5loyalty
5Loyalty is a London-based SaaS provider of a brand-aware customer loyalty and online ordering platform for hospitality and retail businesses, integrating natively with Square, Lightspeed, and Access POS systems across the UK, Europe, North America, Australia, and South Africa.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What 5loyalty does
5Loyalty is a London-based, privately-held SaaS company (founded 2015, 1–10 employees) that operates a brand-aware customer loyalty platform targeted at hospitality and retail operators in the UK, Europe, North America, Australia, and South Africa. Its core product is a cloud-based loyalty application suite that integrates natively with three point-of-sale systems—Square, Lightspeed, and Access—to deliver real-time transaction sync, automated points accrual, and POS-triggered rewards. The company serves recognizable enterprise customers including WatchHouse, Franco Manca, Time Out Markets, Creams, and Holy Cow, while its pricing structure (£240/year Core plus £75–£200/month modular subscriptions) is engineered for SMB and mid-market operators rather than large enterprise.
The product is built on a modular architecture: the Core plan (My Account, Multi-Lingual, Mobile Wallet, eGift Vouchers) is required as a foundation; on top of that, Loyalty Starter adds four feature modules (Loyalty Points, Stamp Cards, Voucher Automation, Feedback) and Loyalty Plus layers four more (Smart Perks, Campaign Manager, Refer A Friend, Subscriptions). Beyond loyalty, the platform has been extended into an Online Ordering add-on (£75/month per location) covering Click & Collect, Order to Table, Counter Pickup, and Delivery, with delivery fulfilled either in-house or via Uber Direct, Deliveroo, and Just Eat. Premium add-ons include a Native Mobile App (£200/month), Multi-Venue Ordering, and Event/Top-Up Cards.
Revenue is generated primarily through recurring subscriptions stacked on a one-time annual Core platform fee, with multi-currency pricing in GBP, USD, EUR, AUD, CAD, ZAR, and CHF. Distribution is sales-led via a website demo-booking funnel, supplemented by channel partnerships with Square, Lightspeed, and Access that provide co-marketing access to pre-installed POS customer bases. No external funding rounds, acquisitions, or public listings are disclosed; the company appears to be bootstrapped or founder-financed under leadership including founder Russell Phillippe and Business Development Director Damon Conn.
5loyalty firmographics
Firmographics- Name
- 5loyalty
- Legal name
- 5Loyalty
- Website
- https://5loyalty.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 5Loyalty is a London-based SaaS provider of a brand-aware customer loyalty and online ordering platform for hospitality and retail businesses, integrating natively with Square, Lightspeed, and Access POS systems across the UK, Europe, North America, Australia, and South Africa.
- Ownership category
- akta.pro rank
5loyalty industry classification
Industry- Product category
- Customer Loyalty Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
- akta.pro secondary industry
- Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)
Keywords
Where 5loyalty is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
5loyalty business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Core Plan Subscription: One-time annual platform fee of £240 for account setup and core functionality access. This is the foundation upon which monthly loyalty plans are added.
- Monthly Loyalty Plans: Recurring monthly subscription revenue from Loyalty Starter (£75/month) and Loyalty Plus (£150/month) plans. Additional revenue from per-location fees and admin user fees.
- Add-on Modules: Additional revenue streams from optional add-ons including Online Ordering (£75/month), Native Mobile App (£200/month), and custom Event/Top-up Cards and Multi-Venue Ordering (POA).
- Enterprise Custom Pricing: Bespoke enterprise package with price on application for businesses requiring tailored loyalty solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Annual | 5Loyalty Core - Foundation plan with essential account setup |
| Subscription | Monthly | Loyalty Starter - Essential loyalty tools for starting customer rewards |
| Subscription | Monthly | Loyalty Plus - Advanced loyalty tools designed to scale programs |
| Subscription | Monthly | Online Ordering Add-on |
| Subscription | Monthly | Native Mobile App Add-on |
| Other | Multi-year contract | Event/Top-up Cards and Multi-Venue Ordering |
| Other | Multi-year contract | 5Loyalty Enterprise |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
5loyalty product offering
Product offeringCore offering
5Loyalty sells a brand-aware customer loyalty and engagement SaaS platform for hospitality and retail businesses. The platform combines a required annual Core Plan with monthly subscription tiers (Loyalty Starter and Loyalty Plus) and modular add-ons for online ordering, mobile apps, gift/event cards, and multi-venue ordering. The offering is built around native integrations with Square, Lightspeed, and Access POS systems, enabling real-time loyalty tracking, automated marketing campaigns, multi-lingual support, and mobile wallet-based rewards redemption.
