About · why we built this
It's the regulars who keep the lights on.
Every small business knows this without being told. The people who come back are the business, not the busiest Saturday, not the one-off queue out the door. We're serious about loyalty because we think looking after those people is the most undervalued thing a counter does.
Where it started
A regular who forgot their card, going unrewarded
That's the whole thing, really. Someone who's been in every week for a year, standing at the counter with no card on them, and both sides quietly pretending it doesn't matter. It does matter. It's the one moment the programme was supposed to be for, and it fails.
Loyalty has been made unnecessarily difficult: cards that get lost, apps nobody downloads, schemes that need a meeting to set up. None of that difficulty is the loyalty. It's just friction sitting on top of it.
All the bells and whistles, for a shop of any size
The big chains have had proper loyalty machinery for years: tiers, segments, knowing exactly who's slipping away. We didn't want to build a cut-down version of that for small businesses. We wanted to build the same thing, and price it so a one-site café can run it.
How we build
With real venues, not in a vacuum
Every part of this was built against a working counter, in a real queue, with staff who had no patience for a second screen. Venues tell us what's wrong and it gets fixed. That's why the thing behaves like it was made by people who've stood at a till.
What we're against
Contracts, lock-in, and a sales call first
Big-chain loyalty tech is sold on a twelve-month term with hardware attached and a price you have to ask for. Ours is on the pricing page, month to month, and you can start without speaking to anyone. You can close a site from your dashboard whenever you like.
What we want
Loyalty that's simply accessible
No card to remember, nothing to install, nothing new to learn on either side of the counter. If a programme only works for the organised, it isn't really open to your regulars. It's open to the subset of them who kept the card.
Being a regular somewhere is a small kind of belonging
We genuinely enjoy the returning-customer part of trade: the nod, the usual, the fact that somebody noticed you were away. It's the nicest thing about small business and it has almost nothing to do with software.
So we've tried to build something that gets out of the way of it. Fidella's job is to remember, quietly, so the person behind the counter can do the part that actually matters.
This is the part of loyalty that's about to change
Fidella is built by Kiwana Labs Limited. New venues are coming onto the platform continuously, across trades that were told for years that proper loyalty machinery wasn't built for them.
The shops moving first are the ones who'll know their regulars by name and by number a year from now. It costs nothing to be one of them.
Who it's for
Any business with regulars worth keeping, one site or twenty.
Get in touch
Contact us with questions about your trade, your setup, or getting your site live.
Look after the ones who keep coming back
First 30 days free on every new site, and the free tier keeps running under ten regulars a month. No contract, no hardware, no call required.