Investor & Commercial Pitch
28T+
Transactional customer messages
sent every year.
A global stream of trusted customer moments already created by enterprises —
payments, bookings, deliveries, account events.
Sources: 360 Research Reports, Transactional Email Software Market (2025);
Juniper Research / Vox Solutions, Global A2P SMS Traffic (2023).
28T+
Transactional customer messages
sent every year.
A global stream of trusted customer moments already created by enterprises — payments, bookings, deliveries, account events.
Sources:
360 Research Reports, Transactional Email Software Market (2025);
Juniper Research / Vox Solutions, Global A2P SMS Traffic (2023).
28T+
Transactional customer messages
sent every year.
A global stream of trusted customer moments already created by enterprises — payments, bookings, deliveries, account events.
Sources: 360 Research Reports, Transactional Email Software Market (2025);
Juniper Research / Vox Solutions, Global A2P SMS Traffic (2023).
These messages are not merely delivered.
They are opened because customers need them and trust their source.
98%
Typical transactional SMS open-rate
65-75%
Typical transactional email open-rate range
These messages are not merely delivered.
They are opened because customers need them and trust their source.
98%
Typical transactional SMS open-rate
65-75%
Typical transactional email open-rate range
These messages are not merely delivered.
They are opened because customers need them and trust their source.
Typical transactional email open-rate range
65-75%
Typical transactional SMS open-rate
98%
Typical transactional email open-rate range
65-75%
Typical transactional SMS open-rate
98%
Almost
none
generate partner-funded commercial value.
High attention ---> High trust --> Commercially under-utilised
Almost
none
generate partner-funded commercial value.
High attention ---> High trust -->
Commercially under-utilised
Almost
none
generate partner-funded commercial value.
High attention ---> High trust --> Commercially under-utilised
Barika introduces the commercial layer.
Barika uses behaviour intelligence to understand each customer interaction and match relevant, partner-funded rewards in real time — without compromising customer or brand trust.
Barika introduces the commercial layer.
Barika uses behaviour intelligence to understand each customer interaction and match relevant, partner-funded rewards in real time — without compromising customer or brand trust.
Barika introduces the commercial layer.
Designed to solve some of the biggest problems businesses face today.
Barika uses behaviour intelligence to understand each customer interaction and match relevant, partner-funded rewards in real time — without compromising customer or brand trust.
Real business problems.
A massive, underutilised asset in between.
Businesses are investing heavily to solve hard problems. Between them sits an enormous, trusted customer interaction asset that is almost entirely untapped. Businesses face different challenges depending on what they are trying to achieve. Barika creates value in different ways to help address them.
When Barika creates value from your customer interactions.
For businesses that use Barika to make their existing customer interactions more valuable.
1
Growth: Finding Growth Is Getting Harder
Finding new sources of profitable growth gets harder as core business matures.
2
Retention & Loyalty: Customers Are Easier to Lose
Keeping customers active and loyal is harder when alternatives are easier
3
Value: Expectations Keep Rising
Customers expect more value, but increasing it usually means increasing what we pay
4
Differentiation: Standing Apart Keeps Getting Harder
As competing products and experiences converge, maintaining meaningful differentiation requires continual investment in new features, promotions and customer experiences.
5
Cost-to-Serve: Growth Is Expected Without Extra Margin
We're expected to grow, invest and improve experience while protecting profitability
When Barika connects you to new customers
For businesses that use Barika to reach relevant customers through other businesses' trusted interactions.
1
Acquisition Cost: Every New Customer Costs More
Acquiring each new customer is increasingly expensive across every channel.
2
Audience Access: Boxed Out of New Markets
Valuable customer pools exist, but existing channels keep us circling the same audiences
3
Moment Relevance: Reaching People at the Wrong Time
We reach people, but not at moments when they are genuinely engaged and receptive
4
Conversion Efficiency: Wasted Ad Spend
Reach and impressions don't reliably turn into action or predictable returns
5
Attention Scarcity: Impossible to Cut Through the Noise
Crowded channels and similar messages make it harder and harder to earn attention.
Not a mockup.
See Barika turn a trusted customer interaction into value in real time.
Not a mockup.
See Barika turn a trusted customer interaction into value in real time.
Not a mockup.
See Barika turn a trusted customer interaction into value in real time.
Behaviour Intelligence Inside Customer Moments
Matchfabric®—Barika's proprietary AI matching engine—interprets the customer interaction, identifies relevant opportunities, evaluates trust and context, and determines what value can safely be introduced in real time.
Behaviour Intelligence Inside Customer Moments
Matchfabric®—Barika's proprietary AI matching engine—interprets the customer interaction, identifies relevant opportunities, evaluates trust and context, and determines what value can safely be introduced in real time.
Behaviour Intelligence Inside Customer Moments
Matchfabric®—Barika's proprietary AI matching engine—interprets the customer interaction, identifies relevant opportunities, evaluates trust and context, and determines what value can safely be introduced in real time.
1
ACTION
A customer event occurs.
Booking. Payment. Order. Delivery.
2
UNDERSTAND
Barika interprets the context
What happened, where, when and what it may signal.
3
MATCH
Barika identifies safe, relevant value
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
A customer event occurs.
Booking. Payment. Order. Delivery.
2
UNDERSTAND
Barika interprets the context
What happened, where, when and what it may signal.
3
MATCH
Barika identifies safe, relevant value
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
A customer event occurs.
Booking. Payment. Order. Delivery.
2
UNDERSTAND
Barika interprets the context
What happened, where, when and what it may signal.
3
Barika identifies safe, relevant value
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.
Three Winners.
Every successful match creates genuine value for all three participants — by design, not by accident.
One Transaction Event.
Three Winners.
Every successful match creates genuine value for all three participants — by design, not by accident.
One Transaction Event.
Three Winners.
Every successful match creates genuine value for all three participants —
by design, not by accident.
The Customer that receives the unexpected reward
Receives a timely, relevant reward inside a message they already expect, open and trust. The reward is relevant to what they have just done, adding value without interrupting their journey or feeling like unrelated advertising.
The business whose customer messages carry the reward
Turns everyday transactional messages into a new source of revenue and customer loyalty. Partner-funded rewards generate incremental revenue while allowing the business to give customers additional value without having to fund those rewards itself.
The brand that creates the offer and funds the reward
Every display of their brand and every click to their app, social media page or website creates an opportunity to acquire a new customer immediately after a relevant transaction, when customer intent is high — converting engagement into measurable outcomes and building lasting relationships.
The Customer that receives the unexpected reward
Receives a timely, relevant reward inside a message they already expect, open and trust. The reward is relevant to what they have just done, adding value without interrupting their journey or feeling like unrelated advertising.
The business whose customer messages carry the reward
Turns everyday transactional messages into a new source of revenue and customer loyalty. Partner-funded rewards generate incremental revenue while allowing the business to give customers additional value without having to fund those rewards itself.
The brand that creates the offer and funds the reward
Every display of their brand and every click to their app, social media page or website creates an opportunity to acquire a new customer immediately after a relevant transaction, when customer intent is high — converting engagement into measurable outcomes and building lasting relationships.
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.
No exceptions.
Trust is not a feature we added. It is the foundation we built on.
Every brand verified.
Every piece of content validated.
No exceptions.
Trust is not a feature we added. It is the foundation we built on.
Every brand verified.
Every piece of content validated.
No exceptions.
Trust is not a feature we added. It is the foundation we built on.
What brings you here today?
We've prepared two paths — one for investors, one for potential partners. Choose the one that fits and we'll show you exactly what matters to you.
What brings you here today?
We've prepared two paths — one for investors, one for potential partners. Choose the one that fits and we'll show you exactly what matters to you.
What brings you here today?
We've prepared two paths — one for investors, one for potential partners. Choose the one that fits and we'll show you exactly what matters to you.
I'm an investor
Market opportunity, business model, go-to-market, defensibility, growth and the raise.
I'm a potential Barika customer
Growth opportunities, partnership pathways, trust and ways to work together.
The investor
case for Barika.
Market moment, traction, go-to-market, competitive moat, how Barika scales, and the ask.
The investor
case for Barika.
Market moment, traction, go-to-market, competitive moat, how Barika scales, and the ask.
The market has reached an
inflection point.
For years, the ingredients existed in isolation. Now, five powerful forces have converged to create a once-in-a-generation opportunity.
01
Rising cost of customer acquisition
Digital advertising costs have surged while returns have declined. Brands need a credible alternative.
+222%
increase in Meta CPMs since 2020
Source: Wordstream, 2024
02
Consumers demand relevance, not interruption
Ad fatigue is real. Consumers increasingly ignore interruptive ads and expect personalisation in context.
+76%
of consumers feel frustrated by intrusive advertising
Source: Deloitte, Digital Consumer Trends, 2024
03
Enterprises are prioritising new revenue streams
Boards are under pressure to monetise existing assets and relationships — not just cut costs.
+80%
of executives say revenue growth is their top priority
Source: McKinsey, CxO Survey, 2024
01
Rising cost of customer acquisition
Digital advertising costs have surged while returns have declined. Brands need a credible alternative.
