DiCARDS

What DiCARDS does

DiCARDS is a Russian B2B SaaS company that delivers electronic loyalty card solutions in Apple Wallet (iOS) and Android Wallet formats, replacing physical plastic loyalty cards with digital wallet passes. Founded in 2016 and operating through the legal entity OOO "Region38" (Limited Liability Company) headquartered in Irkutsk, the company targets small and mid-sized businesses across retail, HoReCa (restaurants, cafes, hotels), service industries (beauty, fitness, medical), libraries, and entertainment venues. End customers carry the loyalty pass on their smartphones and receive free push notifications as an alternative to paid SMS campaigns.

The core technology stack combines a web-based client personal account (LK2) for managing card templates, electronic questionnaires, and push mailing campaigns, with an API layer (API ID / API KEY / API server credentials) and pre-built integration modules for over 20 Russian business software platforms including 1C (Розница, УНФ, УУ11), rKeeper, iiko, Poster, TillyPad, YCLIENTS, Mindbox, Manzana Loyalty, MoySklad, Luxe Retail, MCRM PRO, 1C-Bitrix, IRBIS, OPAC-Global, and InfoTech. Several modules are embedded natively inside partner software (notably iiko) or carry official partner designations (Mindbox, Manzana), reducing implementation friction for end customers. Real-time data synchronization, dynamic card design updates, and barcode generation (EAN13 or serial) are core platform capabilities.

DiCARDS operates a subscription-based revenue model with annual billing and custom quote-based pricing; no public pricing tiers are disclosed. The go-to-market is API-first and partner-led: direct website inquiry handling combined with distribution through partner software marketplaces and native embedments. The company employs 1-10 staff, operates exclusively within Russia, has no disclosed funding or external investment, and shows no public customer logos or revenue figures in the source material.

Name

DiCARDS

Legal name

OOO "Region38" (Общество с ограниченной ответственностью «Регион38»)

Website

https://dicards.ru

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

DiCARDS is a Russian B2B SaaS company providing electronic loyalty cards via Apple Wallet and Android Wallet, integrating with 20+ Russian business platforms (1C, iiko, rKeeper, YCLIENTS, Mindbox) to replace plastic loyalty cards for retail, HoReCa, and service businesses.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

akta.pro industry

PRIMARYFSAMAEAF

Merchant / Closed-Loop Wallets (Retail & Marketplace)

Financial & Insurance/Payments & Transaction Processing/Digital Wallets & Mobile Payments

SECONDARYFSAMANAB

Closed-Loop Gift Cards (Single-Merchant)

Financial & Insurance/Payments & Transaction Processing/Prepaid, Gift Cards & Stored Value

SECONDARYFSAMANAL

Gift Card Processing, Issuance Platforms & Aggregators

Financial & Insurance/Payments & Transaction Processing/Prepaid, Gift Cards & Stored Value

Keywords

• Digital loyalty cards
• Mobile wallet passes
• Loyalty platform software
• POS integration modules
• Push notification marketing

Headquarters

HQ city

Irkutsk

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Digital Wallet Loyalty Card Service: Subscription-based service providing electronic loyalty card wallet solutions for businesses. Companies pay for access to the DiCARDS platform to create, manage, and distribute digital loyalty cards to their customers via Apple Wallet and Android Wallet.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

DiCARDS provides a B2B SaaS platform that creates and manages digital loyalty cards in Apple Wallet and Android Wallet (Google Pay) formats for Russian businesses. The platform replaces physical plastic loyalty cards with smartphone-based wallet passes that support real-time bonus balances, discount levels, and dynamic card designs. It includes pre-built integration modules with popular Russian POS, CRM, ERP, and marketing automation systems (1С, rKeeper, iiko, TillyPad, Poster, YCLIENTS, Mindbox, Manzana, etc.) and a Client Personal Account (LK2) for managing card templates, customer questionnaires, and push notification campaigns.

Product overview

DiCARDS is a Russian fintech/retailtech company providing electronic loyalty card solutions (Wallet passes) for iOS and Android platforms. The core product consists of digital loyalty cards that replace plastic cards and paper questionnaires. The platform includes a Client Personal Account (LK2) for managing card templates, customer questionnaires, and push notification campaigns. Integration modules connect with major Russian POS, ERP, and CRM systems including 1C, iiko, r_keeper, TillyPad, Poster, yClients, Mindbox, Manzana, and LuxRetail. The system supports real-time card data updates, dynamic card design changes, and marketing push notifications as alternatives to SMS campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Electronic Loyalty Cards (Wallet Passes) Digital loyalty cards in Apple Wallet and Google Wallet formats for iOS and Android smartphones. Enables businesses to create new communication channels with customers, replace paper questionnaires, and deliver push notifications instead of expensive SMS campaigns. Cards display real-time information including bonus balances, discount levels, and card expiration.
• Client Personal Account (LK2) Web-based dashboard for managing electronic cards, card templates, customer questionnaires, push notifications, and analytics. Includes tools for card template design, questionnaire creation, push mailing scheduling, and card group management.

