Incendio
Incendio is a Dallas-based boutique consultancy that designs, fixes, and optimizes marketing, CRM, and loyalty programs for enterprise and mid-market US retail brands on a retainer or project-fee basis.
- Company typePrivate
- Founded2015
- HeadquartersDallas, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Incendio does
Incendio (legal entity IncendioWorks) is a Dallas, Texas-based boutique consulting firm founded in 2015 by Jenn McMillen that provides marketing strategy, customer engagement, loyalty, and CRM services to enterprise and mid-market brands in the United States, primarily within retail. The firm positions itself as offering "big-agency expertise without the big-agency cost structure" and operates as a technology-agnostic advisor, explicitly stating it does not sell or promote specific technology platforms. Its service portfolio spans marketing strategy, research, analytics, technology sourcing and implementation, campaign production, creative services, program management, and digital marketing, with documented delivery against loyalty program design, data pipeline forensics, and CRM optimization engagements.
The firm generates revenue through professional services engagements on retainer, project-fee, or other custom arrangements, with contracts structured as multi-year relationships. Customer acquisition is referral-driven rather than advertising-driven; the company states "we don't advertise because we don't have to." Named enterprise clients include PetSmart, GNC, and JCPenney, and the founder's track record includes building or running loyalty programs at GameStop (PowerUp Rewards, 35M+ members), GNC (myGNC Rewards), United Airlines (Silver Wings Plus), Vail Resorts (PEEAKS), Neiman Marcus (InCircle), Payless ShoeSource (Points), and Blockbuster Rewards.
Incendio is privately held and founder-owned, with no institutional investment, parent company, or disclosed funding rounds. It holds WBENC (women-owned) and Texas HUB certifications, and the founder has received industry recognition including a Colloquy Award, a Gartner CRM Excellence Award, and an IBM Award for loyalty marketing innovation. The company holds no patents, ships no software product, and maintains no mobile applications, with its presence primarily anchored on its website, blog, LinkedIn, and X (Twitter) accounts, plus the founder's Forbes contributor column.
Incendio firmographics
Firmographics- Name
- Incendio
- Legal name
- IncendioWorks
- Website
- https://incendioworks.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Incendio is a Dallas-based boutique consultancy that designs, fixes, and optimizes marketing, CRM, and loyalty programs for enterprise and mid-market US retail brands on a retainer or project-fee basis.
- Ownership category
- akta.pro rank
Incendio industry classification
Industry- Product category
- Loyalty and CRM Consulting Services
- NAICS
- Marketing Consulting Services (541613), Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Customer, Marketing & Sales Consulting (BPAHACAG)
- akta.pro secondary industries
- CRM Strategy & Consulting (BPAFAFAA), Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI)
Keywords
Where Incendio is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Incendio business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Professional Services / Consulting: Incendio generates revenue through consulting and professional services, offering flexible billing arrangements including retainer, project fee, or other custom arrangements. They provide services in marketing strategy, research, analytics, technology sourcing, campaign production, creative, program management, and digital marketing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Flexible engagement model with multiple pricing options |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Incendio product offering
Product offeringCore offering
Incendio is a boutique B2B marketing and CRM consulting firm that builds and fixes marketing, customer engagement, loyalty, and CRM programs for enterprise and mid-market brands, primarily in US retail. Its practitioners deliver marketing strategy, research, analytics, technology sourcing and implementation, campaign production, creative, program management, and digital marketing services on a retainer, project fee, or custom multi-year engagement basis. The firm is technology agnostic, helping clients select and integrate third-party platforms rather than selling proprietary software.
Product overview
Incendio is a marketing strategy and consulting services company specializing in customer loyalty solutions and CRM services. The company provides a range of professional services including marketing strategy, research, analytics, technology sourcing and implementation, campaign production, creative services, program management, and digital marketing. Rather than offering a software product, Incendio operates as an agency that helps brands build, fix, and optimize their marketing, CRM, and loyalty programs. Services are delivered through a big-agency approach without the big-agency cost structure, using agile teams of subject matter experts with 20+ years of loyalty program experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Marketing Strategy Consulting Strategy consulting engagements that help brands refine their marketing strategy or define the roadmap needed to grow revenue and sales, typically in the context of loyalty and CRM programs. Intended for enterprise and mid-market brand leadership.
- Loyalty and CRM Program Design, Build, and Optimization KPI-focused loyalty and CRM program design, redesign of programs that need a pivot, and ongoing stewardship of existing programs to improve member engagement, enrollment, and financial outcomes for enterprise retail brands.
- Customer Engagement Strategy Engagement strategy consulting that defines who a brand's customers are and what they want, then builds engagement programs to activate the customer base. Used by brands seeking to improve customer retention and lifetime value.
- CRM Technology Sourcing and Implementation Vendor-neutral technology sourcing and implementation services for CRM, loyalty, and customer engagement platforms. Incendio is technology agnostic and helps clients select the right third-party technology fit for their needs without promoting specific platforms.
