Loyalty Now

What Loyalty Now does

Loyalty Now is a private Australian SaaS company, founded in 2019 and headquartered in South Wharf, Melbourne, that operates a cloud-based, card-linked loyalty rewards platform. The platform enables loyalty program operators, merchants, and members to participate in payment-linked offers without requiring separate loyalty cards, coupons, or point-of-sale integration. Members register their everyday debit or credit cards (supporting Visa, Mastercard, Amex, and JCB networks) through mobile applications, APIs, QR codes, or web portals, and earn cashback or points-based rewards automatically when transacting at participating merchants, both online and offline. The company's technology is bank-agnostic and card-network-agnostic, holds PCI DSS Level 1 certification, and is delivered as a modular, production-ready SaaS platform that can be white-labelled by program operators. The product suite comprises five integrated modules: the core Card-Linked Loyalty Platform, a Merchant Portal with an In-Built Offers Engine, a Member Registration System, and a Program Operator Dashboard for coordinating multi-partner loyalty ecosystems.

Loyalty Now monetises through a combination of platform and SaaS fees from program operators and merchants, alongside a transaction-based fee model where merchants pay for converted sales rather than impressions. The go-to-market is enterprise sales-led, targeting loyalty program operators, membership organisations, airlines, insurance businesses, clubs, and large retailers, supplemented by a channel-partner motion where smaller merchants join through membership operators and publishers using the platform. Customer segments span B2B (operators and merchants as primary buyers) and B2C (members as end users), with the platform positioned as turnkey infrastructure requiring minimal investment from operators. The company operates with 101-250 employees and has established commercial partnerships with Visa and Mastercard as core technology partners, with Amex and JCB supported as additional card networks. No funding rounds, acquisitions, or institutional investors are publicly disclosed, suggesting organic growth to date.

Geographically, Loyalty Now operates primarily in Australia with no disclosed international expansion. The company holds PCI DSS Level 1 certification, is a member of the Australian Loyalty Association, Loyalty Central, and Australian FinTech industry associations, and is governed under Australian law. The business model combines recurring SaaS subscription revenue with performance-based transaction fees, creating a hybrid revenue structure aligned with merchant campaign outcomes rather than purely with seat-based licensing.

Name

Loyalty Now

Legal name

Loyalty Now

Website

https://loyaltynow.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Loyalty Now is a Melbourne-based SaaS provider of a card-linked loyalty rewards platform that enables program operators, merchants, and members to run bank-agnostic, white-label loyalty programs across Visa, Mastercard, Amex, and JCB networks, monetising through SaaS and transaction fees.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

akta.pro primary industry

Card Issuing & Program Management Platforms (BPAMAFAH)

akta.pro secondary industry

Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)

Keywords

• Loyalty software platform
• Card-linked marketing
• Customer loyalty solutions
• Rewards management SaaS
• Payment-linked offers

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform/SaaS Fees: Loyalty Now provides a turnkey loyalty rewards platform to program operators and merchants. Revenue appears to come from platform licensing and service fees for access to their modular SaaS platform, APIs, and tools.
2. Transaction-Based Fees: Merchants pay for converted sales through the platform. The company states 'Marketing becomes truly cost effective when you only pay for converted sales,' indicating a performance-based or transaction fee model.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Loyalty Now provides a cloud-based, modular SaaS loyalty rewards platform that uses card-linking and payment-linked offer technology. Members register their everyday debit or credit cards (Visa, Mastercard, Amex, JCB) and earn cashback or points-based rewards automatically at participating merchants online and offline. The platform is PCI DSS Level 1 certified, white-label ready, and sold to loyalty program operators, merchants, and brands primarily in Australia.

Product overview

Loyalty Now is a cloud-based, modular loyalty rewards platform delivered as a unified SaaS solution. The core Card-Linked Loyalty Platform enables members to link their everyday payment cards (Visa, Mastercard, Amex, JCB) and earn rewards automatically at participating merchants in real time, with no loyalty cards, coupons, or POS changes required. The platform is composed of five integrated components: the Card-Linked Loyalty Platform as the core engine, the Merchant Portal for offer creation and real-time campaign management, the Member Registration System supporting registration via mobile apps, APIs, QR codes, and web portals, the In-Built Offers Engine for flexible reward design (cashback, points, perks, donations), and the Program Operator Dashboard for coordinating multi-partner loyalty programs from a single interface. All components share a common bank-agnostic, card-network-agnostic infrastructure and are white-label ready.

Differentiator

Problem solved

Functional benefit

Products and services

• Card-Linked Loyalty Platform

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• VisacoreTechnology or IntegrationCommercial partnership with Visa for card-linking capabilities. Loyalty Now's platform is bank agnostic and card-linked with Visa, enabling members to register their Visa cards to receive loyalty rewards at participating merchants.
• MastercardcoreTechnology or IntegrationCommercial partnership with Mastercard for card-linking capabilities. Loyalty Now's platform supports Mastercard card registration, allowing members to link their Mastercard and earn rewards automatically at promoted merchants.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Punchh (Toast): Punchh is a card-linked loyalty SaaS platform serving restaurant and retail chains; now owned by Toast. Highly comparable to Loyalty Now's core card-linked platform for enterprise loyalty program operators.
• Thanx: Thanx is a card-linked loyalty and customer engagement platform for restaurants and merchants. Directly comparable to Loyalty Now's card-linking, real-time earn, and merchant-offer engine.
• Spendgo: Spendgo is a card-linked and mobile loyalty platform serving multi-unit merchants and program operators. Directly comparable to Loyalty Now across card-linking, member registration, and merchant offer management.
• Belly (CM Group): Belly, now part of CM Group, is a card-linked loyalty platform for SMBs and mid-market merchants. Overlaps significantly with Loyalty Now's white-label loyalty SaaS offering and merchant onboarding flow.
• Yotpo: Yotpo is a broad e-commerce loyalty and reviews platform with a card-linked offering (Yotpo Loyalty). Comparable to Loyalty Now as a SaaS loyalty platform serving merchants and brands.
• Smile.io: Smile.io is a leading e-commerce loyalty/rewards SaaS that integrates with Shopify and other commerce platforms. Comparable to Loyalty Now's loyalty SaaS but focused on digital-native merchants.
• Annex Cloud: Annex Cloud is an enterprise loyalty and referral marketing SaaS for omnichannel brands. Comparable to Loyalty Now as a modular loyalty platform with merchant offer management and member engagement capabilities.

Broad incumbents

• Square Loyalty (Block): Block (Square) offers a card-linked loyalty product as part of its broader payments ecosystem for SMBs. Comparable as a card-linked loyalty capability but embedded in a much broader commerce/payments platform.
• Salesforce Loyalty Management: Salesforce's Loyalty Management (built on acquired SessionM) is an enterprise loyalty platform. Comparable as a broader enterprise loyalty offering serving program operators and large brands.
• Comarch Loyalty & Marketing: Comarch offers an enterprise loyalty platform serving airlines, retailers, and program operators globally. Comparable as an enterprise loyalty program management platform, though much larger and broader in scope.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/loyaltynow

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Loyalty Now