Rewardle
Rewardle is a Melbourne-based mobile loyalty platform that aggregates 5,000+ Australian local merchants and 3M+ consumer members under a unified Ribbons points system, monetized via merchant subscriptions and marketplace commissions from its YourGrocer acquisition.
- Company typePrivate
- Founded2011
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Rewardle does
Rewardle is a Melbourne-headquartered mobile loyalty and digital membership platform founded in 2011 and listed on the ASX under ticker RXH. Its core product is a consumer-facing app that aggregates local merchants under a unified "Ribbons" points currency, paired with a merchant business portal for CRM, promotions, and member management. The platform reports 3M+ consumer members and 5,000+ Australian local businesses, with $25M+ in rewards distributed historically.
The product surface has expanded beyond core loyalty to include Postcoder, a local lifestyle content subscription, and Digital Visitor Registration, a COVID-era compliance tool for merchants. In April 2023 Rewardle acquired YourGrocer, an online grocery marketplace, adding marketplace GMV and commission economics to the existing per-merchant subscription model. The Reward Investing fund feature was discontinued as part of a refocus on physical-retail and grocery verticals.
The business operates exclusively in Australia and is monetized through a combination of merchant subscription fees (quote-based, with a freemium entry tier) and marketplace commissions from YourGrocer. The customer base is a long tail of small and medium-sized local merchants with no disclosed enterprise anchors. Rewardle does not disclose auditable revenue, and scraped financial figures are inconsistent with its employee count and merchant scale.
Rewardle firmographics
Firmographics- Name
- Rewardle
- Legal name
- Rewardle Pty Ltd
- Website
- https://rewardle.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rewardle is a Melbourne-based mobile loyalty platform that aggregates 5,000+ Australian local merchants and 3M+ consumer members under a unified Ribbons points system, monetized via merchant subscriptions and marketplace commissions from its YourGrocer acquisition.
- Ownership category
- akta.pro rank
Rewardle industry classification
Industry- Product category
- Customer Loyalty Software
- NAICS
- Direct Mail Advertising (54186)
- akta.pro primary industry
- Loyalty, Rewards & Incentive Programs (BPAFAMAE)
- akta.pro secondary industry
- Rewards, Incentives & Gift Card Program Services (MPAAAIAG)
Keywords
Where Rewardle is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Rewardle business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Services to Merchants: Rewardle provides a marketing and promotions platform facilitating membership, points and reward programs for participating third-party businesses (Merchants and Channel Partners). The platform acts as a marketing or sales agent/media platform for merchants who promote their business through the platform. Specific transaction terms and commission structures are not publicly disclosed.
- Postcoder Services: Postcoder is a lifestyle content website that forms part of the Rewardle Platform. Users who sign up for Postcoder updates automatically become members of the Rewardle Platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Merchant platform - Free consultation / Quote-based pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Rewardle product offering
Product offeringCore offering
Rewardle operates a mobile loyalty and rewards platform that connects more than 5,000 local Australian merchants with over 3,000,000 consumers through a unified points currency called Ribbons. The consumer-facing Rewardle App enables members to earn Ribbons at participating local businesses, store digital membership cards, and double-dip with merchants' existing loyalty programs, while the Business Portal provides merchants with membership management, rewards customization, and email, social, and mobile marketing tools.
Product overview
Rewardle is a loyalty and rewards platform consisting of a mobile app (Rewardle App) for consumers and a Business Portal for merchants. The platform centers on Ribbons, a local loyalty point currency, enabling members to earn and redeem rewards at 5,000+ local Australian businesses. Additional offerings include the Digital Visitor Registration Tool (standalone COVID-19 contact tracing app held separately), Postcoder (lifestyle/address services), and the now-discontinued Reward Investing feature. The platform provides marketing tools including analytics, email, social, and mobile capabilities for participating merchants.
Differentiator
Problem solved
Functional benefit
Products and services
- Rewardle App
Companies that use Rewardle
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Rewardle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Rewardle partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Merchants (Participating Third-Party Businesses)coreMerchants are participating third-party businesses (local retailers, hospitality, services) from whom members make in-store or online purchases. They provide products and services to registered members and are promoted through the Rewardle Platform. The platform facilitates their marketing and promotions including membership, points and reward programs.
