What Dfinitiv does

Dfinitiv is a private enterprise software company founded in 2022 that operates the SmartCXP Commerce Experience Platform, a loyalty commerce infrastructure purpose-built for non-retail enterprises with authenticated member bases. The platform ingests first-party loyalty signals — tier, purchase behavior, journey stage, and trip intent — and uses real-time propensity modeling to select personalized, merchant-funded offers. Delivery spans mobile apps, browser extensions, in-flight entertainment, kiosks, branch terminals, and AI assistants through a unified attribution loop (SmartLink) that supports continuous amplify/quiesce optimization. Core components include the SmartCXP decisioning engine, SmartLink attribution, White Label App, AppKit SDK, DeviceKit for physical touchpoints, AIKit (Beta) for agentic commerce via MCP, and SmartConcierge for short-term rentals. The company is SOC 2 Type II certified and holds registered trademarks on its product brands.

Dfinitiv's customer base centers on large enterprise loyalty programs across five segments: Airlines & Travel (primary), Financial Services, Rail & Transportation, Hotels & Hospitality, and Short-Term Rentals. The flagship production deployment is United Airlines' MileagePlus Experience (MPX), a white-labeled mobile commerce app offering 1,110+ shopping brands, restaurants, and eGift cards to MileagePlus members. United Airlines Ventures (UAV) took an undisclosed equity stake in August 2025, anchoring both the commercial relationship and the capital structure. Go-to-market is direct enterprise field sales with quote-based, multi-year SaaS contracts and ancillary merchant-funded offer revenue share. Distribution is exclusively white-label/OEM-embedded — SmartCXP becomes invisible infrastructure under the enterprise's brand.

Revenue mechanics combine platform/SaaS licensing (subscription, recurring) with transaction fees from merchant-funded offers flowing through the platform, with full data ownership retained by the enterprise client within isolated tenancy. The company is headquartered in Englewood, Colorado, employs 11–50 people, and has been recognized by Amadeus as a promising travel startup (2026) and selected for Plug and Play's Travel & Hospitality Batch 21. Leadership includes CEO Joe Fitzgerald (three prior exits, 20+ patents, prior senior roles at Red Hat and HP) and CTO Oleg Barenboim (33+ patents, co-founder of ManageIQ acquired by Red Hat), with former Walgreens Boots Alliance CEO Tim Wentworth on the board.

Name

Dfinitiv

Legal name

Dfinitiv Inc.

Website

https://dfinitiv.io

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Dfinitiv provides the SmartCXP Commerce Experience Platform, an enterprise loyalty commerce infrastructure that delivers personalized, merchant-funded offers across mobile, digital, and AI channels for airlines, hotels, financial services, rail, and short-term rental operators.

Ownership category

akta.pro rank

Product category

Loyalty Commerce Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Travel Deal, Loyalty & Subscription Platforms (BPAMAIAM)

akta.pro secondary industry

Loyalty Technology Platforms (LMS, Wallets, APIs) (THABAKAH)

Keywords

• Loyalty commerce platform
• Commerce media network
• Customer engagement software
• Omnichannel offer delivery
• Loyalty program monetization

Headquarters

HQ city

Englewood

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform/SaaS Licensing: SmartCXP platform licensing to enterprise loyalty programs. The platform operates as an isolated tenant environment where enterprises get infrastructure to monetize their loyalty audiences. Revenue likely comes from platform fees, implementation, and potentially transaction/revenue share from merchant-funded offers.
2. Merchant-Funded Offers / Commerce Media: Ancillary revenue from merchant-funded offers delivered through the platform. Merchants pay for access to the loyalty program's high-intent client base, with revenue shared with the enterprise client.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Dfinitiv sells the SmartCXP™ Commerce Experience Platform, a white-labeled software infrastructure for non-retail enterprises with loyalty programs (airlines, hotels, rail, financial services, short-term rentals). The platform connects authenticated member signals to personalized, merchant-funded offers and delivers them across mobile apps, browser extensions, kiosks, in-flight entertainment, and AI chat interfaces, with closed-loop attribution for real-time optimization. SmartConcierge™ and SmartLink™ extend the platform into AI concierge for short-term rentals and omnichannel attribution respectively.

