Powering Digital Engagement Across the MENA Region
UAE-based rewards and loyalty platform, Merit Incentives, has successfully raised $28 million in a Series B funding round. The investment was led by Capital Investment, Stride Ventures, Tech Invest Com, and Oryx Fund, marking a significant milestone in the company’s expansion journey.
Founded in 2016 by Julie Leblan and Thrishan Padayachi, the platform provides digital gift cards, employee engagement tools, and customer loyalty solutions. The company operates across the UAE, Saudi Arabia, Kuwait, Egypt, and Jordan, working with major brands like Riyad Bank, Vodafone, Adidas, and Amazon.
This latest funding round follows a $5 million Series A in 2021 and a $12 million Pre-Series B round in mid-2024, bringing Merit Incentives’ total funding to date to $45 million.
Expanding a Global Network
With an extensive partner network spanning 5,000+ brands across 100+ countries, Merit Incentives has positioned itself as a leading player in digital rewards. Currently, the platform serves over 20 million users, helping businesses enhance customer loyalty and employee engagement through customized incentive programs.
Key Offerings
- Digital Gift Cards – Seamless e-gifting solutions for individuals and businesses
- Employee Engagement Tools – Incentive-driven platforms to enhance workforce motivation
- Customer Loyalty Programs – Custom rewards solutions to drive brand engagement
By leveraging technology and data-driven insights, Merit Incentives helps businesses design personalized rewards strategies. This fosters long-term customer retention and stronger employee engagement.
Why This Matters
The rewards and loyalty sector is evolving rapidly, with businesses seeking digital-first solutions to engage their customers and employees. Merit Incentives’ latest funding round underscores investor confidence in its business model, positioning the company for further global expansion.
With the backing of key investors, Merit Incentives is set to scale its operations and strengthen its B2B partnerships. This will also enhance its tech-driven loyalty solutions across the MENA region and beyond.
