Mariia Shmelova, CEO of Aff.Tech, outlines how the affiliate management system is perfectly suited to help operators manage their affiliate relationships and agreements in a budget friendly manner. Whether as a standalone agreement or as a wider turnkey agreement with GR8 Tech, Shmelova is confident that the company can remove headaches and create solutions for operators.

SBC News: Aff.Tech is heading to SBC Summit in Lisbon soon, and you’ve been shortlisted for two prestigious awards at the inaugural Affiliate Leaders Awards – both “Affiliate Management Platform of the Year” and “Affiliate Technology of the Year.” What does this recognition mean to you and your team?

Mariia Shmelova: It’s incredibly validating—these nominations recognise the impact our team has delivered. Both categories reflect our core philosophy of creating solutions that genuinely solve the complex challenges operators face. Whether it’s managing thousands of affiliates or scaling multi-level agent networks, our focus always remains on giving operators complete control with real-time visibility and no cost inflation. Because of this, being recognised alongside well-established industry peers in the first year after our official market entry shows we’re on the right track.

SBC: What are the latest developments you’ll be showcasing at SBC Summit? What can visitors expect from your presence there?

MS: At stand C350, where GR8 Tech and Aff.Tech will be exhibiting, GR8 Tech’s Platform for Champions will take center stage. Aff.Tech is a key component within this ecosystem, and it works wonders both as a part of the broader platform, specifically the Hyper Turnkey solution, and as a powerful standalone affiliate management solution. 

As for what’s new, we’ve been focusing on things that make affiliate relationships more efficient and help operators compete without overspending. Our automated payment processing eliminates the monthly affiliate payout headaches, communication tools let you run targeted campaigns without juggling multiple platforms, and enhanced reporting turns data into actionable insights in real time—in a single report that you can access at any moment. These features are not groundbreaking, but we ensure they are extra convenient and user-friendly for operators. 

And the significant development we’re expecting high demand for is our new Agent Management System. 

SBC: Tell us more about the new Agent Management System. Who is it for, and what problems does it solve?

MS: The Agent Management System addresses a massive gap—most affiliate platforms only handle online partnerships, but many operators rely heavily on offline agent networks, especially in emerging markets in regions like MENA or LatAM. Even with existing agent systems, operators often face fragmented data, limited visibility, and slow processes, which hinder decision-making and trust. 

Our Agent Management System centralises control, providing real-time monitoring, instant fund transfers, detailed bet histories, and efficient network management across regions, brands, and currencies. Based on our interactions with operators, we expect this to be particularly sought after.

SBC: What are the plans for rolling this solution out to the market?

MS: We’re rolling the Agent Management System out in phases, starting with operators managing multi-level networks that require offline integration. The system scales for both small operators and large enterprises. Our rollout includes regional prioritisation and full training, ensuring operators can quickly leverage all capabilities. As always, client needs direct our approach, and we aim to make it as seamless and effective as possible. 

Book a meeting with Aff.Tech at SBC Summit now to see the new Agent Management System and other updates in a live demo.