Pegapontos

What Pegapontos does

Pegapontos Tecnologia e Serviços Ltda. is a Brazilian coalition loyalty platform founded in July 2020 in Goiânia, Goiás, and operated as a subsidiary of the fuel station network Rede de Postos Marajó. The company connects end consumers with a network of 1,000+ partner fuel stations across 27 Brazilian states and more than 500 cities, as well as urban retail establishments including supermarkets, pharmacies, restaurants, and shops, through a unified points system identified by the member's CPF (Brazilian individual taxpayer registry). Two product verticals operate in parallel: Postos de Combustível, where members earn 1 point per liter of fuel, and Varejo Urbano, where members earn 1 point per R$1 spent. Points are valid for 12 months and redeemable at fixed values of R$0.015 per point for gifts or R$0.021 per point for meals.

The underlying technology stack is a lightweight, transactional one. Members register with their CPF and accumulate or redeem points at partner locations via an online point-of-sale terminal system (pos.pegapontos.com.br) that handles redemptions, balance inquiries, daily reports, refunds, and receipt reprints. An Android mobile application provides members with self-service access to balances and statements, while a Zendesk-powered help center with Google OAuth SSO handles member and partner support. No public API, developer portal, or SDK is offered, and there are no AI/ML capabilities disclosed across the platform.

The business model is a two-sided transaction-fee structure: generating partners (fuel stations and urban retailers) pay Pegapontos an administration fee for points generated and redeemed, and capturing partners may be charged a discretionary platform usage fee for processing redemptions through the POS system. Partner billing closes on the 20th of each month with a due date on the 30th. GTM motion is partner-led — a dedicated time de Canais reviews applications submitted through the website contact form and onboards merchants. No venture capital funding, institutional investors, or public-market presence have been disclosed.

Name

Pegapontos

Legal name

Pegapontos Tecnologia e Serviços Ltda.

Website

https://pegapontos.com.br

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Pegapontos is a Brazilian coalition loyalty platform, subsidiary of Rede de Postos Marajó, that lets consumers earn and redeem points across 1,000+ partner fuel stations and urban retail stores nationwide using CPF-based identification.

Ownership category

akta.pro rank

Product category

Coalition Loyalty Program

NAICS

Gasoline Stations (4571)

akta.pro industry

PRIMARYEUALAIAK

Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs)

Energy, Utilities & Environment/Oil & Gas (Upstream, Midstream, Downstream and Refining)/Downstream Fuels Marketing & Retail (Service Stations, Branded Fuels)

SECONDARYFSAGABAO

POS, SoftPOS & In-Person Acceptance Infrastructure

Financial & Insurance/Financial Technology (Fintech)/Payment Orchestration & Fintech Infrastructure (APIs, Issuing, Processing)

Keywords

• Coalition loyalty program
• Fuel station rewards
• Urban retail rewards
• Points-based loyalty
• CPF loyalty platform

Headquarters

HQ city

Goiânia

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Administration Fee from Generating Partners: Partner establishments that generate points (postos de combustível) pay an administration/management fee to Pegapontos for points generated and redeemed. Fees are detailed in the partner adhesion agreement.
2. Platform Usage Fee from Capturing Partners: Partner establishments that capture/redeem points may be charged a platform usage fee at Pegapontos' discretion for using the redemption platform (pos.pegapontos.com.br)

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Pegapontos is a coalition loyalty and rewards platform that enables individual members to earn points at partner fuel stations (1 point per liter) and at urban retail establishments (1 point per R$1 spent) using Brazilian CPF identification. Points are redeemed for meals at partner restaurants, gifts, and products at convenience stores, and partner establishments pay administration or platform usage fees to participate in the program. The platform connects 1,000+ partner gas stations across 27 Brazilian states with hundreds of urban retail captors through a POS terminal system and Android mobile app.

Product overview

Pegapontos is a coalition loyalty platform with two main verticals: Postos de Combustível (gas station rewards, 1 point per liter) and Varejo Urbano (urban retail rewards, 1 point per R$1 spent). The platform connects over 1,000 partner gas stations with urban retail establishments (supermarkets, pharmacies, restaurants, shops) through a unified points system. Members identify via CPF and redeem points at POS terminals or via the Android mobile app. Partner establishments access management tools through the Partner Portal (pos.pegapontos.com.br), while customer support is handled via a Zendesk-powered Help Center.

