Motivforce
Motivforce is a UK-headquartered B2B loyalty agency that designs and manages custom channel partner, employee, and sales incentive programs for large enterprise clients globally across 10 countries.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Motivforce does
Motivforce is a UK-headquartered (Surrey) B2B loyalty agency that designs and manages bespoke loyalty, channel incentive, employee recognition, sales incentive, and incentive travel programs for large enterprise clients. The firm was founded in 2012 by Dr. David Cox, who remains Chairman; Lincoln Smith was appointed Global CEO in September 2025. Motivforce's core offering is professional services — custom program design, behavioral science-driven engagement strategy, multi-country program administration, and incentive event management — delivered through a fully remote workforce with operational offices across 10 countries (Argentina, Australia, Brazil, Bulgaria, Canada, China, India, Singapore, UK, USA). Underlying the service is an in-house R&D function staffed by six PhDs, which develops proprietary methodologies in behavioral science, gamification, sustainability measurement, and AI-enhanced analytics applied to B2B loyalty programs.
Motivforce firmographics
Firmographics- Name
- Motivforce
- Legal name
- Motivforce Marketing & Incentives Ltd
- Website
- https://motivforce.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Motivforce is a UK-headquartered B2B loyalty agency that designs and manages custom channel partner, employee, and sales incentive programs for large enterprise clients globally across 10 countries.
- Ownership category
- akta.pro rank
Motivforce industry classification
Industry- Product category
- B2B Loyalty & Incentive Marketing Services
- NAICS
- Professional and Management Development Training (61143)
- SIC
- Services-Advertising Agencies (7311), Services-Management Consulting Services (8742), Services-Advertising (7310)
- akta.pro primary industry
- Loyalty, Rewards & Incentive Programs (BPAFAMAE)
- akta.pro secondary industries
- Rewards, Incentives & Gift Card Program Services (MPAAAIAG), Program Design & Strategy (Incentive Concepting, Qualification Criteria, Budgeting) (THAHANAA), Rewards, Recognition & Merchandise Sourcing (Points, Catalogs, Gift Cards) (THAHANAC), Measurement & ROI/Impact Analytics (Program Reporting, NPS, Sales Lift) (THAHANAL), Compensation, Benefits & Total Rewards Advisory (BPACAJAG)
Keywords
Where Motivforce is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices11 records
Markets served
Motivforce business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- B2B Loyalty Program Design & Consulting: Motivforce designs and manages bespoke B2B loyalty, channel incentive, and employee incentive programs for enterprise clients. Revenue is generated through agency fees, program management fees, and consulting engagements — typically multi-year contracts with custom pricing based on program scope, participant count, and geographic reach.
- Incentive Travel & Events: Motivforce designs and operates incentive travel programs and loyalty marketing events as experiential rewards within loyalty programs. These services are offered as part of comprehensive program packages and as standalone event management engagements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise bespoke programs — custom pricing based on program scope, scale, and geographic reach |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels8 records
Motivforce product offering
Product offeringCore offering
Motivforce is a B2B loyalty agency that designs, builds and manages bespoke loyalty programs for enterprise clients, including channel partner incentive programs, employee/B2E incentive and recognition programs, sales incentive programs, and incentive travel programs. Engagements are consultative and end-to-end — from program strategy and behavioral design through to global rewards fulfillment and ROI tracking — delivered across 10 countries by a remote team. A dedicated R&D function of six PhDs supports program innovation with behavioral science, gamification, AI analytics, and sustainability measurement.
Product overview
Motivforce is a B2B loyalty agency offering award-winning loyalty incentive reward programs designed to drive business growth. The company operates a platform-plus-services model centered around custom B2B loyalty program design and management, which includes Channel Partner Programs, Employee Incentive Programs, Sales Incentive Programs, and Incentive Travel Programs. Their service offering is supported by a dedicated Research & Development department with academic expertise (six PhDs) that drives innovation in loyalty strategies. The company has documented success through client case studies including Know Your IBM (IBM's partner engagement program), Celebrity Rewards (Celebrity Cruises' loyalty initiative), and Lenovo LEAP (channel partner loyalty program). Motivforce positions itself as setting industry standards through its combination of research-backed approach and proven award-winning expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- B2B Loyalty Program Design & Management End-to-end design, build, and management of bespoke B2B loyalty programs for enterprise clients, translating partner engagement challenges into measurable business growth through custom loyalty solutions.
- Channel Partner Programs Incentive rewards programs that engage and motivate resellers, distributors, and agents to maximize sales performance and partner loyalty.
- Employee Incentive Programs B2E loyalty and recognition programs that drive staff engagement and organizational performance, including internal sales incentive and reward campaigns.
- Sales Incentive Programs Performance-based incentive solutions that motivate sales teams and channel partners to achieve defined business objectives, including SPIFs and contest-based programs.
- Incentive Travel Programs Tailored travel reward experiences and group incentive events designed to engage and reward top performers as experiential components of loyalty programs.
Quantifiable outcome
- The 'Know Your IBM' program continues to surpass targets every year
- +3 more outcomes
Companies that use Motivforce
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Motivforce technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Motivforce partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- IMA Europe (Institute of Motivation Administration Europe)minorMotivforce is a proud member of IMA Europe, an industry association for motivation and incentive marketing professionals in Europe. Membership signals industry standing and provides access to European incentive marketing networks and best practices.
