What Propello Cloud does

Propello Cloud is a UK-based B2B SaaS company that provides a white-label customer loyalty and rewards platform targeted at mid-market and enterprise organisations. The company was founded in 2020 by former agency executive Mark Camp (CEO & Founder) as a spin-out from his prior agency business, and is headquartered in Manchester with a registered office in Preston, Lancashire. Propello serves clients across at least eight geographic markets including notable enterprise brands such as HelloFresh, JD Gyms, Lebara, Warrantywise, Skyscanner, NASUWT, British Business Bank, and Lyca Mobile, spanning sectors including telecoms, insurance, health & fitness, manufacturing, memberships and B2B trade.

The platform is built around three modular layers: (1) the Propello Platform — a cloud-hosted white-label loyalty engine with an API-based reward engine enabling no-code programme launch, configurable incentive triggers, custom domains, and white-label branding; (2) Propello Management — a managed-service add-on providing programme strategy, onboarding, ongoing campaigns, and marketing communications; and (3) Propello Offers — access to a curated reward network of 1,000+ global brand partners with exclusive closed-network offers and monthly content refreshes. Supporting features include gamification mechanics (challenges, leaderboards, badges, streaks, spin-to-win), an AI/ML-driven personalisation engine for hyper-targeted reward delivery, OCR receipt validation with fraud detection, pre-built Zapier integration across 5,000+ apps, and a public OpenAPI documented at propello-cloud.redocly.app/openapi.

The business model is recurring subscription SaaS, priced per active user from £0.15 per month with tiered offerings (Tech Only, Scale, Enterprise) and multi-year contracts at the Enterprise level. Go-to-market combines direct enterprise field sales with a formal Channel Partner Programme, supported by content-led demand generation (SEO, blog, guides, ROI calculator, webinars, events). Propello had raised approximately £982k in disclosed funding as of October 2024 (£650k seed from DSW Ventures in December 2022 plus £331,852 from NatWest Bank in October 2024), employed 11-30 staff, served 60+ clients, and supported 15 million users on the platform.

Name

Propello Cloud

Legal name

Propello Cloud Ltd

Website

https://propellocloud.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Propello Cloud is a UK-based B2B SaaS provider of a white-label customer loyalty and rewards platform, serving mid-market and enterprise organisations across telecoms, insurance, health & fitness, manufacturing, and membership sectors with a no-code API-driven platform and a 1,000+ brand reward network.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

Keywords

• Customer loyalty platform
• Loyalty rewards software
• White-label loyalty
• Referral marketing software
• Loyalty programme management

Headquarters

HQ city

Preston

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscription: Propello Cloud operates as a B2B SaaS company offering a white-label loyalty platform on a subscription basis. Pricing is per active user per month (from £0.15), with tiers (Tech Only, Scale, Enterprise) providing varying levels of platform access, programme management, reward network access, and support.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Propello Cloud operates a white-label, cloud-based customer loyalty and rewards SaaS platform with an API-based reward engine that enables enterprise and mid-market organisations to launch and manage branded loyalty programmes without code. The offering combines a configurable technology platform, optional managed programme services, and instant access to a curated catalogue of 1,000+ global brand rewards for client reward portfolios.

Product overview

Propello Cloud is an enterprise white-label customer loyalty platform designed exclusively for mid to enterprise organizations. The platform operates as a modular architecture comprising three core product layers: (1) Propello Platform - the foundational white-label loyalty technology with an API-based reward engine for no-code portal launch, (2) Propello Management - a managed service add-on providing programme strategy, onboarding, ongoing marketing campaigns, and customer communications, and (3) Propello Offers - an add-on providing access to 1,000+ global brand partnerships for instant reward content. The platform supports multiple programme types including Earn & Burn (points-based), Tiered Loyalty, Hybrid, Perk & Reward (always-on), Partner Marketing, Referral Marketing, and Customer Acquisition programmes. Additional features include a Gamification Module for engagement mechanics, Reporting & Analytics for performance tracking, and an AI-powered recommendation engine for hyper-personalized reward delivery. Pricing tiers include Tech Only (platform only), Scale (platform + offers), and Enterprise (fully managed).

