Barika | Investor & Commercial Pitch

Transactional Event

Something meaningful must happen, such as a booking, purchase or payment. The event creates the context and triggers the opportunity.

Expected Customer Communication

The event must generate a communication the customer expects to receive, such as a confirmation, receipt or update. This provides the trusted environment in which value can be introduced.

Transactional Customer

There must be a customer experiencing the event, receiving the communication and ultimately receiving the reward or value.

Participating Brands

Brands must be willing to contribute one or both of the essential assets required for the market to function: access to trusted customer communications and/or funded rewards with associated marketing spend.

Commercial Incentive

There must be sufficient economic opportunity to make participation commercially worthwhile, including new revenue, customer acquisition, customer loyalty and measurable commercial return.


Transactional Event	Something meaningful must happen, such as a booking, purchase or payment. The event creates the context and triggers the opportunity.
Expected Customer Communication	The event must generate a communication the customer expects to receive, such as a confirmation, receipt or update. This provides the trusted environment in which value can be introduced.
Transactional Customer	There must be a customer experiencing the event, receiving the communication and ultimately receiving the reward or value.
Participating Brands	Brands must be willing to contribute one or both of the essential assets required for the market to function: access to trusted customer communications and/or funded rewards with associated marketing spend.
Commercial Incentive	There must be sufficient economic opportunity to make participation commercially worthwhile, including new revenue, customer acquisition, customer loyalty and measurable commercial return.


Transactional Event	Something meaningful must happen, such as a booking, purchase or payment. The event creates the context and triggers the opportunity.
Expected Customer Communication	The event must generate a communication the customer expects to receive, such as a confirmation, receipt or update. This provides the trusted environment in which value can be introduced.
Transactional Customer	There must be a customer experiencing the event, receiving the communication and ultimately receiving the reward or value.
Participating Brands	Brands must be willing to contribute one or both of the essential assets required for the market to function: access to trusted customer communications and/or funded rewards with associated marketing spend.
Commercial Incentive	There must be sufficient economic opportunity to make participation commercially worthwhile, including new revenue, customer acquisition, customer loyalty and measurable commercial return.

TAM

SAM

SOM

28T+ annual business and transactional messages across email and SMS define the quantified market universe.

$25 CPR (Cost Per Reach) + $2 CPE (Cost Per Engagement), with a baseline 1% engagement rate via clicks, creates a $1.26T gross annual platform opportunity.

30% Barika revenue share rate converts this to a $378B retained revenue TAM: $210B delivery + $168B engagement.

Transactional customer event category only. Excludes future Growth Engines such as customer event expansion and monetisable AI intelligence capability maturity.

TAM

SAM

SOM

28T+ annual business and transactional messages across email and SMS define the quantified market universe.

$25 CPR (Cost Per Reach) + $2 CPE (Cost Per Engagement), with a baseline 1% engagement rate via clicks, creates a $1.26T gross annual platform opportunity.

30% Barika revenue share rate converts this to a $378B retained revenue TAM: $210B delivery + $168B engagement.

Transactional customer event category only. Excludes future Growth Engines such as customer event expansion and monetisable AI intelligence capability maturity.

GROWTH DRIVERS

GROWTH OVER TIME

SCALING CALCULATOR

Channel Expansion

By Depth — More Volume through existing channels. More activity through channels Barika already supports. As marketplace participation grows, the volume of eligible email and SMS interactions available to Barika also grows.

By Breadth — More eligible places where Barika creates value. Barika progressively expands into additional channels where an existing or expected customer interaction allows value to be embedded without creating a separate promotional interruption. Targeted growth opportunities include, In-App, RCS and WhatApp surfaces

Event Expansion

Starting point

Transactional Events, such as, Booking made · Order placed · Payment completed

How this Growth Engine scales

Depth — More activity within existing event types. As marketplace participation grows, the volume of Transactional Events available to Barika grows with it.

Breadth — More eligible event types. Barika progressively expands into additional event types, increasing the range of behaviour it can understand and create value from.

