Name

VIADA Baltija

Legal name

AS VIADA BALTIJA

Website

https://viada.lv

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations and Fuel Dealers (457)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industries

Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Fuel Card & Fleet Payment Programs (TLABAMAA), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Fuel retail services
• Fuel payment cards
• Convenience store products
• EV charging stations
• Car wash services

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Fuel Retail: Sale of gasoline (98 Multi FX, 95 Multi FX, 95 Multi FX Plus), diesel (standard, Multi FX, agricultural), and autogas/LPG to retail and business customers at 102 stations across Latvia. Revenue 2024: 291.225 million EUR.
2. Fuel Card Services: Fuel settlement cards (debit and credit) for businesses enabling cashless payment for fuel, products, and services across Latvia and partner networks in Lithuania, Estonia, and Poland. Cards provided free of charge with volume-based discounts.
3. Convenience Store Sales: Sale of hot food (hot dogs, burgers), coffee, cold beverages, and convenience store products at fuel stations.
4. Car Wash Services: Automated car wash services at 28+ stations with various wash programs including new generation washes with foam application. Prices updated from February 2026.
5. Trailer Rental: Trailer rental service at 91 fuel stations across Latvia, with open and tent-covered single-axle trailers available.
6. Fishing Cards: Fishing cards sold at stations: 3-month card for 7.50 EUR, annual card for 15.00 EUR.
7. Road Toll (Vignette) Sales: Sale of road usage tolls/vignettes at designated stations during specified hours.
8. Gift Cards: Multi-use electronic gift cards valid for fuel and products/services at VIADA full-service stations. Valid for 10 months, top-up up to 3000 EUR.
9. VIADA Plus Loyalty Program: Loyalty program with cash accumulation for fuel and products. Discount of 0.025 EUR/liter up to 70 liters monthly, 0.035 EUR/liter above 70 liters. Free coffee every 8th purchase, free hotdog every 7th, free car wash every 5th.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

VIADA Baltija operates a network of 102 fuel stations across all four regions of Latvia (Kurzeme, Zemgale, Vidzeme, and Latgale), retailing Multi FX-branded gasoline (95 and 98 octane) and diesel alongside standard fuels and autogas. The company sells fuel payment cards and loyalty cards for individuals and legal entities, and offers ancillary station services including automated car washes, trailer rentals, fishing permits, road vignettes, hot food and beverages, and electric vehicle charging through a partnership with Elektrum Drive.

Product overview

VIADA Baltija operates 102 fuel retail stations across Latvia under the VIADA brand, offering a diversified portfolio of products and services. The core offering consists of fuel products — petrol (95 Multi FX, 98 Multi FX, 95 Multi FX Plus), diesel (D, D Multi FX, farmer's diesel), autogas — and MULTI FX branded fuels with multifunctional additive packages that clean engines and improve performance. Complementary to fuel retail, the company offers a broad set of services: VIADA plus loyalty cards (personal and business), debit/credit fuel payment cards, gift cards, trailer rental at 91 stations, car wash services (automatic and self-service), fishing permits, road vignettes, hot food and beverages (hot dogs, burgers, coffee), and cold beverages. The VIADA Latvija mobile app integrates loyalty, payment, and navigation functions. The company also accepts a network of international partner fuel cards (DKV, FLEET UNION/FUNN, UTA, OLEREX, E100, CRT Partner) and participates in the LIDL PLUS discount program. In 2025, VIADA Baltija partnered with Elektrum Drive to introduce EV charging infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• MULTI FX: Multi FX fuel with multifunctional additives for both gasoline and diesel, designed to clean and protect engine internal parts from deposits.
• VIADA plus
• VIADA Dāvanu karte
• VIADA Bizness

Products and services

• Multi FX Petrol Branded petrol with multifunctional fuel additives that clean and protect engine internal parts from deposit buildup, improve combustion efficiency, reduce emissions, and extend engine lifespan. Available in 95 and 98 octane variants across VIADA stations in Latvia.
• Multi FX Diesel Multi FX diesel fuel with multifunctional additive package that cleans fuel system components, prevents injector clogging, reduces fuel consumption and emissions, and restores engine power. Contains 7% biocomponent from April 1 to November 1 and is compliant with EU standards.
• Fuel Payment Cards Fuel settlement cards for cashless payment of fuel, goods, and services at all VIADA stations in Latvia and partner stations in Lithuania, Estonia, and Poland. Offered as debit (prepaid) and credit (postpaid, up to 300 EUR limit) cards with PIN protection, customizable daily/monthly limits in EUR or litres, and a self-service web portal. Available to both individuals (with income and credit history checks) and legal entities (with volume-based discounts and VAT recovery for cross-border purchases).
• VIADA Plus Loyalty Card Loyalty card for individual motorists providing guaranteed fuel discounts of 0.025 EUR/litre up to 70 litres per month and 0.035 EUR/litre above 70 litres, plus free 8th coffee, free 7th hotdog, and free 5th automatic car wash at participating stations.
• VIADA Bizness Discount Card Discount card for legal entities (companies) that provides immediate fuel discounts per litre and other advantages on goods and services at VIADA stations across Latvia.
• Gift Cards Reusable electronic gift cards accepted for payment of fuel and goods at VIADA full-service stations. Valid for 10 months from purchase and reloadable up to 3000 EUR in cash at any VIADA station.
• VIADA Latvija Mobile App Mobile application for iOS and Android enabling faster payment for fuel and goods, loyalty rewards and offers, digital fuel/payment/loyalty cards, 12-month purchase history, and GPS navigation to VIADA stations. Functions exclusively within Latvia territory.
• Car Wash Services Automated car wash service available at 28+ VIADA fuel stations featuring modern washing equipment from Spain, season-appropriate chemical agents, and multiple wash programs. Includes new-generation washes with lava foam application and self-service variants.
• Trailer Rental Trailer rental service available at 91 VIADA fuel stations across Latvia, offering open trailers with and without canvas cover, available from 08:00 to 22:00.
• Fishing Cards Fishing permit cards for angling at licensed waters, available as 3-month cards (7.50 EUR) or annual cards (15.00 EUR). Not required for persons under 16, over 65, or for disabled persons.
• Road Vignettes Road usage fee (vignette) purchase service available at 68 VIADA fuel stations during specified business hours.
• Hot Food Service Hot food offerings including hotdogs (Italian, Hunter, Classic, Mexican, Shashlik), bacon hotdogs, chicken or beef burgers, French fries, and freshly made sandwiches, prepared on grill or oven from fresh products. Coffee self-service zones are also available.
• Cold Beverages Cold beverage offerings including smoothies, slushies, and iced coffee available at selected VIADA stations.
• Receipt Copy Service Paid service (2.00 EUR incl. VAT) for obtaining a duplicate copy of a cash register receipt at full-service stations. Free receipt copies are provided automatically at automatic self-service stations (ADUS).
• EV Charging Network

