Novus Loyalty IPO

Novus Loyalty is a tech-based company that helps businesses in fintech, e-commerce, banking and other industries to manage loyalty and rewards. It offers a technology platform that can grow with businesses and enables them to run customer engagement and retention programs using different models, like points-based reward schemes, cashback schemes, referral programs, purchase-based promotional programs, and digital vouchers. The company offers its solutions through both SaaS and on-premise delivery models. The company’s platform also includes analytics tools, campaign management, rule-based reward engines and digital voucher distribution systems to help clients track customer behaviour and improve marketing effectiveness.

In FY25, the revenue was largely driven by its loyalty ecosystem services. By business vertical, Redemptions contributed 44.11% of revenue, Digital vouchers 42.78%, Technology services 6.92% and Merchant Promotions 6.19%. From an industry perspective, the FinTech segment accounted for 38.63% of FY25 revenue, followed by Finance at 35.35%, E-commerce at 12.37%, while remaining revenue came from industries like FMCG, Banking, Software and Real Estate.

The company earns most of its revenue from the domestic markets at 97.82%, while rest comes from exports to markets such as the USA, Australia, UAE and Puerto Rico. Within India, Uttar Pradesh contributes 32.41%, Telangana contributes 19.07%, Rajasthan contributes 13.10%, New Delhi contributes 11.06% along with several other states in FY25.