How to make your brand a partner of a corporate benefits club: 2026 guide

Corporate benefits clubs went from being an anecdotal perk to a serious channel for brands wanting to reach corporate audiences in LATAM. More than 200 companies in the region run structured benefits programs today, and each one looks for partner brands to keep the catalog alive.

If you are a brand manager, commercial head or owner of a brand with a B2C product, joining as a partner of a benefits club may be one of the channels with the best cost-impact ratio available. But not all clubs are alike, and entering the wrong model can be wasted time.

This guide explains what a corporate benefits club is, when it makes sense to join as a partner, what to evaluate before signing, the most common partnership models in LATAM, and how Samsung applied it with concrete results.

What a corporate benefits club is and why it is growing in LATAM

A corporate benefits club is a platform that aggregates discounts, perks and experiences from external brands, accessible to team members of companies that contract the service. The corporate client pays a subscription or license; team members access the discounts at no cost; partner brands provide the offer in exchange for exposure.

In LATAM, this model grew strongly in recent years for three concrete reasons.

Flexible benefits became central in HR. After years of tight budgets, people teams look for ways to increase perceived value without raising salaries. A discount club amplifies the purchasing power of team members.

Distributed work needs distributed benefits. Teams across multiple countries and work modes need benefits delivered digitally, not at the office. Clubs solve that logistics.

Brands look for incremental sales channels. In an environment of rising advertising costs, clubs offer access to qualified B2B2C audiences, team members of mid-size and large companies, without paying digital media.

When it makes sense to join as a partner

Not every brand benefits equally from being in a benefits club. These are the four internal signals that indicate you are ready.

Your product has recurring rotation. If your average ticket is monthly, weekly or seasonal (food, health, gym, retail, streaming), a club gives you sustained volume. If you sell something with a single-purchase cycle every five years, the model does not pay off.

Your margin tolerates a discount without destroying unit economics. Clubs work with discounts between 10% and 40% off your public price. If your margin is at the limit, joining without prior work can eat your profitability.

You are looking for an incremental channel, not a replacement. The club is a new channel that adds to existing ones, not a substitute. If you expect it to replace your paid investment or your direct channel, you will be disappointed.

You have operational capacity to activate campaigns. The clubs that work best are those that communicate your brand to their audience several times a year. To leverage it you need to be able to respond to those activations: prepare creative pieces, adjust stock, monitor orders.

How to evaluate a club: five criteria

Before signing with any club, look at these five points:

Real reach, not marketing. Ask for concrete monthly active user (MAU) numbers, not registered totals. A club may have 100,000 users but only 8,000 enter per month. What pays you is MAU, not the gross.

Commercial model. Do they charge per-sale commission? Setup fee? Permanence fee? Models vary widely. The simplest ones are commission-free: you get the full price and the club sustains itself on the corporate fee.

Exclusivity. Do they require you not to be in competitor clubs? Exclusivity may make sense if the club gives you strong consideration, but limiting yourself without compensation is a bad sign.

Communication plan. How will they communicate your brand to the audience? If the answer is "we put you in the catalog and that is it", the result will be low. The clubs that deliver run campaigns: newsletters, push notifications, special dates, featured banners.

Usage reporting. Will they share metrics on brand visits, redemptions, conversion? Without data you cannot measure ROI or iterate your offer. Ask for monthly report examples before signing.

The three most common partnership models

Pure discount. You offer a percentage off your public price, valid for club team members. It is the simplest model, fastest to activate and with the lowest friction.

Cobranded benefit. You design with the club an exclusive proposal only available for its team members. It can be a combo, a free first purchase, a service upgrade. Better to differentiate yourself if your category is saturated.

Premium or BOMBA program. 48-hour flash activations with high discount, massive communication and urgency. Generates concentrated traffic peaks. Useful if your inventory tolerates spikes and you want to test the demand ceiling of your category.

Real case: Samsung and SAMSHOP in the Maslow ecosystem

Samsung runs SAMSHOP, its corporate store, offering exclusive products to team members of selected companies. Before working with Maslow, SAMSHOP reach depended on the people or HR teams of each client company: if the team communicated it, team members knew it; if not, it stayed invisible.

The challenges were clear: irregular continuity of communication, low visibility of promotions, difficulty updating campaigns and launches, reach limited to the proactivity of each corporate client.

The solution they built with Maslow was to add a new direct point of contact with thousands of team members across companies. What attracted them was not only the gross reach, but the audience quality: team members from selected organizations with high interest in technology solutions.

Through Maslow, Samsung activated segmented push campaigns by user profile, newsletters directed to specific audiences, exclusive landings for launches, featured spaces inside the platform, and permanent communication of promotions and news.

The concrete results were sustained higher exposure of SAMSHOP to active team members, more than five communication channels running in parallel, and growing engagement with each activation.

The insight this partnership leaves is clear: for a technology brand, the most valuable thing about a club is not the number of users but the density of qualified users effectively looking for your category.

Your next step

If your brand meets the four "you are ready" signals and you have the five evaluation criteria clear, joining a corporate benefits club may be one of the most profitable commercial moves of the year. Entry friction is low, the feedback cycle is fast (four to eight weeks to see first results) and the model is scalable if it works.

At Maslow we have a partner program with no exclusivity, no per-sale commissions and immediate go-live. If you want to explore how it could work for your brand, join the Maslow partner program by completing the form.