Miami-based startup Superlogic has raised $13.7 million in funding at a $200 million valuation, the company exclusively told TechCrunch. This investment will help the company expand its platform, which enables consumers to redeem rewards points for unique experiences rather than traditional points-based rewards.

Superlogic's technology plugs directly into existing loyalty programs for credit card companies, airlines, and retailers, offering consumers a "catalog of experiences" that can be redeemed with their points. These experiences include exclusive tickets to music festivals, behind-the-scenes looks at Broadway productions, and private dining with top chefs. The platform manages the inventory of experiences, negotiates with providers, and handles payments on behalf of the brands it works with.

According to Lin Dai, CEO and co-founder of Superlogic, the company's technology is designed to "enhance the value of rewards points" by giving consumers a broader range of options in how to use them. The platform's white-label nature means that consumers may not even realize they're using Superlogic's technology when redeeming rewards through companies like American Express, Mastercard, and Visa.

Dai declined to disclose hard revenue figures but reported that the company achieved "eight-figure-plus" revenue in 2024, with "significant growth year-over-year." The company's business model involves taking a "small margin percentage" on the transactions of when a consumer redeems points for an experience it helped facilitate.

One of the key benefits of Superlogic's platform is that it helps brands avoid liabilities associated with unused rewards points. When a consumer earns points, that money technically belongs to the consumer, and the credit card company owes the consumer that amount. This can be a significant liability for companies, especially if they go bankrupt. By providing a way for consumers to redeem their points for experiences, Superlogic helps brands avoid this liability.

The $13.7 million funding round was led by Powerledger, with participation from Sangha Capital, 10SQ, Nima Capital, Actai Unicorn Fund, Hyla Liquid Venture Fund, and Liquid 2 Ventures. This brings Superlogic's total equity funding to over $21 million since its inception in 2017. Previous investors include Amex Ventures, Warner Music, Galaxy Interactive, and Mirabaud Lifestyle Impact and Innovation, among others.

Jemma Green, executive chairman of Powerledger, explained that her firm invested in Superlogic because it helps brands avoid "exorbitant" sponsorship fees and "sign thousands of deals with experiential providers to offer VIP experiences at scale to their most loyal customers." She added that Superlogic's ability to engage consumers powerfully with minimal cost and complexity is a "game changer."

Superlogic currently has just under 40 employees and plans to use the new capital to launch with about half a dozen programs this year. The company will focus on ramping up staff, operations, and product capabilities to support the expected new volume.

With its innovative approach to rewards points redemption, Superlogic is poised to revolutionize the way consumers interact with loyalty programs. As the company continues to grow and expand its platform, it will be interesting to see the impact it has on the industry and the experiences it enables for consumers.