Lomadee, a pioneer in affiliate marketing in Latin America, is back. After three years operating as SocialSoul, the brand is resuming its original name in a strategic move led by the holding A&EIGHT, an end-to-end digital solutions ecosystem that recently acquired the company. The change aims to strengthen brand recognition in the sector, which globally moved over $15.7 billion in the last year, according to Dustin Howes’ data.
Founded in 2009 by Grupo Buscapé, Lomadee revolutionized the market by introducing affiliate marketing in Brazil – a sales model where individuals or businesses promote a product or service through links on groups or social networks and receive a commission for each sale made. The digital interface is an important advantage that allows advertisers to promote their products and services through registered members and democratizes access for the population seeking income supplementation.
Lomadee has been voted three times as the best affiliate platform for e-commerce in 2015, 2018, and 2019. Today, Lomadee connects more than 1 million people to 350 partners, including Electrolux, Guess, and Xiaomi – generating $1 billion in revenue per year and impacting over 40 million consumers.
According to Hugo Alvarenga, partner and CEO of Lomadee, the decision to revert to the name by which the company became known is precisely due to the historical strength attributed to Lomadee in recent years. “Since we concluded the acquisition process, we knew the importance of reclaiming Lomadee’s identity. The market recognizes and trusts this name, and we want to further enhance this connection,” he explains.
Besides the name change, the brand must also undergo transformations in its products and technologies. The strategy, which received a total investment of R$ 6 million, will take advantage of the business knowledge and affiliate expertise of Lomadee, working together with other companies under the A&EIGHT umbrella, according to Alvarenga.
One of the first innovations in this regard is an integration of Lomadee products with Monitfy, another company within the holding that offers affiliate services directly linked to brands. “While the former operates in an open sea of professionals, Monitfy offers a white-label solution – platforms ready to be customized or personalized for a specific brand to use according to its needs – for clients. The idea is to connect these two worlds, offering new resources and strategies for both,” details the executive.
Hot Sector and New OpportunitiesThe rebranding and strengthening process of Lomadee’s brand is happening at an opportune time, with the affiliate marketing sector quite heated. According to the Dustin Howes study, the global affiliate marketing market saw a revenue increase of US$1.4 billion in 2024 compared to the previous year. Brazil, one of the global leaders in this area, has seen an 8% growth in the number of affiliates in the last two years, according to a report from Admitad.
“We are excited to continue contributing to the market’s growth, strengthening digital retail, expanding income possibilities for individuals, affiliate consultants, and influencers, and contributing to the sector’s expansion. Affiliate marketing is very strategic for brands, and we are aware of Lomadee’s strength in this context,” concludes Alvarenga.