+222%
increase in Meta CPMs since 2020
Source: Wordstream, 2024
02
Consumers demand relevance, not interruption
Ad fatigue is real. Consumers increasingly ignore interruptive ads and expect personalisation in context.
+76%
of consumers feel frustrated by intrusive advertising
Source: Deloitte, Digital Consumer Trends, 2024
03
Enterprises are prioritising new revenue streams
Boards are under pressure to monetise existing assets and relationships — not just cut costs.
+80%
of executives say revenue growth is their top priority
Source: McKinsey, CxO Survey, 2024
04
Partnership ecosystems are accelerating
Ecosystem-led growth is now a board-level priority. Brands increasingly recognise they grow faster together.
+90%
of executives plan to increase investment in partner ecosystems
Source: Accenture, Ecosystem Advantage, 2023
04
Partnership ecosystems are accelerating
Ecosystem-led growth is now a board-level priority. Brands increasingly recognise they grow faster together.
+90%
of executives plan to increase investment in partner ecosystems
Source: Accenture, Ecosystem Advantage, 2023
05
AI is now commercially practical at scale
AI now understands context, makes real-time decisions, and applies trust guardrails — reliably, at enterprise scale.
+76%
of organisations use AI in at least one business function
Source: IBM, Global AI Adoption Index, 2024
06
Customer communications have become digital infrastructure
Receipts, confirmations, and updates have moved from paper to real-time, event-triggered digital messages — creating a vast, programmable layer of trusted customer interactions.
51.7B
global operator business messaging revenue in 2025
Source: Juniper Research, 2025
05
AI is now commercially practical at scale
AI now understands context, makes real-time decisions, and applies trust guardrails — reliably, at enterprise scale.
+76%
of organisations use AI in at least one business function
Source: IBM, Global AI Adoption Index, 2024
06
Customer communications have become digital infrastructure
Receipts, confirmations, and updates have moved from paper to real-time, event-triggered digital messages — creating a vast, programmable layer of trusted customer interactions.
51.7B
global operator business messaging revenue in 2025
Source: Juniper Research, 2025
For the first time, enterprises can monetise trusted customer communications without compromising trust, brands can reach high-intent customers contextually, and customers receive relevant rewards — all at enterprise scale. Powered by Barika.
Two ways Barika makes money.
Performance revenue from marketplace activity, complemented by recurring subscription revenue.
01
Performance Revenue
CPR + CPE · Scales with message volume and clicks
A brand running a reward campaign — the Offer Partner — pays a Cost per Reach (CPR) each time their reward appears 1,000 inside other brand's customer message, and a Cost per Engagement (CPE) when the customer clicks.
Barika collects both, shares an agreed portion with the business that sent the message — the Host Partner — and retains the balance.
1 - Offer partner
The brand funding the reward
Pays CPR + CPE
2 - Barika
The marketplace platform
Retains margin
3 - Host Partner
The business whose customer messages carry the reward
Earns
revenue share
02
Subscription Revenue
Barika Premium · Monthly subscription (launching summer '27)
Every Barika customer participates in Stream 1 by default. Barika Premium is a planned additional revenue layer targeting brands that engage with the platform directly — rather than through an enterprise integration.
A monthly subscription unlocks AI agents, personalisation, and automation, while the customer continues generating CPR/CPE revenue. Barika retains 100% of the subscription fee.
Barika Premium
SELF-SERVE
Monthly subscription + CPR/CPE participation. Unlocks AI agents, personalisation, and automation.
Barika retains: 100% subscription + marketplace margin
Barika Premium Plus
ENTERPRISE
Custom commercial terms and dedicated support. Larger customers continue generating CPR/CPE marketplace revenue.
Barika retains: 100% subscription + marketplace margin
(NO REVENUE SHARE APPLIES)
Understanding the
Barika market.
Barika's market is best defined by five interconnected stories that reveal a new way to create commercial value inside trusted customer moments.
01
What market does Barika serve?
Barika currently serves the market for Trusted Customer Events and Moments created by transactional events currently expressed through email and SMS.
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.
02
What must be present for this market to exist?
Six market forces come together to create the conditions for the market.
02
What must be present for this market to exist?
Six market forces come together to create the conditions for the market.
| 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. |
02
What must be present for this market to exist?
Six market forces come together to create the conditions for the market.
| 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. |
03
How do participants access the market?
Brands access the Barika market in three ways: one, by making their own trusted customer messages available for relevant rewards, two, by funding rewards to reach customers through other brands’ trusted messages, or three, by doing both.
04
Where does the market operate?
Today, Barika operates within transactional customer communications delivered through email and SMS.
05
What value does Barika unlock in the market?
For the Customer
Relevant rewards that add value to interactions they already trust. Not ads. Not interruptions.
For the Brand whose message carries the reward
New revenue from customer messages they already send, while strengthening customer value and loyalty.
For the Brand funding the reward
Access to relevant, high-intent customers, creating brand visibility and customer acquisition opportunities.
Barika orchestrates these forces, access points and channels to turn everyday communications into trusted moments of value—at scale.
Barika orchestrates these forces, access points and channels to turn everyday communications into trusted moments of value—at scale.
Unlocking value from
existing global infrastructure.
28 trillion trusted transactional customer messages sent annually — a live, high-attention channel that generates zero commercial value today.
Unlocking value from existing global infrastructure.
28 trillion trusted transactional customer messages sent annually — a live, high-attention channel that generates zero commercial value today.
TAM
SAM
SOM
The overall global capacity across all 28T business and transactional messages email/SMS sent annually, representing total market demand for transactional monetization.
$378B
Total Addressable Market (TAM)
- 28T+ annual business and transactional messages across email and SMS define the quantified market universe.
- $25 CPR (Cost Per Reach, i.e., per every 1,000 times) + $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.
The portion of the $378B Net TAM originating across CPaaS networks, digital payment rails, and merchant commerce platforms that Barika can technically and commercially serve
$94.5B
Serviceable Addressable Market (Net SAM)
- 25% serviceable-market assumption applied to the 28Tr+ global message universe.*
- Represents approximately 7Tr serviceable messages annually.
- Applies the same CPR/CPE economics and 30% Barika take rate used to calculate TAM.
- Results in a
$315B gross platform opportunity and
$94.5B retained SAM.
The portion of Barika's $94.5B SAM obtainable by Year 4, based on bottom-up modelling of partner acquisition, accessible volume, matching, engagement and revenue performance.
$179M–$1.79B
$107M
Year 4 Serviceable Obtainable Market (SOM)
~0.11% of $94.5B SAM
- 22.67B Accessible Volume: Annual customer-message volume reached through Barika's modelled Year 4 partner base.
- 15% Match Rate: 3.40B messages matched with a relevant, trust-approved partner offer.
- 4% Engagement Rate: Generates approximately 136M annual customer engagements across matched messages.
- $357M Gross Marketplace Revenue: Producing approximately $107M in annual Barika revenue at Barika's 30% share.
- ~0.11% of SAM:
The $107M Year 4 SOM represents approximately 0.11% of Barika's $94.5B Serviceable Addressable Market.
TAM
SAM
SOM
The overall global capacity across all 28T business and transactional messages email/SMS sent annually, representing total market demand for transactional monetization.
$378B
Total Addressable Market (TAM)
- 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.
The portion of the $378B Net TAM originating across CPaaS networks, digital payment rails, and merchant commerce platforms that Barika can technically and commercially serve
$94.5B
Serviceable Addressable Market (Net SAM)
- 25% serviceable-market assumption applied to the 28Tr+ global message universe.*
- Represents approximately 7Tr serviceable messages annually.
- Applies the same CPR/CPE economics and 30% Barika take rate used to calculate TAM.
- Results in a
$315B gross platform opportunity and
$94.5B retained SAM.
The portion of SAM Barika could capture over a three-year execution horizon, incorporating marketplace performance and market penetration.
$179M–$1.79B
$179M–$1.79B
3-Year Service Obtainable Market (SOM) Opportunity
- 20% Match Rate: 1.4Tr of the 7T serviceable messages receive a contextually relevant, trust-approved partner reward.
- 3% reward engagement rate across matched messages.
- Generates a $119B gross monetisable opportunity and $35.7B retained revenue opportunity after Barika's 30% take rate.
- 0.5%–5% three-year market capture produces
$179M–$1.79B in obtainable annual revenue.
Traction, Ecosystem
Validation & Readiness
Fully operational end-to-end infrastructure, publicly listed across major marketplaces.
Traction, Ecosystem
Validation & Readiness
Fully operational end-to-end infrastructure, publicly listed across major marketplaces.
Traction, Ecosystem
Validation & Readiness
Fully operational end-to-end infrastructure, publicly listed across major marketplaces.
