Fishka
Fishka is a Ukraine-based multi-partner loyalty platform serving 12M+ consumers through 200+ physical retailers and 100+ e-commerce brands, unified by a single Fishback points currency distributed via a mobile app, physical/virtual cards, and a Raiffeisen Bank co-branded payment card.
- Company typePrivate
- Founded2016
- HeadquartersUkraine, Ukraine
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Fishka does
Fishka is a Ukraine-based multi-partner loyalty program platform serving approximately 12 million registered consumers across the country (excluding Crimea). The company operates a single unified points currency, Fishback (Bally), that is accepted across 200+ physical retail partners and 100+ e-commerce brands spanning fuel stations, pharmacies, grocery chains, electronics retailers, restaurants, bookstores, EV charging networks, and insurance providers. The platform is anchored by a strategic relationship with OKKO, the fuel and convenience retail network owned by the parent conglomerate Kontsern Halnaftogaz.
The technology stack centers on a cloud-based participant database, virtual and physical card identification (QR/barcode), a mobile-first iOS and Android application, a Fishka Online affiliate e-commerce gateway that tracks purchases for cashback crediting within 60–90 days, and a Fishka Pay module that supports cross-program point exchanges with LOKAL, Vlasny Rahunok, and EVA Mozaika. Fishka Arcade provides gamified engagement, chatbot interfaces are deployed on Telegram, Viber, and Messenger, and the Fishka Charity module has facilitated over 105 million UAH in point-based donations to vetted charitable foundations. The platform also operates dedicated B2B products: Fishka Ads for partner advertising and Fishka Research for data-monetized market insights.
The business model is B2B: consumer participation is free, and revenue is generated through partner commission and interchange on point accrual and redemption events, supplemented by advertising and data services. Ownership is held between two Ukrainian legal entities, AT Kontsern Halnaftogaz and TOV Fishka Loialti, with the latter assuming primary operational and data-controller responsibilities since December 2021. No external venture capital or private equity involvement is evidenced in the source materials.
Fishka firmographics
Firmographics- Name
- Fishka
- Legal name
- Aktsionerne tovarystvo "Kontsern Halnaftogaz" / Tovarystvo z obmezhenoiu vidpovidalnistiu "Fishka Loialti"
- Website
- https://myfishka.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fishka is a Ukraine-based multi-partner loyalty platform serving 12M+ consumers through 200+ physical retailers and 100+ e-commerce brands, unified by a single Fishback points currency distributed via a mobile app, physical/virtual cards, and a Raiffeisen Bank co-branded payment card.
- Ownership category
- akta.pro rank
Fishka industry classification
Industry- Product category
- Consumer Loyalty Program
- akta.pro primary industry
- Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)
Keywords
Where Fishka is headquartered
LocationHeadquarters
- HQ city
- Ukraine
- HQ country
- Ukraine
- HQ region
- Europe
Offices1 record
Markets served
Fishka business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Partner Commission / Interchange: Fishka charges partner merchants (retailers, fuel stations, pharmacies, restaurants, e-commerce) for processing loyalty transactions, including point accrual and redemption. Partners pay for access to the loyalty network and the customer acquisition/marketing value of the platform. Revenue is generated through transaction-based fees per accrual and redemption event at partner locations.
- Fishka Ads: Dedicated advertising platform (fishkaads.com) offering targeted marketing solutions to partners and external brands within the Fishka ecosystem.
- Fishka Research: Market research data and insights service (research.myfishka.com) provided to partners and third parties based on loyalty program transaction data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free membership — no cost to join or participate |
| Unit Pricing | Pay-as-you-go | 1 Ball = 0.01 UAH redemption value; minimum spend thresholds apply per transaction |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels14 records
Fishka product offering
Product offeringCore offering
Fishka operates a multi-partner consumer loyalty program in Ukraine, enabling registered members to earn Fishback points across a network of physical retail partners (fuel, pharmacy, grocery, electronics, dining, EV charging) and 100+ online stores. Points are redeemed as discounts, gift certificates, charity donations, or exchanged with other loyalty programs (LOKAL, Vlasny Rahunok, EVA Mozaika). The platform is delivered through a mobile app, website, virtual/physical card, and chatbot interfaces.
