In a cashback market dominated by Rakuten and Ibotta, Makeena is betting that eco-conscious shoppers want more than just a discount—they want a mission. With just 14 employees and $1.2M in revenue, this isn't a mass-market play; it's a precision strike on the values-driven consumer.

"They aren't competing with the giants; they're building a moat around a specific, growing tribe of conscious consumers."

The tech stack tells a story of pragmatism over flash. jQuery, Bootstrap, and Tailwind CSS suggest a lean, functional frontend. No fancy frameworks, just tools that work. They're not burning cash on custom development; they're focused on the core value proposition: connecting shoppers to brands for good. The presence of Matomo alongside Google Analytics shows a privacy-conscious mindset—fitting for an eco-friendly brand.

• Niche over mass: They ignore the 99% of shoppers to serve the 1% who care deeply about sustainability.
• Partnership-driven: Their model relies on a community of socially responsible brands, not just any retailer.
• Lean operations: 14 people generating $1.2M means high productivity per employee.
• Social-first discovery: Top traffic sources likely include Instagram and Twitter, where eco-communities thrive.