What Brierley does

Brierley (legal entity Brierley & Partners, Inc.) is a US-based enterprise loyalty strategy and customer engagement consultancy founded in 1986 and headquartered in the Dallas/Fort Worth area (Frisco Station), with additional operations in London. Following its April 2023 acquisition by Capillary Technologies, it now operates as "Brierley, a Capillary Services Company," combining its 35+ years of loyalty advisory heritage with Capillary's AI-powered Intelligent Loyalty SaaS platform (Loyalty+, Insights+, Engage+, CDP+, Rewards+). The company serves 415+ brands, including 20 Fortune 500 enterprises, across retail, QSR/food and beverage, travel and hospitality, CPG, and B2B segments in 30+ countries, with North America generating approximately 65% of revenue.

Its core service offering is built around proprietary measurement and rapid-analytics tools — most notably the Brierley Loyalty Quotient (BLQ), a methodology benchmarking emotional and rational loyalty across 14 attributes, which Forrester cited as "the most advanced emotional loyalty measurement tools" in its 2021 Loyalty Services Wave — alongside FAST Track Consulting (modular program health, segmentation, LTV, and propensity modeling), Strategy & Analytics, Customer Engagement design, and Creative Services. Underlying technology is delivered through Capillary's AI-driven platform that handles predictive analytics, personalization, generative-AI campaign orchestration (aiRA), and fraud controls, integrated with enterprise systems including Salesforce, SAP, Oracle, Shopify, BigCommerce, Google Analytics 4, Adobe, Tealium, and POS.

Brierley's revenue model blends professional services (loyalty program design, optimization, analytics) with SaaS platform licensing delivered through Capillary's parent stack, sold via direct enterprise field sales to brand marketing, loyalty, and CRM leaders. Pricing is custom engagement-based and not publicly disclosed. The company has a 501-1000 employee footprint, ~200 of which are in North America, and is GDPR- and CCPA-compliant, with the broader Capillary platform emphasizing SOC2 support.

Name

Brierley

Legal name

Brierley & Partners, Inc.

Website

https://brierley.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Brierley is an enterprise loyalty strategy consultancy, now a Capillary Technologies Services Company, that designs and optimizes loyalty programs for 415+ brands across retail, QSR, travel, CPG, and B2B, combining its proprietary BLQ measurement methodology with Capillary's AI-powered Intelligent Loyalty SaaS platform.

Ownership category

akta.pro rank

Product category

Loyalty Strategy and Customer Engagement Consulting

NAICS

Marketing Consulting Services (541613), Advertising Agencies (541810)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industries

Loyalty Technology Platforms (LMS, Wallets, APIs) (THABAKAH), Airline Loyalty & Customer Engagement (FFP/CRM/CDP) (THALABAG)

Keywords

• Loyalty strategy consulting
• Customer engagement services
• Loyalty program design
• Enterprise loyalty analytics
• Customer loyalty solutions

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Loyalty Strategy Consulting: Brierley provides strategic consulting services for loyalty program design, optimization, and analytics. Services include FAST Track Consulting, Strategy & Analytics, Customer Engagement, and Creative services for loyalty program branding and communications.
2. SaaS Platform Licensing: Through its parent company Capillary Technologies, Brierley offers access to the Intelligent Loyalty SaaS platform including Loyalty+, Insights+, Engage+, CDP+, and Rewards+ modules. Platform provides cloud-based loyalty management with AI-driven personalization.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Brierley provides enterprise loyalty strategy consulting, customer engagement services, and loyalty program design and execution for major global brands. Its offerings include proprietary loyalty measurement (BLQ), modular analytics (FAST Track Consulting), Strategy & Analytics, Customer Engagement, and Creative services, delivered alongside Capillary Technologies' AI-powered Intelligent Loyalty SaaS platform covering Loyalty+, Insights+, Engage+, CDP+, and Rewards+ modules.

Product overview

Brierley is a loyalty strategy and consultation company that operates as a Capillary Technologies Services Company. The offering consists of proprietary consulting methodologies combined with Capillary's AI-powered SaaS loyalty platform. The core proprietary tool is the Brierley Loyalty Quotient (BLQ) for measuring emotional and rational loyalty. Brierley complements this with FAST Track Consulting (quick modular analytics), Strategy & Analytics, Customer Engagement, and Creative Services. Underlying technology is provided by Capillary Technologies' Intelligent Loyalty Platform suite comprising Loyalty+ (engagement-based experiential loyalty), Insights+ (AI-powered predictive analytics), Engage+ (AI-powered consumer engagement), CDP+ (consumer data platform), and Rewards+ (reward management and fulfillment). This creates an end-to-end loyalty management ecosystem combining Brierley's strategic expertise with Capillary's technology platform.

