What Heyloyalty does

Heyloyalty ApS is a Danish SaaS marketing automation platform headquartered in Aarhus N, Denmark, founded in 2002 (development) and formally incorporated in 2006. The platform targets two primary verticals: the experience industry (theme parks, zoos, sports clubs, theaters, travel companies) and commerce (webshops, retail, omnichannel brands), with a tertiary focus on B2B and membership organizations. Core products span email and SMS campaigns, a visual Flowbuilder for automation, a Customer Loyalty Center for tier/points programs, a Segment Builder, a Product Feed for dynamic content, Onsite Campaigns (pop-ups), Webpush notifications, and a Voucher module. AI-powered product recommendations are available via a third-party Raptor integration on the Premium+ tier; no proprietary AI models are disclosed.

The business model is a tiered monthly SaaS subscription (Basic from 200 DKK, Premium from 715 DKK, Premium+ from 1,785 DKK) with usage-based SMS billing at 0.31 DKK per message, complemented by a freemium tier embedded into Shopify, ScanNet, SmartWeb, Wannafind, and DanDomain. Go-to-market combines a self-serve PLG funnel (freemium, 30-day demo), a specialist-led direct sales team (Team Lead - Outbound, Sales Executives, Sales Trainees), and a partner channel of 12+ integration and reseller partners. Heyloyalty is part of the Arnsbo Group conglomerate alongside sister companies Ubivox and Heysender, with no external venture funding disclosed. The platform has 900+ active customers, has sent over 6 billion emails, and holds annual ISAE 3000 GDPR assurance reports (2023, 2024, 2025) with no auditor findings; operations are exclusively Denmark-based.

Name

Heyloyalty

Legal name

Heyloyalty ApS

Website

https://heyloyalty.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Heyloyalty is a Danish SaaS marketing automation platform serving Danish experience-industry businesses (theme parks, sports clubs, travel) and commerce (webshops, retail, omnichannel brands) with tiered subscriptions, loyalty program tools, behavior-based automation, and freemium onboarding via major e-commerce platforms.

Ownership category

akta.pro rank

Product category

Marketing Automation Software

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Email marketing automation
• Customer loyalty platform
• Marketing automation software
• Ecommerce personalization
• Omnichannel marketing

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Monthly License (SaaS Subscription): Recurring monthly subscription for platform access with tiered packages based on contacts and email volume. Three license types: Basic, Premium, and Premium+. Add-ons available for Webpush, Voucher, Onsite Campaigns. Auto-invoiced monthly on the 1st.
2. SMS Usage: Usage-based SMS pricing at 0.31 DKK per SMS in Denmark. Abroad pricing varies. Billed monthly in arrears. Unidentified recipients billed at 1.20 DKK per message.
3. Freemium Account: Free tier for Shopify, ScanNet, SmartWeb, Wannafind, DanDomain users: up to 200 contacts and 1,000 emails/month. Conversion path to paid tiers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Heyloyalty is a Danish loyalty-first marketing automation platform that consolidates customer data and personalizes communication across email, SMS, web push, pop-ups, and social retargeting. The platform is offered as a tiered SaaS subscription (Basic, Premium, Premium+) with modular add-ons for onsite campaigns, web push notifications, and voucher code management. It serves experience-industry operators (attractions, sports clubs, travel companies) and commerce businesses (webshops, retail, omnichannel brands), with AI-powered product recommendations and behavioral automation flows.

Product overview

Heyloyalty is a loyalty-first marketing automation platform offered as a unified platform with tiered licensing (Basic, Premium, Premium+) and modular add-ons. The core platform provides email marketing, automations, SMS campaigns, and customer loyalty management, while add-ons including Onsite Campaigns (pop-ups), Webpush (browser notifications), and Voucher (unique discount codes) extend functionality. Key features include the Flowbuilder for visual automation workflows, Customer Loyalty Center for building loyalty programs, Product Feed for dynamic content, and Segment Builder for audience targeting. AI-powered product recommendations are available through Raptor integration on Premium+ tier. The platform serves both the experience industry (attractions, events, sports clubs, travel) and commerce (webshops, retail, omnichannel brands).

Differentiator

Problem solved

Functional benefit

Products and services

• Heyloyalty Basic Entry-level SaaS license for smaller businesses starting with professional email marketing, including email and SMS campaigns, Meta retargeting integration, unlimited lists and segments, drag-and-drop editor, segment builder, product feed, and basic automations such as welcome flows, birthday emails, and member actions.
• Heyloyalty Premium Mid-tier SaaS license for companies maximizing sales with intelligent automations based on purchase and onsite behavior. Includes Customer Loyalty Center, POS system integration, abandoned cart, product interest, and winback automations, insights statistics, activity feed, price drop data triggers, favorite and cart data triggers, and brand interest automation.
• Heyloyalty Premium+ Top-tier SaaS license providing AI-driven personalization, including everything from Premium plus AI-powered product recommendations via Raptor integration, price drop triggers, and favorite and cart data automations for personalized product recommendations.
• Onsite Campaigns Add-on module for capturing website visitors and generating leads through pop-ups, sticky bars, and landing pages using behavior-based targeting, priced based on monthly website page views.
• Webpush Add-on browser push notification service for sending small, effective messages directly to recipients' browsers to increase website traffic, with package-level pricing matching the customer's license tier.
• Voucher Add-on module for unique discount code management that prevents misuse of promotional codes, enabling the sending of unique codes and reminders about unused codes to customers.
• Demo Account Free 30-day trial account offering up to 900 emails during the trial period and 90 days of data storage after trial expiration, requiring acceptance of a data processing agreement.
• Freemium Account Free account tier available through Shopify, ScanNet, SmartWeb, Wannafind, or DanDomain integrations, including up to 200 recipients and 1,000 emails per month, with SMS not available on the Freemium tier.

