LoyaltyLion
LoyaltyLion is a London-based SaaS loyalty platform that enables Shopify and Shopify Plus merchants to launch points-based loyalty, VIP, referral and AI-optimized rewards programs, integrating with 100+ tools across the Shopify stack.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What LoyaltyLion does
LoyaltyLion Ltd, incorporated in the United Kingdom in 2012 and headquartered in London, operates a cloud-based SaaS loyalty and rewards platform purpose-built for the Shopify ecosystem. The platform enables merchants to launch points-based loyalty programs, VIP tiers, referral programs, conditional automated journeys, mobile wallet cards, receipt-upload rewards and multilingual programs, integrating natively with Shopify, Shopify Plus, Shopify POS, Klaviyo and more than 100 additional tools spanning email, SMS, reviews, subscriptions, helpdesks and mobile app builders. The product is delivered through a modular architecture with a headless API for custom storefronts, mobile apps and POS, and is increasingly augmented by an AI-powered analytics layer trained on 250M+ shopper insights.
The company sells through a tiered subscription model: Classic at $199/month for SMBs, Advanced as a mid-tier with VIP tiers and multilingual support, and Plus with custom multi-year enterprise pricing that includes AI-driven campaign recommendations, advanced Klaviyo events, LoyaltyLion Flows automation, and quarterly strategic reviews. Distribution combines a self-serve PLG funnel through the Shopify App Store with dedicated enterprise sales for Shopify Plus and high-volume merchants, an agency partner program with Platinum Shopify partners such as Swanky and Roswell NYC, and referral channels through Klaviyo and the broader Shopify ecosystem.
LoyaltyLion serves a diversified merchant base across fashion, beauty, food and beverage, health and wellness, pet care, sport and outdoors, and home and garden verticals, with named customers including Oh Polly, Victoria Beckham Beauty, Diesel, Lego, Medik8, The INKEY List, Waterdrop, Nanso, Stride Rite, Darn Tough Vermont, Au Vodka and Evereve. Scale metrics include 250M+ shopper insights, 140M annual transactions, 1B+ loyalty events per year, $900M+ in attributed merchant revenue per week, and 99.99% published uptime. The company is privately held, employs between 101 and 250 people, and has raised approximately $7.24M in disclosed funding led by Kennet Partners in February 2021.
LoyaltyLion firmographics
Firmographics- Name
- LoyaltyLion
- Legal name
- LoyaltyLion Ltd
- Website
- https://loyaltylion.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- LoyaltyLion is a London-based SaaS loyalty platform that enables Shopify and Shopify Plus merchants to launch points-based loyalty, VIP, referral and AI-optimized rewards programs, integrating with 100+ tools across the Shopify stack.
- Ownership category
- akta.pro rank
LoyaltyLion industry classification
Industry- Product category
- Customer Loyalty Software
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Loyalty, Rewards & Retention Platforms (BPAFAFAH)
- akta.pro secondary industries
- Loyalty, Rewards & Incentive Programs (BPAFAMAE), Memberships, Clubs & Loyalty Subscriptions (CRAFAIAE)
Keywords
Where LoyaltyLion is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
LoyaltyLion business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription SaaS - Classic Plan: Entry-level plan at $199/month including 500 orders per month; branded loyalty page, pre-built earning rules, Klaviyo integration with ready-to-use email flows, dedicated onboarding support
- Subscription SaaS - Advanced Plan: Mid-tier plan including all Classic features plus VIP tiers, points on product pages, enhanced Shopify POS for multiple locations, multilingual translations (130+ languages), twice yearly performance reviews
- Subscription SaaS - Plus Plan: Enterprise plan with custom pricing; includes AI recommended rewards and campaigns, advanced Klaviyo events for personalized emails, automated LoyaltyLion Flows, ongoing strategic advice with quarterly reviews and optimization recommendations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Classic: $199/month for brands starting loyalty |
| Subscription | Monthly | Advanced: Mid-tier for brands introducing VIP tiers |
| Subscription | Multi-year contract | Plus: Custom pricing for high-volume brands |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels10 records
LoyaltyLion product offering
Product offeringCore offering
LoyaltyLion sells a cloud-based SaaS customer loyalty platform that lets ecommerce brands create points, rewards, VIP tiers, and referral programs integrated directly with Shopify, Shopify Plus, and Shopify POS. The platform includes AI-driven optimization, automated customer journeys, predictive analytics, and multilingual capabilities, sold via tiered monthly subscriptions (Classic, Advanced, Plus) scaled by order volume.
