Not another bolt-on feature layer. Not a legacy platform with a modern coat of paint. Enterprise loyalty infrastructure — built from first principles, for the buyers that existing platforms have quietly given up on.
The enterprise loyalty market is dominated by legacy platforms that were built for a different era of commerce. Monolithic architectures, REST-only reporting, mutable balance fields masquerading as ledgers, and GDPR compliance implemented as a checkbox rather than an engineering discipline.
LoyaltyOS was started to fill a specific gap: enterprise buyers who need API-first, composable loyalty infrastructure that integrates cleanly into existing stacks, provides financial-grade auditability, and satisfies genuine GDPR obligations — without the overhead of a full-stack platform that competes with their own front-end team.
Every capability we advertise is an architectural commitment. "GDPR compliant" is not good enough — we document the DEK/KEK model, the cryptographic erasure path, and the CI gates that prevent PII from reaching the event bus.
We have not yet achieved SOC 2 Type II. We do not have a built-in gamification library. We do not have AI-powered personalisation. We say so openly, with a roadmap — rather than burying the gaps in small print.
We do not build front-end loyalty experiences. Your front-end team is better placed to do that than we are. We provide the infrastructure; you provide the experience. This division of labour is a feature, not a gap.
Previously VP Product at a FTSE 100 retailer's loyalty division. 12 years in enterprise SaaS product and commercial roles. Has sat across the table from every legacy platform on the market — and was not particularly impressed.
Former principal engineer at a Tier 1 payments processor. Designed ledger systems that process £2B+ daily. The person who decided an append-only model was non-negotiable when we started building.
10 years building distributed systems on Azure. Previously at Microsoft in the Azure Service Bus team. Responsible for the event-driven infrastructure, the Dapr integration, and having strong opinions about message delivery semantics.
CISSP. Former CISO at a regulated financial services firm. Designed the DEK/KEK encryption architecture and the GDPR DSAR workflow. Takes cryptographic erasure considerably more seriously than most.
Enterprise SaaS sales and partnerships. Previously at Talon.One and Salesforce. Has seen both sides of loyalty platform vendor evaluations, which turned out to be surprisingly useful context.
Compiler nerd. Built the ANTLR4 grammar, the DynamicExpresso evaluator integration, the Wasmtime sandbox harness, and the complexity budget enforcement. Answers "why 50ms?" with approximately 3,000 words.
Alexandra and Marcus, working together at a retailer, evaluate five enterprise loyalty platforms and find the same thing in all of them: mutable balance fields, REST-only reporting, and GDPR compliance as a tickbox exercise.
LoyaltyOS incorporated. Pre-seed round closed. The first design decision: the ledger will be append-only, and that is non-negotiable.
First working DSL evaluator, ledger engine, and order ingestion pipeline. Three pilot customers onboarded under NDA. The phrase "50ms or it doesn't ship" first used in a standup.
Seed round closed. Expanded the engineering team. GraphQL reporting layer shipped. First SFCC cartridge certified. The DSL got Wasmtime. We were unreasonably pleased with ourselves.
API v1.0 released publicly. CDC warehouse sync shipped for all four major warehouses. The developer portal went live. Tenants can provision in under 60 seconds.
Actively raising Series A to accelerate go-to-market, expand the integration catalogue, and deliver SOC 2 Type II certification. Enterprise pipeline strong. SDK downloads growing nicely.
We are backed by investors with deep experience in enterprise SaaS, fintech infrastructure, and commerce technology — people who have seen loyalty platforms from both sides of the table.
Enterprise SaaS specialist · Series A lead
Fintech infrastructure fund
European B2B SaaS · Pre-seed & Seed
Former CPOs and CTOs from commerce and loyalty
Small team, large problems, and the kind of technical work that looks good on a CV — assuming CVs are still a thing by the time you need to use it.
Both options are available and neither requires a lengthy procurement process.