- Marketing Research Customer and market research services that synthesize findings into actionable insights, used to inform loyalty program concept vetting and business case development for funding.
- Marketing Analytics Analytics services including data pipeline forensics, KPI definition, and member behavior analysis used to optimize loyalty and CRM programs and quantify program ROI for clients.
- Campaign Production and Program Management End-to-end execution of loyalty and CRM marketing campaigns and ongoing program management stewardship for brands that need operational support beyond strategy.
- Creative and Digital Marketing Services Creative development and digital marketing execution services supporting loyalty program communications, member engagement campaigns, and brand customer-facing initiatives.
Quantifiable outcome
- $30 million in additional topline sales within 100 days of one-to-one marketing implementation
- +7 more outcomes
Companies that use Incendio
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles3 records
Incendio technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Incendio partnerships and signals
Strategic signalScale indicators5 records
Recent moves1 record
Expansion highlights2 records
Incendio competitors and assessment
Company assessmentDirect peers
- Ansira: Independent marketing services agency with deep CRM, loyalty, and customer engagement practices serving mid-market and enterprise brands — comparable in customer base, services, and boutique-mid positioning.
- Maritz Loyalty: Long-standing loyalty program design, engagement, and analytics consultancy serving global enterprise clients — directly comparable in scope of loyalty strategy and CRM services to Incendio.
- Brierley+Partners: Boutique loyalty/CRM agency serving enterprise brands with program strategy, analytics, and technology-agnostic implementation — a direct services peer to Incendio with a similar focus on mid-to-large US retailers.
- LoyaltyOne (now Hello Loyalty): One of the largest dedicated loyalty/CRM consultancies in North America, operating the Air Miles program and serving enterprise retailers on loyalty strategy, analytics, and program design — directly comparable to Incendio's CRM and loyalty offering.
- Kobie Marketing: Loyalty and CRM agency specializing in enterprise program design, data-driven personalization, and customer engagement strategy — a closely matching services peer to Incendio's core offering.
- Aimia: Data and loyalty analytics company with a long heritage in loyalty program strategy and analytics — comparable in customer-base and service-line to Incendio, though operating at larger scale internationally.
- The Lacek Group (Epsilon): Specialist loyalty, CRM, and customer engagement agency serving enterprise brands with strategy, data, and technology-agnostic services — directly comparable in niche positioning and boutique-mid scale to Incendio.
Broad incumbents
- Deloitte Digital: Global consulting firm's digital agency practice with deep CRM, customer strategy, and loyalty capabilities. Competes for the same enterprise CRM/loyalty transformation engagements as Incendio at the upper end of deal size.
- ICF (ICF Next / ICF Olson): Large global consultancy with a dedicated marketing, loyalty, and CRM practice (ICF Next/Olson). Overlaps with Incendio on customer engagement and loyalty strategy but serves a broader portfolio of clients and capabilities.
- Epsilon (Publicis Groupe): Large-scale data-driven marketing, loyalty, and CRM services firm within Publicis. Competes with Incendio for enterprise loyalty engagements but at significantly greater scale and with proprietary technology assets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Incendio social profiles
Digital presenceIncendio compliance and trust
Trust signalCompliance2 records
Incendio financial estimates
Financial estimateRevenue estimate
Valuation estimate
Incendio leadership team
Management profileNumber of profiles
Profiles1 record
Incendio funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Incendio 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 Incendio
What does Incendio do?
Incendio is a boutique B2B marketing and CRM consulting firm that builds and fixes marketing, customer engagement, loyalty, and CRM programs for enterprise and mid-market brands, primarily in US retail. Its practitioners deliver marketing strategy, research, analytics, technology sourcing and implementation, campaign production, creative, program management, and digital marketing services on a retainer, project fee, or custom multi-year engagement basis. The firm is technology agnostic, helping clients select and integrate third-party platforms rather than selling proprietary software.
Is Incendio a public or private company?
Incendio is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Incendio founded?
Incendio was founded in 2015. It employs 11 to 50 people.
Where is Incendio based?
Incendio is headquartered in Dallas, United States, in the North America region.
How does Incendio make money?
One revenue line is on record: professional Services / Consulting.
Who are Incendio's main competitors?
Direct peers on record are Ansira, Maritz Loyalty, Brierley+Partners, LoyaltyOne (now Hello Loyalty), Kobie Marketing, Aimia and The Lacek Group (Epsilon). Broad incumbents are Deloitte Digital, ICF (ICF Next / ICF Olson) and Epsilon (Publicis Groupe).
Does Incendio have an API?
No public API is recorded for Incendio.
What industry is Incendio in?
Incendio's product category is Loyalty and CRM Consulting Services. Its primary akta.pro industry code is BPAHACAG, Customer, Marketing & Sales Consulting, with a secondary code of BPAFAFAA, CRM Strategy & Consulting. Its NAICS code is 541613 and its SIC code is 8742.