3
Public Marketplace
App Listings
6M+
Reachable Merchants Across E-Commerce Platforms
Q4 '26
Commercial Launch
3
Public Marketplace
App Listings
6M+
Reachable Merchants Across
E-Commerce Platforms
Q4 '26
Commercial Launch
3
Public Marketplace
App Listings
6M+
Reachable Merchants Across
E-Commerce Platforms
Q4 '26
Commercial Launch
Live Production Infrastructure
Live Production Infrastructure
Live Production Infrastructure
AI Matching Engine
Matchfabric® matches partner-funded rewards to relevant customer messages in real time.
AI Co-Marketing Agents
Live agents support partner discovery, offer creation, campaign execution and trust/compliance.
Partner Onboarding
Businesses can onboard, configure their role, connect platforms and activate programmes directly.
Billing & Settlement
Stripe-integrated billing, payouts and partner settlement infrastructure operational.
Live Analytics & Reporting
Dashboards provide real-time visibility into reward delivery, engagement and programme performance.
Trust & Brand Safety
Configurable controls govern brand compatibility, offer eligibility and safe reward placement.
Billing & Settlement
Stripe-integrated billing, payouts and partner settlement infrastructure operational.
Live Analytics & Reporting
Dashboards provide real-time visibility into reward delivery, engagement and programme performance.
Trust & Brand Safety
Configurable controls govern brand compatibility, offer eligibility and safe reward placement.
AI Matching Engine
Matchfabric® matches partner-funded rewards to relevant customer messages in real time.
AI Co-Marketing Agents
Live agents support partner discovery, offer creation, campaign execution and trust/compliance.
Partner Onboarding
Businesses can onboard, configure their role, connect platforms and activate programmes directly.
AI Matching Engine
Matchfabric® matches partner-funded rewards to relevant customer messages in real time.
AI Co-Marketing Agents
Live agents support partner discovery, offer creation, campaign execution and trust/compliance.
Partner Onboarding
Businesses can onboard, configure their role, connect platforms and activate programmes directly.
Billing & Settlement
Stripe-integrated billing, payouts and partner settlement infrastructure operational.
Live Analytics & Reporting
Dashboards provide real-time visibility into reward delivery, engagement and programme performance.
Trust & Brand Safety
Configurable controls govern brand compatibility, offer eligibility and safe reward placement.
Pipeline & Commercial Launch
Enterprise pipeline active across mobile money, payments, telecoms, commerce and customer messaging platforms.
MTN Mobile Money engagement advanced through commercial discussions, proposal and stakeholder live demonstrations.
Merchant acquisition channels ready through Shopify, Klaviyo and WooCommerce distribution.
First merchant onboardings targeted for late September 2026.
Live revenue-generating customer messages targeted from October 2026.
Pipeline & Commercial Launch
Enterprise pipeline active across mobile money, payments, telecoms, commerce and customer messaging platforms.
MTN Mobile Money engagement advanced through commercial discussions, proposal and stakeholder live demonstrations.
Merchant acquisition channels ready through Shopify, Klaviyo and WooCommerce distribution.
First merchant onboardings targeted for late September 2026.
Live revenue-generating customer messages targeted from October 2026.
Live & Publicly Discoverable
Shopify App Store
Klaviyo App Marketplace
WooCommerce Wordpress Plugin
Official plugin reviewed, approved and listed in the WordPress Plugin Repository.
Live & Publicly Discoverable
Shopify App Store
Klaviyo App Marketplace
WooCommerce Wordpress Plugin
Official plugin reviewed, approved and listed in the WordPress Plugin Repository.
- Barika is built. Now we commercialise.
- The product is live. The distribution foundations are in place.
- The next phase is turning capability into repeatable commercial traction.
- Barika is built. Now we commercialise.
- The product is live. The distribution foundations are in place.
- The next phase is turning capability into repeatable commercial traction.
Go-To-Market.
Multiple acquisition routes.
Built-in for expansion.
Barika acquires three structural Partner Types through acquisition motions designed around how each enters, converts and expands.
Go-To-Market.
Multiple acquisition routes.
Built-in for expansion.
Barika acquires three structural Partner Types through acquisition motions designed around how each enters, converts and expands.
Go-To-Market.
Multiple acquisition routes.
Built-in for expansion.
Barika acquires three structural Partner Types through acquisition motions designed around how each enters, converts and expands.
Who we acquire
Barika acquires three structural Partner Types through acquisition motions designed around how each enters, converts and expands.
Who we acquire
Barika acquires three structural Partner Types through acquisition motions designed around how each enters, converts and expands.
Self-Serve
Independent Brand Partner
Businesses of any size can participate directly, with a core focus on smaller brands traditionally priced out of high-value customer acquisition, democratising access to new customers through a direct, affordable route.
Portfolio
Agency Partners
Agencies managing portfolios of ecommerce and digital brands can bring Barika to the clients they already serve, creating new growth opportunities for their clients and a recurring revenue stream for the agency.
Scale
Enterprise Partners
Large organisations with significant volumes of customer activity that can activate Barika across their own customer communications.
Self-Serve
Independent Brand Partner
Businesses of any size can participate directly, with a core focus on smaller brands traditionally priced out of high-value customer acquisition, democratising access to new customers through a direct, affordable route.
Portfolio
Agency Partners
Agencies managing portfolios of ecommerce and digital brands can bring Barika to the clients they already serve, creating new growth opportunities for their clients and a recurring revenue stream for the agency.
Scale
Enterprise Partners
Large organisations with significant volumes of customer activity that can activate Barika across their own customer communications.
How we acquire them
Three routes. Three different forms of leverage.
How we acquire them
Three routes. Three different forms of leverage.
Independent Brand Partner
Direct participation through self-serve channels, enabling businesses to join Barika without sales-led onboarding.
Direct Self-Serve
https://app.barika.ai/
Integration Self-Serve - Ecommerce
- Shopify
- WooCommerce
Integration Self-Serve - Messaging & Communications Platforms
- Klaviyo, Sinch, Infobip, Twilio, Vonage, and others
Barika App Self-Serve
- Create and manage offers
- Control spend
- Track offer activity and performance
- Access Barika centres
SCALING LOGIC
Many entry points →
many independent brands
Web self-serve enables direct participation.
Platform integrations make Barika accessible where businesses already operate.
The Barika App creates a dedicated, low-friction route for businesses of any size to participate directly.
Together, these routes allow Independent Brand Partner acquisition to scale without proportional growth in direct sales effort.
Independent Brand Partnerx
Direct participation through self-serve channels, enabling businesses to join Barika without sales-led onboarding.
Direct Self-Serve
https://app.barika.ai/
Integration Self-Serve - Ecommerce
Shopify
WooCommerce
Integration Self-Serve - Messaging & Communications Platforms
Klaviyo, Sinch, Infobip, Twilio, Vonage, and others
Barika App Self-Serve
Create and manage offers
Control spend
Track offer activity and performance
Access Barika centres
SCALING LOGIC
Many entry points →
many independent brands
Web self-serve enables direct participation.
Platform integrations make Barika accessible where businesses already operate.
The Barika App creates a dedicated, low-friction route for businesses of any size to participate directly.
Together, these routes allow Independent Brand Partner acquisition to scale without proportional growth in direct sales effort.
Independent Brand Partner
Direct participation through self-serve channels, enabling businesses to join Barika without sales-led onboarding.
Direct Self-Serve
https://app.barika.ai/
Integration Self-Serve - Ecommerce
Shopify
WooCommerce
Integration Self-Serve - Messaging & Communications Platforms
Klaviyo, Sinch, Infobip, Twilio, Vonage, and others
Barika App Self-Serve
Create and manage offers
Control spend
Track offer activity and performance
Access Barika centres
SCALING LOGIC
Many entry points →
many independent brands
Web self-serve enables direct participation.
Platform integrations make Barika accessible where businesses already operate.
The Barika App creates a dedicated, low-friction route for businesses of any size to participate directly.
Together, these routes allow Independent Brand Partner acquisition to scale without proportional growth in direct sales effort.
Agency Partners
Agencies already managing portfolios of ecommerce and digital brands.
- Shopify agencies
- WooCommerce agencies
- Ecommerce agencies
- Digital commerce agencies
- Customer experience agencies
SCALING LOGIC
One agency →
many managed customers
Agency Partners introduce Barika across the client portfolios they already manage.
Each agency relationship can therefore bring multiple brands into Barika without Barika acquiring every brand independently.
Agency-led acquisition turns one commercial relationship into portfolio-level distribution.
Agency Partners
Agencies already managing portfolios of ecommerce and digital brands.
- Shopify agencies
- WooCommerce agencies
- Ecommerce agencies
- Digital commerce agencies
- Customer experience agencies
SCALING LOGIC
One agency →
many managed customers
Agency Partners introduce Barika across the client portfolios they already manage.
Each agency relationship can therefore bring multiple brands into Barika without Barika acquiring every brand independently.
Agency-led acquisition turns one commercial relationship into portfolio-level distribution.
Enterprise Partners
Direct, relationship-led acquisition of large organisations with significant volumes of eligible customer activity.