Product overview
5Loyalty is a brand-aware loyalty platform designed for the hospitality and retail industries. The platform operates on a modular architecture consisting of a required Core Plan (5Loyalty Core) as the foundation, with optional monthly subscription tiers (Loyalty Starter and Loyalty Plus) and additional add-ons. The Core plan provides essential features including My Account, Multi-Lingual, Mobile Wallet, and eGift Vouchers. Loyalty Starter adds foundational loyalty tools: Loyalty Points, Stamp Cards, Voucher Automation, and Feedback. Loyalty Plus builds on Starter with advanced growth tools: Smart Perks, Campaign Manager, Refer A Friend, and Subscriptions. The Online Ordering add-on provides four ordering modes: Click & Collect, Order to Table, Delivery, and Counter Pickup. Premium add-ons include Mobile Apps, Event/Top-Up Cards, and Multi-Venue Ordering. The platform integrates with three POS systems: Square, Lightspeed, and Access.
Differentiator
Problem solved
Functional benefit
Products and services
- 5Loyalty Core Foundational annual platform plan (£240/year) for hospitality and retail businesses, providing account setup, My Account, Multi-Lingual, Mobile Wallet, and eGift Vouchers as the required base before adding monthly loyalty plans.
- Loyalty Starter Entry-level monthly loyalty subscription (£75/month) for hospitality and retail businesses, adding Loyalty Points, Stamp Cards, Voucher Automation, and Feedback on top of Core, with one location and two admin users included.
- Loyalty Plus Advanced monthly loyalty subscription (£150/month) for growing hospitality and retail businesses, including all Loyalty Starter features plus Smart Perks, Campaign Manager, Refer A Friend, and Subscriptions, with five admin users.
- Online Ordering Add-On Modular online ordering subscription (£75/month per location) for hospitality businesses, bundling Click & Collect, Order to Table, Delivery, and Counter Pickup as add-ons to any 5Loyalty plan.
- Native Mobile App Custom native iOS and Android mobile app subscription (£200/month) for hospitality businesses, enabling customers to view menus, place orders, and access loyalty status via a fully customisable app available with any 5Loyalty plan.
- Event / Top-Up Cards Bespoke top-up and event card solution (Price on Application) for hospitality businesses on Loyalty Plus, enabling customers to pre-pay or gift products to drive repeat visits and pre-paid spend without physical cash or credit cards.
- Multi-Venue Ordering Bespoke multi-venue ordering solution (Price on Application) for hospitality businesses on Loyalty Plus, allowing customers to browse and order from multiple venues in one experience to incentivise larger orders.
- 5Loyalty Enterprise Bespoke enterprise package (Price on Application, multi-year contract) for hospitality and retail businesses requiring tailored loyalty solutions beyond standard plans.
Quantifiable outcome
- $150M revenue growth generated for clients
- +2 more outcomes
Companies that use 5loyalty
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
5loyalty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
5loyalty partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- SquarecoreSquare integration allows restaurants to run customer loyalty programs with seamless transaction processing, points tracking, and data capture. Integration fee is included with 5Loyalty plans. Supports online ordering, handheld POS, kitchen display systems, and real-time data synchronization.
- LightspeedcoreLightspeed is a leading cloud-based point-of-sale system for hospitality and retail. Integration with 5Loyalty enables frictionless customer experiences where transactions, rewards, and data sync effortlessly. Supports multi-location operations, hospitality-focused features, and automated loyalty tracking.
- AccesscoreAccess POS integration enables businesses to run customer loyalty programs, track points, issue rewards, and capture data without extra manual steps. The integration powers real-time tracking, mobile wallet, tiered rewards, and full CRM/marketing integration. Integration fee is included.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
5loyalty competitors and assessment
Company assessmentDirect peers
- Punchh: Punchh is a leading restaurant and hospitality loyalty platform offering branded loyalty, offers, and customer engagement for multi-location operators. Directly comparable to 5Loyalty's core focus on hospitality merchants, though serving a larger enterprise tier.
