What Novus Loyalty does

Novus Loyalty Limited (incorporated in 2011 in Haryana, India; listed on BSE SME in March 2026) is an AI-driven, API-first loyalty management platform that operates a modular, headless software stack targeting enterprises globally and concentrating commercially in India's BFSI vertical. The product is organized around five core suites — Customer Engagement & Rewards, Employee & Partner Incentives, CX Automation Suite, Enterprise Loyalty and E-commerce Loyalty — supported by a Loyalty Engine (rule engine, campaign management, BI reporting), White Label capability, Rewards Marketplace, Offer Management, Gift Card Management, Gamification and a consumer-facing Novus Wallet, with all suites orchestrated by a proprietary AI layer branded NoCXy that analyzes behavioral signals, predicts value trajectories and automates personalized engagement across the acquisition-to-advocacy lifecycle.

The platform is delivered via two commercial models: a self-serve SaaS subscription (with free trial and /Month pricing for SMEs) and custom-priced multi-year Enterprise contracts including on-premise hosting, WhatsApp comms, gamification and dedicated support hours. Go-to-market combines enterprise direct sales (with dedicated US, Australia and India phone lines), a /signup self-serve funnel, white-label/embedded distribution, and a partner ecosystem of 250+ integrations spanning Shopify, WooCommerce, Wix, Zoho, Pipedrive, Square, Lightspeed, Aloha, SevenRooms, SendGrid, Facebook and Twitter.

Commercially, the company reports Rs 71.41 crore revenue and Rs 5.80 crore net profit for H1 FY26, with 200+ employees, 100+ enterprise customers, 187 Mn loyalty members, 129 Bn points earned in 2025 and approximately 21–22% market share of India's BFSI loyalty sector per the CEO. The customer base is anchored by Central Bank of India (Rs 88 crore, three-year SLA executed April 2026), IDBI, IDFC First, Equitas, NPCI, Bank of Maharashtra, plus deployments at Novo Nordisk, Aldar and others. Revenue is 98% domestic / 2% international today, with stated expansion plans into UAE, Saudi Arabia and Africa alongside new verticals (healthcare, employee rewards, e-commerce, channel partner programs). Banking-grade certifications (CMMI, ISO 27001, OWASP, PCI DSS, AICPA SOC) underpin the regulated BFSI positioning.

Name

Novus Loyalty

Legal name

Novus Loyalty Limited

Website

https://novus-loyalty.com

Company type

Public

Founded year

2011

Operating status

Ipo

Headcount range

101–250 employees

Short description

Novus Loyalty Limited operates an AI-driven, API-first loyalty management platform serving 100+ enterprises, anchored in India's BFSI sector and expanding into e-commerce, retail, healthcare and travel. It monetizes via self-serve SaaS subscriptions and long-cycle enterprise contracts.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

akta.pro secondary industry

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

Keywords

• Customer loyalty software
• Loyalty program platform
• B2B loyalty solutions
• Rewards management software
• Enterprise loyalty SaaS

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Recurring monthly SaaS subscription tier (self-serve) targeted at startups and growing businesses, with features such as RFM analysis, point campaigns, referrals, vouchers, customized branding, and an ROI dashboard.
2. Enterprise Contract (Custom Pricing): Custom-priced enterprise contracts including WhatsApp communication, unlimited schema customization, push notifications, gamification, program sponsors, cashback programs, on-premise hosting, third-party integrations, and dedicated support hours.
3. Long-Term BFSI Service Contracts: Multi-year service level agreements with banks and financial institutions to deploy, manage and migrate digital loyalty and rewards programs (e.g., ₹88 crore, 3-year SLA with Central Bank of India announced April 2026).
4. Contract Renewal/Recurring Revenue from BFSI: Recurring enterprise revenue through long contract cycles (3-5 years) and average renewal tenure of 6-10 years per the CEO, predominantly from BFSI clients.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Novus Loyalty sells an AI-driven, API-first loyalty program management platform that helps enterprises run the full loyalty lifecycle from acquisition through advocacy. Its flagship is the NoCXy AI intelligence layer, which analyzes behavioral signals, predicts customer value, and orchestrates personalized rewards in real time across customer engagement, employee and partner incentives, e-commerce loyalty, CX automation, and enterprise/coalition deployments, with banking-grade compliance (PCI DSS, ISO 27001, OWASP, CMMI, AICPA SOC). The platform is delivered as customizable enterprise contracts for BFSI and large enterprises or as a self-serve SaaS subscription for SMEs, supported by 250+ CRM, POS, and e-commerce integrations.

