Jaywalker Ag

Name

Jaywalker Ag

Legal name

Jaywalker AG

Website

https://jaywalker.ch

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Jaywalker AG operates a data-driven loyalty and cashback platform for Swiss consumers, distributed exclusively through Kantonalbanken, serving 220,000+ members and 600+ merchant partners via STUcard, Stu, and Kids & Family.

Ownership category

akta.pro rank

Product category

Youth Loyalty and Cashback Platform

NAICS

Credit Card Issuing (52221)

SIC

Finance Services (6199), Miscellaneous Business Credit Institution (6159)

akta.pro industry

PRIMARYFSAMAEAK

Youth / Family Wallets & Allowance Payments

Financial & Insurance/Payments & Transaction Processing/Digital Wallets & Mobile Payments

Keywords

• Youth loyalty platform
• Automatic cashback system
• Banking partnership platform
• Merchant partner network
• Consumer data analytics

Headquarters

HQ city

Luzern

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Partner Fees / Merchant Partnership Revenue: Merchants and brands (e.g., restaurants, retailers, online shops) pay to become STUcard/Stu partners to access Jaywalker's 220,000+ young members. The company maintains over 600 partner relationships across STUcard and 300+ Stu partners.
2. Kantonalbank Partnerships / Banking Partnerships: Jaywalker generates revenue through long-term partnerships with Swiss Kantonalbanken (cantonal banks). Banks embed STUcard/Stu into their youth and student accounts, providing Jaywalker with a recurring institutional partnership revenue stream. Press releases (March–November 2024) document partnerships with BCGE, OKB, GLKB, SGKB, and UKB.
3. Digital Content & Marketing Services: Jaywalker Digital offers data analytics, market research, customer segmentation, and recommender system implementation services to third-party companies. Jaywalker also produces customized content for merchant partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Jaywalker AG operates a Swiss youth loyalty and cashback platform built around three consumer products—STUcard (free advantage card for 13–30 year olds at partner Kantonalbanken), Stu (automatic cashback debited to the user's Kantonalbank account), and Kids & Family (magazines and apps for children with savings accounts). The platform connects 600+ merchant partners and growing cantonal-bank distribution to 220,000+ young Swiss consumers, monetized via Kantonalbank partnerships, merchant fees, and personalized data-driven campaigns.

Product overview

Jaywalker AG operates a loyalty and engagement platform for Swiss Kantonalbanks, centered on two card products (STUcard and its successor Stu) that provide youth customers with discounts and cashback from partner merchants. STUcard is the traditional card-present discount model, while Stu is the newer automatic cashback system where rebates are credited directly to the user's bank account. A Kids & Family program extends the platform to families with children. Jaywalker Digital, a separate service division, provides data analytics, AI-powered marketing tools, and customer intelligence services to both internal teams and external clients, utilizing machine learning for recommendation engines, customer segmentation, and process automation.

Differentiator

Problem solved

Functional benefit

Brands

• STUcard: Free advantage card for teenagers and students linked to youth/student accounts at cantonal banks in German-speaking Switzerland. Offers 200,000+ members discounts and competitions worth over CHF 250,000 annually through 600+ partners.
• Stu
• Kids & Family
• Jaywalker Digital

Products and services

• Stu Automatic cashback system for Swiss Kantonalbank customers aged 13-30. Members pay with their cantonal bank debit card at Stu partner merchants and cashback is automatically calculated and credited to their Kantonalbank account without needing to show a card or enter coupon codes.
• STUcard Free advantage card for teenagers and students linked to youth or training accounts at Swiss Kantonalbanken in German-speaking Switzerland. Members access discounts at 600+ merchant partners across Food, Lifestyle, Shopping, Outdoor, Openair, Winter, and Nightlife categories, plus competitions worth over CHF 250,000 annually.
• Kids & Family Family value program consisting of a printed magazine sent to children with savings accounts at Swiss Kantonalbanken and an optional mobile app for parents. Includes family-oriented discounts, printable vouchers redeemable via QR codes, and game-based engagement to familiarize children with the Kantonalbank brand.
• Jaywalker Digital Software development and AI services division offering data analytics, machine learning, and AI-powered marketing solutions. Services include customer segmentation, recommender systems, automated document tagging, search-query analytics, market research from website search behavior, and data-driven marketing optimization for both internal teams and third-party clients.

Quantifiable outcome

• 220,000+ young people in German-speaking Switzerland use STUcard
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

14 partnerships are on record, tiered major, core, minor and supporting.

