tolling agencies and transit authorities, anchored by the TollPerks platform for the North Texas Tollway Authority serving 900K+ drivers and a 100,000+ option merchant rewards catalog.

Ownership category

akta.pro rank

Product category

Loyalty Marketing Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Managed Services & Operations Outsourcing for Tolling/RUC Programs (TLAJABAL)

akta.pro secondary industry

Tolling, Pricing & Revenue Operations (Toll Roads, Congestion Pricing, Enforcement) (BPAIALAH)

Keywords

• Toll loyalty programs
• Rewards program management
• Marketing agency services
• Transit authority marketing
• Loyalty platform services

Headquarters

HQ city

Richardson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Loyalty Rewards Program Services: Turn-key loyalty rewards programs for tolling agencies. Revenue likely derived from service fees paid by tolling agencies for program design, technology, and ongoing management.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Toll Road Marketing is a specialized marketing agency that designs, builds, and operates customized loyalty rewards programs for tolling agencies and transit authorities. The company recruits and onboards merchants to populate a 100,000+ reward catalog (gift cards, travel, dining, sports, family packages), runs branded consumer-facing portals such as TollPerks, and manages targeted email campaigns, reporting, and program analytics to drive toll pass adoption and engagement.

Product overview

Toll Road Marketing offers a turn-key loyalty rewards platform specifically designed for the toll transportation industry. The core product is the Loyalty Rewards Program, supported by a modular framework including Branded Website, Targeted Email Campaigns, Turnkey Technology, IT & Program Support, Analytical Reporting, and Data-Driven Insights modules. The company's primary branded offering is TollPerks, an innovative rewards platform where drivers earn points redeemable for rewards from merchant partners. The system integrates a comprehensive rewards catalog with 100,000+ options to incentivize toll road usage and increase pass conversion rates for tolling agencies.

Differentiator

Problem solved

Functional benefit

Brands

• TollPerks: An innovative rewards program designed to enhance the driving experience for frequent toll road users. Drivers can earn points redeemable for rewards from national and local partner businesses.

Products and services

• TollPerks Loyalty Rewards Program

Quantifiable outcome

• Over 900K active participants in loyalty rewards programs
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• North Texas Tollway Authority (NTTA)flagshipStrategic or Co-development PartnerNTTA is the primary client case study featuring the TollPerks rewards program. Toll Road Marketing creates and manages a loyalty rewards program for NTTA that enables drivers to earn points redeemable for rewards from national and local merchants. The program includes bi-weekly email blasts and successful tag registration/conversion.
• TollPerkscoreOthersTollPerks is the consumer-facing rewards brand operated by Toll Road Marketing for tolling agency clients. The platform enables drivers to earn points redeemable for rewards from participating merchants including restaurants, entertainment venues, and retailers.
• WHAPPS LLCcoreTechnology or IntegrationWHAPPS LLC (web-hosted applications) is the parent company founded in 2002 that provides the technology, services, and expertise behind Toll Road Marketing's reward programs. WHAPPS supports many of the world's best employee, customer, and channel reward programs.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Thanx: Thanx is a digital loyalty and customer engagement platform focused on restaurants and retail. It is comparable as an emerging player building branded loyalty and merchant-rewards experiences that could overlap with Toll Road Marketing's localized merchant-driven rewards model.
• Paytronix: Paytronix provides loyalty, gift card, and online ordering platforms for restaurant and retail chains. It is an emerging player in merchant-driven loyalty that aligns with how Toll Road Marketing drives engagement between toll drivers and local merchants.

Direct peers

• Yiftee: Yiftee delivers digital gift cards and local-merchant rewards programs for businesses, government, and communities. It is highly comparable to Toll Road Marketing's TollPerks model of connecting end users with local merchant redemptions through a turnkey platform.
• Tremendous: Tremendous is a digital rewards and payouts platform offering gift cards, prepaid cards, and payouts to businesses. It competes directly with Toll Road Marketing as a white-label rewards infrastructure provider for organizations running participant/loyalty programs.
• Rybbon: Rybbon is a digital rewards and incentives platform that helps organizations deliver gift cards and rewards to participants. It serves marketing, research, and customer loyalty use cases comparable to Toll Road Marketing's tolling-agency programs.
• Tango Card: Tango Card operates a rewards and incentives platform with a large global catalog of gift cards and digital rewards. Like Toll Road Marketing, it powers branded loyalty and incentive programs for enterprises, though with broader industry coverage beyond tolling.

Broad incumbents

• Blackhawk Network: Blackhawk Network is a large established provider of gift card, payment, and rewards network solutions. It is comparable as a broad incumbent offering the underlying rewards catalog and branded incentive infrastructure that Toll Road Marketing also leverages.
• HelloWorld (Hello Loyalty): HelloWorld (formerly ePrize) is a digital engagement and loyalty platform running sweepstakes, rewards, and incentive programs for major brands. It is comparable as a broader incentive marketing incumbent serving customers similar to Toll Road Marketing's tolling-agency clients.
• Epsilon Data Management (Loyalty): Epsilon is a large marketing services firm operating loyalty, CRM, and customer engagement programs for global brands. It represents a broad incumbent competing for the same customer engagement and loyalty budgets that tolling agencies allocate to vendors like Toll Road Marketing.
• Aimia (Loyalty Solutions): Aimia operates large-scale coalition and proprietary loyalty programs globally, including Aeroplan. It is comparable as a broad incumbent with deep experience in loyalty program operations, analytics, and member engagement relevant to Toll Road Marketing's service offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Toll Road Marketing