Product overview

Novus Loyalty offers an AI-driven, API-first loyalty management platform delivered as a unified SaaS-based product with configurable modules. The platform is organized around five core product suites — Customer Engagement & Rewards, Employee & Partner Incentives, CX Automation Suite, Enterprise Loyalty, E-commerce Loyalty, and Merchant Monetization — all powered by the NoCXy AI intelligence layer that analyzes behavioral signals, optimizes reward economics, and orchestrates personalized loyalty workflows in real time. Underpinning these suites is a technical platform that includes a Loyalty Engine (with Campaign Management, Rule Engine, and BI Reporting sub-modules), a White Label offering, Gamification Elements, a Rewards Marketplace, Offer Management, and Gift Card Management. The platform supports multiple program types (Tiered, Point-based, Referral, Cashback, Coalition, Digital Wallet) and the consumer-facing Novus Wallet for point aggregation across merchants. It targets BFSI, e-commerce, retail, healthcare, travel, automotive, and other verticals and is delivered either as a self-service SaaS subscription for SMEs or as a customizable Enterprise deployment.

Differentiator

Problem solved

Functional benefit

Brands

• NoCXy: AI-powered intelligence layer within Novus Loyalty's API-first ecosystem that analyzes behavioral signals, optimizes reward economics, and orchestrates personalized loyalty workflows in real time. Powers the platform's predictive personalization and engagement automation.

Products and services

• Customer Engagement & Rewards AI-powered smart engagement engine that delivers hyper-personalized rewards, automated flows, and real-time customer engagement to strengthen long-term customer relationships; targeted at marketing and customer experience teams across BFSI, retail, e-commerce, and other verticals.
• Employee & Partner Incentives AI-driven performance insights platform delivering timely, personalized incentives to motivate employees and engage channel partners, with rewards tailored to performance and behavior; targeted at HR, sales operations, and channel management leaders.
• CX Automation Suite AI-powered automation suite that optimizes customer journeys, automates marketing flows, and scales campaign performance across the loyalty lifecycle (acquisition, activation, retention, advocacy); targeted at marketing and customer experience teams.
• Enterprise Loyalty Intelligent, configurable loyalty architecture enabling seamless expansion across brands and partners using AI-driven insights, designed for coalition-ready and cross-brand capabilities at scale; targeted at large enterprises and BFSI institutions.
• E-commerce Loyalty Smart loyalty infrastructure that converts every transaction into repeat buyers, increases lifetime value, and builds lasting brand preference with plug-and-play integration for Shopify, WooCommerce, and Wix; targeted at online retailers and marketplaces.
• Merchant Monetization Revenue-centric loyalty architecture enabling brands to monetize engagement through intelligent merchant and partner collaborations, including instant rewards for e₹ (CBDC), UPI, and referrals; targeted at merchants and platform operators seeking commerce monetization.
• NoCXy AI AI intelligence layer within Novus Loyalty's API-first ecosystem that analyzes behavioral signals, optimizes reward economics, and orchestrates personalized loyalty workflows in real time across the customer lifecycle; serves as the predictive and automation engine underpinning all Novus loyalty products.
• White Label Loyalty White-label loyalty software that allows merchants and channel partners to fully rebrand the loyalty program with their own logo, colors, and messaging while leveraging the Novus engine; targeted at partners, agencies, and brands wanting a fully branded loyalty offering.
• SaaS-Based Loyalty Self-service SaaS-based loyalty program offered at a per-month subscription, targeted at SMEs and startups with features such as RFM analysis, point campaigns, referrals, vouchers, customized branding, onboarding support, and an ROI dashboard.