Differentiator

Problem solved

Functional benefit

Brands

• Brierley Loyalty Quotient (BLQ): Proprietary emotional and rational loyalty measurement methodology that analyzes customer loyalty across 14 distinct attributes to help brands win hearts and minds of customers.
• FAST Track Consulting
• Intelligent Loyalty

Products and services

• Brierley Loyalty Quotient (BLQ) Proprietary consulting methodology for measuring emotional and rational customer loyalty. Compares brands against 14 distinct attributes and competitors, with competitive benchmarking, share-of-wallet analysis, and an interactive dashboard. Designed for enterprise brands seeking to quantify and improve emotional loyalty beyond transactional metrics.
• FAST Track Consulting Modular strategy and analytics consulting offerings delivering rapid insights for loyalty programs. Includes Program Health Assessment, Program Cost-Benefit Analysis, Core Customer Segmentation, Brand & Program Tracker, Propensity Modeling, and Lifetime Value Modeling. Targeted at brands of every size needing fast analytics without full program redesigns.
• Strategy & Analytics Ongoing loyalty consulting practice delivering proprietary research methods, customer behavioral analysis, and roadmap development for maximizing loyalty efforts. Provides specific and quick results for enterprise loyalty programs.
• Customer Engagement Consulting and design services for creating unique and remarkable experiences at every step of the customer journey. Includes engagement strategy, customer engagement discovery, journey mapping, and engagement roadmaps for enterprise clients.
• Creative Services Strategically driven loyalty creative services developed from hundreds of successful global programs. Includes program branding, data-driven experiences, CRM strategies, creative customer relations, and loyalty marketing for enterprise brands.
• Intelligent Loyalty Platform (Loyalty+, Insights+, Engage+, CDP+, Rewards+) AI-powered cloud-based loyalty management SaaS platform consisting of five modules: Loyalty+ (experiential loyalty engine), Insights+ (AI/ML predictive analytics with descriptive, predictive, and prescriptive layers), Engage+ (real-time AI-powered consumer engagement and campaign automation), CDP+ (unified consumer data platform across online and offline channels), and Rewards+ (end-to-end reward management and fulfillment across email, SMS, mobile app, and in-store). Delivered to enterprise brands via Capillary Technologies.

Quantifiable outcome

• Famous Footwear achieved increased member retention, increase in purchases among existing members, and won three 2019 Loyalty360 Customer Awards for their FAMOUSLY YOU REWARDS program.
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability12 records

Feature5 records

Partnerships

One partnership is on record.

• Capillary TechnologiescoreStrategic or Co-development Partner · 13 April 2023Capillary Technologies acquired Brierley as its fifth acquisition globally and second acquisition in the United States. The acquisition combines Brierley's loyalty strategy expertise with Capillary's AI-powered SaaS platform. Brierley now operates as a Capillary Technologies Services Company, with Brierley's expertise enhancing Capillary's capabilities in loyalty strategy, analytics, and customer engagement.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• LoyaltyLion: E-commerce loyalty platform focused on Shopify and BigCommerce merchants. Comparable as an emerging loyalty platform peer, though positioned in the SMB/mid-market rather than enterprise segment.
• Smile.io: Loyalty and rewards platform for Shopify-based merchants. Comparable as an emerging loyalty platform competitor, though focused on smaller merchants rather than the enterprise tier Brierley serves.

Broad incumbents

• Epsilon (Publicis Groupe): Large marketing services and loyalty/CRM platform under Publicis. Comparable as a broad incumbent in enterprise loyalty and customer engagement, competing with Brierley on Fortune 500 loyalty engagements.
• Capillary Technologies: Brierley's parent company and a global AI-powered loyalty SaaS platform provider. Comparable as the underlying technology backbone that Brierley's consulting services now wrap around; both target enterprise loyalty programs across retail, travel, and F&B.

Direct peers

• Maritz Loyalty: Long-standing enterprise loyalty program design, fulfillment, and engagement consultancy. Comparable as a direct strategic competitor in loyalty program strategy, design, and operational support for major brands.
• Punchh (PAR Technology): Restaurant and QSR-focused loyalty platform now part of PAR Technology. Comparable as a direct competitor in the food & beverage loyalty space — a core vertical for Brierley/Capillary.
• Talon.One: API-first loyalty and promotion engine serving global enterprise brands. Comparable as a direct loyalty technology platform competitor, particularly on the SaaS/loyalty-engineering side of Brierley/Capillary's offering.
• Yotpo: Loyalty and referral platform serving mid-market and enterprise commerce brands. Comparable as a direct competitor in the loyalty/rewards platform category, particularly for retail and DTC brands.
• Annex Cloud: Enterprise loyalty and customer engagement platform with deep CRM/ERP/SAP integrations. Comparable as a direct competitor offering referral, loyalty, and advocacy solutions with native Salesforce, SAP, and Oracle connectivity.
• Kobie Marketing: Enterprise loyalty strategy and program management consultancy serving major brands. Comparable as the closest direct strategic loyalty consulting peer with similar end-to-end program design and management offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/brierley
• Instagraminstagram.com/brierleyonline
• Xx.com/BrierleyOnline
• Facebookfacebook.com/BrierleyOnline

Compliance3 records

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

Investments2 records

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

Frequently asked questions about Brierley