Fishka

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.

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

Product category

Consumer Loyalty Program

akta.pro primary industry

Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)

Keywords

• Multi-partner loyalty program
• Consumer rewards platform
• Cashback points program
• Retail partnership network
• Mobile loyalty app

Headquarters

HQ city

Ukraine

HQ country

Ukraine

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. Fishka Ads: Dedicated advertising platform (fishkaads.com) offering targeted marketing solutions to partners and external brands within the Fishka ecosystem.
3. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels14 records

Core 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

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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)coreStrategic or Co-development PartnerOKKO 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)primaryChannel Partner/ Reseller/ DistributorALLO 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 networksprimaryChannel Partner/ Reseller/ DistributorFishka 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)secondaryChannel Partner/ Reseller/ DistributorTOKA 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)secondaryChannel Partner/ Reseller/ DistributorVeselka 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)secondaryChannel Partner/ Reseller/ DistributorKnigoland 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)primaryChannel Partner/ Reseller/ DistributorRaiffeisen 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 networksecondaryChannel Partner/ Reseller/ DistributorMedis 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)secondaryChannel Partner/ Reseller/ DistributorEasyPay 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 InsurancesecondaryChannel Partner/ Reseller/ DistributorUniversalna 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)secondaryChannel Partner/ Reseller/ DistributorPOLIS operates as an online insurance aggregator available through Fishka Online, enabling members to purchase insurance products and earn Fishback on transactions.
• Zdorova Rodyna pharmacy networksecondaryChannel Partner/ Reseller/ DistributorZdrava 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)coreChannel Partner/ Reseller/ DistributorFishka 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)secondaryChannel Partner/ Reseller/ DistributorFishka 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)secondaryChannel Partner/ Reseller/ DistributorFishka 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)secondaryChannel Partner/ Reseller/ DistributorFishka 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)secondaryChannel Partner/ Reseller/ DistributorAuthorized 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)minorChannel Partner/ Reseller/ DistributorLovespace is listed among the retail partners where Fishka members can earn points on purchases.
• ELIT (auto goods retail)minorChannel Partner/ Reseller/ DistributorELIT auto goods retail chain is listed among the partners where Fishka members can earn Fishback on automotive products and accessories.
• Avtopro (auto parts)minorChannel Partner/ Reseller/ DistributorAvtopro auto parts retailer is listed as a partner where Fishka members can earn points on automotive purchases.
• MasterZoo (pet supplies)minorChannel Partner/ Reseller/ DistributorMasterZoo pet supply chain is available through Fishka Online, where members earn Fishback on pet food and accessories.
• Mastercard (charitable partnership)flagshipStrategic or Co-development PartnerFishka 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)coreStrategic or Co-development PartnerFishka 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

Broad 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

• Facebookfacebook.com/myFISHKAcom
• Instagraminstagram.com/fishka.loyalty
• TikToktiktok.com/@fishka.loyalty
• LinkedInlinkedin.com/company/myfishka

Revenue estimate

Valuation estimate

Number of profiles

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 Fishka