Leal
Leal is a UK-based SaaS platform that lets small businesses run digital loyalty programs via Apple Wallet and Google Wallet, offering stamp cards, push notifications, and analytics without requiring customer app downloads, targeting SMBs across hospitality, retail, wellness, and dental verticals.
- Company typePrivate
- Founded2025
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Leal does
Leal is a UK-based SaaS platform, operated by Jemcode Limited, that enables small businesses to launch and manage digital loyalty programs delivered through Apple Wallet and Google Wallet. The core product consists of a web dashboard for merchants, native iOS and Android staff apps for scanning and stamping cards at the point of sale, and a public REST API that supports programmatic management of stores, customers, loyalty cards, rewards, locations, and QR enrollment posters. Customers enroll by scanning a QR code and tapping to add the loyalty card to their pre-installed mobile wallet, with no separate app download or account creation required; the platform supports real-time stamp updates, push notifications, geofenced lock-screen alerts, and analytics on engagement and redemption.
The company targets small and mid-sized merchants across vertical-specific use cases including coffee shops, restaurants, retail stores, spas and wellness centers, dental practices, GP/medical practices, coworking spaces, and marketing agencies managing multiple client accounts. Distribution is product-led and self-serve through getleal.com, supplemented by an Agency Mode for resellers, native mobile apps on the App Store and Google Play, a Zapier integration, and a one-click Boomerang migration tool targeting competitor switchers.
Revenue is generated through a freemium model (free tier with unlimited customers), a $99/month Pro subscription, an annual Pro option at approximately $83/month, an Agency tier at $149/month covering five Pro accounts with $19/month per additional client, and a limited-time $79 lifetime deal. The company is privately held and bootstrapped, with no disclosed institutional funding, and operates from the United Kingdom with disclosed customers including WeStudy, a coworking space in Tunisia. The platform is GDPR and CCPA compliant, and uses Stripe for billing and Heroku for cloud infrastructure.
Leal firmographics
Firmographics- Name
- Leal
- Legal name
- Jemcode Limited
- Website
- https://getleal.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Leal is a UK-based SaaS platform that lets small businesses run digital loyalty programs via Apple Wallet and Google Wallet, offering stamp cards, push notifications, and analytics without requiring customer app downloads, targeting SMBs across hospitality, retail, wellness, and dental verticals.
- Ownership category
- akta.pro rank
Leal industry classification
Industry- Product category
- Customer Loyalty Software
- akta.pro industry
- Loyalty Technology Platforms (LMS, Wallets, APIs)Mobile Wallets (NFC Tap-to-Pay / HCE)Merchant / Closed-Loop Wallets (Retail & Marketplace)
Keywords
Where Leal is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Leal business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations, Supply Chain
Revenue model
- Subscription - Pro Plan: Monthly subscription at $99/month for Pro tier with unlimited customers and advanced features including analytics, custom branding, and push notifications.
- Lifetime Deal: One-time payment of $79 for lifetime access to Pro features, offering perpetual use without monthly fees.
- Free Plan: Free tier with unlimited customers providing basic loyalty card functionality to drive adoption and freemium conversion.
- Agency Plan: Agency mode at $149/month for 5 Pro accounts, additional client accounts at $19/month each (vs $99/month standalone). Annual option at $1,490/year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free plan with unlimited customers |
| Subscription | Monthly | Pro plan - $99/month |
| Subscription | Annual | Pro plan annual - ~$83/month |
| One time/ perpetual license | Pay-as-you-go | Lifetime deal - $79 one-time |
| Subscription | Monthly | Agency plan - $149/month for 5 accounts |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Leal product offering
Product offeringCore offering
Leal is a digital wallet-based loyalty SaaS platform that enables small businesses to create, distribute, and manage digital stamp and punch card loyalty programs delivered via Apple Wallet and Google Wallet. Customers enroll by scanning a QR code and adding the loyalty card to their phone's pre-installed wallet app, with no separate app download or account creation required. The platform includes a merchant web dashboard, native iOS/Android store-owner apps for stamping at checkout, a public REST API, and an Agency Mode for resellers managing multiple client accounts.
