What Loyalty platform LOYAX does

Loyalty platform LOYAX is a white-label, AI-powered customer loyalty and retention platform developed as a core retail vertical product within Sirma Group, a publicly-traded Bulgarian technology company (BSE ticker: SIRMA) founded in 1992. Founded in 2012 and headquartered in Sofia, Bulgaria, LOYAX enables omnichannel loyalty program management across online and physical retail channels, leveraging AI (NLP, NLQ, and machine learning) to analyze customer behavior, automate marketing operations, and measure key business outcomes including turnover, profits, and customer satisfaction. The platform integrates with major enterprise systems including Microsoft Dynamics, Salesforce, SAP, and Magento 2, and is part of a broader Sirma retail technology portfolio that includes B2B Digital Commerce and Salexor (a real-time website visitor monetization solution).

The platform primarily targets fashion and electronics retailers operating in B2C and B2B models, addressing pain points around customer retention, personalized marketing, operational automation, and ROI measurement on loyalty investments. Sirma also develops adjacent AI capabilities for Sirma's broader retail clients, including conversational AI chatbots, AI-powered search engines with self-learning capabilities, and demand forecasting tools, all of which complement the LOYAX value proposition.

LOYAX operates an enterprise field sales go-to-market, selling through direct engagement and consulting-led implementation rather than self-serve channels. Pricing is quote-based, with multi-year subscription contracts disclosed privately. The parent group maintains a global office footprint covering Bulgaria (HQ), the United States (Las Vegas), the United Kingdom (London), Germany (Munich), the UAE (Dubai), and Romania (Pitesti), with localized regional presence extending into the Nordics (Denmark, Sweden), Canada, Brazil, and Albania. The revenue model is recurring subscription-based, with platform licensing as the primary monetization mechanism.

Name

Loyalty platform LOYAX

Legal name

Sirma Group

Website

https://loyax.com

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

LOYAX is an AI-powered white-label loyalty platform that enables omnichannel loyalty program management for fashion and electronics retailers. Built by Sirma Group and integrated with enterprise systems like Salesforce and SAP, it analyzes customer behavior and automates marketing to drive retail sales and retention.

Ownership category

akta.pro rank

Product category

Customer Loyalty Software

NAICS

Software Publishers (5132), Custom Computer Programming Services (541511)

akta.pro primary industry

Customer Churn, CLV & Retention Intelligence (HDAAAHAC)

Keywords

• Customer loyalty software
• Retail loyalty platform
• Omnichannel loyalty management
• AI-powered customer analytics
• White label loyalty solution

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Loyalty Platform Licensing: LOYAX is offered as a software platform for managing loyalty programs. Revenue is generated through platform licensing, likely with subscription-based pricing for enterprise retail customers seeking to increase sales and profits through advanced loyalty management tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

LOYAX is a white-label loyalty program management platform for retailers, operating across online and physical channels. It uses AI, natural language processing, and machine learning to analyze customer behavior, automate marketing operations, deliver personalized offers, and measure business outcomes such as turnover, profits, and customer satisfaction.

Product overview

Loyalty platform LOYAX is a core product offering from Sirma that manages loyalty programs across all retail channels. The platform leverages AI to analyse customer behaviour, automate operations, and enhance marketing. LOYAX is part of Sirma's broader retail technology portfolio, which also includes B2B Digital Commerce for digitizing B2B sales processes and Salexor for real-time website visitor monetization through marketing automation. Together, these products address the full retail technology spectrum from customer retention to visitor conversion.

Differentiator

Problem solved

Functional benefit

Brands

• Loyax: Platform for managing loyalty programs across all retail channels. Uses AI to analyze customer behavior, automate operations, and enhance marketing with personalized approach for investment assessments and key goal measurements.
• B2B Digital Commerce
• Salexor

Products and services

• Loyax loyalty program management platform A white-label loyalty program management platform that operates across all retail channels (online and physical). It uses AI to analyze customer behavior, automate marketing operations, personalize recommendations, and measure turnover, profits, and customer satisfaction. It is sold by Sirma to fashion, electronics, B2C, and B2B retailers through direct enterprise sales and consulting engagements.

Quantifiable outcome

• Increased sales and profits for retailers implementing loyalty programs

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Zinrelo: Zinrelo is an emerging player in ecommerce loyalty and rewards programs, with partial overlap in AI-driven personalization and enterprise retail targeting.
• Sailigent Technologies: Sailigent is an emerging player providing AI-driven loyalty and personalized offer optimization, comparable to LOYAX's stated AI-powered customer behavior analysis capabilities.

Direct peers

• Smile.io: Smile.io is a direct peer providing a white-label loyalty and rewards platform for ecommerce brands, competing head-to-head with LOYAX on points, VIP tiers, and referral programs for retail customers.
• LoyaltyLion: LoyaltyLion is a direct peer offering a data-driven loyalty platform for ecommerce retailers, with overlapping customer segments in fashion and omnichannel retail and similar integrations into commerce stacks.
• Yotpo: Yotpo is a direct peer in ecommerce loyalty and retention, offering a points-and-rewards engine, referrals, reviews, and SMS marketing aimed at the same mid-market and enterprise retail buyers as LOYAX.
• Como (Como Sense): Como is a direct peer offering customer engagement and loyalty solutions for small and mid-sized retail businesses, with overlapping use cases in segmented marketing, loyalty, and personalized offers.
• Punchh: Punchh is a direct peer applying AI to retail and restaurant loyalty, with comparable machine-learning-driven personalization and omnichannel capabilities aimed at enterprise retail accounts.
• Annex Cloud (ZINFI): Annex Cloud is a direct peer in enterprise loyalty cloud, offering omnichannel loyalty, referral, and customer engagement solutions to retail and consumer brands competing for the same enterprise RFPs.
• Open Loyalty: Open Loyalty is a direct peer providing a headless, API-first loyalty platform, similar in architecture and customization posture to LOYAX's white-label approach, and targeting digital-first retail and commerce teams.

Broad incumbents

• Salesforce Loyalty Management: Salesforce Loyalty Management is a broad incumbent that bundles loyalty capabilities into the broader CRM/Data Cloud platform, competing for the same large enterprise retailers with deeper resources and integrations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCXDbX1Z7w5hBEP5tmaDYrmw
• Facebookfacebook.com/loyaxloyalty
• LinkedInlinkedin.com/company/loyax
• Xx.com/loyaxloyalty

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Loyalty platform LOYAX