- Paytronix: Paytronix provides loyalty, gift, and online ordering for restaurants and convenience stores with deep POS integrations. Comparable to 5Loyalty in targeting hospitality merchants with loyalty plus ordering modules, but at a larger enterprise scale.
- Thanx: Thanx is a restaurant loyalty and digital engagement platform with POS integration and branded rewards, closely matching 5Loyalty's hospitality loyalty value proposition. Particularly strong overlap in mid-market restaurant chains.
- Como (Como Sense): Como offers customer engagement and loyalty solutions for retail, hospitality, and restaurants with multi-channel campaigns and POS data integration. Closely comparable to 5Loyalty's SMB-to-mid-market hospitality and retail positioning.
- Belly (CM Group): Belly is a digital loyalty platform built for small businesses including cafes, restaurants, and retail shops. Directly comparable to 5Loyalty in serving SMB hospitality and retail merchants with branded loyalty programs.
- Zinrelo: Zinrelo is a cloud-based loyalty rewards platform serving retail and ecommerce merchants with points, referrals, and tier-based programs. Comparable to 5Loyalty's modular SaaS loyalty stack but without 5Loyalty's hospitality-specific POS integration depth.
Broad incumbents
- Square Loyalty (Block): Square's native loyalty offering sits inside one of 5Loyalty's key POS partners and competes head-on for Square-based merchants. While not a standalone platform, it represents the most immediate substitute risk within the Square integration base.
- Lightspeed Restaurant Loyalty: Lightspeed offers integrated loyalty capabilities inside its hospitality POS, providing a bundled alternative to 5Loyalty for Lightspeed merchants. Comparable as a POS-embedded loyalty option rather than a standalone platform.
- Yotpo Loyalty: Yotpo is a broader ecommerce marketing platform with a loyalty product tier serving retail and direct-to-consumer brands. Comparable to 5Loyalty's retail vertical offering though focused on online-first merchants rather than in-store hospitality.
Emerging players
- LoyaltyLion: LoyaltyLion is a SaaS loyalty platform for Shopify-based ecommerce merchants, comparable to 5Loyalty in product architecture but focused on online retail rather than in-store hospitality. Represents an adjacent competitor in the retail segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
5loyalty social profiles
Digital presence5loyalty financial estimates
Financial estimateRevenue estimate
Valuation estimate
5loyalty leadership team
Management profileNumber of profiles
Profiles2 records
5loyalty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
5loyalty 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 5loyalty
What does 5loyalty do?
5Loyalty sells a brand-aware customer loyalty and engagement SaaS platform for hospitality and retail businesses. The platform combines a required annual Core Plan with monthly subscription tiers (Loyalty Starter and Loyalty Plus) and modular add-ons for online ordering, mobile apps, gift/event cards, and multi-venue ordering. The offering is built around native integrations with Square, Lightspeed, and Access POS systems, enabling real-time loyalty tracking, automated marketing campaigns, multi-lingual support, and mobile wallet-based rewards redemption.
Is 5loyalty a public or private company?
5loyalty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 5loyalty founded?
5loyalty was founded in 2015. It employs 1 to 10 people.
Where is 5loyalty based?
5loyalty is headquartered in London, United Kingdom, in the Europe region.
How does 5loyalty make money?
Four revenue lines are on record. Core Plan Subscription is the primary driver. The others are monthly Loyalty Plans, add-on Modules and enterprise Custom Pricing.
Who are 5loyalty's main competitors?
Direct peers on record are Punchh, Paytronix, Thanx, Como (Como Sense), Belly (CM Group) and Zinrelo. Broad incumbents are Square Loyalty (Block), Lightspeed Restaurant Loyalty and Yotpo Loyalty. LoyaltyLion is listed as an emerging player.
Does 5loyalty have an API?
No public API is recorded for 5loyalty.
What industry is 5loyalty in?
5loyalty's product category is Customer Loyalty Software. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of THALAKAC, Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences). Its NAICS code is 5182.