Quantifiable outcome

• 45% of ticket-to-season-pass upgrades come from Heyloyalty for Universe Science Park
• +2 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability4 records

Feature14 records

Partnerships

16 partnerships are on record, tiered core and minor.

• NavipartnercoreTechnology or IntegrationIntegration partner providing native connection to Heyloyalty platform for e-commerce and retail businesses.
• No ZebracoreTechnology or IntegrationIntegration partner for Heyloyalty with e-commerce and retail solutions.
• WEXOcoreTechnology or IntegrationIntegration partner providing connection to Heyloyalty platform.
• BecomecoreTechnology or IntegrationIntegration partner for Heyloyalty platform.
• FiftytwocoreTechnology or IntegrationIntegration partner providing native connection to Heyloyalty.
• Just MAcoreTechnology or IntegrationMarketing automation integration partner.
• Bording DKcoreTechnology or IntegrationIntegration partner for Danish market.
• Wakeup DatacoreTechnology or IntegrationData integration partner for Heyloyalty.
• ideal.shopcoreTechnology or IntegrationE-commerce platform integration partner with native Heyloyalty connection.
• LeadinfocoreTechnology or IntegrationLead generation integration partner for Heyloyalty.
• komocoreTechnology or IntegrationIntegration partner providing gamification and marketing tools connection.
• SortcoreTechnology or IntegrationIntegration partner for Heyloyalty.
• ZapiercoreTechnology or IntegrationConnects Heyloyalty with 3000+ apps through Zapier integration for workflow automation.
• Team.BluecoreOthersServers located at Team.Blue with disaster backup at external location.
• Inventio.ITcoreOthersManages backup tasks ensuring customer data can be recreated accurately and quickly. Takes cross-backup of all data to another physical server room.
• NianetminorOthersInternet provider with 200 Mbps fiber connection and SLA business agreement.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GetResponse: GetResponse is a Polish-based email marketing and marketing automation platform with strong European SMB penetration. It offers similar features to Heyloyalty (email, automation, landing pages, webinars) and competes for the same Danish e-commerce and SMB customers.
• Brevo (formerly Sendinblue): Brevo is a European-headquartered marketing platform offering email, SMS, WhatsApp, CRM, and automation, with native GDPR compliance and EU data residency. As a fellow European competitor, Brevo is one of the closest direct alternatives to Heyloyalty for Danish customers prioritizing EU compliance.
• Iterable: Iterable is a cross-channel marketing automation platform used by mid-market and enterprise brands for email, SMS, push, and in-app messaging. While typically serving larger customers, it competes with Heyloyalty Premium+ for the upper end of the Danish mid-market.
• Omnisend: Omnisend is an e-commerce-focused email and SMS marketing automation platform with strong Shopify and similar platform integrations. It targets the same e-commerce retention use cases as Heyloyalty's Commerce vertical, with comparable automation triggers and segmentation capabilities.
• Drip: Drip is an e-commerce CRM and marketing automation platform focused on personalization, behavioral triggers, and customer journey building. It directly parallels Heyloyalty's commerce positioning, particularly around purchase-based segmentation and behavioral automation flows.
• Klaviyo: Klaviyo is a leading email and SMS marketing automation platform purpose-built for e-commerce, with deep Shopify and other platform integrations. It directly competes with Heyloyalty's commerce vertical, offering similar features (segmentation, behavioral triggers, abandoned cart, AI personalization) but at a much larger global scale.
• ActiveCampaign: ActiveCampaign provides email marketing, automation, CRM, and sales engagement for SMBs and mid-market. It directly competes on automation flows, segmentation, and multi-channel messaging, offering a comparable tiered SaaS model to Heyloyalty's Basic/Premium/Premium+ structure.

Broad incumbents

• HubSpot Marketing Hub: HubSpot Marketing Hub is a broad marketing automation suite covering email, landing pages, workflows, CRM integration, and analytics. While much larger and more enterprise-focused, it overlaps with Heyloyalty's enterprise sales motion for mid-market and larger customers in Denmark.
• Mailchimp: Mailchimp is a broad incumbent marketing automation platform serving SMBs across email, SMS, landing pages, and social. It overlaps significantly with Heyloyalty's feature set and serves many of the same small-business customers in Denmark and globally, though it lacks Heyloyalty's vertical specialization.

Others

• Ubivox: Ubivox is a sister company within the Arnsbo Group conglomerate, focused on newsletter and email marketing primarily for associations, clubs, and membership organizations. While not a direct competitor to Heyloyalty's commerce and experience industry focus, it shares the Danish market and parent entity, making it a relevant ecosystem peer.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Heyloyalty