- Digital wallets & payment platforms
- Airlines & travel
- Banks & financial services
- Telcos
- Delivery & logistics
- Event & ticketing platforms
- Hotel & hospitality groups
- Other high-volume customer communication businesses
SCALING LOGIC
One enterprise →
massive event volume
Enterprise Partners activate Barika across high volumes of customer interactions they already generate.
A single relationship can therefore unlock significant recurring message volume without Barika acquiring those customers individually.
Enterprise-led acquisition concentrates sales effort on relationships capable of creating disproportionate scale.
Enterprise Partnersx
Direct, relationship-led acquisition of large organisations with significant volumes of eligible customer activity.
- Digital wallets & payment platforms
- Airlines & travel
- Banks & financial services
- Telcos
- Delivery & logistics
- Event & ticketing platforms
- Hotel & hospitality groups
- Other high-volume customer communication businesses
SCALING LOGIC
One enterprise →
massive event volume
Enterprise Partners activate Barika across high volumes of customer interactions they already generate.
A single relationship can therefore unlock significant recurring message volume without Barika acquiring those customers individually.
Enterprise-led acquisition concentrates sales effort on relationships capable of creating disproportionate scale.
Enterprise Partners
Direct, relationship-led acquisition of large organisations with significant volumes of eligible customer activity.
- Digital wallets & payment platforms
- Airlines & travel
- Banks & financial services
- Telcos
- Delivery & logistics
- Event & ticketing platforms
- Hotel & hospitality groups
- Other high-volume customer communication businesses
SCALING LOGIC
One enterprise →
massive event volume
Enterprise Partners activate Barika across high volumes of customer interactions they already generate.
A single relationship can therefore unlock significant recurring message volume without Barika acquiring those customers individually.
Enterprise-led acquisition concentrates sales effort on relationships capable of creating disproportionate scale.
Why the acquisition model works
The routes are different. The underlying mechanism is the same: growth is economically aligned.
Every participant benefits from increasing activity across the Barika network.
Why the acquisition model works
The routes are different. The underlying mechanism is the same: growth is economically aligned.
Every participant benefits from increasing activity across the Barika network.
01 - Earn
Retain up to 70% of Cost Per Reach (CPR) AND Cost Per Engagement (CPE) economics generated through customer interactions they already own. Additionally, they build customer loyalty via rewards paid for by a partner brand.
02 - Reach & Acquire Customers
Reach new audiences and drive customer acquisition by putting relevant offers in front of high‑intent customers — turning interest into first‑time purchases.
01 - Earn
Retain up to 70% of Cost Per Reach (CPR) AND Cost Per Engagement (CPE) economics generated through customer interactions they already own. Additionally, they build customer loyalty via rewards paid for by a partner brand.
02 - Reach & Acquire Customers
Reach new audiences and drive customer acquisition by putting relevant offers in front of high‑intent customers — turning interest into first‑time purchases.
03 - Share Earnings
Earn recurring economics as more merchants within their portfolios activate Barika.
04 - Monetise & Reward
Turn existing infrastructure, customer interactions and enterprise relationships into new economic value while building customer loyalty.
03 - Share Earnings
Earn recurring economics as more merchants within their portfolios activate Barika.
04 - Monetise & Reward
Turn existing infrastructure, customer interactions and enterprise relationships into new economic value while building customer loyalty.
Flexible enterprise entry pathways
Enterprises enter at the pathway that fits. They expand as readiness grows.
Flexible enterprise entry pathways
Enterprises enter at the pathway that fits. They expand as readiness grows.
Use Barika to put your own rewards into your own customer messages.
A way to run and strengthen your own customer rewards/loyalty programme.
A way to run and strengthen your own customer rewards/loyalty programme.
You identify and acquire the participating brands. You earn a share of the revenue they generate.
Co‑build your reward partner network with Barika, bringing external brands to fund customer rewards.
You and Barika acquire participating brands together. You earn a share of the revenue they generate.
Activate any pathway independently, or combine two or all three to create the programme that fits your business.
Use Barika to put your own rewards into your own customer messages.
A way to run and strengthen your own customer rewards/loyalty programme.
Bring external brands into Barika to fund rewards for your customers.
You identify and acquire the participating brands. You earn a share of the revenue they generate.
Bring external brands into Barika to fund rewards for your customers.
You identify and acquire the participating brands. You earn a share of the revenue they generate.
Co‑build your reward partner network with Barika, bringing external brands to fund customer rewards.
You and Barika acquire participating brands together. You earn a share of the revenue they generate.
Co‑build your reward partner network with Barika, bringing external brands to fund customer rewards.
You and Barika acquire participating brands together. You earn a share of the revenue they generate.
Choose the combination that works for you
Activate any pathway independently, or combine two or all three to create the programme that fits your business.
Choose the combination that works for you
Activate any pathway independently, or combine two or all three to create the programme that fits your business.
The market competition and unfair advantage.
Why alternatives don’t solve this — and why Barika can build a defensible position.
The market competition and unfair advantage.
Why alternatives don’t solve this — and why Barika can build a defensible position.
What Barika is competing to build
We start where behaviour is commercially clearest: transactional events such as bookings made, orders placed and payments completed, activated through transactional Email & SMS.
What Barika is competing to build
We start where behaviour is commercially clearest: transactional events such as bookings made, orders placed and payments completed, activated through transactional Email & SMS.
- Transactional events are the starting behaviour.
- Email and SMS are the starting surfaces.
- We turn the trusted messages these actions already trigger into surfaces where contextually relevant, partner-funded rewards can be activated.
- Transactional events are the starting behaviour.
- Email and SMS are the starting surfaces.
- We turn the trusted messages these actions already trigger into surfaces where contextually relevant, partner-funded rewards can be activated.
The Market already contains the pieces
The capabilities exist — but in separate categories.
The Market already contains the pieces
The capabilities exist — but in separate categories.
Messaging Infrastructure
Twilio, Sinch, Infobip, Route Mobile
Owns delivery. Not the intelligence or marketplace.
AdTec / Recommendations
Taboola, Teads
Owns attention and inventory.
Not trust-constrained value activation.
Affiliate / Partnership Networks
Awin, impact.com, Rakuten Advertising
Owns partnerships and performance. Not action-driven orchestration across touchpoint types.
Messaging Infrastructure
Twilio, Sinch, Infobip, Route Mobile
Owns delivery. Not the intelligence or marketplace.
AdTec / Recommendations
Taboola, Teads
Owns attention and inventory. Not trust-constrained value activation.
Affiliate / Partnership Networks
Awin, impact.com, Rakuten Advertising
Owns partnerships and performance. Not action-driven orchestration across touchpoint types.
Messaging Infrastructure
Twilio, Sinch, Infobip, Route Mobile
Owns delivery. Not the intelligence or marketplace.
AdTec / Recommendations
Taboola, Teads
Owns attention and inventory. Not trust-constrained value activation.
Affiliate / Partnership Networks
Awin, impact.com, Rakuten Advertising
Owns partnerships and performance. Not action-driven orchestration across touchpoint types.
Loyalty / Card-linked Offers
Cardlytics, Bank / Airline Ecosystems
Owns rewards within controlled networks. Not cross-brand matching beyond programme or transaction-data gate.
Loyalty / Card-linked Offers
Cardlytics, Bank / Airline Ecosystems
Owns rewards within controlled networks. Not cross-brand matching beyond programme or transaction-data gate.
Direct Bilateral Brand Partnerships
Individual brand partnerships
Manual, fragmented and difficult to scale. Not automated infrastructure.
BARIKA
CONNECTS THESE FRAGMENTS AROUND THE ACTION
Loyalty / Card-linked Offers
Cardlytics, Bank / Airline Ecosystems
Owns rewards within controlled networks. Not cross-brand matching beyond programme or transaction-data gate.
Direct Bilateral Brand Partnerships
Individual brand partnerships
Manual, fragmented and difficult to scale. Not automated infrastructure.
BARIKA
Connects these fragments around the action
Direct Bilateral Brand Partnerships
Individual brand partnerships
Manual, fragmented and difficult to scale. Not automated infrastructure.
BARIKA
CONNECTS THESE FRAGMENTS AROUND THE ACTION
The Whitespace
The missing layer between behaviour and commercial value.
The Whitespace
The missing layer between behaviour and commercial value.
Turning behaviour into commercial value requires a decision layer that doesn't exist in today's fragmented categories. Barika occupies this decision layer — connecting behaviour, context, partners and touchpoints to turn meaningful actions into appropriate commercial value.
Turning behaviour into commercial value requires a decision layer that doesn't exist in today's fragmented categories. Barika occupies this decision layer — connecting behaviour, context, partners and touchpoints to turn meaningful actions into appropriate commercial value.
Turning behaviour into commercial value requires a decision layer that doesn't exist in today's fragmented categories. Barika occupies this decision layer — connecting behaviour, context, partners and touchpoints to turn meaningful actions into appropriate commercial value.
01 - What happened?
Understand the action
A customer booked a flight
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
01 - What happened?
Understand the action
A customer booked a flight
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
03 - Is There An Opportunity?
Determine whether the action creates an eligible commercial opportunity.