Product overview
Leal is a digital wallet-based loyalty platform that enables small businesses to create and manage digital stamp and punch card loyalty programs via Apple Wallet and Google Wallet. The core product consists of the Leal web dashboard and the Store Owner mobile app (iOS/Android) for scanning and stamping at the point of sale. The platform also offers a REST API for programmatic management and third-party integrations, Agency Mode for consultants managing multiple client accounts, a Boomerang migration tool for switching competitors, and a QR code/poster system for customer enrollment. Industry-specific configurations are available for coffee shops, restaurants, retail, spas, dental practices, and medical practices. Pricing includes a free tier, a $99/month Pro plan, and a one-time Lifetime Deal option.
Differentiator
Problem solved
Functional benefit
Products and services
- Leal Core Platform Cloud-based SaaS platform enabling small businesses to create, distribute, and manage digital loyalty stamp and punch cards that live in customers' Apple Wallet and Google Wallet. Includes dashboard, analytics, brand customization, push notifications, multi-location support, and QR-based customer enrollment.
- Leal Store Owner App Native mobile app for iOS (App Store) and Android (Google Play) used by store staff at the point of sale to scan customer loyalty cards, add stamps, and process reward redemptions.
- Agency Mode Reseller/agency tier providing a centralized agency dashboard, single consolidated invoice, reusable card and notification templates, cross-store analytics, white-label branding, custom domains, and per-account team access control. Pricing starts at $149/month for 5 Pro accounts.
- Leal REST API Public REST API for programmatic management of loyalty programs, supporting stores, customers, loyalty card templates, customer card instances, rewards, locations, stamping, redemption, QR poster generation, customer lookup by external references (Square, Shopify, Mailchimp, HubSpot), and wallet pass URL delivery for custom workflows and POS integrations.
- Boomerang Migration Tool One-click migration service that imports customers, stamp cards, reward tiers, balances, and scan history from Boomerang (Boomerangme) into Leal, with a 50% discount on the first three months for switchers.
Quantifiable outcome
- 90%+ customer enrollment completion rate vs <10% for traditional app downloads
- +2 more outcomes
Companies that use Leal
Customer profileNamed customers1 record
Segments8 records
Ideal customer profiles3 records
Leal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature6 records
Leal partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- ZapiercoreZapier integration (v1.1.0) enables no-code automation connecting Leal loyalty program to thousands of external applications. Supports customer lookups, syncing, and sending wallet pass URLs.
- StripecoreStripe is the payment processor handling premium account upgrades and subscription billing. Leal does not store sensitive payment details; all payment information is handled securely by Stripe.
- Apple WalletcoreCore platform partner enabling digital wallet card delivery. Loyalty cards integrate natively with Apple Wallet for iOS devices with lock-screen visibility and automatic pass updates.
- Google WalletcoreCore platform partner enabling digital wallet card delivery. Loyalty cards integrate natively with Google Wallet for Android devices with lock-screen visibility and automatic pass updates.
Scale indicators2 records
Recent moves4 records
Expansion highlights6 records
Leal competitors and assessment
Company assessmentDirect peers
- LoyaltyLion: LoyaltyLion is a Shopify-focused loyalty platform for SMB and mid-market retail merchants, named directly on Leal's competitor list. It overlaps heavily on points, VIP tiers, and analytics for retail use cases but lacks the Apple/Google Wallet-native distribution model.
- Yotpo Loyalty: Yotpo's loyalty and referrals product targets SMB and mid-market e-commerce brands with points, VIP tiers, and referral programs. Like Leal, it competes for the same Shopify-using retail merchants and is named explicitly on Leal's competitive comparison pages.
- Loopy Loyalty: Loopy Loyalty is a digital stamp card and loyalty program widely used by SMBs in retail, F&B, and services. It is listed among Leal's competitors and competes head-to-head on stamp cards, but lacks Apple/Google Wallet-native distribution.
