Turning shopping habits into rewards brands actually calibrate to your loyalty.

Herm is building a private loyalty layer for commerce. Shoppers connect their inbox or upload receipts to create an anonymized loyalty profile across every retailer they shop from, not just a brand's own website. Brands then get visibility into real cross-channel loyalty signals, without seeing the shopper's identity, and can reward that loyalty with personalized discounts, store credit, early access, and exclusive products.

Herm was founded by Mert Can Elkaya, İlkem Erul, and Erim. Mert Can and İlkem are both alumni of Insider, Turkey's first software unicorn and a global leader in marketing technology, bringing deep enterprise martech and customer engagement experience. Mert Can was also previously an Operator in Residence at ScaleX Ventures. Erim adds strong technical and commerce infrastructure depth, having served as Software Architect and hands-on CTO at Tapu.com, and previously as Lead Software Engineer at n11.com, one of Turkey's leading e-commerce platforms.

We knew Mert Can before Herm existed through our Operator-in-Residence program, giving us strong early conviction in the founder. The team brings a rare mix of Insider-grade enterprise martech know-how and hands-on e-commerce infrastructure experience. Loyalty remains trapped in fragmented brand CRMs, where each brand only sees its own channel while real customer loyalty is built across marketplaces, retailers, and offline stores. Herm turns that missing cross-channel history into privacy-preserving loyalty signals, giving brands a more complete view without exposing shopper identity or relying on generic coupon and cashback mechanics.