- Channel Partners (Suppliers, Franchisors, Landlords)minorChannel Partners are third-party businesses involved with Merchants, including suppliers, franchisors or landlords of one or more Merchants. Members may not have direct interaction with Channel Partners but they are part of the Rewardle ecosystem. Personal information may be shared with Channel Partners per the privacy policy.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Rewardle competitors and assessment
Company assessmentDirect peers
- Thanx: Thanx is a digital loyalty and customer engagement platform for restaurants and retail SMBs, similar to Rewardle in targeting local merchants with digital punch cards, rewards, and customer data marketing tools.
- Belly: Belly is a digital loyalty platform built for independent SMBs, offering a points-based system and merchant marketing tools; highly comparable to Rewardle's Ribbons program and SMB merchant acquisition GTM.
- Stamp Me: Stamp Me is a mobile loyalty platform targeting independent merchants with digital stamp cards, directly competing in the same SMB loyalty space as Rewardle with comparable merchant acquisition and consumer app model.
- Como: Como is a customer engagement and loyalty platform for SMBs in retail, hospitality, and services, providing mobile membership cards, offers, and marketing automation closely paralleling Rewardle's feature set.
- LoyaltyLion: LoyaltyLion is a loyalty and rewards platform for Shopify-based SMB merchants with points programs and data marketing tools, comparable to Rewardle's merchant-facing rewards platform and member engagement features.
- Punchh: Punchh (now part of PAR Technology) is a digital loyalty and customer engagement platform primarily for restaurants and retail chains, comparable to Rewardle's merchant marketing and member loyalty model with mobile-led digital punch cards.
- Smile.io: Smile.io provides points-based loyalty programs primarily to e-commerce SMB merchants, comparable to Rewardle's Ribbons framework of a unified loyalty currency and merchant-customizable rewards.
- Fivestars (now SumUp Loyalty): Fivestars (acquired by SumUp) is a leading SMB-focused digital loyalty and marketing platform in the US, directly comparable to Rewardle's model of providing small local businesses with membership, points, rewards, and data-driven marketing tools.
Broad incumbents
- Square Loyalty: Square (Block) offers an integrated loyalty product to its massive base of small-business payment customers, comparable to Rewardle's SMB marketing platform but bundled into a much broader payments and commerce suite.
- Yotpo: Yotpo is a broader commerce marketing platform with a loyalty product alongside reviews, SMS, and email, comparable to Rewardle in its SMB marketing tools but offering a wider SaaS suite.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rewardle social profiles
Digital presenceRewardle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rewardle leadership team
Management profileNumber of profiles
Profiles1 record
Rewardle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rewardle M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rewardle
What does Rewardle do?
Rewardle operates a mobile loyalty and rewards platform that connects more than 5,000 local Australian merchants with over 3,000,000 consumers through a unified points currency called Ribbons. The consumer-facing Rewardle App enables members to earn Ribbons at participating local businesses, store digital membership cards, and double-dip with merchants' existing loyalty programs, while the Business Portal provides merchants with membership management, rewards customization, and email, social, and mobile marketing tools.
Is Rewardle a public or private company?
Rewardle is a private company. It is classified as public and is currently operating.
When was Rewardle founded?
Rewardle was founded in 2011. It employs 11 to 50 people.
Where is Rewardle based?
Rewardle is headquartered in Melbourne, Australia, in the Oceania region.
How does Rewardle make money?
Two revenue lines are on record. Platform Services to Merchants are the primary driver. The others are postcoder Services.
Who are Rewardle's main competitors?
Direct peers on record are Thanx, Belly, Stamp Me, Como, LoyaltyLion, Punchh, Smile.io and Fivestars (now SumUp Loyalty). Broad incumbents are Square Loyalty and Yotpo.
Does Rewardle have an API?
No public API is recorded for Rewardle.
What industry is Rewardle in?
Rewardle's product category is Customer Loyalty Software. Its primary akta.pro industry code is BPAFAMAE, Loyalty, Rewards & Incentive Programs, with a secondary code of MPAAAIAG, Rewards, Incentives & Gift Card Program Services. Its NAICS code is 54186.