- IMA Middle East & AfricaminorMotivforce holds membership in IMA Middle East & Africa, the regional arm of the Institute of Motivation Administration covering the ME&A geography. Supports the company's operations in those regions.
- Incentive Marketing Association USAminorMotivforce is a member of the Incentive Marketing Association USA, the leading industry body for motivation and incentive marketing in the United States.
- PCOA (Performance Validation for Ophthalmic Acoustics / Industry Association)minorMotivforce holds membership in PCOA, an industry association relevant to their global incentive and loyalty operations and client base.
- SITE (Society of Incentive and Travel Executives)minorMotivforce is a member of SITE (Society of Incentive and Travel Executives), the global professional organization for individuals involved in incentive travel, motivation, and performance improvement programs. Relevant given Motivforce's incentive travel service offerings.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Motivforce competitors and assessment
Company assessmentEmerging players
- Yotpo Loyalty: Yotpo Loyalty is an SMB-to-mid-market SaaS loyalty and referrals platform — an emerging competitor adjacent to Motivforce's customer-loyalty programs, particularly for enterprises exploring self-serve alternatives to bespoke agency builds.
- LoyaltyLion: LoyaltyLion is a SaaS loyalty platform focused on Shopify-based merchants — an emerging player in loyalty technology that, while focused on smaller merchants, competes for enterprise mindshare around loyalty program design and analytics that Motivforce also serves.
Direct peers
- ITA Group: ITA Group is a global engagement and loyalty agency that designs channel incentive, employee recognition, and customer loyalty programs for enterprise clients — directly comparable to Motivforce's core B2B loyalty, sales incentive, and channel partner offering.
- Maritz Motivation (Brierley): Brierley (formerly part of Maritz Motivation) is a long-established B2B loyalty and channel incentive agency serving Fortune 500 clients with custom program design and reward fulfillment — a direct competitor in the enterprise B2B loyalty space where Motivforce operates.
- Kobie Marketing: Kobie Marketing is a customer loyalty strategy and technology agency delivering enterprise loyalty programs across B2C and B2B — directly overlapping with Motivforce's enterprise loyalty design and program management focus.
- HelloWorld (Merkle Loyalty): HelloWorld, now part of Merkle, is a digital engagement and loyalty platform serving enterprise B2B and B2C programs — directly competing with Motivforce on channel partner engagement, incentive design, and multi-country program delivery.
- ICELERO: ICELERO is a B2B loyalty and channel incentive consultancy that designs partner engagement and sales performance programs for technology and industrial clients — closely aligned to Motivforce's channel partner loyalty and channel incentive core offering.
Broad incumbents
- Blackhawk Network: Blackhawk Network is a global branded payments and rewards network powering gift card, incentive, and prepaid programs — overlaps with Motivforce's rewards sourcing, merchandise, and gift card fulfillment capabilities.
- Salesforce Loyalty Management: Salesforce Loyalty Management is a configurable SaaS loyalty platform embedded in the Salesforce CRM ecosystem — competes with Motivforce's bespoke B2B loyalty offering on enterprise channel and customer loyalty programs.
- Aimia: Aimia is a publicly-traded loyalty analytics and program operator with global enterprise clients — a broader incumbent in the loyalty space that overlaps with Motivforce on enterprise loyalty strategy and global program design.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Motivforce social profiles
Digital presenceMotivforce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Motivforce leadership team
Management profileNumber of profiles
Profiles6 records
Motivforce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Motivforce 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 Motivforce
What does Motivforce do?
Motivforce is a B2B loyalty agency that designs, builds and manages bespoke loyalty programs for enterprise clients, including channel partner incentive programs, employee/B2E incentive and recognition programs, sales incentive programs, and incentive travel programs. Engagements are consultative and end-to-end — from program strategy and behavioral design through to global rewards fulfillment and ROI tracking — delivered across 10 countries by a remote team. A dedicated R&D function of six PhDs supports program innovation with behavioral science, gamification, AI analytics, and sustainability measurement.
Is Motivforce a public or private company?
Motivforce is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Motivforce founded?
Motivforce was founded in 2012. It employs 11 to 50 people.
Where is Motivforce based?
Motivforce is headquartered in London, United Kingdom, in the Europe region.
How does Motivforce make money?
Two revenue lines are on record. B2B Loyalty Program Design & Consulting is the primary driver. The others are incentive Travel & Events.
Who are Motivforce's main competitors?
Emerging players on record are Yotpo Loyalty and LoyaltyLion. Direct peers are ITA Group, Maritz Motivation (Brierley), Kobie Marketing, HelloWorld (Merkle Loyalty) and ICELERO. Broad incumbents are Blackhawk Network, Salesforce Loyalty Management and Aimia.
Does Motivforce have an API?
No public API is recorded for Motivforce.
What industry is Motivforce in?
Motivforce's product category is B2B Loyalty & Incentive Marketing Services. Its primary akta.pro industry code is BPAFAMAE, Loyalty, Rewards & Incentive Programs, with a secondary code of MPAAAIAG, Rewards, Incentives & Gift Card Program Services. Its NAICS code is 61143 and its SIC code is 7311.