Product overview
LoyaltyLion is a customer loyalty platform for ecommerce, operating as a modular SaaS product with three pricing tiers (Classic, Advanced, Plus) plus an enterprise offering. The core platform includes loyalty and rewards management, referral programs, VIP tiers, and customer analytics. The platform integrates deeply with Shopify (including Shopify Plus and Shopify POS), Klaviyo, and 100+ other tools. Key modules include LoyaltyLion AI (predictive analytics and recommendations), LoyaltyLion Flows (automated journeys), In-Cart Rewards (checkout integration), Receipt Upload Loyalty (offline purchase capture), Multilingual Loyalty (130+ languages), Mobile Wallet Loyalty (Apple/Google Wallet), and Experiential Rewards (enterprise-only VIP experiences). The Headless Loyalty API enables custom implementations across mobile apps, headless storefronts, and custom POS systems. The Plus Plan and Enterprise tier add AI-powered optimization, advanced Klaviyo Events, strategic support, and cross-store rewards capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Loyalty and Rewards Platform Cloud-based customer loyalty platform for Shopify ecommerce merchants enabling points, rewards, VIP tiers, branded loyalty pages, and engagement programs to grow repeat purchases and customer lifetime value. Sold via tiered monthly subscriptions (Classic, Advanced, Plus) scaled by order volume.
- Referral Program Referral marketing module that turns customers into brand advocates, with smart fraud protection detecting duplicate IPs and ensuring only genuine new customers earn referral rewards. Available to ecommerce brands on Shopify.
- Enterprise Loyalty (Plus Plan) Enterprise-grade loyalty solution for high-volume Shopify Plus brands with AI-powered optimization, Experiential Rewards, omnichannel Shopify POS integration, cross-store rewards, and dedicated strategic support including quarterly business reviews. Sold under custom multi-year contracts.
- Headless Loyalty API Developer-facing headless API that enables custom loyalty experiences across any touchpoint, including Shopify Hydrogen storefronts, native mobile apps, and bespoke POS systems, designed for enterprise-scale custom implementations.
Quantifiable outcome
- 319% uplift in repurchase rate for loyalty members vs non-members (Waterdrop)
- +9 more outcomes
Companies that use LoyaltyLion
Customer profileNamed customers30 records
Segments9 records
Ideal customer profiles2 records
LoyaltyLion technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration50 records
AI capability4 records
Feature10 records
LoyaltyLion partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- ShopifycoreShopify Plus Certified App with real-time synchronization and native integration. LoyaltyLion automatically syncs customer profiles and purchase histories from Shopify, tracks customer actions for point awards, and generates discount vouchers for checkout redemption. Supports Shopify Plus features like advanced tagging, Customer Accounts, and Checkout Extensibility.
- Shopify POScoreOmnichannel loyalty integration enabling customers to earn points online and redeem in-store, and vice versa. Connect one online store with unlimited physical locations under a single loyalty program with real-time point synchronization.
- KlaviyocoreKlaviyo Elite Master Partner providing best-in-class integration. Advanced Klaviyo Events send real-time triggers from LoyaltyLion based on customer activities for automated personalized emails and SMS. Ready-to-use email flows for loyalty communications.
- SwankycoreShopify Platinum agency partner helping brands implement LoyaltyLion for omnichannel loyalty across web and mobile. Works with brands like Pulse Boutique achieving 45% of revenue from loyalty and 7 transactions per loyalty member vs 1.8 for non-members.
- Roswell NYCcoreShopify Platinum partner building long-term loyalty retention engines for brands. Awarded LoyaltyLion Award 2026 for Best Strategic Loyalty Partner. Works with Hat Heaven, Amika, and Fright Rags on loyalty programs.
- Cake AgencyminorAgency partner using LoyaltyLion for P&Co's loyalty program driving 14% of revenue and 4.2x higher spend from redeeming members vs non-members.
- Agency Partner DirectoryminorDirectory of certified partner agencies for brand referrals and implementation services. Includes Blend Commerce and By Association Only as featured partners.
- AWS (Amazon Web Services)corePrimary cloud infrastructure provider using AWS for service delivery across US and Ireland regions.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
LoyaltyLion competitors and assessment
Company assessmentDirect peers
- Smile.io: The most direct competitor to LoyaltyLion — a Shopify-native loyalty and rewards platform serving SMB and mid-market merchants with points, VIP, and referral programs. Comparable in target customer (Shopify brands), pricing tiering, and product surface area.
- Yotpo: Shopify-focused marketing platform offering reviews, SMS, visual UGC, and loyalty (after acquiring Stamped.io). Directly competes with LoyaltyLion's loyalty and referral modules while bundling broader retention tools, making it the principal 'good enough' bundled alternative.
