The Loyalty Academy

What The Loyalty Academy does

The Loyalty Academy is a private education and certification organization founded in 2015 as a product of the Wise Marketer Group, focused on training customer loyalty marketing practitioners. Its core offering is the Certified Loyalty Marketing Professional (CLMP) credential, earned by completing a proprietary 15-unit curriculum comprising 12 core courses (100 series covering loyalty psychology, business models, financial modeling, analytics, rewards, technology, and communications), 2 electives (200 series), and a final assessment consisting of a 22-question multiple-choice exam plus an offline financial model exercise. The curriculum is delivered through two channels: a self-paced online LMS with on-demand audio/video content (CLMP On-Demand) priced at $1,750 upfront for lifetime access, and 2-3 day in-person annual certification workshops held in multiple global regions.

The business operates a hybrid revenue model combining one-time course and certification fees (per-course and full-package pricing), recurring lifetime membership subscriptions with discounted tuition and event access, and professional services revenue from customized corporate team training programs. The technology backbone is a conventional learning management system with progress tracking, course-level and aggregate reporting, and a registered CLMP trademark. The Academy is distributed globally — directly online and via two regional channel partnerships: LEAL Hub for Spanish-speaking markets (Mexico, Colombia, Spain) and Loyalty Academy Brasil (operated with On Target since 2023) for the Brazilian market and broader Latin America. As of June 2026, the credentialed community comprised 1,287 professionals across 59 countries, making The Loyalty Academy the only globally recognized certification standard in the loyalty marketing profession.

Name

The Loyalty Academy

Legal name

The Loyalty Academy

Website

https://loyaltyacademy.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Loyalty Academy is a private education organization founded in 2015 by Wise Marketer Group that delivers the Certified Loyalty Marketing Professional (CLMP) credential via online self-paced courses ($1,750) and in-person global workshops, serving loyalty marketing practitioners across 59 countries through its own LMS and regional partners.

Ownership category

akta.pro rank

Product category

Professional Certification and Loyalty Marketing Education

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Sales, Marketing & Digital Marketing Certifications (EDAAANAF)

akta.pro secondary industries

Credentialing, Certification Prep & Exam Training (BPACANAJ), Customer Retention, Loyalty & Save/Win-Back (EDABACAG)

Keywords

• Loyalty marketing education
• Professional certification programs
• Customer loyalty training
• Marketing curriculum courses
• Professional development workshops

Headquarters

HQ city

Deerfield Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. CLMP Certification Package: One-time upfront purchase of complete certification curriculum for $1,750, providing lifetime access to all courses and future additions.
2. Individual Course Sales: Per-course purchase option for professionals seeking selective professional development without full certification commitment.
3. Annual Certification Workshops: In-person workshop fees for intensive 2-3 day certification preparation experiences held globally in different regions.
4. Lifetime Membership: Membership options providing free access to publications, research, white papers, tools, discounted tuition fees, discounted access to research and proprietary publications, and discounted event registration.
5. Team Training: Customized in-house educational workshops and seminars for corporate teams.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

The Loyalty Academy delivers formalized education and certification for customer loyalty marketing professionals through the Certified Loyalty Marketing Professional (CLMP) credential, a 15-unit curriculum (12 core courses, 2 electives, 1 final exam). Certification is delivered via 100% online self-paced learning (CLMP On-Demand at $1,750) or 2-3 day in-person workshops held globally. Additional offerings include individual course sales, corporate team training, lifetime membership, and The Loyalty Guide industry publication.

Product overview

The Loyalty Academy is an education and certification organization offering the Certified Loyalty Marketing Professional (CLMP) as its primary credential. The core product is the CLMP certification, which can be earned through two delivery formats: CLMP On-Demand (100% online, self-paced at $1,750) or Annual Certification Workshops (2-3 day intensive in-person sessions). Supporting the certification are Core Curriculum courses (100 series, 101-113), Elective courses (200 series), and Advanced Guest Lecture courses (300 series). Additional offerings include Team Training (customized in-house programs), Membership options (lifetime access with discounts), The Loyalty Guide (industry publication), and regional operations in Brazil (Loyalty Academy Brasil) and Spanish-speaking markets (LEAL Hub Partnership). The platform operates exclusively online with no API or third-party integrations.

Differentiator

Problem solved

Functional benefit

Brands

• CLMP On-Demand: Online self-paced certification program for Certified Loyalty Marketing Professional designation
• CLMP Certification
• Loyalty Academy Membership

