FidelPass

What FidelPass does

FidelPass is a Toulouse-based French SaaS company that operates a loyalty and customer engagement platform for local commerce, founded in 2007 (with platform operations from 2009). The company serves independent small and medium merchants (bakeries, butcheries, restaurants, cafes, boutiques, florists, beauty salons, parapharmacies) as well as merchant associations, federations, and municipalities that deploy collective loyalty and gift card programs across town centers. Reported scale includes 5,000+ equipped merchants and 2,000,000+ participants across France.

The core technology is a QR code-based loyalty platform that supports both physical PVC loyalty cards and a browser-accessible digital 'Smartcarte' delivered via a secure email link, deliberately avoiding native mobile app installation. The product stack includes single-merchant loyalty cards (points, cashback, milestone rewards), gift cards in physical PVC, PDF, and digital formats, multi-merchant territory gift cards, automated couponing and promotional animations, a geolocated merchant directory, a customer database with email/SMS campaign tools, and a collective digital wallet (cagnotte) for multi-commerce loyalty schemes. The platform is hosted on OVH infrastructure with data stored in France and uses Stripe for digital gift card payment processing.

FidelPass operates a dual revenue model: a €37.90/month (HT) subscription for independent merchants, and a 5% commission on gift card transactions for territory networks (associations, municipalities, federations) with zero setup fees. Go-to-market combines a self-serve online signup for SMBs with a direct sales motion targeting merchant associations and municipalities, supported by certified partnerships with Banque des Territoires, France Relance, and Petites Villes de Demain (ANCT) that channel public funding toward territory deployments. The company is privately held (FidelPass SAS, share capital €320,000), founder-led with Florent Martenne-Duplan as Director of Publication, and operates with a very small team of 1–10 employees.

Name

FidelPass

Legal name

FidelPass SAS

Website

https://fidelpass.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

FidelPass is a Toulouse-based SaaS platform that provides QR-code-based loyalty programs, gift cards, and multi-merchant territory networks for independent French retailers, merchant associations, and municipalities.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

akta.pro primary industry

Loyalty Technology Platforms (LMS, Wallets, APIs) (THABAKAH)

akta.pro secondary industries

Digital Wallet Platforms (Consumer & Merchant) (BPAMAFAC), Merchant / Closed-Loop Wallets (Retail & Marketplace) (FSAMAEAF), Embedded Wallets (Platforms & Marketplaces) (FSAMAEAM)

Keywords

• Loyalty program software
• Gift card platform
• Customer engagement tools
• Merchant loyalty solutions
• Multi-merchant network

Headquarters

HQ city

Toulouse

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Merchant Subscription: Monthly subscription fee charged to independent merchants for access to loyalty program, gift card management, marketing tools, and merchant dashboard. Includes tablet, unlimited loyalty cards, and dedicated management space.
2. Gift Card Commission: 5% commission on gift card transactions processed through the multi-merchant gift card platform. Territory associations pay no setup fee but commission applies on all gift card credits and debits.
3. Network/Multi-merchant Program Fees: Fees for merchant associations, municipalities, and federations deploying multi-commerce loyalty and gift card programs. Self-financing model with setup costs covered by generated commission revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

FidelPass sells a SaaS-based loyalty and gift card platform for French local commerce, enabling independent merchants, merchant associations, and municipalities to operate loyalty programs (in physical PVC and digital smartcard formats), multi-merchant gift card networks, automated marketing campaigns, geolocated merchant directories, and collective digital wallets. The platform is consumed by SMB retailers directly and by territory-level buyers (associations, municipalities) for multi-merchant deployments across France.

Product overview

FidelPass is a loyalty and customer engagement platform for local commerce, built around a modular architecture combining a core loyalty card product (available in physical PVC and dematerialized smartphone formats via the Smartcarte), gift cards (single-merchant and multi-merchant territory variants), and a suite of add-on modules including automated couponing, promotional games and animations, a geolocated merchant directory, customer database management, and digital wallet/cagnotte features. For multi-merchant networks (associations of traders, municipalities, federations), FidelPass offers an integrated platform combining all these services with a centralized back office (Espace Pro) for consolidated management, reporting, and cross-merchant loyalty schemes. The Smartcarte is the consumer-facing digital interface — a web-based loyalty card accessible without a native app — while the Espace Pro is the merchant-facing dashboard for program configuration and analytics.

Differentiator

Problem solved

Functional benefit

Brands

• Pass Territoire: A sub-brand/exploitation label used on subdomain passterritoire.fidelpass.com for multi-merchant territory gift cards managed by FidelPass.

Quantifiable outcome

• 60% of gift card recipients spend more than the card value, generating additional revenue for merchants
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Smile.io: Smile.io is a loyalty and rewards platform focused on SMB and mid-market merchants (especially Shopify merchants). Both Smile.io and FidelPass deliver points-based loyalty, VIP programs, and gift card functionality to small businesses with similar PLG distribution approaches.
• LoyaltyLion: LoyaltyLion is a loyalty and engagement platform built for Shopify SMB merchants. It offers points, tiers, and rewards mechanics highly comparable to FidelPass's loyalty card product, targeting the same independent merchant segment.
• PassKit: PassKit enables businesses to issue digital loyalty cards, membership cards, and coupons to mobile wallets (Apple Wallet, Google Pay). It competes with FidelPass's digital smartcard and gift card functionality, particularly for SMBs seeking app-based or wallet-pass delivery.
• Stamp Me: Stamp Me is a multi-merchant loyalty platform using digital stamp cards accessible via QR codes and apps. It competes directly with FidelPass's smartcard approach, particularly for SMB networks wanting shared loyalty across multiple merchants.
• Thanx: Thanx is a loyalty and digital payments platform for restaurants and retail SMBs. It overlaps with FidelPass's restaurant and food retailer customer base, offering similar loyalty mechanics with deeper payments integration.
• Kangaroo Rewards: Kangaroo Rewards provides multi-merchant loyalty, gift card, and CRM features for SMBs and merchant associations. It is a direct functional peer to FidelPass's multi-commerce platform, with similar targeting of local commerce and town center revitalization.

Broad incumbents

• Punchh: Punchh is a loyalty and digital engagement platform for restaurant and retail chains. It serves a larger enterprise customer base than FidelPass but addresses the same loyalty and gift card use cases at the SMB-to-mid-market level.
• Birdeye: Birdeye is a customer experience platform for SMB and mid-market local businesses offering reviews, messaging, and loyalty. Its emerging loyalty features overlap with FidelPass's automated marketing and customer database modules for local merchants.
• Yotpo: Yotpo is a broad customer marketing platform combining loyalty, reviews, SMS, and email for SMB and enterprise merchants. It overlaps directly with FidelPass's loyalty, gift card, and automated marketing/couponing offerings but operates at much larger scale with venture backing.
• Square Loyalty: Square's built-in loyalty product (from Block) targets SMB merchants already on Square POS with points-based loyalty and gift cards. It represents an embedded incumbent that competes with FidelPass for the same independent merchant segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FidelPass-186933798352501
• Instagraminstagram.com/fidelpass_pro
• Xx.com/FidelPass

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 FidelPass