Sweet Tooth Secures $2.25M in Seed Financing

Mon May 7, 2012 6:00am EDT

* Reuters is not responsible for the content in this press release.

Sweet Tooth Inc., a Waterloo, Ontario-based developer of eCommerce
customer loyalty software, has secured $2.25 million in funding. Of this,
a total of $1.5 million in seed financing will come from OMERS Ventures,
the Ontario government funded MaRS Investment Accelerator Fund (IAF) and
Points International. An additional $750,000 is forthcoming from other

    Launched in 2009, Sweet Tooth provides a turnkey, user-friendly system
for merchants to create 'points' programs and deliver online and in-store
rewards to their customers. Sweet Tooth has helped over 1,500 merchants
actively engage and reward more than 15 million consumers worldwide.

    "As online shopping continues to grow, the Internet has become retail's
new battleground for customer loyalty and retention," said Sweet Tooth
founder and CEO Jay El-Kaake. "There are thousands of competitors for
every eCommerce dollar, so when a customer makes a purchase online it is
imperative that the customer is retained and engaged - or their next
purchase might be with the competition."

    In the three years since it launched, Sweet Tooth has experienced strong
growth. Collaborating with OMERS Ventures, the IAF and Points
International will help expand Sweet Tooth's team and loyalty platform in
order to accelerate this growth.

    "Sweet Tooth really epitomizes what we are looking for in seed stage
companies. They have a great product, with a huge market potential and
strong management team," said Derek Smyth, Managing Director of OMERS
Ventures. "Sweet Tooth is an example of the high quality companies we are
seeing in the Kitchener-Waterloo region, and we will continue to focus
time, energy and expertise there to source new investments."

    "The online retail sector has potential for significant growth over the
next couple years. Key enabling technologies and products, such as the
Sweet Tooth loyalty platform, have the potential to further accelerate
the transition from brick & mortar retail to ecommerce" said Dan Mathers,
Investment Director, IAF. "Sweet Tooth represents our 51st investment in
the technology startup space, and our 13th investment in Waterloo

    About Sweet Tooth

    Sweet Tooth enables merchants to offer unique and effective customer
loyalty programs for their customers. Sweet Tooth is the world's easiest
to use customer loyalty software; it allows for optimization of any
loyalty program to perfectly engage a particular customer base or target
market. Find Sweet Tooth at www.sweettoothrewards.com and on twitter

    About OMERS Ventures

    OMERS Ventures (Twitter:@OMERSVentures) is the venture capital investment
arm of OMERS, one of Canada's largest pension funds with $55.1 billion in
net assets. It is an initiative of OMERS Strategic Investments (OSI), an
investment entity with a mandate to build long-term strategic
relationships with like-minded partners. As both an institutional angel
investor and a later-stage investor, OMERS Ventures is looking for
successful companies with significant growth potential and market
opportunities. We are seeking like-minded partners with a shared vision
of building a vibrant and successful knowledge economy. For more
information please visit http://omersventures.com/.

    About Investment Accelerator Fund

    MaRS Investment Accelerator Fund (IAF) (Twitter: @MaRSIAF) invests in
qualified emerging companies in Ontario using an equity-type instrument.
As a critical component of the Ontario Network of Excellence (ONE), the
IAF supports the launch and development of innovative businesses in
Ontario's priority sectors of advanced materials and manufacturing,
information technology, cleantech and life sciences. The IAF is funded by
the Government of Ontario and delivered by MaRS. For more information
please visit http://www.marsdd.com/IAF.

    About Points International Ltd.

    Points International Ltd. (TSX:PTS)(NASDAQ:PCOM), doing business as
Points.com, is the global leader in reward currency management, providing
multiple eCommerce and technology solutions to the world's leading
loyalty brands. Points.com also manages www.points.com, the largest
consumer rewards management platform that allows over 3 million users to
trade, exchange and redeem points, miles and rewards. Points
International was recently named the 5th largest Canadian software
company and the 40th largest Canadian technology company by the 2012
Branham300 list.

    Points.com's solutions enable the management and monetization of loyalty
currencies, including frequent flyer miles, hotel points, retailer
rewards and credit card points, as well as enhancing loyalty program
consumer offerings and back-end operations for more than 40 partners
worldwide. Points.com's SaaS products allow eCommerce merchants to add
loyalty solutions to their online stores and reward customers for

    For more information on Points.com, visit www.pointsinternational.com,
follow us on Twitter (@pointsadvisor), fan us on Facebook
(www.facebook.com/pointsfans) or read our blog (http://blog.points.com).

OMERS Ventures
Derek Smyth
Managing Director
Sweet Tooth Inc.
Steve Deckert
Marketing Director
MaRS Investment Accelerator Fund
Barry Gekiere
Managing Director
Points International Ltd.
Laura Foster
(310) 829-5400

Points International Ltd.
Kimberly Esterkin
(310) 829-5400

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