Ground transport may now be relevant
04 - Who and what creates value?
Determine the appropriate commercial partner and reward.
Premium ride-share · 15% airport transfer reward
01 - What happened?
Understand the action
A customer booked a flight
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
03 - Is There An Opportunity?
Determine whether the action creates an eligible commercial opportunity.
Ground transport may now be relevant
04 - Who and what creates value?
Determine the appropriate commercial partner and reward.
Premium ride-share · 15% airport transfer reward
06 - Where should it happen?
Activate through the appropriate touchpoint.
Flight booking confirmation email
07 - Did it create value
Measure the outcome and learn from it.
Reward viewed / clicked · outcome captured
05 - Should it happen?
Determine whether the value exchange is appropriate for the Host, individual and context.
Relevant · brand-safe · permitted
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
03 - Is There An Opportunity?
Determine whether the action creates an eligible commercial opportunity.
Ground transport may now be relevant
06 - Where should it happen?
Activate through the appropriate touchpoint.
Flight booking confirmation email
07 - Did it create value
Measure the outcome and learn from it.
Reward viewed / clicked · outcome captured
05 - Should it happen?
Determine whether the value exchange is appropriate for the Host, individual and context.
Relevant · brand-safe · permitted
02 - What does it mean?
Understand the context and what may now be relevant.
Travelling to Lisbon next week
03 - Is There An Opportunity?
Determine whether the action creates an eligible commercial opportunity.
Ground transport may now be relevant
04 - Who and what creates value?
Determine the appropriate commercial partner and reward.
Premium ride-share · 15% airport transfer reward
05 - Should it happen?
Determine whether the value exchange is appropriate for the Host, individual and context.
Relevant · brand-safe · permitted
06 - Where should it happen?
Activate through the appropriate touchpoint.
Flight booking confirmation email
07 - Did it create value
Measure the outcome and learn from it.
Reward viewed / clicked · outcome captured
To replicate Barika requires solving the entire journey from action to value.
Three Growth Engines.
One expanding economic opportunity.
See what drives Barika’s growth, how the model expands over time, and use the Scaling Calculator to simulate what that growth could look like under different scenarios.
Three Growth Engines.
One expanding economic opportunity.
See what drives Barika’s growth, how the model expands over time, and use the Scaling Calculator to simulate what that growth could look like under different scenarios.
GROWTH DRIVERS
GROWTH OVER TIME
SCALING CALCULATOR
What drives Barika's scale?
Barika's growth is driven by three Growth Engines — Channel Expansion, Event Expansion, and Intelligence Maturity. As these engines expand, the Growth Dimensions of depth and breadth shape how they scale: depth increases activity within existing channels and event types, while breadth expands the range of channels and event types Barika supports.
This expansion in depth and breadth directly increases Barika's Growth Volume — the number of partners who can participate and the volume of messages that can be monetised. As Growth Volume increases, Barika's Growth Performance — measured through Match Rate and CTR — improves, reflecting how effectively the system converts volume into outcomes.
Together, the Growth Engines define where Barika can create value, the Growth Dimensions define how those channels and event types expand, Growth Volume defines what ultimately scales — more partners and more messages — and Growth Performance shows how efficiently that volume is turned into results.
Channel Expansion growth engine
More places to create value
This growth engine expands the places where Barika can create value, moving beyond transactional email and SMS into more of the digital touchpoints where people already interact with businesses and platforms. As more surfaces become available, Barika can activate value across a greater proportion of relevant behaviour.
Starting Point: Transactional Email and SMS
How this Growth Engine scales
- 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
What it unlocks for customers
More of the trusted digital interactions customers already have can become opportunities to receive relevant value, without creating additional promotional interruptions
Event Expansion growth engine
More things people do and experience
This growth engine expands the range of behaviour Barika can understand and create value from, moving beyond transactional events such as bookings, orders and payments into a broader range of meaningful actions and moments. As more event categories become available, Barika can create value around more of what people do and experience.
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 growth engine
Intelligence others can build on
This growth engine develops Barika's intelligence from capabilities that power its own platform today into intelligence that other companies can eventually use to power their own products, services and decisions.
As Barika operates across greater volume, more contexts, broader channel and event coverage, partnerships and outcomes, its intelligence can mature beyond Barika's own marketplace and become independently valuable infrastructure.
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.
How Barika Scales: Growth & Revenue
Barika scales through three reinforcing growth engines: expanding the channels where value can be created, the events the platform can understand, and the intelligence that improves matching and monetisation. The model below shows how that expansion translates into partner growth, accessible volume, engagement and revenue through Year 4.
The Unit Economics Behind the Scale
Scale only matters if the underlying economics work. The model below shows the economics of acquiring and serving each partner type, including CAC, gross margin, CAC payback and LTV, based on Barika’s 30% share of Gross Marketplace Revenue.
How does Barika's scaling model develop over time?
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
Starting Point: Zero commercial traction and zero accessible marketplace volume.
- 4 Enterprise Partners
- 40M Average Monthly Transactional Event Message Volume per Enterprise
- 480M Average Annual Transactional Event Message Volume per Enterprise
- 1.92B Annual Transactional Event Message Volume
Scale Effect — Barika gets bigger
0 → 4 Enterprise Partners → 1.92B Annual Accessible Transactional Event Message Volume
| 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
10% Match Rate — Baseline
192M Annual Matched Message Volume
3% CTR — Baseline
5.76M Annual Clicks
Year 1 establishes Barika's initial marketplace performance baseline. Match Rate measures how much accessible volume Barika converts into suitable, trusted matches; CTR measures how effectively those matches generate customer engagement.
Because Phase 1 starts from zero live marketplace activity, 10% Match Rate and 3% CTR establish the baseline rather than representing improvement against an earlier period.
Performance Effect — Barika gets better
1.92B Accessible Volume → 192M Matches → 5.76M Clicks
Barika Projected Revenue — Barika monetises the activity
Overall Projected Marketplace Revenue (Pre-Revenue Share)
$4.80M
Annual CPR (Cost Per Reach) Revenue
$11.52M
Annual CPE (Cost Per Engagement) Revenue
$16.32M
Annual Gross Marketplace Revenue
Barika Projected Year-1 Revenue
30% Barika Retained Share
$4.896M Annual Barika Revenue
YEAR-1 GROWTH TRAJECTORY
- 0 →
- 4 Enterprise Partners →
- 1.92B Accessible Volume →
- 192M Matches → 5.76M Clicks →
- $4.896M Barika Revenue
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
Barika builds on the commercial traction established in Year 1 by broadening market participation, accelerating Depth and introducing Breadth across its Growth Engines — expanding the scale and scope of the marketplace while deepening its intelligence.
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
YEAR-4 DEPTH SCALE
19.69B Annual Accessible Volume
| 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 |
Breadth — Expand the accessible opportunity
Phase 2 also introduces targeted Channel and Event Breadth beyond the starting Email/SMS + Transactional Event model.
Channel Breadth
- RCS
- In-App
Event Breadth
- Lifecycle Events
- Social Events
Breadth is modelled as a single combined uplift to the Depth opportunity, avoiding false precision and double-counting where Channel and Event expansion intersect.
- 10% Breadth Uplift — Base Case
- +1.97B Incremental Annual Accessible Volume
END OF YEAR-4 SCALE EFFECT
21.66B Annual Accessible Volume
19.69B Depth + 1.97B Breadth
Breadth assumption: 10% is the base case within a 0–20% scenario range. It represents the combined incremental accessible opportunity from Phase 2 Channel and Event Breadth.
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)
YEAR-4 PERFORMANCE EFFECT
21.66B Accessible Volume → 3.25B Matches → 129.98M Clicks
Barika Projected Revenue — Barika monetises the activity
Overall Projected Marketplace Revenue (Pre-Revenue Share)
- $81.24M Annual CPR (Cost Per Reach) Revenue (3.249B Matched Volume ÷ 1,000 × $25 CPR)
- $259.96M Annual CPE (Cost Per Engagement) Revenue (129.98M Annual Clicks × $2.00 CPE)
- $341.20M
Annual Gross Marketplace Revenue ($81.24M CPR Revenue + $259.96M CPE Revenue)
Barika Projected Year-4 Revenue
30% Barika Retained Share
$102.36M
Annual
Barika Revenue
YEARS 2 - 4 GROWTH TRAJECTORY
- Participation → 19.69B Depth
- Growth Engine Breadth → +1.97B
- Total Scale Effect → 21.66B
- Performance Effect → 3.25B matches / 129.98M clicks
- Economic conversion → $341.20M marketplace revenue
- Barika retains 30% → $102.36M
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
Barika begins evolving from a platform whose intelligence powers its own marketplace into intelligence infrastructure that other businesses can build on. The marketplace remains Barika's core economic engine and intelligence flywheel, while Intelligence APIs establish the foundation for a new, independently scalable revenue layer.
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
Intelligence Maturity transforms what Barika has learned through its marketplace into reusable intelligence infrastructure. Other businesses can consume that intelligence through APIs and build products on top of it, unlocking the foundation of the Intelligence Economy.