- Boomerang (Boomerangme): Boomerang is the closest direct wallet-based loyalty competitor — it also delivers digital stamp cards to Apple and Google Wallet, targets SMBs, and competes feature-for-feature on QR enrollment and push notifications. Leal has even built a dedicated one-click migration tool from Boomerang, underscoring their overlap.
- Smile.io: Smile.io is the leading e-commerce-focused loyalty/rewards platform widely compared to Leal in SMB retail loyalty, with programs for Shopify stores. It overlaps in customer segmentation and rewards mechanics though its delivery channel (shop accounts) differs from wallet-passes.
- Glue Loyalty: Glue Loyalty is a points-based loyalty platform for Shopify SMB retailers, named directly on Leal's comparison list. It overlaps in customer type and rewards mechanics though its delivery model relies on accounts rather than wallet passes.
- Fivestars: Fivestars is a long-standing SMB loyalty platform targeting local brick-and-mortar businesses across retail, food, and services. It is named explicitly on Leal's comparison pages as a directly competing loyalty platform for the same SMB customer profile.
- Square Loyalty: Square's built-in loyalty product is the SMB POS-locked incumbent Leal explicitly contrasts against. Square Loyalty competes for the same coffee shop, restaurant, and retail merchants but ties loyalty data to Square's payment processing, while Leal positions on POS-agnostic data ownership.
Broad incumbents
- Toast Loyalty: Toast bundles loyalty into its restaurant POS platform and dominates the restaurant vertical — one of Leal's primary target segments (restaurants). It is a broad incumbent competitor; Leal competes primarily on price and POS-agnostic data ownership.
Emerging players
- LoyalZoo: LoyalZoo is an emerging SMB loyalty platform offering digital stamp cards and point-based rewards, listed among Leal's competitors. It competes in the same SMB vertical but with less brand awareness and limited wallet-native delivery.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Leal social profiles
Digital presenceLeal compliance and trust
Trust signalCompliance2 records
Leal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leal leadership team
Management profileNumber of profiles
Profiles1 record
Leal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leal 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 Leal
What does Leal do?
Leal is a digital wallet-based loyalty SaaS platform that enables small businesses to create, distribute, and manage digital stamp and punch card loyalty programs delivered via Apple Wallet and Google Wallet. Customers enroll by scanning a QR code and adding the loyalty card to their phone's pre-installed wallet app, with no separate app download or account creation required. The platform includes a merchant web dashboard, native iOS/Android store-owner apps for stamping at checkout, a public REST API, and an Agency Mode for resellers managing multiple client accounts.
Is Leal a public or private company?
Leal is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Leal founded?
Leal was founded in 2025. It employs 1 to 10 people.
Where is Leal based?
Leal is headquartered in London, United Kingdom, in the Europe region.
How does Leal make money?
Four revenue lines are on record. Subscription - Pro Plan is the primary driver. The others are lifetime Deal, free Plan and agency Plan.
Who are Leal's main competitors?
Direct peers on record are LoyaltyLion, Yotpo Loyalty, Loopy Loyalty, Boomerang (Boomerangme), Smile.io, Glue Loyalty, Fivestars and Square Loyalty. Toast Loyalty is listed as a broad incumbent. LoyalZoo is listed as an emerging player.
Does Leal have an API?
Yes. REST API for managing loyalty programs — stores (accounts), customers, loyalty card templates (cards), customer card instances (customer_cards), rewards, locations, and QR code posters. Supports CRUD operations (GET, POST, PATCH, DELETE) on all resources. Includes endpoints for stamping customer cards, redeeming rewards, customer lookup by external references (e.g., square, shopify, mailchimp, hubspot), and wallet pass URLs (apple_wallet_url, google_wallet_url) for Apple Wallet and Google Wallet integration. Zapier v1.1.0 integration available for no-code automation. Developer documentation is at app.getleal.com/docs/api.html.
What industry is Leal in?
Leal's product category is Customer Loyalty Software. Its primary akta.pro industry code is THABAKAH, Loyalty Technology Platforms (LMS, Wallets, APIs), with a secondary code of FSAMAEAB, Mobile Wallets (NFC Tap-to-Pay / HCE).