Differentiator

Problem solved

Functional benefit

Brands

• Postos de Combustível: Fuel station loyalty program vertical where users earn 1 point per liter of fuel purchased
• Varejo Urbano

Products and services

• Pegapontos Programa de Fidelidade (Core Loyalty Platform) A coalition loyalty and rewards platform connecting partner fuel stations with urban retail establishments (supermarkets, pharmacies, restaurants) through a unified CPF-based points system. Designed for individual consumers (members) who register via CPF and earn/redeem points across the partner network.
• Programa para Postos de Combustível (Fuel Station Program) A loyalty program vertical targeted at gas station partners and their fueling customers. Members earn 1 point per liter of fuel purchased at 1,000+ partner stations across 27 Brazilian states, redeemable for meals at partner restaurants and products at convenience stores.
• Programa para Varejo Urbano (Urban Retail Program) A loyalty program vertical for partner urban retail establishments (supermarkets, pharmacies, restaurants, shops). Members earn 1 point per R$1 spent and redeem points as direct discounts on purchases or for exclusive products from the Pegapontos catalog.
• Aplicativo Pegapontos do Motorista (Android Mobile App)
• POS Online (Partner Point-of-Sale Terminal)
• Portal do Parceiro (Partner Portal)

Quantifiable outcome

• Redeem 1 point for R$ 0.015 (gifts) or R$ 0.021 (meals)

Named customers3 records

Segments2 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Rede Marajó (Rede de Postos Marajó)coreChannel Partner/ Reseller/ DistributorThe main partner network of fuel stations under the Rede Marajó brand, operating numerous locations across multiple Brazilian states including Pará, Maranhão, Goiás, Minas Gerais, Tocantins, Mato Grosso, and others. These stations participate as both points generators and captors in the Pegapontos loyalty program.
• Rede de Postos MarajócoreChannel Partner/ Reseller/ DistributorThe fuel station network that conceived the Pegapontos loyalty program. According to the privacy policy, the Rede de Postos Marajó designed the loyalty platform to be the best in the market, focusing on simplicity in point generation and a wide range of redemption partners.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Latam Pass: Major Brazilian coalition loyalty program (originally Multiplus, now integrated with Livelo) historically focused on airline miles but with broad retail and fuel earning partnerships. Operates as a much larger incumbent coalition loyalty platform in Brazil.
• Livelo: One of Brazil's largest coalition loyalty programs (Banco do Brasil and Bradesco joint venture) spanning airlines, credit cards, retail, and fuel. Operates as a broader incumbent in the same coalition loyalty space with significantly larger member base and partner breadth.

Direct peers

• Dotz: Brazilian coalition loyalty program that lets members earn points across multiple retail categories (gas stations, supermarkets, e-commerce) redeemable for products and rewards. Comparable multi-vertical coalition model with broader retail reach than Pegapontos.
• Km de Vantagens (Ipiranga): Ipiranga's nationwide fuel loyalty program awarding kilometers/points per liter pumped across its extensive branded station network. Closest direct competitor in fuel-centric coalition loyalty with similar points-per-liter mechanics and broad retail redemption.
• Premmia (Petrobras): Petrobras-branded fuel loyalty program in Brazil with points tied to fuel purchases redeemable across partner merchants. Directly comparable offering operating in the same downstream fuel-retail loyalty category.
• Shell Box (Shell Brasil): Shell's fuel loyalty program in Brazil offering points per liter at Shell-branded stations with cross-category redemptions. Directly comparable coalition model in the same fuel-retail loyalty category, but backed by a global major with far larger station network and brand reach.

Emerging players

• Méliuz: Brazilian cashback and rewards platform offering members returns on online and in-store purchases across multiple merchant categories. Comparable consumer-facing rewards model with overlap in retail and fuel-vertical merchant partnerships.
• Ame Digital (Americanas): Brazilian digital wallet and rewards platform tied to the Americanas ecosystem, offering cashback and points across retail purchases. Comparable consumer rewards mechanics with overlapping urban-retail use case, though not fuel-focused.
• Abastece Aí (Vale-Premmia ecosystem partners): Brazilian fuel-focused digital payments and rewards app offering cashback and discounts at gas stations. Comparable narrow focus on the fuel-rewards vertical with overlapping member proposition.

Others

• Z1 Essencial (Z1): Brazilian digital banking and lifestyle rewards platform targeting Gen Z with cashback, points, and partner offers across retail categories. Adjacent consumer-rewards peer with overlap in loyalty mechanics though different primary audience.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Pegapontos