Trumf
Trumf is a Norwegian consumer loyalty platform that pays members cashback (Trumf-bonus) on everyday purchases at NorgesGruppen grocery chains, 250+ online retailers, and partner utility and travel providers, with redemption options including bank transfer, SAS EuroBonus, Scandic Friends, and charitable donations.
- Company typePrivate
- Founded2005
- HeadquartersOslo, Norway
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Trumf does
Trumf AS is a Norwegian consumer loyalty and cashback platform headquartered in Oslo, serving Norwegian households with a free membership program that pays Trumf-bonus on everyday spending across groceries, fuel, flowers, electricity, mobile services, travel, and online shopping. Members earn 1% standard bonus on grocery purchases and 3% during Trippel-Trumf promotional events, with a transparent 1-krone-bonus-equals-1-krone-value proposition. Bonus can be redeemed as bank transfers, in-store payments, SAS EuroBonus points, Scandic Friends points, or charitable donations.
The platform integrates with Norway's dominant mobile payment infrastructure — Trumf Pay, Vipps, and Apple Pay — and partners with all seven NorgesGruppen grocery banners (KIWI, MENY, SPAR, Joker, Jacob's, CC Mat, Nærbutikken) plus over 250 online retailers through Trumf Netthandel (formerly ViaTrumf). The technical stack combines POS-level retailer integrations, an online shopping aggregator with browser extensions, and analytics modules: Klimainnsikt (climate footprint tracking developed with RISE and NORSUS across ~720 product groups) and Kostholdsinnsikt (dietary insights). Trumf Kredittkort, issued via NorgesGruppen Finans with AXA insurance bundles, extends the offering into financial services.
Trumf generates revenue through three streams: commissions from partner retailers based on member purchase volumes, interchange and interest income from Trumf Kredittkort, and affiliate commissions from Trumf Netthandel. Membership and bonus redemption are free for consumers; the company is funded entirely by these partner- and transaction-based revenue flows. The company operates exclusively in Norway with 51–100 employees and is privately held.
Trumf firmographics
Firmographics- Name
- Trumf
- Legal name
- Trumf AS
- Website
- https://trumf.no
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Trumf is a Norwegian consumer loyalty platform that pays members cashback (Trumf-bonus) on everyday purchases at NorgesGruppen grocery chains, 250+ online retailers, and partner utility and travel providers, with redemption options including bank transfer, SAS EuroBonus, Scandic Friends, and charitable donations.
- Ownership category
- akta.pro rank
Trumf industry classification
Industry- Product category
- Consumer Loyalty Platform
- akta.pro primary industry
- Rewards, Recognition & Merchandise Sourcing (Points, Catalogs, Gift Cards) (THAHANAC)
- akta.pro secondary industry
- Invoicing, Pay-by-Link & Virtual Accounts (CRAFALAJ)
Keywords
Where Trumf is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Trumf business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Commission from partner retailers: Trumf earns revenue by collecting commissions from partner retailers (grocery stores, online shops, service providers) based on member purchase volumes. The company does not charge members any fees for participation.
- Credit card interchange and financial services: Trumf Kredittkort generates revenue through interchange fees on card transactions and interest income on revolving credit balances. Trumf acts as a financial agent for NorgesGruppen Finans AS. The card offers up to 150,000 NOK credit limit with 45-day interest-free period.
- Trumf Netthandel affiliate commissions: Trumf Netthandel earns affiliate commissions from over 250 online retailers when members make purchases through the Trumf platform. Bonuses typically transfer to member accounts within 1-2 months for regular purchases, and 1-2 months after travel completion for travel bookings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free membership with bonus earnings on purchases |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Trumf product offering
Product offeringCore offering
Trumf is a free consumer loyalty and cashback rewards program where Norwegian members automatically earn Trumf-bonus on purchases at partner retailers across groceries (1% standard, 3% during Trippel-Trumf), fuel, flowers (Mester Grønn), electricity (Fjordkraft), mobile services (Talkmore), and 250+ online retailers via Trumf Netthandel. Bonus is redeemable as cash, automatic bank transfer, SAS EuroBonus points, Scandic Friends points, or charitable donations, and can be earned automatically via Trumf Pay, Vipps, and Apple Pay integrations, with an optional co-branded Trumf Kredittkort offering extra grocery bonus and bundled AXA insurance.
Product overview
Trumf is a Norwegian loyalty and cashback program operated by Trumf AS (a subsidiary of NorgesGruppen). The offering consists of a free core membership that earns bonus points on everyday purchases at partner stores, a mobile payment app (Trumf Pay) integrated with Vipps and Apple Pay, and a co-branded credit card (Trumf Kredittkort) with enhanced earning rates. Additional modules include Trumf Netthandel for online shopping rewards across 250+ stores, climate footprint tracking, and dietary insights. The platform enables bonus redemption as cash, bank transfers, SAS EuroBonus points, Scandic Friends points, or charitable donations. Trumf operates as a unified ecosystem where the core membership, payment integration, and credit card work together to maximize member savings across groceries, fuel, travel, and online shopping.