Product overview

Dfinitiv offers SmartCXP™, a commerce experience platform purpose-built for non-retail enterprises with loyalty programs. The platform consists of the SmartCXP™ core engine for audience segmentation, propensity scoring, and offer decisioning, paired with SmartLink™ for closed-loop attribution. Delivery modules include White Label App (mobile), White Label Browser Extension, AppKit SDK (mobile app embedding), DeviceKit (kiosks/physical), and AIKit (AI agents/Beta). SmartConcierge™ provides AI concierge capabilities for short-term rentals. The platform targets airlines, hotels, rail, financial services, and short-term rentals, enabling merchant-funded offer delivery across mobile apps, browsers, kiosks, in-flight entertainment, and AI chat interfaces.

Differentiator

Problem solved

Functional benefit

Products and services

• SmartCXP™ Platform Core commerce experience platform engine providing real-time behavioral segmentation, propensity scoring, offer decisioning, and an integration layer. Connects loyalty member signals to personalized merchant-funded offers and manages omnichannel delivery across mobile, digital, and AI surfaces with closed-loop attribution. Sold to enterprise loyalty programs in airlines, hotels, rail, financial services, and travel.
• SmartLink™ Closed-loop attribution and experience engine that tracks impression-to-engagement-to-conversion across every commerce surface, feeding performance data back into SmartCXP's propensity scoring and amplification controls.
• SmartConcierge™ AI concierge feature for short-term rental guests that delivers local recommendations and merchant-funded offers, including local maps, notifications, and AI chat. Enables hosts and rental platforms to earn ancillary revenue beyond nightly rates and booking fees.

Quantifiable outcome

• US commerce media market projected to exceed $100B by 2027, with 21% CAGR outpacing display, CTV, and search
• +4 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature8 records

Partnerships

Three partnerships are on record, tiered flagship and minor.

• United Airlines (MileagePlus)flagshipStrategic or Co-development PartnerUnited Airlines uses Dfinitiv's SmartCXP platform to power the MileagePlus Experience (MPX), a redesigned mobile commerce experience. Members can earn miles across 1,110+ shopping brands, restaurants, and eGift cards. This is Dfinitiv's flagship production deployment, demonstrating the platform's enterprise scalability.
• AmadeusminorGTM or Marketing PartnerAmadeus named Dfinitiv among the world's most promising travel startups of 2026. This is primarily a marketing/thought leadership recognition rather than a commercial partnership, but provides credibility and visibility in the travel tech ecosystem.
• Plug and Play Tech CenterminorStrategic or Co-development PartnerPlug and Play Tech Center selected Dfinitiv as 1 of 9 startups in their Travel & Hospitality Batch 21 in Silicon Valley. This accelerator program provides visibility, networking, and potential partnership introductions within the travel and hospitality ecosystem.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SessionM (Mastercard): Mastercard-owned loyalty and customer engagement platform offering enterprise-grade loyalty data infrastructure; comparable capability set to SmartCXP but with the scale and capital of a global payments network.
• Salesforce Loyalty Management: Loyalty management module within the Salesforce CRM stack targeting enterprise loyalty programs; a broader incumbent competing for the same enterprise RFPs as Dfinitiv.

Direct peers

• Yotpo: Loyalty, referral, and retention platform serving enterprise retailers and consumer brands; comparable SaaS loyalty architecture though more retail-skewed than Dfinitiv's travel/loyalty focus.
• Bridg: Customer data platform that helps brick-and-mortar brands leverage first-party data to power personalized marketing and commerce media — directly comparable to Dfinitiv's merchant-funded offer flywheel for non-retail enterprises.
• Antavo: Loyalty cloud platform purpose-built for B2C enterprises; competes in the same loyalty platform software category as SmartCXP with omnichannel campaign and API-driven architecture.
• Aimia / Kognitiv: Loyalty technology and coalition program operator (legacy Aimia/Aeroplan heritage) offering loyalty platform software to enterprises; direct overlap with Dfinitiv's loyalty commerce offering.
• Comarch Loyalty: Enterprise loyalty management software with airline, hotel, and financial services deployments; competes head-to-head with SmartCXP for large loyalty program contracts.
• Punchh (PAR Technology): Restaurant and convenience-store loyalty platform delivering merchant-funded offers and AI-driven personalization; narrower vertical focus than Dfinitiv but architecturally comparable.
• Eagle Eye: Real-time personalization and loyalty platform serving grocery, retail, and travel brands; comparable in delivering personalized offers across digital touchpoints at enterprise scale.
• Collinson Group (Mando): Connected commerce, loyalty, and experiences provider serving major airlines and travel brands; overlaps with Dfinitiv's travel vertical and merchant-funded offer delivery into loyalty ecosystems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Dfinitiv