Quantifiable outcome

• Reported 30% increase in customer retention rate within 4 months of launching a Novus loyalty program (Retail client testimonial).
• +5 more outcomes

Named customers30 records

Segments14 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability10 records

Feature7 records

Partnerships

Four partnerships are on record, tiered flagship / core and core.

• Central Bank of Indiaflagship / coreStrategic or Co-development Partner · 16 April 2026Strategic BFSI partnership under which Novus Loyalty deployed, manages and migrates the bank's loyalty and rewards programs across debit cards, UPI, internet banking and mobile banking channels. The contract value is ₹88 crore over three years (announced 16 April 2026), positioning Novus as a core digital engagement partner for one of India's public sector banks.
• ShopifycoreTechnology or IntegrationPlug-and-play loyalty integration enabling Shopify merchants to launch and customize Novus loyalty programs in minutes via the NoCXy AI without coding.
• WooCommercecoreTechnology or IntegrationPlug-and-play loyalty integration enabling WooCommerce merchants to launch Novus loyalty programs in minutes via NoCXy AI without coding.
• WixcoreTechnology or IntegrationPlug-and-play loyalty integration enabling Wix merchants to launch Novus loyalty programs in minutes via NoCXy AI without coding.

Scale indicators18 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Smile.io: Smile.io is a widely adopted e-commerce loyalty/rewards app for Shopify and BigCommerce merchants, competing with Novus's plug-and-play e-commerce loyalty offering on the same channels.
• Annex Cloud: Annex Cloud provides enterprise loyalty, referral, and customer engagement software for retail, CPG, and travel brands, overlapping with Novus's customer engagement, referral, and gamification offerings.
• Antavo: Antavo is an API-first, AI-driven loyalty platform serving enterprise retailers and brands globally with rule engines, gamification, and tiered programs — directly comparable to Novus's Enterprise Loyalty and NoCXy stack.
• Open Loyalty: Open Loyalty is a headless, API-first loyalty engine for retailers and brands, with modular rule engines and coalition support — closely comparable to Novus's API-first, headless Loyalty Engine and Enterprise Loyalty modules.
• LoyaltyLion: LoyaltyLion is a SaaS loyalty platform for e-commerce merchants on Shopify, WooCommerce, and BigCommerce, overlapping directly with Novus's e-commerce loyalty, points, and referral modules.
• Punchh (formerly Thanx): Punchh is an AI-driven, API-first loyalty and digital engagement platform for restaurant, retail, and convenience-store chains, directly comparable to Novus's AI-driven, omnichannel loyalty platform across adjacent verticals.

Broad incumbents

• Salesforce Loyalty Management: Salesforce Loyalty Management is an enterprise CRM-vendor loyalty offering that competes for large BFSI and retail loyalty RFPs, leveraging the broader Salesforce cloud ecosystem as a distribution advantage.
• Yotpo: Yotpo is a broader e-commerce marketing platform spanning reviews, SMS, and loyalty, with a strong Shopify/WooCommerce presence; competes with Novus on the e-commerce loyalty layer and on integration-led distribution.
• Epsilon Data Management (Loyalty): Epsilon operates large-scale loyalty and CRM data services for global enterprise brands and financial services clients, competing for the same enterprise RFPs as Novus's Enterprise Loyalty practice.

Regional players

• Capillary Technologies: Capillary Technologies is an India- and Asia-headquartered loyalty and customer engagement platform with deep BFSI and retail references, making it the most regionally relevant competitor to Novus in the Indian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@novus-loyalty
• Facebookfacebook.com/novusloyalty
• LinkedInlinkedin.com/company/novus-loyalty
• Instagraminstagram.com/novusloyalty
• Xx.com/novusloyalty

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Novus Loyalty