Product overview
Fishka is a multi-partner loyalty program platform operating primarily in Ukraine. The core offering is the Fishka Loyalty Program, which enables users to earn 'Fishback' points across a network of physical and online partners. The ecosystem comprises the core loyalty program, supplemented by the Fishka Online e-commerce gateway, the My Fishka mobile app for iOS and Android, Fishka Pay for cross-program point exchanges and charity donations, Fishka Arcade for gamified point earning, and Fishka Chatbots on Telegram/Viber/Messenger for customer service. The platform also includes Fishka Ads for partner advertising and a dedicated Fishka Charity platform for humanitarian donations.
Differentiator
Problem solved
Functional benefit
Brands
- Fishka Online: Online shopping service allowing users to earn Fishka points from internet retailers by clicking through from the Fishka platform
- Fishka Ads
- Fishka Pay
- Fishka Arcade
- Fishka Благодійність
- My Fishka
Products and services
- Fishka Loyalty Program Core multi-partner loyalty program that allows Ukrainian consumers aged 18+ to earn and redeem Fishback points across 200+ physical retail partners and 100+ online stores.
- Fishka Online Affiliate e-commerce gateway that routes users from the Fishka platform to 100+ online retail partners (AliExpress, iHerb, INTERTOP, MEGOGO, SWEET TV, ATB, Adidas, etc.) and credits Fishback points after purchase confirmation within 60-90 days.
- My Fishka Mobile App iOS and Android mobile application providing virtual card, point balance tracking, reward catalog, promo code ordering, charity donations, online shopping via Fishka Online, and access to Fishka Arcade games.
- Fishka Loyalty Card Physical loyalty identifier available as plastic card (85.60 x 53.98mm) or keychain card, plus virtual barcode/QR code in the mobile app for point accumulation and redemption at partner locations.
- Fishka Ads Dedicated advertising platform (fishkaads.com) offering targeted marketing solutions to partners and external brands within the Fishka ecosystem.
- Fishka Charity (Fishka Благодійність) Charitable giving platform enabling users to donate accumulated Fishback points to verified charitable foundations and humanitarian projects, including military support, medical equipment, housing reconstruction, and humanitarian aid.
- Fishka Chatbots Automated customer service and account management chatbots available on Telegram (@MyFishka_bot), Viber, and Facebook Messenger for balance inquiries, transaction history, and support.
- Fishka Research Market research data and insights service (research.myfishka.com) provided to partners and third parties based on loyalty program transaction data.
- Raiffeisen Bank Co-branded Fishka Card Co-branded payment card issued by Raiffeisen Bank with embedded Fishka loyalty identifier, enabling cardholders to earn Fishback points on all transactions inside and outside the partner network.
Quantifiable outcome
- 105,501,811 UAH raised for charitable causes through Fishka Charity
- +3 more outcomes
Companies that use Fishka
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles2 records
Fishka technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Fishka partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, primary, secondary, minor and flagship.
- OKKO (network of fuel stations, convenience stores, and restaurants Meiwei, Pasta Mia, A la minute, FoodGARAGE)coreOKKO is the anchor partner of the Fishka loyalty program. Customers earn Fishback on all purchases at OKKO fuel stations and food service outlets (Meiwei, Pasta Mia, A la minute, FoodGARAGE). OKKO offers birthday bonuses including 2 UAH/L extra Fishback on fuel and a free coffee/tea. Points can be redeemed for discounts on goods at OKKO stores.
- ALLO (electronics retail chain)primaryALLO is a key retail partner where Fishka members earn Fishback on electronics and accessories purchases. During birthday promotions, members can earn up to 10% on accessories or 1% on devices per single transaction.
- Podorozhnyk, BAM, and Oshchad pharmacy networksprimaryFishka members earn up to 10% Fishback on pharmaceutical purchases across the Podorozhnyk, BAM, and Oshchad pharmacy chains. Birthday promotions offer 10% for new customers and 5% for existing customers. Online orders are excluded from earning.
- TOKA (electric vehicle charging network)secondaryTOKA operates 200+ public EV charging stations across Ukraine. Fishka members earn 1 UAH in points per 1 UAH spent on charging (0.5 UAH/kWh). Minimum spend is 50 UAH, in multiples of 50 UAH. Points can also be redeemed at TOKA stations.