Expansion opportunities with additional Event Types

Lifecycle Events : Lifecycle Events allow Barika to enrich the moments when brands already surface renewal notices, birthday messages, and account‑related updates, turning these recurring, high‑intent customer touchpoints into contextual reward opportunities without creating any new communication or requiring identity retention.

Social Events: Social Events enable Barika to enrich the in‑app surfaces that appear when users take meaningful actions inside social and commerce platforms—such as group joins, wishlist interactions, or timeline updates—by adding contextual value directly into the UI elements these platforms already display, without sending anything new or altering the customer journey.

Interest Events: Interest Events are moments where users actively express intent inside a platform — such as joining, following, or subscribing — and these actions already generate visible in‑app surfaces like banners, confirmation toasts, and subscription cards. Barika enriches these existing surfaces with contextual value at the exact moment the user demonstrates interest, without creating any new communication or altering the platform’s experience.

Achievement Events: Achievement Events occur when users reach meaningful milestones inside fitness, wellness, learning, or lifestyle apps, and these apps already display badges, achievement cards, and progress tiles at the moment of accomplishment. Barika enriches these high‑engagement surfaces by adding contextual rewards that align with the user’s achievement, leveraging moments of motivation and momentum without sending anything new or requiring identity retention.

An additional event type qualifies where a participating platform can legitimately observe the event and an existing or expected communication or interaction provides a trusted way for Barika to embed the reward. Barika does not independently contact the individual.

How it drives scale for Barika

Depth increases the volume of behaviour available within existing event types. Breadth increases the range of eligible behaviour Barika can understand and create value from. Together, they expand Barika's addressable opportunity.

What it unlocks for customers

Value around a broader range of meaningful actions and moments, delivered through trusted interactions customers already have rather than through new promotional interruptions.

Intelligence Maturity

Starting point

Barika starts with three foundational intelligence capabilities already operating within the platform::

Intent Understanding: What does this behaviour mean?

Trust Intelligence: Is this interaction appropriate?

Partnership Orchestration: Which organisations should create value together?

Expansion opportunity

As Barika processes more events, contexts, partnerships and outcomes, these foundations create the conditions for further intelligence capabilities to emerge:

Outcome Intelligence: What tends to work in circumstances like these?

Real-Time Decision Intelligence

How it drives scale for Barika

As these capabilities mature through greater usage, contexts and learning, they can become independently valuable beyond Barika's own marketplace.

At sufficient maturity, they can be exposed through APIs, allowing other companies to build their own products and services using Barika intelligence.

What it unlocks for customers

Access to specialised behaviour, trust, partnership, outcome and decision intelligence without having to build those capabilities independently.

What it unlocks for Barika

A future intelligence revenue layer beyond marketplace economics.

Year 1 — Establish Commercial Traction (Phase 1)

Commercial Focus

Growth Engine

Scaling Economics

Enterprise-Led only. Build commercial traction with a small number of direct, high-value Enterprise Partners across both sides of the enterprise model.

Barika remains deliberately focused on transactional events activated through transactional email and SMS.

There is no Self-Serve or Agency-Led expansion during this phase.

Growth Engine expansion is deliberately focused on Depth within Barika's starting channels and event type; Breadth begins in Phase 2.

In summary, establish meaningful Enterprise-Led adoption and marketplace activity before broadening Barika's GTM or product scope.

Channel Expansion

Starting Point: Transactional Email + SMS are Barika's initial activation channels. Commercially accessible volume starts at zero traction.

Depth-Led Channel Expansion: Channel Expansion is entirely Depth-led. Enterprise-Led adoption grows accessible transactional email and SMS volume from zero to the Year 1 target, without adding new channels

Breadth-Led Expansion: None in Year 1 (Phase 1). Additional eligible channels and trusted surfaces begin from Year 2 (Phase 2).

Overall Year 1 Growth Objective for Channel Expansion: The objective is not to add channels. It is to build depth within Email + SMS by increasing the volume of accessible customer interactions.

Event Expansion

Starting Point: Transactional Events are Barika's initial event type. Commercially accessible event volume starts at zero.