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 |
YEAR-5 SCALE EFFECT
27.77B Annual Accessible Volume
Breadth in Year 5
No additional Channel or Event Breadth is required in the Year 5 base case. Year 5 focuses on deepening the expanded footprint established during Phase 2 while Intelligence Maturity reaches external productisation.
Performance Effect — Barika gets better
Starting Point
Barika enters Year 5 from the Phase 2 performance assumptions of:
- 15% Match Rate
- 4% CTR
Greater marketplace liquidity, accumulated outcomes and increasingly mature Barika intelligence continue improving how effectively accessible opportunity can be converted into suitable, trusted matches and customer engagement.
In Year 5
- 17% Match Rate
- 4.72B Annual Matched Volume (27.77B Annual Accessible Volume x 17%)
- 4.5% CTR
- 212.45M Annual Clicks (4.72B Annual Matched Volume x 4.5%)
YEAR-5 PERFORMANCE EFFECT
27.77B Accessible Volume → 4.72B Matches → 212.45M Clicks
Barika Projected Revenue — Barika monetises the activity
Overall Projected Marketplace Revenue (Pre-Revenue Share)
The marketplace remains Barika's core economic engine in Year 5.
Annual CPR Revenue (4.72B matched volume / 1,000 x $25)
$118.02M
Annual CPE Revenue (212.45M clicks x $2.00)
$424.90M
Annual Gross Marketplace Revenue (CPR + CPE)
$542.92M
Barika Projected Year-5 Revenue
30% Barika Retained Share
$162.88M
Annual
Barika Revenue
YEARS 5 GROWTH TRAJECTORY
- Established Marketplace Depth → 27.77B
- Additional Growth Engine Breadth → None assumed
- Total Scale Effect → 27.77B
- Performance Effect → 4.72B matches / 212.45M clicks
- Economic conversion → $542.92M marketplace revenue
- Barika retains 30% → $162.88
- Intelligence Economy → Commercially activated, not materially included in forecast
Intelligence Economy Activation
A New Economic Layer Begins
Year 5 also marks the first commercial activation of Barika intelligence outside Barika's own marketplace.
✓ Selected Intelligence APIs live
✓ First Intelligence API customers activated
✓ Third-party products built on Barika intelligence
✓ Real-world API consumption established
✓ Early Intelligence Revenue generated
YEAR-5 SCALE EFFECT
27.77B Annual Accessible Volume
Barika's $162.88M projected Year 5 revenue is marketplace revenue only. Early Intelligence Revenue is deliberately excluded as a material forecast contribution until external usage, pricing and customer economics are established.
GROWTH DRIVERS
GROWTH OVER TIME
SCALING CALCULATOR
What drives Barika's scale?
Barika's growth is driven by three Growth Engines — Channel Expansion, Event Expansion, and Intelligence Maturity. As these engines expand, the Growth Dimensions of depth and breadth shape how they scale: depth increases activity within existing channels and event types, while breadth expands the range of channels and event types Barika supports.
This expansion in depth and breadth directly increases Barika's Growth Volume — the number of partners who can participate and the volume of messages that can be monetised. As Growth Volume increases, Barika's Growth Performance — measured through Match Rate and CTR — improves, reflecting how effectively the system converts volume into outcomes.
Together, the Growth Engines define where Barika can create value, the Growth Dimensions define how those channels and event types expand, Growth Volume defines what ultimately scales — more partners and more messages — and Growth Performance shows how efficiently that volume is turned into results.
Barika's growth is driven by three Growth Engines — Channel Expansion, Event Expansion, and Intelligence Maturity. As these engines expand, the Growth Dimensions of depth and breadth shape how they scale: depth increases activity within existing channels and event types, while breadth expands the range of channels and event types Barika supports.
This expansion in depth and breadth directly increases Barika's Growth Volume — the number of partners who can participate and the volume of messages that can be monetised. As Growth Volume increases, Barika's Growth Performance — measured through Match Rate and CTR — improves, reflecting how effectively the system converts volume into outcomes.
Together, the Growth Engines define where Barika can create value, the Growth Dimensions define how those channels and event types expand, Growth Volume defines what ultimately scales — more partners and more messages — and Growth Performance shows how efficiently that volume is turned into results.
Channel Event
More places to create value
This growth engine expands the places where Barika can create value, moving beyond transactional email and SMS into more of the digital touchpoints where people already interact with businesses and platforms. As more surfaces become available, Barika can activate value across a greater proportion of relevant behaviour.
Event Expansion
More things people do and experience
This growth engine expands the range of behaviour Barika can understand and create value from, moving beyond transactional events such as bookings, orders and payments into a broader range of meaningful actions and moments. As more event categories become available, Barika can create value around more of what people do and experience.
Intelligence Maturity
Intelligence others can build on
This growth engine develops Barika's intelligence from capabilities that power its own platform today into intelligence that other companies can eventually use to power their own products, services and decisions.
As Barika operates across greater volume, more contexts, broader channel and event coverage, partnerships and outcomes, its intelligence can mature beyond Barika's own marketplace and become independently valuable infrastructure.
How Barika Scales: Growth & Revenue
Barika scales through three reinforcing growth engines: expanding the channels where value can be created, the events the platform can understand, and the intelligence that improves matching and monetisation. The model below shows how that expansion translates into partner growth, accessible volume, engagement and revenue through Year 4.
The Unit Economics Behind the Scale
Scale only matters if the underlying economics work. The model below shows the economics of acquiring and serving each partner type, including CAC, gross margin, CAC payback and LTV, based on Barika’s 30% share of Gross Marketplace Revenue.
How does Barika's scaling model develop over time?
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
Starting Point: Zero commercial traction and zero accessible marketplace volume.
- 4 Enterprise Partners
- 40M Average Monthly Transactional Event Message Volume per Enterprise
- 480M Average Annual Transactional Event Message Volume per Enterprise
- 1.92B Annual Transactional Event Message Volume
Scale Effect — Barika gets bigger
0 → 4 Enterprise Partners → 1.92B Annual Accessible Transactional Event Message Volume
| 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
10% Match Rate — Baseline
192M Annual Matched Message Volume
3% CTR — Baseline
5.76M Annual Clicks
Year 1 establishes Barika's initial marketplace performance baseline. Match Rate measures how much accessible volume Barika converts into suitable, trusted matches; CTR measures how effectively those matches generate customer engagement.
Because Phase 1 starts from zero live marketplace activity, 10% Match Rate and 3% CTR establish the baseline rather than representing improvement against an earlier period.
Performance Effect — Barika gets better
1.92B Accessible Volume → 192M Matches → 5.76M Clicks
Barika Projected Revenue — Barika monetises the activity
Overall Projected Marketplace Revenue (Pre-Revenue Share)
$4.80M
Annual CPR (Cost Per Reach) Revenue
$11.52M
Annual CPE (Cost Per Engagement) Revenue
$16.32M
Annual Gross Marketplace Revenue
Barika Projected Year-1 Revenue
30% Barika Retained Share
$4.896M Annual Barika Revenue
YEAR-1 GROWTH TRAJECTORY
- 0 →
- 4 Enterprise Partners →
- 1.92B Accessible Volume →
- 192M Matches → 5.76M Clicks →
- $4.896M Barika Revenue
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
Barika builds on the commercial traction established in Year 1 by broadening market participation, accelerating Depth and introducing Breadth across its Growth Engines — expanding the scale and scope of the marketplace while deepening its intelligence.
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
YEAR-4 DEPTH SCALE
19.69B Annual Accessible Volume
| 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 |
Breadth — Expand the accessible opportunity
Phase 2 also introduces targeted Channel and Event Breadth beyond the starting Email/SMS + Transactional Event model.
Channel Breadth
- RCS
- In-App
Event Breadth
- Lifecycle Events
- Social Events
Breadth is modelled as a single combined uplift to the Depth opportunity, avoiding false precision and double-counting where Channel and Event expansion intersect.
- 10% Breadth Uplift — Base Case
- +1.97B Incremental Annual Accessible Volume
END OF YEAR-4 SCALE EFFECT
21.66B Annual Accessible Volume
19.69B Depth + 1.97B Breadth
Breadth assumption: 10% is the base case within a 0–20% scenario range. It represents the combined incremental accessible opportunity from Phase 2 Channel and Event Breadth.
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)
YEAR-4 PERFORMANCE EFFECT
21.66B Accessible Volume → 3.25B Matches → 129.98M Clicks
Barika Projected Revenue — Barika monetises the activity
Overall Projected Marketplace Revenue (Pre-Revenue Share)
- $81.24M Annual CPR (Cost Per Reach) Revenue (3.249B Matched Volume ÷ 1,000 × $25 CPR)
- $259.96M Annual CPE (Cost Per Engagement) Revenue (129.98M Annual Clicks × $2.00 CPE)
- $341.20M
Annual Gross Marketplace Revenue ($81.24M CPR Revenue + $259.96M CPE Revenue)
Barika Projected Year-4 Revenue
30% Barika Retained Share
$102.36M
Annual
Barika Revenue
YEARS 2 - 4 GROWTH TRAJECTORY
- Participation → 19.69B Depth
- Growth Engine Breadth → +1.97B
- Total Scale Effect → 21.66B
- Performance Effect → 3.25B matches / 129.98M clicks
- Economic conversion → $341.20M marketplace revenue
- Barika retains 30% → $102.36M
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
Barika begins evolving from a platform whose intelligence powers its own marketplace into intelligence infrastructure that other businesses can build on. The marketplace remains Barika's core economic engine and intelligence flywheel, while Intelligence APIs establish the foundation for a new, independently scalable revenue layer.