- Veselka grocery chain (Sumy)secondaryVeselka is a grocery market chain operating in Sumy region. Fishka members earn 1% Fishback on all goods with redemption at 1 UAH per point. Tobacco products are excluded from point accrual per Ukrainian regulations.
- Knigoland (bookstore chain)secondaryKnigoland is a bookstore and online retailer. During birthday promotions Fishka members earn 15% Fishback on any purchases, excluding gift certificates. A core partner for books and educational products.
- Raiffeisen Bank (co-brand card issuer)primaryRaiffeisen Bank issues a co-branded Fishka payment card with an embedded loyalty identifier. The card earns points on all purchases at partner locations and for general payments. Points are credited automatically via the bank's processing terminal when the loyalty ID is scanned.
- Medis pharmacy networksecondaryMedis is a pharmacy chain where Fishka members earn 10% Fishback on all medical tests and analyses. Birthday promotions provide the same 10% benefit. Medis promotions do not run concurrently with other network promotions.
- EasyPay (payment service)secondaryEasyPay is a payment service provider where Fishka members earn up to 5% Fishback on payments made through the EasyPay website. Birthday promotions offer increased earning rates up to 5 times higher than standard rates.
- Universalna InsurancesecondaryUniversalna offers insurance products through the Fishka platform. Members earn 20% + 100 UAH Fishback on annual OSVP third-party liability insurance policies, or 20% + 50–100 UAH on travel insurance policies purchased via the Fishka promo page.
- POLIS (online insurance aggregator)secondaryPOLIS operates as an online insurance aggregator available through Fishka Online, enabling members to purchase insurance products and earn Fishback on transactions.
- Zdorova Rodyna pharmacy networksecondaryZdrava Rodyna is a pharmacy chain partner. During birthday promotions, new customers earn 10% Fishback and existing customers earn 5% on pharmaceutical purchases. Excludes online orders and pre-bookings.
- Fishka Online (AliExpress, iHerb, INTERTOP, MEGOGO, and 100+ e-commerce brands)coreFishka Online is the affiliate e-commerce channel of the Fishka platform. It aggregates over 100 online stores including AliExpress, iHerb, INTERTOP, MEGOGO, SWEET TV, and many Ukrainian brands. Members access stores through myfishka.com/fo, earn Fishback on all purchases, with points credited within 60–90 days after order confirmation and delivery.
- LOKAL (bofon loyalty program)secondaryFishka members can exchange their accumulated points for bofons (points) in the LOKAL loyalty program through the Fishka Pay section of the app. This cross-program exchange extends the utility of Fishka points.
- Vlasny Rahunok (BaloBonus loyalty program)secondaryFishka points can be exchanged for BaloBonus points in the Vlasny Rahunok loyalty program through Fishka Pay. This cross-loyalty exchange is available in the app and extends the redemption options for Fishka users.
- EVA Mozaika (beauty retail loyalty)secondaryFishka members can exchange accumulated points for EVA Mozaika loyalty bonuses through the Fishka Pay section. EVA is a beauty and cosmetics retail chain, and this integration provides another redemption pathway for Fishka points.
- Mi Store Ukraine (authorized Xiaomi retail)secondaryAuthorized Mi Store retail locations are listed as partners where Fishka members can earn points on Xiaomi electronics and accessories purchases, in addition to the main ALLO electronics partner.
- Lovespace (electronics/accessories)minorLovespace is listed among the retail partners where Fishka members can earn points on purchases.
- ELIT (auto goods retail)minorELIT auto goods retail chain is listed among the partners where Fishka members can earn Fishback on automotive products and accessories.
- Avtopro (auto parts)minorAvtopro auto parts retailer is listed as a partner where Fishka members can earn points on automotive purchases.
- MasterZoo (pet supplies)minorMasterZoo pet supply chain is available through Fishka Online, where members earn Fishback on pet food and accessories.
- Mastercard (charitable partnership)flagshipFishka partnered with Mastercard on the 'Nezlamni' (Unbreakable) prosthetics initiative, raising 30 million UAH (10,940,203 UAH through Fishka points donations) for prosthetic limbs for military and civilian Ukrainians at the Nezlamni rehabilitation center.
