Apprecio, a Latin American loyalty and incentives technology company, has officially announced its entry into the Spanish market with a new operational base in Valencia. Founded in Chile in 2016 as Dcanje, the firm now works with more than 4,800 corporate clients and over 800,000 active users across six markets. Its leadership projects revenue near US$72 million for 2026, with annual growth of 33%.
From Latin America to Europe
Apprecio operates in Chile, Peru, Colombia, Ecuador, and Mexico, serving global and regional brands such as Coca-Cola, L'Oréal, Nestlé, DiDi, Bayer, Allianz, Unilever, Genfar, Natura, and Subway. CEO and cofounder Jaime Villatoro relocated to Spain two years ago and recently launched a Valencia office with a four-person team. The company aims to secure 50 clients and generate approximately 800,000 euros in Spain by the end of the year.
Spain as a Strategic Gateway
Villatoro said Spain is the company's gateway to Europe because regulation, tax frameworks, and data rules are more consistent across the continent than in Latin America. He added, "We believe recognition is a transformative force. When people feel valued, commitment grows and results multiply." After validating the model in Spain, Apprecio intends to expand into Portugal, Italy, France, and Germany at a pace of two countries per year.
Valencia has become one of the most dynamic technology and innovation hubs in Southern Europe. Its combination of talent, quality of life, digital infrastructure, and connectivity positions the city as an ideal base for Apprecio's regional operation. The company plans to adapt its proven Latin American model to the cultural and business needs of the European market.
Freemium Model and AI-Driven Rewards
Apprecio offers a freemium model in which Apprecio Rewards is free and lets companies purchase points from retail chains for gift card redemptions. Its paid layer, Apprecio Beat, provides AI-enhanced recognition programs with goal setting, individual tracking, and peer recognition priced per user as SaaS. In Spain, Apprecio will introduce Apprecio Rewards 2.0, featuring an AI assistant called Companion Apprecio that enables scaled incentive delivery and campaign automation.
Measurable Results and Market Recognition
Apprecio was named the best-rated employee incentive platform in 2023 and 2024. The company reports that clients using its data-driven approach can increase retention and productivity by up to 40%. Its AI-powered platform can create loyalty programs in minutes from a company website URL and align them with corporate values, culture, and strategic objectives.
Financial Independence and Growth
Unlike many venture-backed startups, Apprecio has never raised venture capital and has been profitable since its second year of operation. The company has financed its market entries with its own cash flow and currently employs around 100 people. Its projected revenue of US$72 million for 2026 reflects a 33% annual growth rate and supports the company's European expansion plans.
Apprecio's expansion into Spain marks a significant step in its plan to become a key player in European loyalty and engagement technology. By combining its proven Latin American model with AI-driven automation, the company aims to help European organizations improve retention, recognition, and business outcomes. With a profitable track record and a clear regional roadmap, Apprecio is positioning Valencia as the operational hub for its next growth phase.