Affiliate Marketing Networks & Tracking · MarTech Vendor
Cello
B2B SaaS platform for automated user and partner referral programmes.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Powerplay GmbH
- Entity type
- COMPANY
- Founded
- 2022
- Headquarters
- Germany
- Company size
- 10–49
- Market cluster / sector
- Affiliate Marketing Networks & Tracking
- Market role
- MarTech Vendor
- Official website
- cello.so
What Cello does
Cello supplies proprietary referral-management software through a SaaS model. Customers embed its web and mobile SDKs into authenticated products, connect billing, CRM and event data through APIs and webhooks, then use the platform to attribute referred conversions, administer rewards and manage partner programmes. Cello creates value by reducing the operational burden and compliance risk of referral-led acquisition while making verified referral revenue measurable.
Category differentiation
Cello is B2B referral and affiliate-programme infrastructure for software companies, not a consumer rewards marketplace or a general-purpose CRM. It is distinct from standalone affiliate networks because it also embeds user-referral experiences directly within customer software products.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Cello is the commercial brand of Powerplay GmbH, a German B2B SaaS company providing referral-programme infrastructure for software businesses. Its platform enables customers to run embedded user referrals and external partner, affiliate, influencer and reseller programmes, with SDK-based attribution, campaign management, rewards, partner portals, fraud detection, KYC and payout administration. Cello sells to SaaS product, growth, partnership, affiliate and revenue teams. It generates revenue through recurring subscription plans and performance-linked transaction fees, particularly for partner referrals. User-referral plans are priced by referral annual recurring revenue, while partner-referral plans combine tiered subscriptions with transaction fees.
Business model & monetisation
Cello monetises through tiered SaaS subscriptions and performance-linked partner-referral fees. User Referrals plans are priced by referral ARR, ranging from $65 per month for Start to custom Enterprise pricing, with 0% transaction fees. Partner Referrals includes a free entry tier and paid Plus, Pro and Enterprise plans; transaction fees fall from 5% on Free to 2% on Enterprise. Annual contracts carry a 12-month commitment, while monthly plans remain cancellable.
- User Referrals subscriptions
- Referral-ARR-tiered SaaS plans with 0% transaction fees
- Partner Referrals subscriptions
- Free, Plus, Pro and Enterprise SaaS tiers
- Partner-referral transaction fees
- Performance-linked fee of 2% to 5% by plan
Products & capabilities
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Partner management software for B2B SaaS ecosystems.
Partnership marketing software for affiliates, creators, referrals, and publishers.
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Recent recorded signals
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Questions about Cello
What is Cello?
Cello is a B2B SaaS platform for building and operating embedded user-referral and external partner-referral programmes.
Who uses Cello?
SaaS product, growth, partnership, affiliate and revenue teams use Cello to manage customer and partner acquisition programmes.
How does Cello make money?
Cello earns recurring SaaS subscription revenue and partner-referral transaction fees, with pricing tiers based on programme type and referral ARR.
Sources & coverage
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20 publicly documented primary sources and citations linked across the market graph.
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