Suomen Ostohyvitys

Bonusway Oy, formerly known as Suomen Ostohyvitys Oy, operates a cashback platform that provides monetary rewards to its users for their online purchases. Founded in 2011 by Tatu Koistinen, Lasse Järvinen, Markus Ossi, and Petteri Kontio, the Helsinki-based company has positioned itself as a key player in the European loyalty market. The firm gained early visibility and a €75,000 seed investment after appearing on the first season of the Finnish television show Leijonan luola (Dragon's Den). This initial success was followed by several funding rounds, including a €1.5 million investment from Vision+ in 2014 and a €6.9 million package of equity and debt in 2016, which included participation from Flashpoint VC. Total funding has reached approximately $9.5 million.

The company's business model is rooted in affiliate marketing. It partners with over 5,000 e-commerce merchants, both international brands and smaller local shops, who pay Bonusway a commission for sales generated through its platform. Bonusway then shares a portion of this commission with the consumer as a cash bonus, which can be transferred directly to their bank account. This performance-based marketing approach is a key value proposition for its merchant partners. For consumers, the service is free to use, requiring registration via the website or mobile applications available for Android and iOS. Bonus percentages vary by merchant, ranging from fractional percentages to double-digits of the purchase price, and can also be fixed amounts.

Initially launched as Ostohyvitys.fi, the service rebranded to Bonusway in 2016 to support its international growth. The platform has expanded its operations beyond Finland to 16 other countries, including Sweden, Turkey, and Russia, accumulating a user base of over 5 million registered members. A significant portion of its user base and revenue has historically been driven by its Russian operations, which run under the name Kopikot.ru. The company leverages machine learning for personalized content and user targeting, enhancing the shopping experience and driving sales for merchants. More than half of all transactions are generated through its mobile apps. Tatu Koistinen, a co-founder with a background in entrepreneurship and a passion for endurance sports, has served as CEO since 2014, while co-founder Lasse Järvinen holds the role of Chairman of the Board.

Keywords: cashback, affiliate marketing, e-commerce loyalty, online rewards, performance-based advertising, customer loyalty program, digital marketing, online shopping, consumer rewards, cash back service, mobile commerce, user acquisition, financial software, loyalty platform, international e-commerce, bonus program, retail marketing, consumer savings, affiliate network