Digital employee benefits have seen strong growth in recent years, with companies increasingly looking for ways to simplify their management and distribution. This is precisely the goal of the new partnership between Croatian platform Moontop and retail chain Studenac, which has made digital gift vouchers available in more than 1,300 stores across Croatia.
The partnership allows Moontop app users to purchase and redeem gift vouchers digitally, eliminating the need for physical collection or distribution. At the same time, companies providing employee benefits through the platform benefit from a simpler administrative process, as the entire system operates digitally.
The collaboration comes at a time when tax-free benefits are playing an increasingly important role in employee compensation packages. According to data from the Croatian Tax Administration, tax-free payments reached €2.9 billion in 2025, representing an increase of nearly €250 million compared to the previous year and approximately 40% more than in 2023.
“Research shows that workforce turnover and the shortage of qualified employees, alongside the tax burden on labour, remain among the biggest challenges facing employers in Croatia. In such circumstances, a quality employee benefits package and strong employer branding have become the rule rather than the exception,” said Moontop founder Branimir Gospić.
The platform was developed to help HR departments manage tax-free benefits and employee perks more efficiently. It enables the administration of costs and benefits across 14 different categories, including preventive health check-ups, insurance, sports activities, and transportation and meal subsidies.
Since its launch five years ago, Moontop has attracted numerous domestic and international companies, including KONČAR, Bayer, 404 agency, Transcom, Groupama Insurance, United Group, CARWIZ, and Coneo.
The platform’s development received an additional boost at the end of last year when investment company SQ Capital invested €2.7 million in the business. The investment is intended to support further technological development, expansion of the partner network, and strengthening of the company’s market position.
With the addition of Studenac, Moontop’s partner network has grown significantly. The retail chain, which has been operating for 35 years, employs around 7,000 people and generates more than €850 million in annual revenue. Prior to this partnership, the platform covered more than 800 retail locations, while the new collaboration further increases service accessibility for thousands of active users.
