About Herm.io
Our Mission
Brands should have to earn your loyalty β not take it for granted.
Every day, millions of loyal shoppers spend money with brands that treat them the same as everyone else. The shopper who's bought from a brand for a decade gets the same generic 10% code as someone who's never bought a thing. Herm.io exists to change that. We help shoppers build private profiles that prove their value, then connect them with brands who compete for their loyalty with personalised rewards, exclusive access, and real store credit.
3,000+
Members
24+
Brand partners
3
Countries
2025
Founded
Our Story
Herm.io started with a perfume bottle. Mert Can Elkaya had been buying the same brand β Paco Rabanne β for 14 years. When he finally considered switching, he realised something absurd: other perfume brands had no idea he existed. They didn't know he'd been loyal to a competitor for over a decade. They couldn't see that winning him over would likely mean another 14 years of purchases.
Those brands should have been fighting to win him. They should have offered the first bottle free, knowing the lifetime value would dwarf that cost. But they couldn't β because there was no way for a shopper to prove their value to a brand without giving up their identity.
That was the insight. Mert brought the idea to Δ°lkem Erul, who'd spent years advising over 500 brand marketing teams at Insider and knew exactly how much brands spend trying to find loyal customers. And to Erim ErtΓΌrk, who'd built the technical infrastructure for N11 and Tapu.com and could engineer a privacy-first platform.
Together, they founded Herm.io in London in 2025 with a simple premise: shoppers should be able to prove their value without revealing their identity, and brands should have to compete for their loyalty with real rewards. We're now operating across the UK, Turkey, and the Netherlands β with plans to expand across Europe.
Meet the Founders
Δ°lkem Erul
Co-Founder & CEO
Δ°lkem has advised over 500 brand marketing teams on optimisation and conversion. Previously Head of Accounts at Insider, the $3B marketing technology company, he saw first-hand how much brands spend trying to find loyal customers β and how little those customers get in return.
Erim ErtΓΌrk
Co-Founder & CTO
Erim was CTO of Tapu.com and part of the founding engineering team that launched N11, one of Turkey's largest e-commerce marketplaces. He builds the infrastructure that keeps your shopping data private while making it valuable to the brands that matter.
Mert Can Elkaya
Co-Founder & CPO
Mert was Lead Product Manager at Tapu.com, and previously worked at Insider and ScaleX Ventures. His own frustration as a loyal shopper who never got recognised β despite 14 years with the same perfume brand β became the founding idea behind Herm.io.
What We Believe
Privacy First
Your identity is never shared. Brands see your value, not your personal details. We don't sell data. Ever.
Shopper-First
We build for shoppers. Brands pay us, but you're who we answer to. If it's not good for you, we don't ship it.
European DNA
Founded in London, operating in the UK, Turkey, and the Netherlands. GDPR-compliant by design, expanding across Europe.
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