Depth-Led Growth Event Expansion: Event Expansion is entirely Depth-led. Enterprise-Led adoption grows accessible Transactional Event volume from zero to the Year 1 target, without adding new event types.

Breadth-Lead Event Expansion: None in Phase 1. Additional eligible event types begin from Phase 2.

Overall Year 1 Growth Objective for Event Expansion: The objective is not to add event types. It is to build depth within Transactional Events by increasing the volume of eligible behaviour Barika can understand and create value from.

Intelligence Maturity

Starting Point

Barika enters Year 1 with foundational Intent Understanding, Trust Intelligence and Partnership Orchestration already operating within the platform, but with no live marketplace outcomes from which to learn.

In Year 1

The first live marketplace activity begins generating real contexts, matches and outcomes, creating Barika's first operational intelligence-learning loop.

What matures

Intent Intelligence — begins learning from real customer actions and events.
Trust Intelligence — begins learning from real interactions and suitability decisions.
Partnership Intelligence — begins learning which participating organisations and offers create appropriate matches.

What DOES NOT happen in Year

Intelligence is not externalised or independently monetised during Phase 1. It continues to power and improve Barika's own marketplace.

Year 1 Marketplace Scale

Enterprise Partner Section	Transactional events	Annual Volume
Mobile Money / Payments	Payment made, transfer completed, cash-in/out completed	840M
Telco	Bill issued, payment made, top-up completed, plan/account update	360M
Logistics / Parcel Delivery	Parcel dispatched, delivery update, out for delivery, delivered	480M
Airline / Travel	Booking confirmed, payment confirmed, check-in, flight/travel update	240M
TOTAL VOLUME		1.92B

Marketplace Performance

Barika Projected Revenue — Barika monetises the activity

Years 2, 3 & 4— Expand Traction. Accelerate the Growth Engines (Phase 2)

Commercial Focus

Growth Engine

Scaling Economics

Broader Market Participation

Starting Point

Barika enters Phase 2 with the Enterprise-Led model established in Year 1, built around a small number of large, directly acquired Enterprise Partners.

In Years 2, 3 & 4:

Barika continues growing in these areas:

Enterprise-Led Scale: Continue acquiring large Enterprise Partners with significant volumes of customer activity, expanding the volume of eligible customer interactions accessible to Barika.

Agency-Led Distribution: Scale the Agency Partner route, enabling agencies to introduce and onboard multiple brands from their existing client portfolios.

The Barika APP - Self-Serve Participation at Scale: Launch the Barika app as the self-service gateway for Independent Brand Partners. Businesses can join Barika directly, create and manage offers in minutes, control spend, access Barika centres and track performance, opening the network to participation at scale without enterprise or agency-led onboarding.

Platform-Led Access: Expand integrations with ecommerce, messaging and other platforms, making it easier for businesses to connect to Barika and participate through Self-Serve and Agency-Led routes.

What This Creates

Barika moves from a small number of directly acquired Enterprise Partners to a multi-route participation model, with Enterprise, Agency and Self-Serve acquisition expanding the network simultaneously.

Growth Engine Activation

Starting Point

Barika enters Phase 2 with Channel and Event Depth established in Year 1 through growing transactional Email/SMS and Transactional Event volume. Its foundational intelligence is embedded within the platform.

In Years 2–4

Barika accelerates both dimensions of Channel and Event Expansion:

Depth continues to grow as broader marketplace participation increases activity within Barika's existing channels and Transactional Events.

Breadth begins as Barika extends into additional eligible channels and event types, expanding where value can be created and the behaviour Barika can understand.

The resulting increase in volume, contexts, partnerships and outcomes accelerates Intelligence Maturity.

What This Means for Barika

Channel Expansion

Starting Point

Barika enters Phase 2 with Transactional Email + SMS established as its initial activation channels and with Channel Depth created through Year 1 Enterprise-Led participation.

Depth-Led Channel Expansion - — Scale what already works

Broader participation across Enterprise-Led, Integration Self-Serve, Direct Self-Serve and Agency-Led routes substantially increases the volume of eligible Email and SMS interactions accessible to Barika. Depth grows the existing channel opportunity.

