Munich, 13 May 2019

Management buyout: Former subsidiary of Arvato Bertelsmann becomes Coloyal GmbH

Well-known customers such as Deutsche Bahn, Mercedes-Benz, Commerzbank, Coca-Cola or Bayer CropScience have made their choice: In customer acquisition and retention, they will keep relying on the services and expertise of “Coloyal”. The specialist for innovative CRM and loyalty solutions was founded in February 2019 as part of a management buyout. Time for a first assessment.

At the beginning of the year, Rewards Arvato Services GmbH became Coloyal GmbH. As of February 01, 2019, Arvato Bertelsmann’s affiliate, which was founded in 2007, was sold as part of a management buyout. Since then, business has been continued under the umbrella of Coloyal GmbH.

The experienced management team around Mark Edenharder (CEO), Nadine Kremer (VP Purchasing) and Dominik Palicki (VP Key Account Management) was completed in mid-April 2019 with Christian Bäumer as the new CFO. True to the new mission “Consult. Connect. Reward “, around 60 employees work daily on the company’s full-service customer relationship management portfolio.

“Our individualized CRM and loyalty solutions make the difference by providing a positive message that is remembered by our customers’ customers – consumers, business associates or employees. It is the foundation of good and sustainable relationships,” explains Mark Edenharder.

The CEO of Coloyal is very satisfied after the first 100 days: “The positive reactions of our clients and business partners have made us very happy and confirmed in the decision. For them we are and remain a competent and reliable partner. We look forward to doing what we do best, even as Coloyal GmbH: creating moments of excitement”

Edenharder emphasizes the benefits of the post-buyout situation: “The move allows us to operate flexibly and quickly and to respond precisely to our clients’ needs with our own investments. At the same time, we still have access to Arvato’s wide range of services. For us, these are the ideal conditions to exploit new growth potential. “

About Coloyal

Coloyal is one of Europe’s leading providers of customer loyalty programs. Founded in 2019 as part of a management buyout, the former subsidiary of Arvato Bertelsmann looks back on more than ten successful years in consulting, CRM systems, rewards management and direct marketing.

Under the claim “Consult. Connect. Reward. “, around 60 employees develop and implement individual, innovative CRM solutions in the areas of B2C, B2B and B2E. Business customers from all over the world include retail companies, air and rail companies, financial service providers, insurance companies as well as consumer goods and automotive manufacturers.

For more information, see:

All News

Munich, 11. June 2021

Coloyal welcomes Continental as new customer

Launch of the first digital-only B2B loyalty program in the automotive aftermarket - With the full-service package from Arvato and Coloyal, the MoreContinental Partner Program is gaining new radiance and strengthening long-term customer relationships through a variety of new touchpoints. read more

Munich, 09. June 2020

Open, modern office space and agile office IT – all new in June!

The Coloyal team moves into the new office and migrates to Microsoft Office 365. We are looking forward to welcoming our customers and business partners to our new premises. read more

Munich, 26. February 2020

Successful carve-out: with SAP S/4HANA® into a flexible and digital future

Agile, digital business processes and data analytics in real time: together with the Innovative Systems Consulting AG, Coloyal has replaced its previous finance system within just four months and implemented SAP S/4HANA® and SAP® Analytics Cloud. read more

Düsseldorf, 29 May 2019

Award-winning weather news: Coloyal wins “E-Mail Award 2019”

Gold for Coloyal: The CRM specialist from Munich was awarded the first prize in the e-mailing category at the "E-Mail Award 2019". The jury praised highly personalized weather emails, which Coloyal developed together with two agency partners for its customer Bayer CropScience Germany. read more

Munich, 15 May 2019

Christian Bäumer is the new Chief Financial Officer of Coloyal GmbH

Christian Bäumer took over the position of Chief Financial Officer (CFO) of Coloyal GmbH in mid-April. In doing so, Bäumer is not only responsible for the financial apparatus and IT of the company, but also oversees the strategy development and restructuring of the company following the management buy-out of Bertelsmann subsidiary Arvato Rewards. read more