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Founded Year



Debt - III | Alive

Total Raised


Last Raised

$2M | 6 mos ago

About Pinata

Pinata develops a property management platform to manage rent payments. The platform offers reward points to the renters for paying the rent on time. It was formerly known as Pinata Global. The company was founded in 2019 and is based in Newark, New Jersey.

Headquarters Location

28 Clinton Street

Newark, New Jersey, 07102,

United States



ESPs containing Pinata

The ESP matrix leverages data and analyst insight to identify and rank leading companies in a given technology landscape.

Financial Services / Real Estate Tech

The residential rent payment rewards market offers an opportunity to earn rewards or incentives for making timely rent payments. Rent payment rewards programs encourage tenants to pay their rent on time by providing them with benefits such as cashback, discounts, loyalty points, or other rewards. These programs aim to enhance tenant satisfaction, promote financial responsibility, and foster positi…

Pinata named as Highflier among 8 other companies, including Bilt Rewards, Esusu, and Zenbase.


Expert Collections containing Pinata

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Pinata is included in 3 Expert Collections, including Payments.



2,821 items

Companies in this collection provide technology that enables consumers and businesses to pay, collect, automate, and settle transfers of currency, both online and at the physical point-of-sale.



8,122 items

Companies and startups in this collection provide technology to streamline, improve, and transform financial services, products, and operations for individuals and businesses.


Loyalty & Rewards Tech

396 items

Startups allowing global brands and local shops alike to offer tech-enabled loyalty and rewards programs including loyalty software, AI-powered loyalty, blockchain-powered loyalty, and more.

Latest Pinata News

Fintechs beckon credit card spenders with alternative rewards

Aug 31, 2023

4 Min Read Pinata U.S. consumer credit card debt has set a record, recently passing $1 trillion , pushing firms that offer other types of payments to bolster their own forms of incentive marketing. For example, Pinata, a fintech that specializes in non-credit card rent transactions, has released Pinata Pay, which includes a Visa-branded debit card to pay rent and offers incentives to use the debit cards instead of accruing debt. Another example is Shopmium, which offers rewards independent of credit cards. Banks are not yet concerned about the rise in credit card debt, since delinquencies are still relatively low. But the $1 trillion milestone and concerns over an economic downturn have firms like Pinata sensing an opportunity. Pinata's target users are people who pay part of their rent with a credit card to gain loyalty points. By adding a debit card, the firm hopes to reach consumers who like to use cards for points but may be getting worried about revolving debt. Renters would still accumulate points, similar to a credit card, with participating merchants offering discounts through cobranding and other merchant partnerships . "There are two sides to the argument over paying part of the rent with a credit card," said Lily Liu, CEO of Pinata, which works with about 1,400 property managers. "You can accumulate a lot of loyalty points, but if you don't pay off all of that balance every month you can have thousands of dollars rolling over. And that debt can incrementally build, month over month." Renters who pay property managers in Pinata's network can register with the firm to receive cash-back rewards for on-time rent payments, either through online channels or via the Visa debit account. There are also monthly giveaways and other loyalty programs such as Pinata Cash, a form of virtual currency that can be spent at Pinata-affiliated merchants. "We want to ensure renters have alternatives to putting some amount of their rent on a credit card or some other debt facility if they are just doing that to get points," Liu said. "With the rise of credit card debt we're adding new ways to access loyalty without debt." About 300,000 brands offer rewards via Pinata, including Starbucks and Amazon. There's also a prize-linked savings option, in which consumers set aside a certain amount of savings into a larger pool that gets rewarded like a raffle. Pinata, which is not publicly traded, reports it has paid $3 billion in rewards since its founding in 2019 and has about 220,000 renters. In August, Pinata received an undisclosed investment from Wilshire Lane Capital, and new investments from 29th Street Capitaland BDev Ventures. Pinata will use the proceeds to expand its rental rewards and credit-building programs, and will add those new features for debit card accounts. The fintech also offers an option to report residential rent payments to credit bureaus, something that is not auutomatically done for rental payments. "Reporting rent to the credit bureaus is a passport to the rest of the economy," Liu said. Other firms are trying to take advantage of rising card debt. Shopmium, an app that consumers use to locate cash-back offers, has integrated with Venmo to reach the PayPal-owned app's consumers and merchant partners. This fall, Shopmium plans to launch a new incentive called "cash back boost," which adds rewards for consumers who use Shopmium's incentive marketing programs more frequently. Shopmium referenced PayPal research that found 45% of millennials and 42% of Generation Z respondents use Venmo, providing Shopmium with a way to reach young consumers. The app is also looking to provide an alternative to credit cards for incentive marketing. "While I'm a proponent of using the right credit cards wisely, if you can, to get points, I also understand that overspending with credit cards and piling up an overwhelming balance can be an unfortunate but all-to-easy pitfall," said Lisa Thompson, a savings expert at Shopmium, who said the benefits of points and other benefits of credit cards can be "washed away" by interest in a higher rate environment. There are signs of demand for incentives, even from secondary providers, or sources of financial services that aren't the consumer's primary bank. Thirty-two percent of consumers are tempted by offers or incentive marketing from alternative providers, according to research from Arizent , American Banker's publisher. This can include points, discounts, or cash back. "Credit card interest rates are higher than the last few years, and consumers are accumulating much more debt," said David Shipper, a strategic advisor at Datos Insights. There are several strategies from alternative providers that coincide with the increase in credit card debt, according to Shipper. August 15, 2023 3:12 PM Alternative payment options, such as buy now/pay later lending, typically compete against credit card issuers in an effort to reach consumers who want to finance purchases. The use of a "non-credit card" payment makes consumers feel more in control of their debt since it is paid off in a specific number of weeks or months, according to Shipper. Second, consumers, especially younger consumers, seek ways to build or improve credit because they understand the value of good credit. "Companies like Pinata are innovative and help consumers build credit for making non-traditional payments, such as rent," Shipper said.

