--- title: "Minu · Uau CAIXA Loyalty Ecosystem | Cheesecake Labs" description: "How Cheesecake Labs builds the Uau CAIXA loyalty app, web club and integration backbone for Minu: 110K+ monthly active users, 70%+ engagement and one auditable delivery workflow across squads." url: "https://cheesecakelabs.com/portfolio/minu" locale: "en" updatedAt: "2026-10-24T00:28:30.917Z" --- # Minu · Uau CAIXA Loyalty Ecosystem | Cheesecake Labs > How Cheesecake Labs builds the Uau CAIXA loyalty app, web club and integration backbone for Minu: 110K+ monthly active users, 70%+ engagement and one auditable delivery workflow across squads. **Client:** Minu *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. **2007** Founded in São Paulo **6M** Rewards delivered a month, on average **R$80M** In rewards a month **5M** Consumers reached 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. *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.** Dedicated team starts on Uau CAIXA Uau CAIXA app launches on iOS and Android Second dedicated team for Minu’s own products 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. 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. ### A system of work ### Full transparency ### AI, with a human making the final call *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. Rewards digital actions such as check-ins, missions, referrals and receipt scanning Shows personalized offer storefronts based on each user’s behavior Sends in-app notifications and hyper-segmented messages Ships with an accessible version so every cardholder can take part *The product* ## The Uau CAIXA app: loyalty that rewards everyday actions ### 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. *Under the hood* ## The Chassi: one backbone for every partner ### 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. ### 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. ### AI CI/CD automation plus Claude and Cursor for building, code review and automations. *How we work* ## A workflow built on three pillars ### Uau CAIXA app + accessible version The mobile loyalty app for CAIXA cardholders, plus a fully accessible version ### Clube Uau web The web version of the loyalty club ### Points-credit middleware The service that credits points into members’ accounts ### Hyper-segmentation tool Targets campaigns and messages to precise user segments inside the app ### Landing page platform Builds campaign pages from plug-and-play mechanics ### The Chassi A modular backend that lets ecosystem partners plug in through adapters *At a glance* ## Everything we’ve delivered for the Uau CAIXA ecosystem **110K+** Monthly active users **12K** Daily active users **70%+** Engagement **+31%** App ratings ### A loyalty app people use every day The Uau CAIXA app averages 12,000 daily active users and 110,000 monthly active users, with an engagement rate above 70%. ### Better ratings as the product matured Five-star app ratings grew 31%. ### Delivery Average SLA per delivery ### Product Sentiment analysis of the products we build ### Efficiency Team performance measured as cost versus return ## Proven results: measurable from day one *Here’s what Minu has to say about working with us.* “You can’t have a relationship that’s only about work. You have to live the project, and Cheesecake is our partner for that.” Thiago Rocha CTO, Minu ## Scaling a multi-partner loyalty platform? Cheesecake Labs can help you scale a multi-partner loyalty platform, just like Minu. ## More relevant cases ## See all work › ## Structured data ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://cheesecakelabs.com/portfolio/minu#article","headline":"Minu · Uau CAIXA Loyalty Ecosystem | Cheesecake Labs","description":"How Cheesecake Labs builds the Uau CAIXA loyalty app, web club and integration backbone for Minu: 110K+ monthly active users, 70%+ engagement and one auditable delivery workflow across squads.","url":"https://cheesecakelabs.com/portfolio/minu","mainEntityOfPage":"https://cheesecakelabs.com/portfolio/minu","dateModified":"2026-10-24T00:28:30.917Z","author":{"@id":"https://cheesecakelabs.com/#organization"},"publisher":{"@id":"https://cheesecakelabs.com/#organization"},"about":{"@type":"Thing","name":"Minu"},"inLanguage":"en"},{"@context":"https://schema.org","@type":"BreadcrumbList","@id":"https://cheesecakelabs.com/portfolio/minu#breadcrumb","inLanguage":"en","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://cheesecakelabs.com/"},{"@type":"ListItem","position":2,"name":"Portfolio","item":"https://cheesecakelabs.com/portfolio"},{"@type":"ListItem","position":3,"name":"Building the Uau CAIXA loyalty ecosystem: one delivery workflow for many teams, products and partners"}]}] ```