What The Incentive Group does

The Incentive Group, Inc. (TIG) is a privately held B2B loyalty marketing agency headquartered in White Plains, New York, operating for over 30 years. The company designs, develops, and manages B2B loyalty, sales incentive, channel incentive, contractor, dealer, distributor, SPIFF, and employee engagement programs for clients ranging from small businesses to Fortune 500 enterprises across verticals including automotive, building materials, HVAC, electronics, beverages, telecommunications, and flooring. Its core technology is inGauge, a proprietary white-label loyalty management platform that supports program design, participant onboarding, tiered earnings tracking (bronze/silver/gold), surveys, curated reward catalogs, real-time reporting, and Salesforce CRM integration.

TIG operates a multi-revenue-stream model: professional services for program design and development, white-label platform licensing of inGauge, ongoing managed services for program administration, and transaction-based reward fulfillment. The company's commercial model is Pay-for-Performance, with minimal fixed client costs and incentive payouts triggered only after desired sales outcomes occur, aligning vendor and client economics. Go-to-market is sales-led and consultative, anchored on thought leadership content marketing, demo requests, and a 1-800 inbound channel, leveraging 30+ years of case study evidence (IBM, Coca-Cola, Samsung, NEC, BMW, Volkswagen, Lennox, LG) as social proof. Programs can be launched in 4-6 weeks from strategy to live operation. The company is founder-led (Doug Press), independently owned with no disclosed parent, no institutional investors, and no equity funding history.

Name

The Incentive Group

Legal name

The Incentive Group, Inc.

Website

https://incentivegroup.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

The Incentive Group (TIG) is a privately held, founder-led B2B loyalty marketing agency that designs and operates white-label loyalty, sales incentive, and channel partner programs on its proprietary inGauge platform for small businesses through Fortune 500 enterprises.

Ownership category

akta.pro rank

Product category

B2B Loyalty and Incentive Programs

NAICS

Direct Mail Advertising (54186)

SIC

Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

Keywords

• B2B loyalty programs
• Channel incentive programs
• Sales incentive programs
• Contractor loyalty programs
• White-label loyalty platform

Headquarters

HQ city

White Plains

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Loyalty Program Design & Development Services: Professional services for designing and developing custom B2B loyalty programs, including discovery meetings, program strategy, branded site development, and launch communications. The company handles the initial design and development and can bring programs to market in 4-6 weeks.
2. White-Label Platform Licensing (inGauge): Licensing of the proprietary inGauge white-label loyalty management platform to clients for their branded loyalty programs. The platform is white-labeled to ensure alignment with each client's brand look and feel.
3. Ongoing Program Management & Administration: Monthly management services including earnings tracking, posting, reporting, branded Reward HQ team support via email and 800# with turnkey reward fulfillment, and proactive program performance analysis with optimization recommendations.
4. Reward Fulfillment Services: End-to-end fulfillment of rewards including tailored rewards catalogs, in-house customer service, and branded concierge service for top performers. Payouts follow a Pay-for-Performance model where reward payouts are incurred only if and after desired sales results occur.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

The Incentive Group designs, launches, and manages B2B loyalty and incentive programs (sales incentive, channel, contractor, dealer, distributor, SPIFF, employee engagement, rebate, referral, and PRO-focused retail) for mid-market to Fortune 500 organizations. Programs are powered by inGauge, the company's proprietary white-label loyalty management platform, and delivered with end-to-end services including program design, ongoing administration, reward fulfillment, and branded concierge support. The company offers a Pay-for-Performance model and can launch a custom program in 4-6 weeks.

Product overview

The Incentive Group offers a white-label loyalty management platform called inGauge as its core product, complemented by a comprehensive suite of B2B incentive and loyalty service offerings. The inGauge platform provides the technological foundation for all loyalty programs, while specialized services include Sales Incentive Programs, Channel Incentive Programs, Contractor Loyalty Programs, Dealer Loyalty Programs, Distributor Loyalty Programs, SPIFF Programs, Employee Engagement Programs, Reward Fulfillment, Program Design & Development, Program Management & Administration, Rebate Programs, Referral Programs, and e-Commerce Programs. The company operates on a pay-for-performance model where programs can be launched in 4-6 weeks and serves clients ranging from small businesses to Fortune 500 companies.

Differentiator

Problem solved

Functional benefit

Brands

• inGauge: White-label loyalty management platform for B2B incentives and rewards programs, featuring surveys, curated rewards, customer insights, reports, and integration with Salesforce.