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
Intelligence Maturity transforms what Barika has learned through its marketplace into reusable intelligence infrastructure. Other businesses can consume that intelligence through APIs and build products on top of it, unlocking the foundation of the Intelligence Economy.
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 |
YEAR-5 SCALE EFFECT
27.77B Annual Accessible Volume
Breadth in Year 5
No additional Channel or Event Breadth is required in the Year 5 base case. Year 5 focuses on deepening the expanded footprint established during Phase 2 while Intelligence Maturity reaches external productisation.
Performance Effect — Barika gets better
Starting Point
Barika enters Year 5 from the Phase 2 performance assumptions of:
- 15% Match Rate
- 4% CTR
Greater marketplace liquidity, accumulated outcomes and increasingly mature Barika intelligence continue improving how effectively accessible opportunity can be converted into suitable, trusted matches and customer engagement.
In Year 5
- 17% Match Rate
- 4.72B Annual Matched Volume (27.77B Annual Accessible Volume x 17%)
- 4.5% CTR
- 212.45M Annual Clicks (4.72B Annual Matched Volume x 4.5%)
YEAR-5 PERFORMANCE EFFECT
27.77B Accessible Volume → 4.72B Matches → 212.45M Clicks
Barika Projected Revenue — Barika monetises the activity
Overall Projected Marketplace Revenue (Pre-Revenue Share)
The marketplace remains Barika's core economic engine in Year 5.
Annual CPR Revenue (4.72B matched volume / 1,000 x $25)
$118.02M
Annual CPE Revenue (212.45M clicks x $2.00)
$424.90M
Annual Gross Marketplace Revenue (CPR + CPE)
$542.92M
Barika Projected Year-5 Revenue
30% Barika Retained Share
$162.88M
Annual
Barika Revenue
YEARS 5 GROWTH TRAJECTORY
- Established Marketplace Depth → 27.77B
- Additional Growth Engine Breadth → None assumed
- Total Scale Effect → 27.77B
- Performance Effect → 4.72B matches / 212.45M clicks
- Economic conversion → $542.92M marketplace revenue
- Barika retains 30% → $162.88
- Intelligence Economy → Commercially activated, not materially included in forecast
Intelligence Economy Activation
A New Economic Layer Begins
Year 5 also marks the first commercial activation of Barika intelligence outside Barika's own marketplace.
✓ Selected Intelligence APIs live
✓ First Intelligence API customers activated
✓ Third-party products built on Barika intelligence
✓ Real-world API consumption established
✓ Early Intelligence Revenue generated
YEAR-5 SCALE EFFECT
27.77B Annual Accessible Volume
Barika's $162.88M projected Year 5 revenue is marketplace revenue only. Early Intelligence Revenue is deliberately excluded as a material forecast contribution until external usage, pricing and customer economics are established.
Raising $400K
Pre-Seed
To accelerate Barika through Go-To-Market and build the foundations for Growth
Raising $500K
Pre-Seed
To accelerate Barika through Go-To-Market and build the foundations for Growth
Activate
Turn Barika's Go-to-Market into a live marketplace
Prove
Demonstrate that the marketplace works commercially
Advance
Build the capability for the next stage of growth
Activate
Turn Barika's Go-to-Market into a live marketplace
Prove
Demonstrate that the marketplace works commercially
Advance
Build the capability for the next stage of growth
Convert enterprise opportunities into customers, activate Barika's Enterprise, Agency, Integration and Direct Self-Serve routes, and build supply and demand participation across the marketplace.
Generate live marketplace activity and recurring revenue, validate engagement and marketplace economics with real-world data, and demonstrate commercial traction
.
Strengthen the platform, integrations and enterprise readiness, while building the commercial and technical capacity required to execute beyond a founder-led model.
Convert enterprise opportunities into customers, activate Barika's Enterprise, Agency, Integration and Direct Self-Serve routes, and build supply and demand participation across the marketplace.
Generate live marketplace activity and recurring revenue, validate engagement and marketplace economics with real-world data, and demonstrate commercial traction.
Strengthen the platform, integrations and enterprise readiness, while building the commercial and technical capacity required to execute beyond a founder-led model.
EARLY GO-TO-MARKET >>>
COMMERCIAL TRACTION >>>
TOWARDS REPEATABLE GROWTH
EARLY GO-TO-MARKET >>>
COMMERCIAL TRACTION >>
TOWARDS REPEATABLE GROWTH
From creating value in customer moments to powering the intelligence behind them.
Barika starts by creating value around transactional customer events.
The destination
As the marketplace scales, every event, match, partnership and outcome strengthens Barika's understanding of intent, trust, context and what creates value.
Barika becomes the intelligence infrastructure for creating value around customer behaviour.
Businesses use Barika intelligence to understand:
| 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 |
One marketplace creates the intelligence. Many businesses can ultimately build on it.
Today
Barika uses this intelligence to power its own marketplace
Tomorrow
Other businesses can consume selected Barika intelligence to power products and experiences of their own
The marketplace is where Barika begins.
The intelligence it creates is where Barika can ultimately go.
Jamal D. Sakara Hamidu
Ex-EY & Deutsche Bank
Founder, Barika
Jamal D. Sakara Hamidu
Ex-EY & Deutsche Bank
Founder, Barika
Jamal D. Sakara Hamidu
Ex-EY & Deutsche Bank
Founder, Barika
Saw the problem.
Developed the expertise.
Engineered the solution.
Built Barika.
SAW THE PROBLEM
A decade ago, co-founding an enterprise messaging startup, I kept hearing the same question from clients: how could they safely turn the trusted messages already reaching their customers into something more valuable — without breaking the trust that made those messages work in the first place?
DEVELOPED THE EXPERTISE
I spent the next decade as a systems thinker, not a marketer. At EY, I architected technology and transformation programmes for institutions including HSBC, where trust, adoption and execution weren't separate workstreams — they had to work as one system, or the whole thing failed. I carried that same discipline into Deutsche Bank and AstraZeneca, proving it could work across different industries, not just one firm's playbook.
ENGINEERED THE SOLUTION
I returned to the original problem with that systems lens and saw why it had gone unsolved: this wasn't an advertising problem, it was an architecture problem — one that had to connect context, trust, matching, participation and commercial incentives into a single working system, applying the same discipline I'd spent a decade proving at enterprise scale.
BUILT BARIKA
I turned that architecture into Barika — a production-ready platform using AI to create value around trusted customer interactions — now progressing through active enterprise commercial discussions towards its first phase: establishing commercial traction.
Saw the problem.
Developed the expertise.
Engineered the solution.
Built Barika.
SAW THE PROBLEM
A decade ago, co-founding an enterprise messaging startup, I kept hearing the same question from clients: how could they safely turn the trusted messages already reaching their customers into something more valuable — without breaking the trust that made those messages work in the first place?
DEVELOPED THE EXPERTISE
I spent the next decade as a systems thinker, not a marketer. At EY, I architected technology and transformation programmes for institutions including HSBC, where trust, adoption and execution weren't separate workstreams — they had to work as one system, or the whole thing failed. I carried that same discipline into Deutsche Bank and AstraZeneca, proving it could work across different industries, not just one firm's playbook.
ENGINEERED THE SOLUTION
I returned to the original problem with that systems lens and saw why it had gone unsolved: this wasn't an advertising problem, it was an architecture problem — one that had to connect context, trust, matching, participation and commercial incentives into a single working system, applying the same discipline I'd spent a decade proving at enterprise scale.
BUILT BARIKA
I turned that architecture into Barika — a production-ready platform using AI to create value around trusted customer interactions — now progressing through active enterprise commercial discussions towards its first phase: establishing commercial traction.
Saw the problem.
Developed the expertise.
Engineered the solution.
Built Barika.
SAW THE PROBLEM
A decade ago, co-founding an enterprise messaging startup, I kept hearing the same question from clients: how could they safely turn the trusted messages already reaching their customers into something more valuable — without breaking the trust that made those messages work in the first place?
DEVELOPED THE EXPERTISE
I spent the next decade as a systems thinker, not a marketer. At EY, I architected technology and transformation programmes for institutions including HSBC, where trust, adoption and execution weren't separate workstreams — they had to work as one system, or the whole thing failed. I carried that same discipline into Deutsche Bank and AstraZeneca, proving it could work across different industries, not just one firm's playbook.
