Pinnacle has created vertical market brands within its platform for taking the cash back shopping platform across a wide variety of market segments. Within each brand are related industry companies. The companies have joined as either a Private Label or a Co-brand. A Private Label is built to match the organization's established look and feel, with complete control of the functionalities of the portal. The Co-brand, however, can only resemble the brand, but can add their logo; functionality is limited to and inherited from the parent Brand.