Products and services

• inGauge White-Label Loyalty Management Platform
• Sales Incentive Programs Programs designed to keep sales participants motivated, drive incremental sales and margin growth, and improve customer satisfaction through goal-based reward structures. For B2B sales organizations and their channel partners.
• SPIFF Programs Sales Performance Incentive Funding Formula programs that reward dealers, distributors, and sales reps for achieving targeted sales objectives, exceed sales goals, and gain brand recognition. For B2B sales organizations and channel sales leaders.
• Channel Incentive Programs Programs that engage dealers, agents, and retailers to drive significant revenue lift through targeted incentives, performance-based rewards, and channel sales motivation. For manufacturers and brands with dealer, agent, or retailer networks.
• Contractor Loyalty Programs Branded loyalty programs designed to increase top-line revenue, acquire new customers, and encourage contractors (HVAC, plumbing, electrical, roofing, flooring) to lead with a specific brand through tailored reward experiences. For manufacturers and distributors serving trade contractors.
• Dealer Loyalty Programs Programs designed to achieve superior incremental revenue and margin growth with dealer networks through performance-based incentive structures, tiered earnings, and goal measurement. For manufacturers and brands operating dealer networks.
• Distributor Loyalty Programs Incentive programs that reward distributors for meeting purchasing goals and prioritizing specific products over competitors, strengthening distribution channels and enhancing market reach. For manufacturers and brands selling through distributors.
• Employee Engagement Programs Programs designed to recruit, refer, retain, and reward employees through strategic incentive combinations, surveys, quizzes, and performance-based reward catalogs that improve customer experience and retention. For HR and people leaders seeking structured employee engagement.
• Reward Fulfillment Programs Comprehensive reward fulfillment services including tailored rewards catalogs, in-house customer service, branded Reward Concierge service for top performers, and turnful reward fulfillment under a Pay-for-Performance model. For program owners needing end-to-end reward delivery.
• B2B Incentive Program Design & Development Consulting-led program design and development services for custom B2B loyalty program strategies, including discovery meetings, program strategy, branded site development, and launch communications, typically delivering a live program in 4-6 weeks. For B2B organizations commissioning new loyalty or incentive programs.
• Program Management & Administration Ongoing monthly management of loyalty programs including earnings tracking and posting, reporting, branded Reward HQ team support via email and phone, and proactive program performance analysis with optimization recommendations. For program owners needing turnkey ongoing administration.
• Rebate Programs B2B rebate programs offering financial incentives to dealer principals to encourage specific purchasing behaviors, volume growth, and product mix diversification that drive profitability. For manufacturers and brands seeking dealer-principal-level financial incentives.
• Referral Programs Programs that motivate participants to invite prospective customers or dealers, driving incremental revenue with incentive earnings issued after new business is received. For B2B organizations seeking referral-driven growth.
• PRO-Focused Retail Loyalty Programs Loyalty programs targeting professional customers (PROs) — contractors, installers, designers, realtors, restoration companies — to shift flooring and building materials retail from single-transaction consumer purchases to long-term professional relationships. For retailers serving professional trade customers.

Quantifiable outcome

• Repeat purchases increased by 67% in TIG-managed contractor loyalty programs
• +3 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature6 records

Partnerships

One partnership is on record.

• SalesforcecoreTechnology or IntegrationinGauge integrates with Salesforce CRM, providing unified data management, personalized incentive programs within the Salesforce environment, real-time earnings updates, and enhanced workflow automation. This integration allows B2B businesses to streamline customer information and incentive program management within an existing CRM ecosystem.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Maritz Motivation Solutions: Long-established incentive, rewards, and loyalty program provider serving enterprise B2B and B2C clients. Directly comparable to TIG in program design, managed services, and reward fulfillment, with similar Fortune 500 customer base.
• ITA Group: B2B engagement, incentive, and loyalty solutions provider with global delivery and a managed services model. Closely comparable to TIG on channel/dealer loyalty programs, SPIFFs, and customer engagement design.
• Kobie Marketing: Loyalty marketing agency and program operator with a proprietary loyalty technology stack. Comparable to TIG in delivering end-to-end loyalty strategy, technology, and reward fulfillment for enterprise brands.
• Hinda Incentives: B2B and B2C incentive program provider offering reward catalogs, SPIFFs, and channel loyalty solutions. Directly comparable on the program-design-plus-fulfillment model that TIG uses.
• Aimia (LoyaltyOne / Kognitiv): Operator of large-scale loyalty programs and loyalty technology platform provider (formerly LoyaltyOne/Air Miles). Comparable to TIG on enterprise loyalty platform licensing and managed loyalty operations.

Emerging players

• Annex Cloud: SaaS loyalty and customer engagement platform with both B2B and B2C capabilities, increasingly serving manufacturers and channel partners. Comparable to inGauge on loyalty technology but with broader module coverage and faster product iteration.
• Yotpo: Ecommerce loyalty and referrals SaaS platform expanding into broader B2B use cases. Overlaps with inGauge on rewards, referrals, and customer insights but is more product-led and B2C-centric.
• Tremendous: Digital reward fulfillment platform with global catalog of gift cards, prepaid, and donations used for B2B incentives and payouts. Overlaps with TIG's reward fulfillment layer and increasingly competes for incentive program budgets via a lighter-weight tech model.

Broad incumbents

• Salesforce Loyalty Management: Enterprise loyalty module within the Salesforce CRM/marketing cloud suite. TIG already integrates with Salesforce; Salesforce Loyalty is the most credible platform competitor that could bundle loyalty into a broader enterprise contract.
• Blackhawk Network: Global prepaid and gift card network with a B2B incentive and rewards distribution business. Comparable to TIG's reward fulfillment and gift card catalog capabilities, but at much larger scale and across more verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5IpmPpimt6mR_d0PNrHkVA
• Facebookfacebook.com/TheIncentiveGroup
• LinkedInlinkedin.com/company/the-incentive-group
• Xx.com/TheIncentiveGr1

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 The Incentive Group