The Loyalty Academy
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.
- Company typePrivate
- Founded2015
- HeadquartersDeerfield Beach, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
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.
The Loyalty Academy firmographics
Firmographics- 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
The Loyalty Academy industry classification
Industry- 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
Where The Loyalty Academy is headquartered
LocationHeadquarters
- HQ city
- Deerfield Beach
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Loyalty Academy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- CLMP Certification Package: One-time upfront purchase of complete certification curriculum for $1,750, providing lifetime access to all courses and future additions.
- Individual Course Sales: Per-course purchase option for professionals seeking selective professional development without full certification commitment.
- Annual Certification Workshops: In-person workshop fees for intensive 2-3 day certification preparation experiences held globally in different regions.
- 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.
- Team Training: Customized in-house educational workshops and seminars for corporate teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Complete CLMP Certification Package - $1,750 upfront |
| Unit Pricing | Pay-as-you-go | Individual Course Purchase |
| Unit Pricing | Multi-year contract | Annual Certification Workshop - Regional Pricing |
| Subscription | Annual | Lifetime Membership - Discounted Access |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
The Loyalty Academy product offering
Product offeringCore 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
Companies that use The Loyalty Academy
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
The Loyalty Academy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Loyalty Academy partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- LEAL HubcoreExclusive 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)corePartnership 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 GroupflagshipThe 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)minorPartnership with ABEMF for Workshop Loyalty certification workshops in Brazil, offering specialized loyalty training for the banking/financial sector.
- Faculty Members (Multiple Consulting Partners)coreNetwork 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
The Loyalty Academy competitors and assessment
Company assessmentBroad 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
The Loyalty Academy social profiles
Digital presenceThe Loyalty Academy financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Loyalty Academy leadership team
Management profileNumber of profiles
Profiles3 records
The Loyalty Academy subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Loyalty Academy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Loyalty Academy 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 The Loyalty Academy
What does The Loyalty Academy do?
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.
Is The Loyalty Academy a public or private company?
The Loyalty Academy is a private company. It is classified as corporate owned and is currently operating.
When was The Loyalty Academy founded?
The Loyalty Academy was founded in 2015. It employs 1 to 10 people.
Where is The Loyalty Academy based?
The Loyalty Academy is headquartered in Deerfield Beach, United States, in the North America region.
How does The Loyalty Academy make money?
Five revenue lines are on record. CLMP Certification Package is the primary driver. The others are individual Course Sales, annual Certification Workshops, lifetime Membership and team Training.
Who are The Loyalty Academy's main competitors?
Broad incumbents on record are Coursera, HubSpot Academy, Maritz Loyalty Solutions (Augeo) and LinkedIn Learning. Direct peers are MarketingProfs, Digital Marketing Institute, Bond Brand Loyalty, The Wise Marketer Group and American Marketing Association. ICF Next is listed as an emerging player.
Does The Loyalty Academy have an API?
No public API is recorded for The Loyalty Academy.
What industry is The Loyalty Academy in?
The Loyalty Academy's product category is Professional Certification and Loyalty Marketing Education. Its primary akta.pro industry code is EDAAANAF, Sales, Marketing & Digital Marketing Certifications, with a secondary code of BPACANAJ, Credentialing, Certification Prep & Exam Training. Its NAICS code is 611430 and its SIC code is 8200.