Partners often ask why we entered this niche. They haven’t seen such a successful combination of product solutions and want to understand where the idea came from.

I always want to say it was a well-thought-out strategy based on deep market understanding. But that’s not how it happened. Like many great products, Benefits+ emerged from our own urgent need. We simply couldn’t hit our revenue and sales goals without it.

At the beginning, we were a single-product company. In 2016, I created the KIVI brand — smart TVs that quickly gained traction. Despite fierce competition, COVID, and war, we maintained and grew the company.

Let me explain some challenges of the TV market:

• Constantly decreasing profit margins due to longer product lifecycles and reduced consumer demand.

• A tight connection with the fast-growing digital content consumption market.

In simple terms: it’s hard to profit from smart TV sales alone because people use them for years. But TV makers are closely tied to the apps users stream content through — throughout the device’s lifespan.

Over 5 years ago, I realized that with growing competition, success wouldn’t come from radical product overhauls — but from smart add-ons to our existing product. With shrinking margins and rising marketing costs, we couldn’t afford massive tech upgrades anymore.

We tried the popular tools — but they didn’t fit. So we built our own system from scratch.

Under my leadership, we developed two key solutions within one product:

1. Distribution of digital products in retail, supported by a network of brand ambassadors.

2. Tech infrastructure to integrate third-party digital services into our own platforms.

This led to the creation of the B+ app, offering great deals to all KIVI TV users.

We began partnering with offline and online retailers across the EU. International brands we worked with often asked:

If we needed it — others probably did too.

So we polished it, made it more universal, resolved early friction points — and brought it to the market. We went beyond just TVs, refocusing on mobile platforms.

That gave us a unique tool for customer retention and monetization.

As it turned out, many companies faced similar challenges and needed just this kind of solution.

It was a long-awaited success.

Coming from a banking family, I was already well acquainted with the financial sector. So in 2023, I adapted our solution for financial institutions, combining:

• Our own tech products

• Strong connections in digital services

• Deep experience in digital sales

• A clear understanding of loyalty program mechanics

And we’re just getting started. We’re already planning hundreds of improvements, based on user feedback and our own ideas. I hope Benefits+ helps you tackle retention challenges through innovation.

This will be a great journey, and we’re grateful to you, our partners. But more importantly, we feel a deep responsibility to keep building the best tools for companies striving to retain customers, sell more, and stay competitive. We’re here for them.

Thank you for reading and for your interest in Benefits+.

You can always reach out to me directly at [email protected]. I’d love to hear from you.