Differentiator

Problem solved

Functional benefit

Products and services

• Propello Platform White-label customer loyalty platform and API-based reward engine enabling enterprise brands to launch customer reward portals without code, configure and trigger incentives, manage members, and run reward campaigns.
• Propello Management Managed programme service providing zero-effort programme launch and ongoing marketing support, including consultancy, strategy, onboarding campaigns, programme campaigns, triggered campaigns and marketing communications design.
• Propello Offers (Reward Network)

Quantifiable outcome

• JD Gyms generated seven-figure revenues with 20x ROI using Propello's loyalty platform.
• +8 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• ZapiercoreTechnology or IntegrationPre-built Zapier integration enables Propello to connect with 5,000+ third-party applications, allowing automated workflows, data imports, and seamless connectivity without custom development. Supports effortless customer import and reward triggering across the app ecosystem.
• 1,000+ Global Brand PartnerscoreOthersPropello Cloud partners with over 1,000 global brands to provide instant access to a pre-built reward catalogue for clients. Reward categories span food & drink, fashion, motoring, travel, health & fitness, days out, utilities, pets, and grooming. Exclusive closed-network offers are available only through the Propello Partner Network, with new perks added monthly.

Scale indicators10 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Yotpo: Yotpo is a leading marketing platform that includes a white-label loyalty and referrals module (Yotpo Loyalty) alongside reviews, SMS and UGC. It is a direct competitor to Propello Cloud in the SaaS loyalty and rewards space for mid-market and enterprise brands, with a similar API-driven, no-code configuration approach.
• Smile.io: Smile.io is one of the most widely adopted points-based loyalty platforms for ecommerce and retail brands, offering earn/burn, VIP tiers and referrals. It competes with Propello's earn & burn and tiered loyalty programmes on the same white-label SaaS basis.
• Antavo: Antavo is an enterprise SaaS loyalty platform that powers customer loyalty clouds for global brands, with strong presence in fashion, retail and FMCG. It is highly comparable to Propello Cloud's enterprise loyalty platform positioning, including API integrations, gamification and AI personalisation.
• LoyaltyLion: LoyaltyLion is a data-driven loyalty and engagement platform for ecommerce and direct-to-consumer brands, offering points, tiers, rewards and referral programmes. It directly competes with Propello on the points-based loyalty and engagement functionality.
• Annex Cloud: Annex Cloud provides an enterprise loyalty, referral and customer engagement platform with points, tiers, advocate marketing and UGC capabilities. It competes with Propello in the mid-market and enterprise loyalty space, particularly for brands wanting a unified loyalty and advocacy suite.

Broad incumbents

• Salesforce Loyalty Management (Salesforce Loyalty Cloud): Salesforce Loyalty Management is part of the broader Salesforce Marketing Cloud and CRM stack, offering enterprise loyalty as part of a much wider platform. It is a broad incumbent competitor to Propello for large enterprises that prefer to consolidate loyalty within an existing Salesforce deployment.
• Comarch: Comarch offers a comprehensive suite of loyalty solutions across telecoms, finance and retail as part of its larger IT services portfolio. It competes with Propello particularly in the telecoms vertical where Lebara and similar MVNOs are target customers.
• Brierley+Partners: Brierley+Partners is a long-established loyalty agency and platform provider serving large enterprise clients, particularly in financial services and travel. It represents a broader incumbent competitor to Propello for enterprise loyalty programmes that combine technology with managed services.

Emerging players

• Loyyal: Loyyal is an enterprise loyalty and rewards platform focused on coalition programmes, banking and travel, with blockchain-enabled programme management. It is an emerging player competing with Propello in coalition-style programmes where multiple brands share a unified reward currency.
• Open Loyalty: Open Loyalty is a modular, API-first loyalty platform targeting digital-first and enterprise brands that want to embed loyalty into their own stack. It overlaps with Propello's API-based reward engine and no-code configuration approach, though with a different technical go-to-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/propellocloud
• Facebookfacebook.com/PropelloCloud
• Instagraminstagram.com/propellocloud
• LinkedInlinkedin.com/company/propello-cloud

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Propello Cloud