Regulars

What Regulars does

Regulars ApS is a Danish digital loyalty platform, founded in 2024 and headquartered at Nørre Allé 70 in Copenhagen, that enables cafés, restaurants, bakeries, and other hospitality venues to issue and manage membership, stamp, subscription, gift, prepaid multipass, and cashback cards directly inside Apple Wallet and Google Wallet. The platform is built on native mobile wallet pass technology: guests join a merchant's loyalty club by scanning a QR code at the counter or clicking an Instagram bio link, with membership cards saved to their existing wallet app in seconds and no separate app download required. Supporting capabilities include encrypted unique digital cards, offline functionality at point of sale, real-time balance synchronization, push notifications to members' lock screens, and a REST API with webhooks available on the Enterprise tier. Underlying integrations span POS (OnlinePOS, Baker POS), marketing automation (Klaviyo), ecommerce (Shopify), complementary loyalty (HeyLoyalty), and an 8,000+ app Zapier connection.

The business operates on a freemium-plus-subscription model: a free tier covers the first 50 membership cards with no time limit or credit card required, Starter is priced at DKK 89/month billed annually (1 location, up to 500 cards, push campaigns, discount management, basic analytics), Pro at DKK 169/month billed annually (1 location, unlimited cards, advanced analytics, deals & vouchers, integrations, onboarding support), and Enterprise on custom multi-year contracts (unlimited locations, API access, priority support). Go-to-market combines product-led growth (self-serve signup at dashboard.getregulars.com, QR-code-based instant enrollment at partner locations, Instagram bio integration) with an enterprise overlay via a dedicated demo page. The company reports 500+ business customers, 250,000+ membership cards active in wallets, and a 40% increase in repeat visits among customers such as April Coffee within the first month; ownership appears founder-/grant-backed with EU funding through the UP2CIRC program and no disclosed venture capital.

Name

Regulars

Legal name

Regulars ApS

Website

https://getregulars.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Regulars is a Danish digital loyalty platform that lets cafés, restaurants, and hospitality venues issue stamp, subscription, gift, multipass, and cashback cards directly in Apple and Google Wallet. It serves 500+ SMBs across Denmark via QR-code onboarding and freemium subscription pricing.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Loyalty Program Strategy & Program Management (MPAAAIAF)

Keywords

• Digital loyalty platform
• Mobile wallet loyalty
• Stamp card software
• Guest membership platform
• Café loyalty program

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Monthly subscription tiers (Starter at DKK 89/mo, Pro at DKK 169/mo, Enterprise custom pricing) billed annually with features scaled by location count and membership volume.
2. Freemium Tier: Free access for first 50 membership cards to enable trial and conversion to paid plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Regulars is a digital loyalty platform that helps cafés and hospitality businesses launch digital stamp cards, subscription cards, gift cards, prepaid multipass cards, and cashback cards directly inside customers' Apple and Google Wallets. Members enroll by scanning a QR code or clicking an Instagram bio link, and businesses manage programs through a dashboard with analytics, push campaigns, and integrations to POS, Zapier, Shopify, and Klaviyo.

Product overview

Regulars is a digital loyalty platform that helps cafés launch loyalty clubs in Apple & Google Wallet. The platform operates as a unified system offering multiple card types: Stamp Cards (classic buy-X-get-Y-free loyalty), Subscription Cards (monthly/annual recurring memberships), Gift Cards (prepaid balance), Prepaid Multipass (bulk purchase packages), and Cashback Cards (percentage-based rewards). Businesses can also use Push Campaigns for direct member communication and a Business Dashboard for analytics. Customers join via QR code without downloading any app. The platform targets primarily cafés and hospitality businesses, with 500+ businesses and 250,000+ cards currently in wallets.

Differentiator

Problem solved

Functional benefit

Products and services

• Regulars Digital Loyalty Platform SaaS platform that enables cafés, restaurants, and hospitality businesses to issue and manage digital stamp, subscription, gift, prepaid multipass, and cashback loyalty cards that live natively in customers' Apple and Google Wallets, with QR-code enrollment, push campaigns, and a business analytics dashboard. Sold via a freemium tier and annual subscription plans (Starter DKK 89/mo, Pro DKK 169/mo, Enterprise custom).

Quantifiable outcome

• 40% increase in repeat visits within first month
• +4 more outcomes

Named customers34 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• OnlinePOScoreTechnology or IntegrationSeamless point-of-sale integration allowing Regulars to work alongside existing checkout systems for smooth staff workflow during customer transactions.
• Baker POScoreTechnology or IntegrationBuilt specifically for bakeries and cafés, this POS integration provides specialized workflow support for bakery-café businesses using Regulars.
• ZapiercoreTechnology or IntegrationIntegration platform connecting Regulars with 8,000+ business applications, enabling automated workflows between loyalty platform and CRM, email, accounting, and other business tools.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yotpo Loyalty: Yotpo Loyalty is an SMB-focused loyalty and referral platform with integrations across e-commerce and POS systems. It competes with Regulars for the same merchant wallet share, offering points, tiers and rewards programs.
• LoyalZoo (Lightspeed): LoyalZoo is a digital loyalty platform for SMB retailers, restaurants and cafés, offering stamp cards, points, and gift cards via mobile. It is the closest direct SMB-loyalty competitor to Regulars in Europe, with overlapping value props and target segments.
• Square Loyalty (Block): Square Loyalty is a digital loyalty program bundled into the Square POS ecosystem, serving SMB cafés and restaurants with points-based programs. It directly competes with Regulars for the same SMB coffee shop and restaurant customers, offering loyalty as part of a broader payments stack.
• Smile.io: Smile.io is a loyalty and rewards platform primarily serving Shopify-based merchants with points, referral and VIP programs. It is comparable to Regulars in the loyalty-as-a-service layer for SMBs, although it is more e-commerce-native.
• Stamp Me: Stamp Me is a digital stamp card loyalty app for SMBs across hospitality, retail and F&B. It directly mirrors Regulars' stamp-card functionality and target audience of independent cafés and restaurants.
• Toast Loyalty: Toast Loyalty is the loyalty module of the Toast restaurant POS platform, targeting independent and multi-location restaurants with built-in points, gift cards and campaigns. It competes head-to-head with Regulars in the restaurant and café segment by offering loyalty inside a full-stack POS.
• PassKit: PassKit is a platform for issuing Apple Wallet and Google Wallet passes, including loyalty, membership and gift cards. It is comparable to Regulars as both deliver wallet-native loyalty experiences, though PassKit is more developer/enterprise-leaning and less SMB-focused.
• Stocard (Klarna): Stocard is a mobile wallet app that digitises loyalty and membership cards, including Apple/Google Wallet pass support. It is comparable to Regulars in delivering wallet-based loyalty experiences to consumers, with a broader retail focus.
• Fivestars (now part of 24-7.ai): Fivestars is a customer loyalty and marketing platform serving SMBs across retail and F&B, with digital punch cards, rewards and POS integrations. It is a direct SMB-loyalty competitor to Regulars with comparable target customers and mechanics.

Emerging players

• Belly (acquired by LightStream): Belly is a digital loyalty and customer engagement platform aimed at independent retailers and cafés, offering points-based digital punch cards. It is comparable to Regulars in the SMB loyalty space, though its product focus is more tablet-app-based than wallet-native.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/regularsloyalty

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 Regulars