Breadth-Led Expansion - — Expand where Barika can create value

Phase 2 introduces two priority activation surfaces:

RCS: Extends Barika's transactional messaging model into richer, visual communications, enabling rewards with imagery and richer presentation than conventional SMS.

In-App: Extends Barika into the existing interfaces and surfaces customers encounter inside participating apps, creating new places for contextual rewards without requiring a separate communication.

Overall Year 2 - 4 Growth Objective for Channel Expansion

Increase both the Depth of activity through Barika's existing channels and the Breadth of eligible places where Barika can create value:

Email + SMS → deeper Email + SMS volume + RCS + In-App

Event Expansion

Starting Point:

Barika enters Phase 2 with Transactional Events established as its initial event type and with Event Depth created through Year 1 Enterprise-Led participation.

Depth-Led Growth Event Expansion — Scale what already works

Broader marketplace participation substantially increases the volume of Transactional Events accessible to Barika, including bookings, orders, payments and other eligible transactional activity. Depth grows the existing event opportunity.

Breadth-Lead Event Expansion - Expand what Barika can understand

Phase 2 introduces two priority event types:

Lifecycle Events: Recurring moments across the customer and service lifecycle, such as birthdays, renewals and account milestones. Barika enriches the trusted emails, messages and in-app surfaces businesses already use to communicate these moments.

Social Events: Meaningful actions and transactional moments within social platforms where an existing in-app surface or communication can be enriched with contextual value, without Barika creating a new interruption.

Overall Year 2 - 4 Growth Objective for Event Expansion

Increase both the Depth of activity within Barika's existing event type and the Breadth of eligible behaviour Barika can understand and create value from.

Transactional Events → deeper Transactional Event volume + Lifecycle Events + Social Events

Intelligence Maturity

Starting Point

Barika enters Phase 2 with foundational Intent Understanding, Trust Intelligence and Partnership Orchestration operating within the marketplace and beginning to learn from the live activity established during Year 1.

In Years 2- 4

Greater marketplace participation, substantially greater Depth, and emerging Channel and Event Breadth expose Barika to more volume, contexts, partnerships and outcomes.

This progressively strengthens Barika's foundational intelligence and creates the conditions for additional capabilities to mature:

What matures

Intent Intelligence — begins learning from real customer actions and events.
Trust Intelligence — begins learning from real interactions and suitability decisions.
Partnership Intelligence — begins learning which participating organisations and offers create appropriate matches.

Emerging Intelligence Capabilities

The increasing scale, diversity and outcomes of the marketplace also create the conditions for additional intelligence capabilities to develop:

Outcome Intelligence: Begins learning what tends to work across different events, contexts, partnerships and opportunities.

Real-Time Decision Intelligence: Begins developing the ability to determine what should happen now, given the event, context, trust requirements and available opportunities.

What this means for Years 2 - 4 (Phase 2 Growth)

Phase 2 scales the Growth Engines in two dimensions. Depth compounds the opportunity established in Year 1, while Breadth extends Barika into RCS and In-App channels and Lifecycle and Social Events. The resulting increase in scale, context and diversity accelerates Intelligence Maturity.

Scale Effect — Barika gets bigger

Starting Point: Barika enters Phase 2 with 4 Enterprise Partners and 1.92B annual accessible volume established at the end of Year 1.

Phase 2 scales Barika through both Depth and Breadth.

Depth — Scale what already works

Broader marketplace participation increases accessible volume through Barika's existing Email + SMS channels and Transactional Events.

16 Enterprise Partners
100 Direct Self-Serve Partners
7 Integration Platforms reaching 6.575M+ addressable businesses
0.5% Integration Adoption → 32,875+ Connected Integration Self-Serve Partners
20 Agency Partners → 200 Activated Merchant Stores

Participation Route	Starting Point - End Year 1	End Year 4 Scale	Accessible Annual Volume
Enterprise-Led	4 Enterprise Partners 1.92B annual volume	16 Enterprise Partners 40M average monthly volume per Enterprise	7.68B
Direct Self-Serve	Activates in Phase 2	100 Partners10% Host participation 10 Hosts 10K monthly volume per Host	1.2M
Integration Self-Serve	Activates in Phase 2	7 integrations 6.575M+ addressable businesses 0.5% adoption 32,875+ connected participants	11.89B
Agency-Led	Activates in Phase 2	20 Agencies 10 stores per Agency 200 activated merchant stores 50K monthly volume per store	120M
DEPTH SCALE	1.92B starting volume		19.69B

Performance Effect — Barika gets better

Starting Point

Year 1 establishes a 10% Match Rate and 3% CTR baseline.

