Internal Case Study

Merit
Incentives
Platform Transformation

Domain Loyalty · Rewards · Travel · Enterprise
Products in Scope 7 Product Lines
Engagement Type Platform Co-Builder
Status Active
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01

Context & Objective

Merit operates as a multi-product SaaS company across loyalty, rewards, travel, and enterprise engagement. As their business scaled, three structural constraints emerged that limited growth.

Constraint 01
Fragmented product ecosystem
Multiple products built and operated in silos
Constraint 02
Manual, ops-heavy workflows
High-value flows like Points Exchange dependent on manual operations
Constraint 03
Monolithic architecture
Limiting independent product scaling and faster iteration

Engagement Objectives

→
Parallel product development
Enable concurrent work across multiple product lines
→
Scalable, modular infrastructure
Independent build, deploy, and scale per product
→
Digitize revenue-driving workflows
Convert manual ops into scalable digital products
→
Centralized distribution layer
Build Superplatform for onboarding and control
02

What Has Been Built

Repeatable Enterprise Product
B2B Loyalty Platform

Loyalty Management System

B2B loyalty platform used by enterprise clients. Enables campaign creation, user segmentation, rewards, and gamification.

  • Campaign creation and management
  • User segmentation & tiering
  • Rewards: vouchers and incentives
  • Gamification: badges, streaks (ongoing)
Live Jahez Deploy
2+ In Pipeline
Pipeline Building
GCC Market

Client Pipeline

Early signals of product-market fit in GCC food and consumer platforms. LMS is evolving into a repeatable enterprise offering.

  • Jahez: live, first major deployment
  • Foodics: active discussions underway
  • Al-Baik: early stage exploration
Signal
Early product-market fit in GCC food & consumer platforms. Positioning LMS as a replicable B2B product.
Previous State

Before: Manual Workflow

Partners exchanged points through a mostly manual workflow with high operational dependency and limited scalability.

  • Mostly manual exchange flow
  • High operational dependency
  • Limited scalability
High Leverage Area
In Development

After: Automated System

End-to-end automation layer converting a manual revenue stream into a scalable system.

  • Automated partner-to-partner conversion
  • Live visibility into exchange rates
  • Removal of manual intervention
  • Faster partner onboarding
  • Increased transaction throughput
Core revenue multiplier. This is one of the highest leverage areas of the engagement.
Live with CIB
Enterprise Travel

Travel Shop

Enterprise travel booking platform embedded in client ecosystems. Supports multi-supplier aggregation with points and card payment.

  • Multi-supplier aggregation (flights + hotels)
  • Dynamic pricing engine (route, airline, cabin level)
  • Booking orchestration system
  • Points + card payment support
  • LiveOps dashboard for operations
  • Extra luggage handling (hybrid automated + manual)
Early Metrics

Initial Performance

Within just 3 months of deployment with CIB (Mastercard ecosystem), Travel Shop has delivered strong early commercial results.

$750K Revenue in first 3 months
~1,500 Bookings completed
7.5M Points redeemed
Central Distribution & Control Layer

Superplatform

The keystone product that eliminates silos across the Merit ecosystem. Provides a single interface for enterprise clients to onboard, activate, and manage all Merit products.

⊞
Business Onboarding
Self-serve enterprise client onboarding without manual ops intervention
◈
Product Activation
Activate LMS, Travel Shop, Points Exchange from a single interface
⊙
Access Management
Role-based access control and user management across all product lines
↗ Key enabler for scaling all other products. Acts as the central distribution and control layer connecting LMS, Travel Shop, Points Exchange, and other products.
03

Business Impact

$750K

Revenue in 3 months

Travel Shop deployed with CIB within the Mastercard ecosystem. Approximately 1,500 bookings processed and 7.5M points redeemed in the first 3 months.

1,500
Bookings processed
Completed across the first 3 months of Travel Shop deployment
7.5M
Points redeemed
Points utilization through the integrated payment system

Client Pipeline

LMS Clients
Jahez
First major deployment
Foodics
Active discussions
Al-Baik
Early stage
Travel Shop Clients
CIB
Mastercard ecosystem
Expansion Pipeline
Via Superplatform integration
Pipeline Status Legend
Live
Deployed and active
Active Discussions
In sales / scoping
Early Stage
Exploratory conversations
04

Infrastructure & Architecture

Alongside product development, Tintash has built foundational infrastructure enabling each product to be developed, deployed, and scaled independently.

Distribution
Superplatform Client Onboarding Product Activation Self-Serve Portal
Product Layer
LMS Travel Shop Points Exchange Sellers Portal Data Products
Shared Services
Unified SSO / Identity Role-Based Access Control Notifications Service Shared APIs
Infrastructure
Decoupled Microservices Independent Deploy Independent Scale
Develop Independently
Products can be developed independently across squads.
Deploy Independently
Decoupled microservices architecture allows each product to be deployed independently.
Scale Independently
Each product can be scaled independently without affecting others.
05

What's Next

Now
Points Exchange: Full Digitization
Completing full digitization of exchange workflows. Onboarding existing partners into the automated system. Scaling partner network without ops bottlenecks.
Automation Layer Partner Onboarding Exchange Rate Visibility
Now
Superplatform Adoption
Migrating more products into Superplatform. Enabling self-serve onboarding and activation. Positioning as the core entry point for all enterprise clients.
Product Migration Self-Serve Flows Client Activation
Near Term
LMS Expansion
Rolling out to additional enterprise clients. Deepening gamification with streaks and engagement loops. Strengthening retention mechanics for client stickiness.
Foodics Rollout Al-Baik Scoping Gamification v2 Retention Mechanics
Near Term
Travel Shop Scaling
Full integration with Superplatform. Expanding beyond CIB to additional enterprise clients. Leveraging existing infrastructure for faster subsequent deployments.
Superplatform Integration New Client Expansion Infrastructure Reuse
06

Key Takeaways for Partners

01
⬡
Platform Transformation, Not a Single Product
This engagement spans 7 product lines. Tintash's role is that of a platform co-builder, not a feature factory. The output is a connected, scalable ecosystem.
02
◈
Three Highest Leverage Areas
Points Exchange: core revenue multiplier.

Superplatform: distribution and scaling layer.

LMS: repeatable enterprise product with early PMF.
03
→
Evolved Partnership Role
Tintash has evolved from execution partner to product and system co-builder across multiple business lines.