- Various charitable foundations (BF Spadok, Pulz, Planeta, SavePeaceInUA, Vilni SerdtseM, Gurkit, Children of Heroes, Gostomel Rebuild, Ohmatdyt)coreFishka Charity partners with over 15+ vetted charitable foundations for social impact projects. These include military support (drones, vehicles, boats, tactical medicine), medical equipment (Ohmatdyt hospital reconstruction), prosthetics (Nezlamni center), housing reconstruction (Gostomel), and humanitarian aid. Fishka provides the platform and point-donation mechanism; foundations manage fund utilization.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Fishka competitors and assessment
Company assessmentBroad incumbents
- Loyalty Ventures (Bread Financial): US-based loyalty and payments company operating bank-issuer loyalty programs at scale. Comparable as a large coalition/card-linked loyalty operator with data monetization capabilities.
- Ant Financial (Sesame Credit / Alipay Points): Operates a multi-partner loyalty and credit ecosystem across hundreds of millions of consumers in China. Comparable in scale ambition and ecosystem breadth, though embedded in a broader super-app.
- Aimia (Aeroplan / Loyalty): Canadian loyalty analytics and program operator (Aeroplan). Comparable as a large-scale coalition loyalty operator with multi-partner acceptance and data monetization capabilities.
Emerging players
- Swell Rewards: White-label loyalty platform for brands. Comparable as a specialized loyalty-tech stack that enables points programs, although Fishka operates its own consumer-facing brand rather than licensing.
- Eagle Eye Solutions: UK-based SaaS loyalty and promotions platform enabling real-time personalized offers across retailers. Compares to Fishka's digital coupon/promo code and partner offer infrastructure.
Direct peers
- Rakuten (Global): Global cashback and loyalty platform combining marketplace, financial services, and a multi-partner rewards currency. Compares on breadth of partner network and e-commerce affiliate integration (Fishka Online mirrors Rakuten's cashback model).
- Nectar (UK): Multi-partner loyalty program in the UK aggregating hundreds of retailers under a single points currency. Closely comparable to Fishka's coalition model — single points currency across fuel, grocery, pharmacy, and online partners.
- PrivatBank Bonus+: PrivatBank's flagship loyalty program in Ukraine, bundled with its dominant payment card base. The most direct Ukrainian competitor to Fishka with structural advantages from bank-issued card distribution.
- Payback (Germany / Global): Leading multi-partner loyalty coalition in Europe (Germany, Italy, Poland, India, Mexico). Operates a points currency accepted across retail, fuel, and e-commerce — directly comparable to Fishka's earn/burn model.
Regional players
- Yandex Plus: Multi-service subscription and loyalty program operated by Yandex across Russia/CIS. Comparable coalition-plus-subscription model, though operating in a different primary geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Fishka social profiles
Digital presenceFishka financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fishka leadership team
Management profileNumber of profiles
Fishka funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fishka 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 Fishka
What does Fishka do?
Fishka operates a multi-partner consumer loyalty program in Ukraine, enabling registered members to earn Fishback points across a network of physical retail partners (fuel, pharmacy, grocery, electronics, dining, EV charging) and 100+ online stores. Points are redeemed as discounts, gift certificates, charity donations, or exchanged with other loyalty programs (LOKAL, Vlasny Rahunok, EVA Mozaika). The platform is delivered through a mobile app, website, virtual/physical card, and chatbot interfaces.
Is Fishka a public or private company?
Fishka is a private company. It is classified as corporate owned and is currently operating.
When was Fishka founded?
Fishka was founded in 2016. It employs 11 to 50 people.
Where is Fishka based?
Fishka is headquartered in Ukraine, Ukraine, in the Europe region.
How does Fishka make money?
Three revenue lines are on record. Partner Commission / Interchange is the primary driver. The others are fishka Ads and fishka Research.
Who are Fishka's main competitors?
Broad incumbents on record are Loyalty Ventures (Bread Financial), Ant Financial (Sesame Credit / Alipay Points) and Aimia (Aeroplan / Loyalty). Emerging players are Swell Rewards and Eagle Eye Solutions. Direct peers are Rakuten (Global), Nectar (UK), PrivatBank Bonus+ and Payback (Germany / Global). Yandex Plus is listed as a regional player.
Does Fishka have an API?
No public API is recorded for Fishka.
What industry is Fishka in?
Fishka's product category is Consumer Loyalty Program. Its primary akta.pro industry code is THALAKAC, Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences).