Loyalty

Name

Loyalty

Legal name

Loyalty.com.au Pty Ltd

Website

https://loyalty.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Customer Loyalty & Promotional Marketing Services

SIC

Services-Advertising (7310)

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

akta.pro secondary industry

Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

Keywords

• Loyalty card programs
• Customer loyalty rewards
• Game-based incentives
• Brand awareness campaigns
• Fundraising subscription programs

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Subscription Revenue: The $20 subscription programme provides 12-month access to reward programmes with automatic renewal. Supporters receive digital $20 voucher codes, member discounts, and free entry into major prize draws.
2. Loyalty Card Sales: Revenue generated from selling loyalty cards to businesses and organisations. Cards are available in physical or digital form and provide discounts and prize draw entries.
3. Promotional Campaigns: Revenue from launching and managing brand awareness and customer growth campaigns for clients, including game-based incentives and prizes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Loyalty sells and operates loyalty card programmes for Australian businesses and not-for-profit organisations, providing physical or digital Premium Loyalty Cards with unique Electronic Voucher Discount Codes that deliver member discounts at major Australian retailers (via Goody app) and entry into major prize draws. The company also runs a $20 annual subscription programme (Support, Save and Win) that gives supporters a digital $20 voucher, ongoing reward access and prize draw entries, and executes brand awareness and customer growth campaigns using game-based incentives. Operations are supported by Anisimoff Legal compliance supervision and Lloyds of London prize insurance.

Product overview

Loyalty offers a suite of loyalty and fundraising solutions built around Loyalty Premium Cards. The core offering comprises physical and digital loyalty cards with unique EVDC codes that provide member discounts at Australian retailers and prize draw entries. The company also operates a $20 subscription programme that delivers instant digital vouchers, ongoing reward access, and prize draw opportunities. The Partners Platform manages reward funding and credit card reimbursements. All offerings are fully compliant with Australian law, supervised by Anisimoff Legal, and prizes are insured by Lloyds of London. The company has partnered with Brand Ninja's generative AI technology to automate digital marketing operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Loyalty Premium Cards Physical or digital loyalty cards featuring a unique Electronic Voucher Discount Code (EVDC) that provides member discounts at Australian retailers (including Hoyts and Event Cinemas via the Goody app, and Bunnings and Noel Leemings) and entry into a major prize draw. Sold to Australian businesses and not-for-profit organisations for distribution to their customers and supporters, with a fixed donation directed to the charity of the customer's choice or rewards funded back to the customer's credit card via the Partners Platform.
• $20 Subscription Programme (Support, Save and Win Membership) A paid loyalty subscription programme in which supporters contribute $20 and receive a digital $20 voucher code delivered to their inbox or via text, granting 12 months of reward programme access. Benefits include 25% off Hoyts and Event Cinema movie tickets via the Goody app, cash off at partner brands such as Bunnings and Noel Leemings, and free entry into the Loyalty major prize draw for a chance to win cash. The subscription automatically renews via email after the initial 12 months, with supporters able to opt in or out at any time.
• Brand Awareness & Customer Growth Campaigns Loyalty-managed brand awareness and customer growth campaigns for Australian businesses and not-for-profit organisations, including game-based incentives and prize-driven promotions. Campaigns are promoted through Loyalty's own sales team, the external Adflex telesales partner (including face-to-face in-person promotion across Australia and New Zealand), or the client's own internal sales team and database.

Quantifiable outcome

• 43% of paid loyalty members more likely to buy weekly since joining
• +3 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Brand NinjacoreGTM or Marketing Partner · 1 January 2023Brand Ninja is a game-changing generative AI platform that automates Loyalty's entire digital marketing process. It reduces cost per content unit by up to 90%, enables round-the-clock brand conversations, and frees up time for creative work. The partnership was announced in 2023 and represents a core strategic technology relationship.
• AdflexcoreChannel Partner/ Reseller/ DistributorAdflex provides super telesales team to promote Loyalty's card programmes to customers throughout Australia and New Zealand, including face-to-face in-person promotion capabilities.
• Anisimoff LegalminorImplementation/ SI/ Consulting PartnerTop Australian law firm that supervises Loyalty's processes to ensure full compliance with Australian law.
• Lloyds of LondonminorOthersLloyds of London provides insurance policies for all Loyalty prizes, ensuring prize integrity and compliance.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blackhawk Network: Blackhawk Network is a global leader in branded gift cards, prepaid, and rewards/payments solutions. It is comparable to Loyalty because both operate at the intersection of rewards programmes, discount codes, and merchant-funded incentives sold to businesses and organisations, though Blackhawk is significantly larger and operates globally.
• Aimia Inc: Aimia is a data-driven loyalty and analytics company that owns and operates loyalty programmes such as Aeroplan. It is comparable to Loyalty because both sit squarely in the loyalty programme operating and monetisation space, though Aimia focuses on large proprietary travel/airline programmes and Loyalty focuses on cards and prize-based programmes for ANZ businesses and NFPs.

Direct peers

• Bond Brand Loyalty: Bond Brand Loyalty is a customer loyalty agency that designs and operates loyalty programmes, member engagement platforms, and promotional campaigns for major brands. It is comparable to Loyalty because both sell and manage loyalty card/rewards programmes and game-based incentives to enterprise clients, with a similar services-led model.
• Kobie Marketing: Kobie Marketing is a global loyalty marketing agency operating loyalty programmes, reward fulfilment, and customer engagement strategies. It is directly comparable to Loyalty because both design, sell, and operate loyalty card/rewards programmes and promotional campaigns for enterprise clients with similar service-based revenue models.
• IC Group / The Lacek Group (OLO): The Lacek Group is a loyalty, customer engagement, and data-driven marketing agency that designs and operates loyalty programmes for major brands. It is comparable to Loyalty because both operate as services-led loyalty programme operators running card-based and digital rewards programmes for enterprise clients.
• Hello World (formerly Snipp): Hello World is a promotions, incentives, and loyalty platform that delivers receipt-based and code-based rewards, instant win games, and sweepstakes. It is comparable to Loyalty because both run code-based promotional campaigns, instant prize games, and loyalty/rewards programmes as their core offering for consumer brands.

Emerging players

• Antavo: Antavo is a loyalty cloud platform powering points, tiers, and rewards programmes for retail and lifestyle brands. It is comparable to Loyalty because both deliver structured loyalty programmes with discounts and prize/reward mechanics, although Antavo is a SaaS vendor whereas Loyalty bundles programme operations and fulfilment.
• LoyaltyLion: LoyaltyLion is a SaaS loyalty and rewards platform for Shopify and eCommerce merchants. It is comparable to Loyalty because both deliver loyalty programmes with points, discounts, and rewards mechanics, though LoyaltyLion is a tech platform for online retailers whereas Loyalty is an ANZ-focused programme operator with cards and prize draws.
• Yotpo: Yotpo is an eCommerce marketing platform offering loyalty, referrals, reviews, and SMS marketing. It is comparable to Loyalty because both sit in the broader loyalty and rewards enablement stack used by brands to drive repeat purchase and engagement, though Yotpo is software-led and SMB-focused globally.
• Annex Cloud (Loyalty Cloud): Annex Cloud's Loyalty Cloud is a SaaS loyalty and rewards platform used by brands to run points, referral, and loyalty programmes. It is comparable to Loyalty because both enable loyalty card/points programmes and reward fulfilment, though Annex Cloud is a tech-first platform whereas Loyalty is more of a service-led programme operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/loyaltyAu
• LinkedInlinkedin.com/company/loyalty-marketing-australia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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