• Genfer Kantonalbank (BCGE)majorStrategic or Co-development Partner · 4 March 2025Jaywalker AG and Banque Cantonale de Genève (BCGE) launched Stu, the new automatic cashback system for young people, in March 2025. BCGE is the first French-speaking Kantonalbank to partner with Jaywalker, marking expansion of Stu into Romandie.
• Obwaldner Kantonalbank (OKB)coreStrategic or Co-development Partner · 3 March 2025Jaywalker AG and Obwaldner Kantonalbank launched Stu, the new automatic cashback system for young people, in March 2025.
• Glarner Kantonalbank (GLKB)coreStrategic or Co-development Partner · 26 February 2025Jaywalker AG and Glarner Kantonalbank launched Stu, the new automatic cashback system for young people, in February 2025.
• Urner Kantonalbank (UKB)coreStrategic or Co-development Partner · 20 November 2024Jaywalker AG and Urner Kantonalbank launched Stu, the new automatic cashback system for young people, in November 2024.
• St. Galler Kantonalbank (SGKB)coreStrategic or Co-development Partner · 6 November 2024Jaywalker AG and St. Galler Kantonalbank launched Stu, the new automatic cashback system for young people, in November 2024.
• Graubündner Kantonalbank (GKB)coreStrategic or Co-development PartnerGKB partners with Jaywalker for the CORNELLCLUB Kids & Family program, including the GKB CORNELLCLUB App. This is one of five Kantonalbanken using the Kids & Family product.
• Luzerner Kantonalbank (LUKB)coreStrategic or Co-development PartnerLUKB partners with Jaywalker for the bluKids magazine and bluKids-App as part of Kids & Family, targeting families with children's savings accounts. Luzern was the first canton to partner with Jaywalker (Innerschweiz group, 2007).
• Zuger KantonalbankcoreStrategic or Co-development PartnerZuger KB partners with Jaywalker for the Mister Money magazine and Mister Money Bons-App under the Kids & Family product. Zuger KB was the first Kantonalbank to meet with Jaywalker (January 2007) and helped catalyze the breakthrough partnership.
• Nidwaldner Kantonalbank (NKB)minorStrategic or Co-development PartnerNKB partners with Jaywalker for the Noldi-Club magazine under the Kids & Family product, distributed to children with savings accounts.
• Urner Kantonalbank (UKB) — Kids & FamilyminorStrategic or Co-development PartnerUKB partners with Jaywalker for the KABI Club magazine under the Kids & Family product, distributed to children with savings accounts.
• Jaywalker Digital AGcoreOthersJaywalker Digital AG is a subsidiary of Jaywalker AG, responsible for software development, AI/data analytics, and digital transformation services. Jaywalker AG transfers customer data processing tasks to Jaywalker Digital AG per its privacy policy.
• Arcmedia AGsupportingTechnology or IntegrationArcmedia AG is listed as a relevant service provider for system development (Systementwicklungen) alongside Jaywalker Digital AG.
• Nine Internet Solutions AGsupportingTechnology or IntegrationNine Internet Solutions AG provides server hosting for Jaywalker AG as stated in the company's privacy policy.
• Jim&JimsupportingStrategic or Co-development PartnerJim&Jim is a youth marketing agency founded by Jaywalker's founders in 2010 alongside first employee Fabio Emch. It operates outside the Kantonalbank world to address youth needs and has consulted numerous companies on Gen Z engagement.

Scale indicators6 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Viseca Card Services: Switzerland's largest card issuer (credit cards) and payments processor with a cashback/rewards program (Surprize). Comparable in that it operates card-based loyalty at Swiss scale and competes for the same merchant relationship budgets, though focused on general-purpose cards rather than youth specialization.
• TWINT: Swiss mobile payment platform with broad consumer and merchant adoption, including youth-targeted features. Comparable to Jaywalker as a Swiss payment/rewards infrastructure serving the same end consumer base, though operating at significantly larger scale and across all demographics.
• Migros Cumulus: Switzerland's largest retail loyalty program, operated by the country's biggest retailer. Comparable business model (loyalty/cashback at merchants) but for a general demographic; demonstrates the scale potential of a national Swiss loyalty platform that Jaywalker could emulate in its youth niche.
• Coop Supercard: Switzerland's other major retail loyalty program operated by Coop. Like Migros Cumulus, it competes for Swiss consumer attention and merchant relationships, but without the youth-specialization or bank-distribution channel that is Jaywalker's differentiator.

Regional players

• Greenlight: US-based debit card and financial education platform for kids and teens, operating as a bank partner channel for youth banking. Highly comparable business model (debit-card-embedded youth platform with parental controls and rewards) in a different geography; demonstrates the broader market for Jaywalker's concept internationally.
• Step: US teen banking platform offering a free debit card with cashback and financial education features to minors and young adults. Comparable product architecture (debit card + cashback rewards for youth demographic) and similar partnership-distribution philosophy, but operating in the US market.

Emerging players

• Neon: Swiss neobank targeting young Swiss consumers with a free digital account and rewards features. Direct competitor for the same youth demographic; while it doesn't yet offer a dedicated loyalty/cashback marketplace at Jaywalker's scale, its bundled banking+rewards model could erode Jaywalker's value to Kantonalbanken partners.
• Yuh: Swiss banking app jointly launched by PostFinance and Swissquote, with cashback and rewards features aimed at younger consumers. Represents the next-generation threat: neobank + rewards integrated into a single product, potentially displacing Jaywalker's separate loyalty layer over time.

Others

• Jim&Jim: Swiss youth marketing agency founded in 2010 by Jaywalker's founders and first employee. Comparable as a Swiss Gen Z marketing specialist and a relevant ecosystem player; though a former Jaywalker spin-off rather than a direct competitor, it competes in the same Swiss youth engagement space.
• Contovista: Swiss fintech providing data-driven banking analytics, customer segmentation, and personalization tools to retail banks. Comparable as a technology/data enabler for Swiss banks — directly adjacent to Jaywalker Digital's service offering and competing for the same bank innovation budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Jaywalker.ch
• LinkedInlinkedin.com/company/jaywalker-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Subsidiaries1 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 Jaywalker Ag