As marketplace scale, participation, offer availability, context diversity and accumulated intelligence increase, Barika becomes more effective at converting accessible opportunity into suitable, trusted matches and customer engagement.

Match rate

Match Rate represents the proportion of accessible opportunities for which Barika identifies an eligible, suitable and trusted match. It is expected to improve as marketplace liquidity and Intelligence Maturity increase.

15% Match Rate
Year 1 baseline: 10%
3.249B Annual Matched Volume (21.663B Annual Accessible Volume × 15% Match Rate)

CTR

CTR represents the proportion of matched rewards that generate customer engagement.

4% CTR
Year 1 baseline: 3%
129.98M Annual Clicks (3.249B Annual Matched Volume × 4% CTR)

Barika Projected Revenue — Barika monetises the activity

Year 5 — Unlock the Intelligence Economy (Phase 3)

Commercial Focus

Growth Engine

Scaling Economics

Productise Barika Intelligence

Starting Point

Barika enters Year 5 with a scaled marketplace and intelligence capabilities matured through four years of increasing participation, volume, contexts, partnerships, channels, event types and accumulated outcomes..

Year 5 Focus:

Barika begins productising selected intelligence capabilities through APIs, enabling other businesses to build products and experiences on top of Barika intelligence.

Intent Understanding, Trust Intelligence, Partnership Orchestration, Outcome Intelligence and Real-Time Decision Intelligence begin moving from capabilities that power Barika's own marketplace towards reusable intelligence infrastructure that can power third-party products.

At the same time, Barika's existing marketplace continues to scale through greater participation and deeper activity across the Channel and Event footprint established during Phases 1 and 2.

What This Stage Means

Intelligence Maturity

Starting Point

Barika enters Year 5 with intelligence matured through four years of increasing marketplace participation, Channel and Event Depth and Breadth, partnerships, contexts and accumulated outcomes.

Capabilities that began maturing in Phase 1 and developed further through Phase 2 continue to mature in Year 5.

Intent Understanding: Deeper understanding of the intent signalled by customer actions, events and their surrounding context.

Trust Intelligence: Increasingly mature assessment of whether potential interactions are appropriate, relevant, safe and trusted within their context.

Partnership Orchestration: Greater ability to identify valuable relationships between participating organisations, events, contexts and opportunities.

Outcome Intelligence: Accumulated marketplace outcomes strengthen Barika's ability to understand what tends to work, for whom and within which contexts.

Real-Time Decision Intelligence: Barika's intelligence capabilities increasingly combine to support sophisticated decisions at the moment an eligible event occurs.

Year 5 Focus — From internal intelligence to reusable infrastructure

Year 5 is the point at which selected sufficiently mature Barika intelligence capabilities begin to be productised for external use.

This does not mean Barika stops developing or using these capabilities internally. They continue improving the marketplace while selected capabilities become independently consumable through APIs.

What becomes possible

Selected Intelligence APIs live
Third-party products can be built on Barika intelligence
First Intelligence API customers activated
Real-world API consumption established
Early Intelligence Revenue generated

End Point

By the end of Year 5, selected Barika intelligence capabilities have crossed the threshold from marketplace capability to externally consumable intelligence infrastructure.

What This Stage Means

Scale Effect — Barika gets bigger

Starting Point

Barika enters Year 5 from the marketplace scale established at the end of Year 4: 21.66B Annual Accessible Volume — Phase 2 Base Case.

