Case study / Loyalty & Fintech / Dedicated teams

Building the Uau CAIXA loyalty ecosystem: one delivery workflow for many teams, products and partners

Cheesecake Labs builds the Uau CAIXA loyalty app, web club and integration backbone for Minu, keeping multiple squads fast and auditable with a Jira, Figma and Claude workflow.

Two Uau CAIXA app screens: purchase confirmation and the signed-out home.

Delivered for Minu and the Uau CAIXA loyalty program

About the client

Rewards that grow real relationships

Minu combines technology and marketing to engage customers through instant rewards. Founded in 2007 and based in São Paulo, it is part of Consórcio Sirius, the group behind Uau CAIXA, the loyalty program for CAIXA Econômica Federal credit cards.

2007: Founded in São Paulo
6M: Rewards delivered a month, on average
R$80M: In rewards a month
5M: Consumers reached

The challenge

Uau CAIXA is not one product. It is an ecosystem.

It connects CAIXA, partner companies and initiatives that raise the quality of every product around it. That means multiple teams running multiple projects, with dozens of different business contexts at once.

The challenge was to keep resilience high and handle the setbacks of real projects, balancing speed and quality, while the program scaled to a national audience.

01 / The context

One ecosystem, dozens of contexts

Each front of the program has its own partners, rules and deadlines: points accrual, redemptions, campaigns, segmentation and partner integrations. Without a shared way of working, every new squad member would have to relearn how each project runs.

Minu needed a partner that could deliver across all of these fronts at once, and stay predictable when plans changed.

Uau CAIXA

Loyalty ecosystem

Points accrual
Redemptions
Campaigns
Segmentation
Partner integrations
CAIXA cardholders

02 / The partnership

A dedicated squad inside the consortium

Since July 2025, Cheesecake Labs has worked as a dedicated team for Minu, with backend, frontend, mobile, UX/UI and QA engineers.

In 2026 the partnership grew with a second dedicated team for Minu’s own products beyond Uau CAIXA.

Dedicated team / Minu

Backend
Frontend
Mobile
UX/UI
QA

Jul 2025Dedicated team starts on Uau CAIXA
Apr 2026Uau CAIXA app launches on iOS and Android
2026Second dedicated team for Minu’s own products

The goal

A delivery workflow simple enough to replicate across every squad and project, with short, auditable SLAs and a low learning curve for new team members.

01
A system of work
02
Full transparency
03
AI, with a human making the final call

01 / Everyday actions
Rewards digital actions such as check-ins, missions, referrals and receipt scanning
02 / Personal storefronts
Shows personalized offer storefronts based on each user’s behavior
03 / Hyper-segmented messages
Sends in-app notifications and hyper-segmented messages
04 / Accessible by design
Ships with an accessible version so every cardholder can take part

Three Uau CAIXA app screens: product categories, points redemption and the home feed.

Under the hood

The Chassi: one backbone for every partner

Partner services

Points engine
Marketplace
Airline miles

Adapters

Adapter
Adapter
Adapter

The Chassi

Modular backend

Same endpoints, every channel

Uau CAIXA app
Clube Uau web
Mini app

A modular core

At the core sits the Chassi, a modular backend that orchestrates every partner service. Each type of service, such as the points engine, marketplace or airline miles, connects through its own adapter.

New partner, new adapter

When a partner or provider changes, only a new adapter is built, not the whole application. The web club, app and mini app all consume the same endpoints, in line with LGPD data-protection rules.

01
System of work
Jira, Figma and Claude are the standard tools. Every route starts by listening to the client, preparing context and committing to short, auditable SLAs.
- Jira
- Figma
- Claude
02
Transparency
Minu has full access to our system of work. Every delivery, line of code and decision can be checked and audited, including when things don’t go to plan.
- Shared boards
- Audit trail
03
AI
CI/CD automation plus Claude and Cursor for building, code review and automations.
- Claude
- Cursor
- CI/CD

Last step

Always human: a final code review on GitHub before anything ships.

At a glance

Everything we’ve delivered for the Uau CAIXA ecosystem

01
Uau CAIXA app + accessible version
The mobile loyalty app for CAIXA cardholders, plus a fully accessible version
02
Clube Uau web
The web version of the loyalty club
03
Points-credit middleware
The service that credits points into members’ accounts
04
Hyper-segmentation tool
Targets campaigns and messages to precise user segments inside the app
05
Landing page platform
Builds campaign pages from plug-and-play mechanics
06
The Chassi
A modular backend that lets ecosystem partners plug in through adapters