Lomadee, the pioneer in affiliate marketing in Latin America, is back. After three years operating as SocialSoul, the brand returns to its original name in a strategic move led by the holding company A&EIGHT, an end-to-end digital solutions ecosystem, which recently acquired the company. The change aims to strengthen brand recognition in the sector, which moved over $15.7 billion globally last year, according to data from Dustin Howes.
Founded in 2009 by Grupo Buscapé, Lomadee revolutionized the market by introducing affiliate marketing in Brazil – a sales model where an individual or legal entity promotes a product or service through links in groups or social networks and receives a commission for each sale made. The digital interface is a key differentiator that allows advertisers to promote their products and services through registered members and democratizes access for people seeking supplemental income.
The company has been voted the best e-commerce affiliate platform three times in 2015, 2018, and 2019. Today, Lomadee connects over 1 million people to 350 partners, including Electrolux, Guess, and Xiaomi – generating R$1 billion in revenue annually and reaching over 40 million consumers.
According to Hugo Alvarenga, partner and CEO of Lomadee, the decision to revert to the name the company became known for is precisely due to the historical strength attributed to Lomadee in recent years. ‘Since we finalized the acquisition process, we knew the importance of reclaiming Lomadee’s identity. The market recognizes and trusts this name, and we want to further strengthen this connection,’ he explains.
In addition to the name change, the brand will also undergo transformations in its products and technologies. The strategy, which received a total investment of R$6 million, will leverage Lomadee’s business knowledge and expertise in handling affiliates in conjunction with the other companies under the A&EIGHT umbrella, according to Alvarenga.
One of the first innovations in this regard involves an integration between Lomadee’s products and Monitfy, another company in 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 – ready-made platforms that can 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 features and strategies for both,’ the executive details.
Heated sector and new opportunitiesThe rebranding and brand strengthening process for Lomadee comes at an opportune time, with the affiliate marketing sector booming. According to Dustin Howes’ study, the global affiliate market saw a revenue increase of $1.4 billion in 2024 compared to the previous year. Brazil, one of the global leaders in this model, saw the number of affiliates grow by 8% in the last two years, according to an Admitad report.
‘We are excited to continue contributing to the market’s growth, strengthening digital retail, expanding income opportunities for people, affiliate consultants, and influencers, and collaborating with the sector’s expansion. Affiliate marketing is very strategic for brands, and we know Lomadee’s strength in this context,’ concludes Alvarenga.
