Consumer Loyalty & Rewards Management Company Loylty Rewardz has chosen to raise Rs. 6 Crores US$ 1.1 Million via the ‘Venture Debt Funding’ route. The firm has received the financial support from Silicon Valley Bank (SVB).
Loylty Rewardz offers comprehensive services pertaining to managing the rewards & loyalty programs that Banks & other institutions launch for their customers. Currently the company handles the programs in segments as diverse as financial, retail, hospitality, online or travel. Basically it helps the other companies plan, initiate, launch & manage their incentive programs for the card (credit / debit) transactions in the form of ‘Reward Points’. Customers can later exchange the accumulated points for gifts, air / movie tickets, recharge for mobiles & products / merchandise in the catalog of the provider.
Using its business model, the company currently boasts of managing loyalty programs for 170 out approximately 290 Million credit / debit card holders in the country. In another quarter the company is confident of managing the same for over 200 Million. On a monthly basis, Loylty Rewardz processes 11 Million transactions amounting to Rs. 1700 Crores (US$ 300 Million)
However, what’s interesting is the funding route chosen by the company. Unlike the multiple rounds of funding the other technological companies opt for, Loylty Rewardz preferred Venture Debt Funding. Available only for established companies, this is a ‘Debt’ taken from the Banks which involves an Equity Convertible portion. If the company eventually goes public or other companies think of acquiring this firm, then the bonds or shares are traded.
Despite having a lion’s share in the rewards program category, there are other promising players like Bangalore-based QwikCilver Solutions Pvt Ltd who recently partnered with Facebook & Payback. Both the companies are offering quite similar techniques to keep customers happy & loyal to their service providers.
While it’s great to see efficiency in the loyalty & rewards segment, does it alienate customers & their respective service providers?
Image Courtesy | jigserv