ENGINEERED THE SOLUTION
I returned to the original problem with that systems lens and saw why it had gone unsolved: this wasn't an advertising problem, it was an architecture problem — one that had to connect context, trust, matching, participation and commercial incentives into a single working system, applying the same discipline I'd spent a decade proving at enterprise scale.
BUILT BARIKA
I turned that architecture into Barika — a production-ready platform using AI to create value around trusted customer interactions — now progressing through active enterprise commercial discussions towards its first phase: establishing commercial traction.
Saw the problem.
Developed the expertise.
Engineered the solution.
Built Barika.
SAW THE PROBLEM
A decade ago, co-founding an enterprise messaging startup, I kept hearing the same question from clients: how could they safely turn the trusted messages already reaching their customers into something more valuable — without breaking the trust that made those messages work in the first place?
DEVELOPED THE EXPERTISE
I spent the next decade as a systems thinker, not a marketer. At EY, I architected technology and transformation programmes for institutions including HSBC, where trust, adoption and execution weren't separate workstreams — they had to work as one system, or the whole thing failed. I carried that same discipline into Deutsche Bank and AstraZeneca, proving it could work across different industries, not just one firm's playbook.
ENGINEERED THE SOLUTION
I returned to the original problem with that systems lens and saw why it had gone unsolved: this wasn't an advertising problem, it was an architecture problem — one that had to connect context, trust, matching, participation and commercial incentives into a single working system, applying the same discipline I'd spent a decade proving at enterprise scale.
BUILT BARIKA
I turned that architecture into Barika — a production-ready platform using AI to create value around trusted customer interactions — now progressing through active enterprise commercial discussions towards its first phase: establishing commercial traction.
Let's meet in Lisbon
You've seen what Barika is building. If there is a conversation worth having, let's have it while we're both at Web Summit.
See Barika live
Get a live demonstration of the platform and its action-to-value intelligence.
Explore a partnership
Discuss where Barika could create value for your business, customers or client portfolio.
Discuss investment
Explore Barika's market opportunity, scaling model and investment plans.
Something else
Have another idea, opportunity or reason to talk? Let's discuss it.
Face-to-face or virtual | Book through the Web Summit app
Let's meet in Lisbon
You've seen what Barika is building. If there is a conversation worth having, let's have it while we're both at Web Summit.
Let's meet in Lisbon
You've seen what Barika is building. If there is a conversation worth having, let's have it while we're both at Web Summit.
See Barika live
Get a live demonstration of the platform and matching experience.
Explore a partnership
Discuss where Barika could create value for your business, customers or client portfolio.
Discuss investment
Discuss where Barika could create value for your business, customers or client portfolio.
Explore a partnership
Have another idea, opportunity or reason to talk? Let's discuss it.
Face-to-face or virtual | Book through the Web Summit app
Face-to-face or virtual | Book through the Web Summit app
Barika is built for enterprises and brands who want to grow.
Explore where Barika can create value for your organisation,model the economics, and discover ways to work together.
Barika is built for enterprises and brands who want to grow.
Explore where Barika can create value for your organisation,model the economics, and discover ways to work together.
Barika is built for enterprises and brands who want to grow.
Explore where Barika can create value for your organisation,model the economics, and discover ways to work together.
Where does Barika move your numbers?
Six ways Barika can create commercial value. Select the opportunity that matters most to your organisation.
Where does Barika move your numbers?
Six ways Barika can create commercial value. Select the opportunity that matters most to your organisation.
Different ways to participate.
One Barika platform.
Start where it makes sense. Expand as the opportunity grows.
Different ways to participate.
One Barika platform.
Start where it makes sense. Expand as the opportunity grows.
Enterprise Partner Pathways
Barika gives organisations four ways to participate, from using the platform for their own customer rewards to activating a full partner-powered programme.
Enterprise Partner Pathways
Barika gives organisations four ways to participate, from using the platform for their own customer rewards to activating a full partner-powered programme.
Pathway 0
Use Barika to put your own rewards into your own customer messages.
A way to run and strengthen your own customer rewards/loyalty programme.
Pathway 1
Bring external brands into Barika to fund rewards for your customers.
You identify and acquire the participating brands. You earn a share of the revenue they generate.
Pathway 2
Co‑build your reward partner network with Barika, bringing external brands to fund customer rewards.
You and Barika acquire participating brands together. You earn a share of the revenue they generate.
Pathway 3
Choose the combination that works for you
Activate any pathway independently, or combine two or all three to create the programme that fits your business.
Pathway 0
Use Barika to put your own rewards into your own customer messages.
A way to run and strengthen your own customer rewards/loyalty programme.
Pathway 1
Bring external brands into Barika to fund rewards for your customers.
You identify and acquire the participating brands. You earn a share of the revenue they generate.
Pathway 2
Co‑build your reward partner network with Barika, bringing external brands to fund customer rewards.
You and Barika acquire participating brands together. You earn a share of the revenue they generate.
Pathway 3
Choose the combination that works for you
Activate any pathway independently, or combine two or all three to create the programme that fits your business.
Pathway 0
Use Barika to put your own rewards into your own customer messages.
A way to run and strengthen your own customer rewards/loyalty programme.
Pathway 1
Bring external brands into Barika to fund rewards for your customers.
You identify and acquire the participating brands. You earn a share of the revenue they generate.
Pathway 2
Co‑build your reward partner network with Barika, bringing external brands to fund customer rewards.
You and Barika acquire participating brands together. You earn a share of the revenue they generate.
Pathway 3
Choose the combination that works for you
Activate any pathway independently, or combine two or all three to create the programme that fits your business.
Agency Partner Pathway
Bring the brands you already manage into Barika and create a new recurring revenue stream for your agency
Agency Partner Pathway
Bring the brands you already manage into Barika and create a new recurring revenue stream for your agency
Give your clients access to Barika’s growth opportunities, whether they want to earn revenue from customer messages, run their own rewards, offer partner-funded rewards, or reach new customers through other brands.
Your agency earns a share of the revenue generated by the clients you bring into Barika.
Give your clients access to Barika’s growth opportunities, whether they want to earn revenue from customer messages, run their own rewards, offer partner-funded rewards, or reach new customers through other brands.
Your agency earns a share of the revenue generated by the clients you bring into Barika.
Safe for Your Customers.
Built for Your Brand.
Barika is designed to create value inside customer communications without compromising the trust that makes those communications valuable in the first place.
Safe for Your Customers.
Built for Your Brand.
Barika is designed to create value inside customer communications without compromising the trust that makes those communications valuable in the first place.
Brand
Verification
Every participating brand is verified before it can serve offers through Barika.
Content
Validation
Every offer is validated before it can be matched to a customer message.
Partner
Controls
You define the rules for where, when, and how your brand appears.
AI-Assisted
Compliance
TrustIQ continuously screens every partner and offer against compliance and brand safety requirements.
Brand
Verification
Every participating brand is verified before it can serve offers through Barika.
Content
Validation
Every offer is validated before it can be matched to a customer message.
Partner
Controls
You define the rules for where, when, and how your brand appears.
AI-Assisted
Compliance
TrustIQ continuously screens every partner and offer against compliance and brand safety requirements.
Platform
Guardrails
Every recommendation is checked against platform-wide safety, consent, and eligibility rules before delivery.
Customer
Data
Barika processes only the minimum event data needed and never receives message content or customer PII.
Data
Residency
We work with your legal and compliance teams to meet local data residency and regulatory requirements.
Enterprise
Security
Barika is built with enterprise-grade encryption, authentication, and security controls by design.
Platform
Guardrails
Every recommendation is checked against platform-wide safety, consent, and eligibility rules before delivery.
Customer
Data
Barika processes only the minimum event data needed and never receives message content or customer PII.
Data
Residency
We work with your legal and compliance teams to meet local data residency and regulatory requirements.
Enterprise
Security
Barika is built with enterprise-grade encryption, authentication, and security controls by design.
Let's meet in Lisbon
You've seen what Barika is building. If there is a conversation worth having, let's have it while we're both at Web Summit.
Let's meet in Lisbon
You've seen what Barika is building. If there is a conversation worth having, let's have it while we're both at Web Summit.
See Barika live
Get a live demonstration of the platform and matching experience.
Explore a partnership
Discuss where Barika could create value for your business, customers or client portfolio.
Discuss investment
Discuss where Barika could create value for your business, customers or client portfolio.
Explore a partnership
Have another idea, opportunity or reason to talk? Let's discuss it.
Face-to-face or virtual | Book through the Web Summit app
Face-to-face or virtual | Book through the Web Summit app
Let's meet in Lisbon
You've seen what Barika is building. If there is a conversation worth having, let's have it while we're both at Web Summit.
See Barika live
Get a live demonstration of the platform and its action-to-value intelligence.
Explore a partnership
Discuss where Barika could create value for your business, customers or client portfolio.
Discuss investment
Explore Barika's market opportunity, scaling model and investment plans.
Something else
Have another idea, opportunity or reason to talk? Let's discuss it.
Face-to-face or virtual | Book through the Web Summit app
