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MELIUZ S.A.
MELIUZ S.A. is a Brazilian cashback loyalty platform co-founded by Israel Salmen in 2013, serving 30M+ users and 1,000+ retailers.
MELIUZ S.A.
MELIUZ S.A. was founded in 2013 in Belo Horizonte, Brazil, by Israel Salmen and co-founders. The company went public on the B3 exchange (São Paulo stock exchange) in 2019, raising approximately R$400 million in its IPO (per B3, 2019). It operates as a cashback and loyalty platform where users earn cashback on purchases from partner retailers. The firm's strategy blends technology and consumer finance: it generates revenue through commissions from retailers and advertising, while passing a portion back to users as cashback. Its platform covers e-commerce, retail, food, and services, with partnerships including major Brazilian retailers such as Americanas, Netshoes, and Buscapé (per public filings). Geographic footprint is concentrated in Brazil, with the platform accessible nationwide. As of the latest public filings, MELIUZ had over 30 million registered users and a network of more than 1,000 partner retailers (per Q3 2024 earnings report, November 2024). The company does not disclose AUM or total deployment; its focus is on transaction volumes. No additional offices are known beyond its Belo Horizonte headquarters. The firm operates no separate philanthropic or adjacent investment vehicles. What distinguishes MELIUZ from most loyalty firms is its public-company structure — rare for a cashback platform — and its direct-to-consumer model that competes with established bank and retailer loyalty programs. It uses a variable cost structure tied to commissions, which limits financial leverage.
General information
Firm type
Asset Manager
Year founded
2013
AUM
Undisclosed
Location
Region
Latin America
Country
Brazil
City
Belo Horizonte
Corporate office
Belo Horizonte, Minas Gerais, Brazil
Principals
Israel Salmen
CEO and Co-Founder
Sector focus
Frequently asked questions
Who runs investment decisions at MELIUZ S.A.?
Investment decisions are made by CEO and co-founder Israel Salmen. The firm's management team oversees capital allocation, which primarily involves technology and M&A in the loyalty and consumer internet space. (Per public filings)
How does MELIUZ source its partner retailers?
MELIUZ utilizes an open enrollment model for retailers, combined with a dedicated sales and business development team. It also operates a digital marketplace where retailers can sign up directly. The firm's network includes over 1,000 partners, from large e-commerce players to local businesses. (Per Q3 2024 earnings report)
Is MELIUZ structured as a family office or a public company?
MELIUZ is a publicly-traded corporation listed on the B3 exchange under the ticker CASH3. It is not a family office. Its capital structure is equity-owned by public shareholders, with founders holding significant stakes but no controlling family office. (Per B3 filings)
Does MELIUZ participate in direct investments or only operate its platform?
MELIUZ primarily operates its platform and does not disclose direct investments in other companies. Its capital allocation is focused on technology development, marketing, and possible strategic M&A in the loyalty space. (Per public filings)
What investment stages does MELIUZ typically target?
MELIUZ does not function as an investment firm; it does not target investment stages. The firm's focus is on operating a cashback platform for consumer transactions. (Per firm's business description)
Which sectors does MELIUZ explicitly avoid?
MELIUZ does not publicly disclose any sectors it avoids. Its platform partners span retail, e-commerce, food, and services. No explicit negative screening is known. (Per public record)
Where does the underlying wealth of MELIUZ come from?
MELIUZ is a publicly-traded company, not a wealth-management entity. Its revenue comes from retailer commissions and advertising. The company does not manage external capital. (Per B3 filings)
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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