The Channel and Event Breadth introduced during Phase 2 is now part of Barika's established marketplace and therefore contributes to Depth in Phase 3 (Year 5)

In Year 5

Marketplace growth continues through the same two mechanisms established in the earlier phases:

Depth — Scale what already works

Year 5 increases activity across the participation routes, channels and event types already established.

Established Channels: Email · SMS · RCS · In-App
Established Event Types: Transactional Events · Lifecycle Events · Social Events

Year 5 Participation

20 Enterprise Partners
150 Direct Self-Serve Partners
7 Integration Platforms
0.65% Integration Adoption giving 42,738+ connected participants
30 Agency Partners giving 300 activated merchant stores

Participation Route	Starting Point - End Year 4	End Year 5 Scale	Accessible Annual Volume
Enterprise-Led	16 Enterprise Partners 8.45B established accessible volume	20 Enterprise Partners Established channel and event footprint continues to deepen	10.56B
Direct Self-Serve	100 Partners 10% Host participation 10 Hosts 1.32M established accessible volume	150 Partners 10% Host participation 15 Hosts	1.98M
Integration Self-Serve	7 integrations 6.575M+ gross addressable customer and merchant accounts 0.5% Host activation 32,875+ Host-Activated Integration Accounts 13.08B established accessible volume	7 integrations 6.575M+ gross addressable customer and merchant accounts 0.65% Host activation 42,738+ Host-Activated Integration Accounts	17.01B
Agency-Led	20 Agencies200 Host-Activated Merchant Stores132M established accessible volume	30 Agencies 300 Host-Activated Merchant Stores	198M
YEAR-5 DEPTH SCALE	21.66B starting accessible volume	Continued growth across the established Phase 2 footprint	27.77B

Performance Effect — Barika gets better

Barika Projected Revenue — Barika monetises the activity

Intelligence Economy Activation


What is happening?	Understand the intent behind an event or action
Is this the right moment?	Determine whether creating value is appropriate and trusted
Who should create value together?	Identify the right organisations and opportunities
What is likely to work?	Learn from marketplace outcomes and context
What should happen now?	Make the appropriate decision in real time

Get in touch

28T+

28T+

Transactional customer messages

28T+

Almost

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Almost

none

Almost

none

Barika introduces the commercial layer.

Barika introduces the commercial layer.

Barika introduces the commercial layer.

Not a mockup.

Not a mockup.

Not a mockup.

Behaviour Intelligence Inside Customer Moments

Behaviour Intelligence Inside Customer Moments

Behaviour Intelligence Inside Customer Moments

1

ACTION

2

3

MATCH

Matchfabric® evaluates participating offers against context, relevance and trust.

﻿

4

UNLOCK

The interaction creates value

The customer receives a relevant reward, the message sender earns revenue and the participating brand reaches a high-intent customer.

1

ACTION

2

3

MATCH

Matchfabric® evaluates participating offers against context, relevance and trust.

4

UNLOCK

The interaction creates value

The customer receives a relevant reward, the message sender earns revenue and the participating brand reaches a high-intent customer.

1

ACTION

2

3

Matchfabric® evaluates participating offers against context, relevance and trust.

MATCH

4

UNLOCK

The interaction creates value

The customer receives a relevant reward, the message sender earns revenue and the participating brand reaches a high-intent customer.

One Transaction Event.

One Transaction Event.

One Transaction Event.

Three Winners.

The Customer that receives the unexpected reward

The business whose customer messages carry the reward

The brand that creates the offer and funds the reward

The Customer that receives the unexpected reward

The business whose customer messages carry the reward

The brand that creates the offer and funds the reward

Every participant has a rational reason to participate — no subsidies, no cross-sells, no friction. This is why the value exchange is real and meaningful.

Every brand verified.

Every piece of content validated.

Every brand verified.

﻿Every piece of content validated.

No exceptions.

Every brand verified.

Every piece of content validated.

What brings you here today?

What brings you here today?

What brings you here today?

I'm an investor

I'm a potential Barika customer

The investor

﻿case for Barika.

The investor

﻿case for Barika.

The market has reached an

inflection point.

none

Every piece of content validated.

case for Barika.

case for Barika.