- Stamped.io: Shopify loyalty and reviews app now part of Yotpo; historically a direct LoyaltyLion competitor in the loyalty points and rewards category with comparable SMB and mid-market positioning and similar Shopify App Store presence.
- Rivo: Shopify loyalty platform focused on points, referrals, and VIP tiers for DTC brands — a more recent entrant with comparable Shopify-native architecture and overlapping feature set, competing in similar mid-market deal sizes.
Broad incumbents
- Bold Commerce: Established Shopify app ecosystem player offering a broad suite of conversion, subscription, and loyalty tools (Bold Loyalty). Competes with LoyaltyLion at the platform level while offering a wider portfolio beyond loyalty, similar to how a generalist incumbent would approach the space.
- Antavo: Enterprise loyalty cloud platform serving larger omnichannel retailers and brands globally. Comparable in product category but targets enterprise accounts with omnichannel loyalty rather than Shopify-native SMB and mid-market, positioning it as a broader incumbent LoyaltyLion would compete with only at the top of its market.
- Annex Cloud: Enterprise loyalty and customer engagement platform with deep integrations into CRM, marketing automation, and ecommerce stacks. Comparable as a broader loyalty cloud incumbent that competes with LoyaltyLion at the enterprise tier while also addressing advocacy and referral use cases.
- Comarch Loyalty: Enterprise loyalty management suite from Comarch serving telecom, retail, banking, and FMCG clients. Comparable as a broader loyalty platform incumbent with significantly larger scale and a different go-to-market (enterprise sales), making it a competitor only in large enterprise deals.
Emerging players
- Tapcart: Shopify mobile app builder that integrates with LoyaltyLion but also competes for the same wallet share by offering loyalty features natively inside its app experiences. Comparable as an adjacent Shopify ecosystem player where loyalty functionality overlaps with mobile app commerce.
Others
- Klaviyo: Strategic integration partner (Elite Master) and broader CRM/marketing automation platform serving the same Shopify merchant base. Not a direct loyalty competitor today, but Klaviyo's expanding feature surface and deep customer relationships make it a structural threat if it bundles loyalty functionality into its platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LoyaltyLion social profiles
Digital presenceLoyaltyLion compliance and trust
Trust signalCompliance4 records
LoyaltyLion financial estimates
Financial estimateRevenue estimate
Valuation estimate
LoyaltyLion leadership team
Management profileNumber of profiles
Profiles9 records
LoyaltyLion funding detail
Funding detailFunding overview
Funding rounds6 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LoyaltyLion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LoyaltyLion
What does LoyaltyLion do?
LoyaltyLion sells a cloud-based SaaS customer loyalty platform that lets ecommerce brands create points, rewards, VIP tiers, and referral programs integrated directly with Shopify, Shopify Plus, and Shopify POS. The platform includes AI-driven optimization, automated customer journeys, predictive analytics, and multilingual capabilities, sold via tiered monthly subscriptions (Classic, Advanced, Plus) scaled by order volume.
Is LoyaltyLion a public or private company?
LoyaltyLion is a private company. It is classified as venture growth investor backed and is currently operating.
When was LoyaltyLion founded?
LoyaltyLion was founded in 2012. It employs 101 to 250 people.
Where is LoyaltyLion based?
LoyaltyLion is headquartered in London, United Kingdom, in the Europe region.
How does LoyaltyLion make money?
Three revenue lines are on record. Subscription SaaS - Classic Plan is the primary driver. The others are subscription SaaS - Advanced Plan and subscription SaaS - Plus Plan.
Who are LoyaltyLion's main competitors?
Direct peers on record are Smile.io, Yotpo, Stamped.io and Rivo. Broad incumbents are Bold Commerce, Antavo, Annex Cloud and Comarch Loyalty. Tapcart is listed as an emerging player. Klaviyo is listed as an others.
Does LoyaltyLion have an API?
Yes. LoyaltyLion offers a Headless API that enables custom loyalty solutions across customer touchpoints. Developers can create a custom loyalty UI for Shopify Hydrogen storefronts, integrate loyalty into mobile apps using native UI components, integrate loyalty into custom POS for in-store rewards, and build custom loyalty experiences. The API is designed for enterprise-scale implementation with modern developer workflows. Developer documentation is at developers.loyaltylion.com/docs/introduction.
What industry is LoyaltyLion in?
LoyaltyLion's product category is Customer Loyalty Software. Its primary akta.pro industry code is BPAFAFAH, Loyalty, Rewards & Retention Platforms, with a secondary code of BPAFAMAE, Loyalty, Rewards & Incentive Programs. Its NAICS code is 5418 and its SIC code is 7311.