Differentiator
Problem solved
Functional benefit
Brands
- Trumf Netthandel: Online shopping cashback service formerly known as ViaTrumf, offering Trumf bonus at over 250 online stores.
- Trumf Kredittkort
Products and services
- Trumf Membership Free loyalty membership for Norwegian consumers that awards Trumf-bonus on purchases across partner grocery, fuel, flower, electricity, mobile, and online retail channels; bonus is redeemable as cash, bank transfer, SAS EuroBonus, Scandic Friends points, or charitable donations.
- Trumf Pay Mobile payment feature that lets members automatically accumulate Trumf-bonus when paying with Trumf Pay, Vipps, or Apple Pay at participating partner retailers.
- Trumf Kredittkort Co-branded credit card issued through NorgesGruppen Finans AS with up to 150,000 NOK credit limit and a 45-day interest-free period; offers extra Trumf-bonus on groceries plus integrated AXA travel insurance, ID theft protection, and payment/daily grocery insurance, with optional family cards.
- Trumf Netthandel Online shopping cashback portal (formerly ViaTrumf) offering Trumf-bonus at over 250 online retailers including Hotels.com, Expedia, Radisson Hotels, GetYourGuide, AVIS, Sephora, Adidas, Komplett, Dyson, and H&M; includes a browser extension (bonusvarsler) for Safari, Chrome, and Firefox that surfaces bonus opportunities, with bonuses typically clearing in 1-2 months (or 1-2 months after travel completion).
Quantifiable outcome
- Members earn 1% Trumf-bonus on groceries and 3% during Trippel-Trumf promotional events
- +2 more outcomes
Companies that use Trumf
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles1 record
Trumf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Trumf partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered flagship, core and minor.
- ScandicflagshipScandic Hotels is a new Trumf partner (2025). Members can transfer Trumf-bonus to Scandic Friends points: 1 kr bonus = 20 points (one-time transfer) or 27 points (automatic transfer). This enables bonus redemption for hotel stays and experiences.
- KIWIcoreKIWI is one of Norway's largest grocery chains and a core Trumf partner. Member purchases at KIWI contribute to Trumf-bonus earnings and fuel the dietary and climate tracking insights available through the Trumf platform.
- MENYcoreMENY grocery chain is a core Trumf partner. Member purchases at MENY generate Trumf-bonus and are included in the purchase data used for dietary and environmental insights.
- SPARcoreSPAR Norway is a key grocery partner for Trumf. Member purchases contribute to bonus earnings and insight features.
- JokercoreJoker is a Norwegian grocery chain partner in the Trumf program. Member purchases generate Trumf-bonus.
- Jacob'scoreJacob's grocery stores are Trumf partner locations where members earn bonus on purchases.
- CC MatcoreCC Mat is a partner grocery chain in the Trumf loyalty program. Member purchases contribute to Trumf-bonus.
- NærbutikkencoreNærbutikken is a network of local grocery stores participating in the Trumf program. Member purchases earn Trumf-bonus.
- Mester GrønncoreMester Grønn is a Norwegian flowers and plants retailer. Members earn 1% Trumf-bonus on all purchases and 3% during Trippel-Trumf promotional events.
- SAS EuroBonusflagshipTrumf members can transfer bonus to SAS EuroBonus: 1 kr bonus = 10 EuroBonus points (one-time) or 13.5 points (automatic transfer at 50/100/200 kr thresholds). Points are valid for SAS flights, hotels, and car rentals.
- Kirkens BymisjonminorNorwegian charity partner. Trumf members can donate their accumulated bonus to Kirkens Bymisjon, which operates over 100 services for children and youth across Norway.
- MatsentralenminorNorwegian food bank charity partner. Members can donate Trumf-bonus to Matsentralen to help reduce food waste and support those in need.
- UNICEF NorgeminorUNICEF Norway is a charity partner. Trumf members can donate accumulated bonus to support UNICEF's global work for children.
- Den Norske TuristforeningminorNorwegian Mountain Touring Association (DNT) is a charity partner. Members can donate Trumf-bonus to support outdoor activities and environmental work.
- TalkmoreminorTalkmore is a Norwegian mobile service provider partner. Members can earn Trumf-bonus on mobile services.
- FjordkraftminorFjordkraft is a Norwegian electricity provider partner. Members can earn Trumf-bonus on electricity purchases.
- NorgesGruppen Finans ASflagshipNorgesGruppen Finans AS provides the Trumf Kredittkort (co-branded credit card). Trumf acts as financial agent. The card offers up to 150,000 NOK credit limit, 45-day interest-free period, integrated travel insurance and ID theft protection from AXA.
