In a bid to analyze data on South African consumer behavior, tech entrepreneurs have decided to set up a custom application.

Maholla is a technological solution developed by a South African start-up. It allows users to earn bonus points on all purchases made. The start-up, based in Amsterdam and Cape Town, was founded in 2021 by Adam Reilly and Jed da Silva. Since its launch, it has raised approximately $2.1 million to support its growth, among other things.

The application is available on iOS and Android. Users create an account with their email and phone number and then begin scanning their receipts on the app. Regardless of the store where the purchases were made, users will earn bonus points which can be accumulated and exchanged for various gifts such as airtime, access to the in-app games, etc. Users earn more points when scanning receipts from the start-up's partner brands.

Data collected by Maholla is used for marketing purposes. "Data collected by more than half a million receipts on the Maholla app indicate that members of our youth are turned to wholesalers and bulk retailers to make ends meet," Adam Reilly, co-founder of Maholla, explained in a report. The app collects data on the consumption habits of South Africans, which could help its partner firms adjust their policies as needed.

At present, on Android, the App has passed 100,000 downloads and it successfully raised $1.5 million in a funding round last April. Maholla has recorded more than 8.5 million receipts, according to its data.

Adoni Conrad Quenum