Named customers2 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

Integration10 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Elektrum Drive (Latvenergo)coreStrategic or Co-development Partner · 1 October 2025VIADA Baltija and Elektrum Drive partnership to establish a new electric vehicle charging network in Latvia. First station opened at Jēkabpils, Varoņu iela 6, with 4 charging points up to 150 kW. Part of Baltic-wide development strategy including VIADA Lithuania operations.
• FLEET UNION (FUNN Card)coreChannel Partner/ Reseller/ DistributorFleet Union FUNN card accepted at more than 330 fuel stations in Baltic states. FUNN cards can be used for fuel and products at all VIADA Baltija fuel stations.
• DKV Euro ServicecoreChannel Partner/ Reseller/ DistributorDKV CARD accepted at all VIADA full-service fuel stations across Latvia. DKV has over 80 years of experience offering fuel cards across Europe.
• UNION TANK (UTA)coreChannel Partner/ Reseller/ DistributorUTA FULL SERVICE card accepted at VIADA full-service fuel stations. UTA offers full service fleet solutions throughout Europe.
• OLEREXcoreChannel Partner/ Reseller/ DistributorVIADA Baltija fuel cards accepted at all OLEREX fuel stations in Estonia. OLEREX operates 85 stations in Estonia and is the largest Estonian fuel retailer. VIADA cards also accepted at OLEREX stations in Latvia.
• E100minorChannel Partner/ Reseller/ DistributorE100 international company issues and administers fuel cards accepted in 32 countries. E100 cards work at VIADA full-service fuel stations.
• CRT PartnerminorChannel Partner/ Reseller/ DistributorCRT Partner is an international company issuing and administering fuel cards accepted at all VIADA full-service fuel stations.
• VIADA LithuaniacoreChannel Partner/ Reseller/ DistributorVIADA Lithuania is a subsidiary of VIADA Baltija in Lithuania. VIADA Plus discount cards from Lithuania provide 0.025 EUR/liter discount on all fuel types and 20% discount on car wash services at VIADA Baltija stations.
• LIDL PLUSminorGTM or Marketing PartnerLIDL PLUS mobile app integration offering discounts at VIADA fuel stations. Current discounts available with LIDL application at VIADA stations.
• Goda ģimene (Honoured Family Program)minorGTM or Marketing PartnerVIADA supports the Latvian Honoured Family program, offering cardholders 0.05 EUR/liter discount on all fuel, 30% discount on hot beverages and hot food, and 30% on car wash services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Circle K: Global fuel retail and convenience store operator with a major presence in Latvia and across the Baltics. Directly competes with VIADA on retail forecourt fuel sales, c-store offerings, and loyalty programs.
• Shell Latvia: Global oil major with branded retail stations in Latvia. Competes with VIADA on branded fuel quality perception, EV charging (Shell Recharge), and loyalty/payment platforms.
• Neste (Latvia): Finnish energy company operating branded fuel stations in Latvia under the Neste brand. Directly competes on retail fuel and convenience, with stronger international procurement and EV charging (Neste My Renewable Diesel) capabilities.
• LUKOIL Latvia: International integrated oil company with branded retail stations in Latvia. Competes with VIADA on retail fuel sales and forecourt convenience offerings.

Direct peers

• OLEREX: Estonia's largest fuel retailer operating 85 stations; VIADA cards are mutually accepted at OLEREX sites. Highly comparable retail fuel and convenience model in a neighboring Baltic market.
• Virši-A: Latvian-headquartered fuel retail and convenience chain with a similar Latvian station footprint, product mix (fuel, c-store, car wash, EV charging), and target customer segments to VIADA.

Others

• UTA Edenred: European fuel and toll card provider whose UTA card is accepted at VIADA. Comparable as a fleet mobility payment ecosystem player adjacent to VIADA's business fuel card offering.
• DKV Euro Service: Pan-European fuel card and mobility payment provider whose DKV card is accepted at VIADA stations. Comparable as a fleet payment platform overlapping with VIADA Bizness fuel card services.

Regional players

• Baltic Petroleum: Latvian fuel wholesaler and station operator focused on bulk and retail fuel sales. Comparable on fuel distribution and station operations, though with a stronger wholesale tilt than VIADA.

Emerging players

• Latvenergo / Elektrum Drive: Latvian state-owned utility operating the Elektrum Drive EV charging network; VIADA's strategic partner for in-station EV charging. Comparable as an adjacent emerging channel into EV mobility services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/viadabaltija
• Xx.com/VIADA_LATVIJA
• Facebookfacebook.com/viadalatvija

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 VIADA Baltija