Simplicity Loyalty

What Simplicity Loyalty does

Simplicity Loyalty (legal entity Simplicity Australasia Ltd) is a New Zealand-headquartered enterprise loyalty software provider founded in 2002 by the principals behind the Air New Zealand Air Points program. The company sells a single, cloud-native, patented loyalty platform that supports B2B, B2C, and coalition programs across deployments ranging from five stores to 50,000+ stores and one to 100 countries, with configurable no-coding administration, sub-second real-time transaction processing, multi-tier web portals, an integrated redemption mall, and an inbuilt campaign management studio. The technology stack is built from the ground up as one application rather than assembled through acquisition, with optional mobile app including wearable health-tracking integration, and is offered via Cloud, vendor private cloud, in-house, Azure, or AWS hosting.

The platform is sold in three tiered annual subscriptions — Jade (up to 200,000 members, B2C), Gold (up to 1,000,000 members, B2C with limited partners and a redemption mall), and Platinum (over 1,000,000 members, B2B/B2C/coalition, unlimited partners, franchisee settlements) — complemented by professional services and transaction-based revenue from the integrated redemption partner network (Harvey Norman, JB Hi-Fi, ePay/Gift Station, Digital Glue via Blackhawk Network, and others). Simplicity distributes exclusively through direct enterprise sales, with no reseller channel referenced, operating from Auckland (headquarters), Sydney (regional headquarters), and Melbourne.

The customer base is anchored by enterprise logos across quick service restaurants (Subway/Subcard Australia), utilities (Genesis Energy/Power Shout), trade and electrical distribution (Clipsal/Schneider Club, Genuine Parts/GetPlus), and retail (PlaceMakers, Mico). The company is privately held, founder-led (Andrew Segar, Founder and CEO), with no disclosed institutional funding, no M&A history, and no public revenue figures. Marketing is anchored by a thought-leadership content series ('12 Truths to Successful Loyalty') and successive Asia Pacific Loyalty Awards (APLA) recognition across 2023–2026.

Name

Simplicity Loyalty

Legal name

Simplicity Australasia Ltd

Website

https://simplicityloyalty.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Simplicity Loyalty provides a patented, cloud-native enterprise loyalty platform supporting B2B, B2C, and coalition programs across Australasia and Southeast Asia, sold as tiered SaaS subscriptions to enterprise clients in retail, QSR, utilities, and trade.

Ownership category

akta.pro rank

Product category

Loyalty Management Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

Keywords

• Enterprise loyalty platform
• Customer loyalty software
• Coalition loyalty programs
• Promotion management software
• Loyalty marketing solutions

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription (SaaS): Annual or multi-year subscription licensing of the Jade, Gold, or Platinum loyalty platform packages, with variable pricing based on member capacity (up to 200,000 / up to 1,000,000 / over 1,000,000 members), number of partner organisations, and included modules. Additional optional costs apply for customisable loyalty app and member portal CMS.
2. Platform Hosting (PAAS): Platform-as-a-service hosting fees supporting shared platform (up to 10 TPS), dedicated hardware, failover dedicated hardware, in-house, Azure, or AWS deployment options, charged as part of the platform subscription.
3. Loyalty Fulfilment and Redemption Services: Revenue derived from loyalty redemption transactions facilitated through the platform's integrated redemption mall and fulfilment partner network, connecting members with rewards from Harvey Norman, JB Hi-Fi, ePay/Gift Station, and other partners.
4. Professional Services: Implementation, configuration, and loyalty marketing professional services delivered by Auckland-based loyalty experts for enterprise clients deploying the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Simplicity Loyalty sells a single, cloud-native, patented configurable enterprise loyalty platform that powers B2B, B2C, and coalition loyalty programs with real-time rewards, gamification, badgification, vouchers, and redemption. The platform is sold as tiered SaaS subscriptions (Jade, Gold, Platinum) with optional mobile app, multiple access portals, and an integrated campaign management studio, deployed via Cloud, in-house, Azure, or AWS and integrated with CRM, POS, and eCommerce systems via web services API.

Product overview

Simplicity Loyalty offers a single unified enterprise loyalty platform with inbuilt marketing services, rather than separate modules requiring third-party tools. The core Simplicity Loyalty Platform powers B2B, B2C, and coalition loyalty programs with real-time rewards, gamification, badgification, and redemption capabilities. The platform is complemented by multiple access portals (Member Portal, Admin Portal, Partner Portal, POS Portal, Member Service Desk), an optional Loyalty APP with health tracking integration, a Redemption Mall for reward redemption, and a Loyalty Campaign Management Studio for multi-media marketing. Three editions are offered: Jade (entry-level, up to 200K members), Gold (mid-tier, up to 1M members), and Platinum (enterprise, unlimited scale) — all running on the same underlying platform with different feature sets. The platform supports flexible hosting (Cloud, in-house, Azure, AWS) and integrates with CRM, POS, eCommerce, and third-party email marketing systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Simplicity Loyalty Platform Enterprise-class rapid deployment loyalty program management system and loyalty marketing platform that powers loyalty programs across B2B, B2C, and coalition segments with real-time rewards, gamification, badgification, and redemption. Built on a patented configurable no-coding architecture with sub-second real-time transaction processing, multi-currency loyalty currencies, and flexible deployment (Cloud, in-house, Azure, AWS).
• Loyalty APP Optional mobile loyalty application supporting mobile loyalty functionality including virtual cards, mobile-first engagement, and Health Loyalty by tracking activity on Apple, Garmin, Fit Bit and other health tracking devices. Provided as a customisable, separately priced add-on to the core platform.
• Redemption Mall Online loyalty redemption store enabling members to redeem with points, cash, or a combination from unlimited partners, with vouchers, coupons, digital gift cards, merchandise, and store/virtual vouchers delivered electronically or from store.
• Loyalty Campaign Management Studio Fully featured inbuilt loyalty campaign management studio to set up, test, and execute loyalty multi-media marketing campaigns with a flexible real-time segmentation engine, supporting email, push notifications, A/B testing, dynamic content, personalisation, SPAM management, automation, and behavioural segmentation.

