# Merite Incentives General Trading

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/merite-incentives-general-trading

- Industry: Software
- Headquarters: Dubai, United Arab Emirates
- Website: www.meritincentives.com
- Total disclosed funding: $42M
- Latest round: Series B (Feb 11, 2025)
- Investors on record: 7

## About

Founded in 2016 and based in Dubai, United Arab Emirates, Merite Incentives General Trading LLC, trading under the name Merit Incentives, operates as a developer of a cloud-based customer and employee engagement platform that offers customer loyalty programs, employee commitment, and sales incentives, gifts, reward and incentives fulfillment, program design, and engagement strategy. Julie Leblan will remain as CEO of Merite Incentives General Trading LLC. The company's team has more than 70 employees. The company is headquartered in Dubai and has branches in Riyadh, London, Singapore, Kuwait, Cairo and Lahore. In February 2025, Merite Incentives General Trading LLC raised USD 25 million in series B funding co-led by returning investors Alistithmar Capital and Tech Invest Com, with participation from other new investors Endeavor Catalyst and Stride Ventures. Returning investor Salica Investments also participated in the round. The company's self-developed products include merit B2B marketplace, rewardsby, giftcardsby, peoppl and gifti flobal. The giftcardsby increase your revenue by instantly selling gift cards to your B2C and B2B customers. The people engage your employees instantly and remotely to recognise, motivate, and reward your global team, from small business owners to large companies. The company will use the February 2025 funding to expand into key markets, enhance technology infrastructure, and develop an AI-driven Agent as a Service (AAAS) model for optimized business engagement strategies.

## Funding rounds

- Series B, Feb 11, 2025, $25M — Endeavor Catalyst, Salica Investments, Tech Invest Com, Stride Ventures, Alistithmar Capital
- Series B, May 20, 2024, $12M — Salica Investments, Tech Invest Com, Alistithmar Capital
- Series A, Nov 8, 2021, $5M — Arzan Venture Capital, Salica Investments, Tech Invest Com, Impact46

## Investors

- Arzan Venture Capital (https://capitalatlas.ai/funds/arzan-venture-capital) — Series A
- Salica Investments (https://capitalatlas.ai/funds/salica-investments) — Series A, Series B
- Tech Invest Com (https://capitalatlas.ai/funds/tech-invest-com) — Series A, Series B
- Impact46 (https://capitalatlas.ai/funds/impact46) — Series A
- Alistithmar Capital — Series B
- Endeavor Catalyst (https://capitalatlas.ai/funds/endeavor-catalyst) — Series B
- Stride Ventures — Series B