Products and services

• Certified Loyalty Marketing Professional (CLMP) Certification Professional certification credential awarded upon completion of 15 units (12 core curriculum + 2 electives + final exam). Bestows right to use the CLMP designation, includes website listing and lifetime diploma. Targeted at marketing professionals at B2B/B2C brands, professionals new to loyalty teams, and senior executives managing customer strategy.
• CLMP On-Demand 100% online, self-paced CLMP certification program delivered via audio/video presentations by faculty members. Priced at $1,750 upfront for the full certification package with lifetime access to the entire course curriculum including any new courses added. Includes progress tracking across Core courses, Electives, Guest Lectures, and the Final Exam.
• Annual Certification Workshops 2-3 day in-person intensive certification preparation workshops held in various global regions throughout the year. São Paulo workshop scheduled October 6-7, 2026; Mexico City workshop October 21-22, 2026. Equips loyalty professionals with tools to tackle loyalty program situations.
• Individual Loyalty Marketing Courses (Core, Electives, Guest Lectures) Standalone courses available for individual purchase on a per-course basis. Core courses (100 series, courses 101-113) cover introduction to loyalty marketing, psychology of customer loyalty, best practices, business models, financial modeling, value proposition design, analytics, reward strategies, technologies, and communications. Electives (200 series) and Guest Lectures (300 series) provide specialization options.
• Corporate Team Training Customized in-house educational workshops and seminars for organizations seeking to upskill cross-functional teams including marketing, CRM, data, product, finance, and operations functions on loyalty marketing theory and practice.
• Loyalty Academy Membership Lifetime membership offering free access to loyalty marketing publications, research, white papers, and tools, plus discounted tuition fees on all courses, discounted access to research and proprietary publications, and discounted registration to all conferences and events.
• The Loyalty Guide Comprehensive report on the global loyalty marketing industry, published as version 7. Available as a proprietary publication from The Loyalty Academy and The Wise Marketer Group.

Quantifiable outcome

• Lifetime professional credential (CLMP designation) usable across career
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• LEAL HubcoreChannel Partner/ Reseller/ DistributorExclusive education partner for Loyalty Academy in Spanish-speaking markets, delivering CLMP certification and Academy programs across Mexico, Colombia, and Spain. LEAL Hub is a consulting and advisory firm founded in Mexico City with deep specialization in loyalty strategy and customer engagement. They deliver the full Loyalty Academy curriculum in Spanish through immersive in-person workshops and flexible digital learning formats.
• Loyalty Academy Brasil (On Target)coreChannel Partner/ Reseller/ DistributorPartnership with On Target for consolidated operations in Brazil since 2023. Loyalty Academy Brasil offers consulting, training and formation, lectures and content, and advisoring services to the Brazilian market across 27+ industry segments. The Brazilian team includes Fábio Santoro and Leandro Torres as executive leadership.
• Wise Marketer GroupflagshipStrategic or Co-development PartnerThe Loyalty Academy is a product of the Wise Marketer Group. The parent company delivers publishing, research, and educational products globally. It also publishes The Wise Marketer newsletter, The Loyalty Guide, and the Delphi Reports, and operates both the Loyalty Academy and TheWiseMarketer.com.
• ABEMF (Brazilian Federation of Banks)minorStrategic or Co-development PartnerPartnership with ABEMF for Workshop Loyalty certification workshops in Brazil, offering specialized loyalty training for the banking/financial sector.
• Faculty Members (Multiple Consulting Partners)coreStrategic or Co-development PartnerNetwork of 11 faculty members including Bill Hanifin (CEO, Wise Marketer Group), Aaron Dauphinee (CMO), and various CLMP professionals from consulting firms like Quick Brown Fox Consulting, Strategic Caravan, and Tookeez. Guest lecturers include experts from Mobile Loyalty Technologies, The Loyalty Point, Market Smartly, Mando-Connect, Kyros Insights, and Pug Interactive.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Coursera: Global MOOC platform hosting professional marketing certificates from universities and companies. Could host a competing loyalty credential from a partner institution, materially threatening CLMP's distribution moat.
• HubSpot Academy: Industry-leading free marketing/CRM certification body within a major SaaS vendor. Competes for the same marketing-professional learner's attention and budget; differs by being vendor-embedded and free rather than paid, but structurally analogous in curriculum/cert format.
• Maritz Loyalty Solutions (Augeo): Large-scale loyalty agency with proprietary industry research and client education programs. Larger and more diversified than The Loyalty Academy, but overlaps on training/credentialing content for brand loyalty teams.
• LinkedIn Learning: Mass-market professional development library owned by Microsoft/LinkedIn; offers marketing certificates consumable by the same buyer. A potential distribution threat if LinkedIn chooses to bundle loyalty-specific content.

Direct peers

• MarketingProfs: B2B marketing training and certification provider with courses, workshops, and a PRO-certified credential. Targets the same marketing-professional buyer with structured certification programs and corporate team training.
• Digital Marketing Institute: Globally accredited digital marketing certification body offering CDMP and other professional credentials. Highly comparable operating model: paid certification packages, online self-paced delivery, faculty of practitioners, global learner base.
• Bond Brand Loyalty: One of the largest independent loyalty consultancies globally, with proprietary training/Loyalty U programs for brands. Overlaps with The Loyalty Academy on the loyalty-education buyer and curriculum authorship (faculty are drawn from similar consulting circles).
• The Wise Marketer Group: Parent organization of The Loyalty Academy; publishes The Wise Marketer newsletter, The Loyalty Guide, and Delphi Reports. Operates an adjacent publishing/research/newsletter business for the same loyalty-marketer persona, with shared leadership (Bill Hanifin, Aaron Dauphinee).
• American Marketing Association: AMA's Professional Certified Marketer (PCM) program is the closest structural analog to CLMP in marketing — a multi-unit, peer-recognized professional certification offered by an industry body. Both compete for the same buyer (marketing professionals seeking formal credentials), differing only in domain depth.

Emerging players

• ICF Next: Loyalty and CRM consultancy that runs industry events, research, and educational programming for brand marketers. Overlaps with The Loyalty Academy on loyalty curriculum and continuing-education delivery to enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-loyalty-academy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Loyalty Academy