Company Profile: Merit Incentives
Overview
Merit Incentives is a global leader in engagement technology, offering cutting-edge solutions aimed at enhancing customer loyalty, employee engagement, and business rewards. The company was founded in 2016 by Julie Barbier-Leblan and Thrishan Padayachi and is headquartered in Dubai, UAE, with additional offices in Riyadh, Barcelona, New York, London, Kuwait, Cairo, Bangalore, and Lahore. Merit Incentives has rapidly expanded its presence across the Middle East and North Africa (MENA) region and maintains a strong global footprint.
Core Offerings and Technology
Merit Incentives specializes in API-driven solutions that connect over 7,000 partner brands across more than 160 countries, enabling real-time stakeholder engagement. Their platform facilitates personalized customer loyalty programs and employee engagement initiatives catered to diverse business needs. The company employs cloud-based services, API integrations, and real-time data analytics to ensure effective engagement.
Key solutions include:
- Loyalty Management Solution: Offers a unified system for managing loyalty programs with features for campaign management and performance tracking.
- Rewards & Recognition: Provides over 10 reward modules with various options tailored to stakeholder preferences.
- Loyalty Marketplace: A white-labeled B2B platform featuring a points engine, earn-and-burn modules, and integrated payment solutions.
Company Growth and Achievements
Merit Incentives engages 100 million users worldwide and serves over 1,000 global businesses in 160+ markets. Recent achievements include:
- Secured $28 million in a Series B funding round in February 2025, following a $12 million pre-Series B round in 2024 and a $5 million Series A in 2021.
- Awarded "Best Use of Gift Cards in a Program" at the IMA Excellence Awards 2024 and the "Forbes Women’s Summit Award – Women in Tech" in 2023.
Leadership Team
The leadership is spearheaded by CEO and Co-founder Julie Barbier-Leblan, recognized by Forbes as one of the Top 20 Women in Tech for 2022 and 2023. Thrishan Padayachi, the CTO & Co-Founder, contributes significant technological expertise. Key executives include:
- Waleed Al-Jasser: Chief Operating Officer
- Mona El-Gazzar: Senior VP of Partnerships & Business Development
- Fahad Shaheryar: Regional CFO
- Mehmet Gurun: Director of Global Merchant Acquisition & Integration
Strategic Vision
Merit Incentives aims to empower businesses with platforms that promote meaningful local and global engagements, fostering a connected future. The company continues to innovate in technology-driven engagement solutions, aligning with client strategies for increased revenue and productivity.
Competitor Profile: Merit Incentives
Overview
Merit Incentives evolved from MyList, the first B2C online gift service and registry in the MENA region, established in 2012. The company collaborates with over 400 retailers and service providers across 60+ countries. Their cloud-based SaaS platform focuses on customer engagement and employee motivation, key for their B2B client base. The company records an estimated annual revenue of $11.2 million, employing 77 individuals, and has experienced a 5% workforce growth over the past year.
Key Competitors
Merit Incentives competes with several entities in different domains, including:
1. Resal
2. CarltonOne Engagement
3. Bucketlist Rewards
4. Kitchen Stadium
5. CoreCentive
6. Incentivesmart
7. Tenure
8. Datacultr
9. FVC
10. Justmop.com
11. Xoxoday
12. Loylogic
13. Tremendous
Financial Comparison
- Datacultr: Focuses on digital debt collection with a revenue of $9.8 million and 75 employees.
- FVC: IT consultation and services generating revenue of $80.7 million with 445 employees.
- Justmop.com: On-demand cleaning services with a revenue of $14.8 million and 102 employees.
Geographic and Specialization Notes
Merit Incentives and its competitors operate in diverse sectors ranging from IT services to digital debt collection and on-demand services. These competitors are mainly based in the Middle East, similar to Merit Incentives.
Business Insights
The company distinguishes itself through its technology-focused business model for customer engagement and employee motivation. As the market moves towards digital solutions, Merit Incentives is positioned to capitalize on its robust network of retailers and service providers. By expanding its technological capabilities and exploring new markets, the company can leverage growth opportunities, staying aligned with industry trends and maintaining a competitive edge.