- RISE (Research Institutes of Sweden)minorRISE has developed a climate database based on ISO-standardized lifecycle analyses for Norwegian food products. This database powers Trumf's climate insight feature, covering over 720 product groups and ~1,300 production chains.
- Norsk institutt for bærekraftsforskning (NORSUS)minorNORSUS collaborated with Trumf to develop the climate footprint tracking feature for grocery purchases, providing scientific methodology for emissions calculation.
- AXAflagshipAXA provides integrated insurance products for Trumf Kredittkort holders: travel insurance (covering cancellation, baggage, travel sickness, liability, legal assistance), ID theft protection (including legal support, financial compensation, removal of harmful online content, psychological help), and payment/daily grocery insurance.
- Hotels.comminorOnline travel booking partner available through Trumf Netthandel. Members earn up to 7.8% Trumf-bonus on bookings. Bonus transfers 1-2 months after travel completion.
- ExpediaminorOnline travel booking partner through Trumf Netthandel. Members earn Trumf-bonus on travel bookings.
- KomplettminorNorwegian online electronics retailer partner through Trumf Netthandel.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Trumf competitors and assessment
Company assessmentDirect peers
- Rakuten: Global cashback and affiliate marketplace paying members for purchases at partner retailers. Operates the same retailer-funded bonus model as Trumf Netthandel, with a portal-based discovery flow and bank/Miles-style redemption.
- Honey (PayPal): Browser-extension cashback and coupon platform now part of PayPal. Mirrors Trumf Netthandel's browser bonusvarsler mechanic and the affiliate-funded consumer value proposition.
- Quidco: UK-based cashback platform operating on the same merchant-commission, free-membership model. Comparable in product scope, redemption options, and partnership-led monetization to Trumf.
- TopCashback: Pure-play cashback aggregator with thousands of online retail partners and pure cash redemption. Closest functional analogue to Trumf Netthandel's affiliate commission engine.
- RetailMeNot: Coupons, deals, and cashback platform with retailer-funded economics. Comparable discovery and affiliate flow to Trumf Netthandel, particularly across fashion, beauty, and electronics partners.
- Æ (Rema 1000): Rema 1000 Norway's first-party loyalty app competing directly with Trumf in grocery. Single-retailer alternative that threatens Trumf's grocery wallet position.
- Coop Norge: Coop Norway's Coop Mega loyalty platform is the largest competing grocery coalition in Norway. Direct competitor for grocery bonus share and a key determinant of Trumf's retailer mix.
Broad incumbents
- Cardlytics: Card-linked offer platform monetizing bank-card transaction data with retailers, paralleling Trumf's purchase-data insights (climate, dietary) and retailer-funded revenue model at much larger scale.
Regional players
- Payback: Germany's largest multi-retailer loyalty coalition, collecting points across grocery, fuel, online, and travel. Direct analogue of Trumf's multi-category coalition model in another European market.
- iGraal: French cashback platform with a points-and-cash redemption model similar to Trumf. Comparable in mid-sized European retail landscape with bank and retail partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Trumf social profiles
Digital presenceTrumf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trumf leadership team
Management profileNumber of profiles
Profiles1 record
Trumf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trumf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Trumf
What does Trumf do?
Trumf is a free consumer loyalty and cashback rewards program where Norwegian members automatically earn Trumf-bonus on purchases at partner retailers across groceries (1% standard, 3% during Trippel-Trumf), fuel, flowers (Mester Grønn), electricity (Fjordkraft), mobile services (Talkmore), and 250+ online retailers via Trumf Netthandel. Bonus is redeemable as cash, automatic bank transfer, SAS EuroBonus points, Scandic Friends points, or charitable donations, and can be earned automatically via Trumf Pay, Vipps, and Apple Pay integrations, with an optional co-branded Trumf Kredittkort offering extra grocery bonus and bundled AXA insurance.
Is Trumf a public or private company?
Trumf is a private company. It is classified as unknown and is currently operating.
When was Trumf founded?
Trumf was founded in 2005. It employs 51 to 100 people.
Where is Trumf based?
Trumf is headquartered in Oslo, Norway, in the Europe region.
How does Trumf make money?
Three revenue lines are on record. Commission from partner retailers are the primary driver. The others are credit card interchange and financial services and trumf Netthandel affiliate commissions.
Who are Trumf's main competitors?
Direct peers on record are Rakuten, Honey (PayPal), Quidco, TopCashback, RetailMeNot, Æ (Rema 1000) and Coop Norge. Cardlytics is listed as a broad incumbent. Regional players are Payback and iGraal.
Does Trumf have an API?
No public API is recorded for Trumf.
What industry is Trumf in?
Trumf's product category is Consumer Loyalty Platform. Its primary akta.pro industry code is THAHANAC, Rewards, Recognition & Merchandise Sourcing (Points, Catalogs, Gift Cards), with a secondary code of CRAFALAJ, Invoicing, Pay-by-Link & Virtual Accounts.