Pinata Frequently Asked Questions (FAQ)

  • When was Pinata founded?

    Pinata was founded in 2019.

  • Where is Pinata's headquarters?

    Pinata's headquarters is located at 28 Clinton Street, Newark.

  • What is Pinata's latest funding round?

    Pinata's latest funding round is Debt - III.

  • How much did Pinata raise?

    Pinata raised a total of $16.38M.

  • Who are the investors of Pinata?

    Investors of Pinata include BDev Ventures, Wilshire Lane Capital, Ron Moelis, Moderne Passport and WellFound.

  • Who are Pinata's competitors?

    Competitors of Pinata include Bilt Rewards and 4 more.


Compare Pinata to Competitors

SingleKey Logo

SingleKey provides a rental payment guarantor. The company screens tenants and collects rent via an online payment platform. It was founded in 2017 and is based in Toronto, Canada.


Flex is a company that operates in the financial services sector, with a focus on rent payment solutions. The company offers a service that allows renters to split their rent into two payments, providing them with the flexibility to pay on their own schedule. This service primarily caters to the real estate industry. It was founded in 2019 and is based in New York, New York.


Neat offers housing lease payment services. Its platform, through a methodology powered by cloud technology, automates the management of payments, offering multiple payment options, proactive notifications, legal backing of transactions, statistical analysis, and automatic registration of defaulters. The company was founded in 2019 and is based in Providencia, Chile.

MoCaFi Logo

MoCaFi is a financial services platform. It provides underbanked access to financial institution (FI) products. It offers an online platform that provides prepaid Mastercard, bank account, money management application, credit-building bill payment and personal wealth coaching. The company was founded in 2015 and is based in New York, New York.


getmomo offers a holistic software platform where landlords can manage their inventory portfolio throughout the entire rental cycle. Its platform management includes a dashboard for selection of prospective tenants, investment and management of the deposit, and ensuring punctual rent payments. It also offers a deposit replacement for renters, where renters pay a small contribution over the rental period instead of a high deposit. The company was founded in 2021 and is based in Berlin Germany.

Standby Deposits

Standby Deposits is a rental security deposit replacement based on credit. The company offers a line of credit extended to the tenant and available to the landlord. The line is only drawn if the landlord needs to access the deposit as per the terms of the lease agreement. Standby Deposits was founded in 2021 and is based in New York, New York.


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