Quantifiable outcome

• Push notifications replace expensive SMS campaigns, significantly reducing customer communication costs
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core.

• 1С (1C LLC)coreTechnology or IntegrationDiCARDS provides a native integration module for 1С business automation software (1С:Розница, 1С:УНФ, 1С:УТ11). The module installs as an extension through 1С administration, enabling automatic loyalty card creation and customer data synchronization with 1С databases.
• rKeepercoreTechnology or IntegrationDiCARDS integration module for rKeeper restaurant automation system works with R-Keeper CRM 7. Enables digital wallet loyalty cards to display bonus, discount, and deposit account information from rKeeper.
• iikocoreTechnology or IntegrationDiCARDS electronic wallet card functionality is built directly into iiko restaurant automation system as a native feature. iiko is used by establishments from small cafes to large restaurant chains with hundreds of outlets.
• YCLIENTScoreTechnology or IntegrationDiCARDS provides integration module for YCLIENTS online appointment and service business automation platform. Enables digital wallet cards for beauty salons, fitness centers, and other service businesses with real-time data synchronization.
• MindboxcoreTechnology or IntegrationOfficial partner solution. DiCARDS integration with Mindbox retail marketing automation platform enables loyalty card creation directly in customer profiles, SMS/email/QR distribution, and push notifications. Mindbox processes over 23,000 orders and calculates 70,000+ carts per hour.
• Manzana LoyaltycoreTechnology or IntegrationOfficial partner solution listed in Manzana's partner ecosystem. Integration enables electronic loyalty cards for Microsoft Dynamics-based loyalty programs, with SMS-based card delivery capability and real-time balance updates.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Antavo: Antavo is a loyalty management platform serving retail and fashion brands with integrated campaign and membership tools. Both companies operate in the SaaS loyalty infrastructure layer with integration-led GTM, though Antavo is broader in scope.
• Manzana Loyalty: Manzana Loyalty is a partner of DiCARDS (official partner solution listed in Manzana's ecosystem) providing loyalty management on Microsoft Dynamics. While a partner today, it competes for the same end-customer wallet-pass deployments.
• Vibes: Vibes is a mobile wallet marketing platform enabling brands to push notifications via Apple Wallet and Google Pay. Direct functional overlap with DiCARDS' push notification and loyalty card offering, primarily serving US enterprise clients.
• PassKit: PassKit is a global SaaS platform for creating and managing digital wallet passes (Apple Wallet and Google Pay), with CRM/marketing integrations. DiCARDS is the closest functional analogue — both sell B2B SaaS for loyalty/coupon/membership passes delivered to mobile wallets.
• PassNinja: PassNinja provides a developer-first API platform for issuing mobile wallet passes with CRM integrations. DiCARDS' API-first GTM and integration architecture map closely to PassNinja's model.

Broad incumbents

• Yotpo: Yotpo is an established e-commerce marketing platform offering loyalty, reviews, and SMS marketing. Its Loyalty product competes with DiCARDS for wallet-based retention programs but as part of a much wider marketing suite.
• SessionM (Mastercard): SessionM, owned by Mastercard, provides enterprise loyalty and customer engagement software. A larger incumbent competing in the loyalty infrastructure space with broader CRM/data capabilities than DiCARDS.
• Stocard (Klarna): Stocard was a consumer mobile wallet loyalty aggregator acquired by Klarna. Comparable as a digital loyalty card platform, though consumer-facing rather than merchant-facing, and now embedded in Klarna's super-app.

Regional players

• BonusTrack: BonusTrack is a Russian/CIS-focused loyalty program management platform serving retailers. Direct regional peer serving the same SMB and mid-market retail customers as DiCARDS in Russia.

Emerging players

• Open Loyalty: Open Loyalty is an open-source loyalty platform for retail and e-commerce. Similar integration-friendly, developer-led positioning to DiCARDS, but focused on broader program design rather than wallet-pass issuance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dicards

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 DiCARDS