Quantifiable outcome

• No downtime, no schedule slips, and easy upgrades/changes through configuration rather than programming
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core and secondary.

• Harvey Norman CommercialcoreChannel Partner/ Reseller/ DistributorHarvey Norman Commercial provides access to a variety of products for loyalty reward redemption. Available to both NZ and Australian customers — NZ programmes use Harvey Norman Commercial NZ and Australian programmes use Harvey Norman Commercial Australia. Integrated as a fulfilment partner in the Simplicity loyalty redemption network.
• Digital Glue (via Blackhawk Network)coreChannel Partner/ Reseller/ DistributorDigital Glue provides access to most of Australia's gift cards enabling loyalty members to convert points or points and top up to get gift cards. Accessed via Blackhawk Network. Some suppliers such as Apple and Coles require a specific supply agreement directly with the loyalty programme operator.
• Neat IdeassecondaryChannel Partner/ Reseller/ DistributorAustralian-wide rewards organisation sourcing the best deals on entertainment, travel and lifestyle products for loyalty programme members and employees. Integrated as a fulfilment partner for lifestyle and experience rewards.
• Fan PlussecondaryChannel Partner/ Reseller/ DistributorProvides extraordinary sporting and entertainment experiences that can be customised for loyalty programme members' needs. Integrated as a fulfilment partner offering experience-based rewards.
• ePay NZ (Gift Station)coreChannel Partner/ Reseller/ DistributorAccess to most of New Zealand's gift cards via Gift Station enabling loyalty members to convert points or points and top up to get gift cards. Some suppliers such as Apple require a specific supply agreement directly with the loyalty programme operator.
• The Coffee CollectivesecondaryChannel Partner/ Reseller/ DistributorNew Zealand's largest specialty coffee online retailer offering freshly roasted coffees, coffee subscriptions, Discovery Boxes, and brewing equipment. Popular for redemption via flexible coffee subscriptions with customisable frequency, bag size, and grind type.
• Smart MarinesecondaryChannel Partner/ Reseller/ DistributorBroad range of marine, boating, fishing, and outdoor products with over 16,000 product lines from more than 1,000 local and international brands. Covers marine hardware, safety gear, tools, fishing tackle, water sports and dive gear, RV and camping equipment, and outdoor gear.
• JB Hi-FisecondaryChannel Partner/ Reseller/ DistributorFull range of JB Hi-Fi products available for loyalty reward redemption. Integrated partner for consumer electronics and appliances in the Simplicity loyalty redemption network in New Zealand.
• StihlsecondaryChannel Partner/ Reseller/ DistributorFull range of Stihl products across Australia and NZ available for loyalty reward redemption. Integrated partner for home maintenance and cooking equipment rewards.
• BurnscosecondaryChannel Partner/ Reseller/ DistributorOne of New Zealand's largest suppliers of marine, RV, fishing and outdoor products, with over 10,000 products in catalogue. Broad range spanning practical parts, consumables, specialised gear, tools, safety equipment, and fishing/water sports equipment.
• Voyager LuggagesecondaryChannel Partner/ Reseller/ DistributorNZ-based luggage and travel accessories wholesaler operating since 2001, supplying major national retailers and loyalty reward programmes. Distributor for Delsey, Verage, Discovery, Voyager luggage, Korjo travel accessories, Cabeau travel pillows, and Smartpac travel pillow brand. Supports nationwide drop-ship fulfilment direct to consumers.
• Microsoft AzurecoreTechnology or IntegrationAzure cloud platform listed as one of the hosting options for the Simplicity Loyalty platform (Platform Hosting: Azure), providing enterprise-grade cloud infrastructure for loyalty program deployment.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS cloud platform listed as one of the hosting options for the Simplicity Loyalty platform (Platform Hosting: AWS), providing enterprise-grade cloud infrastructure for loyalty program deployment.
• CRM, POS, and eCommerce PlatformscoreTechnology or IntegrationSimplicity Loyalty integrates with existing CRM, POS, and eCommerce systems via web services API for real-time or offline loyalty transaction processing. The modular architecture connects effortlessly with existing enterprise systems, accelerating digital transformation and time-to-value.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Smile.io: Smile.io is a loyalty and rewards app focused on small and mid-sized eCommerce brands, overlapping with Simplicity at the Jade tier but without the enterprise scalability and coalition features.
• OpenLoyalty: OpenLoyalty is an open-source headless loyalty engine providing configurable loyalty programs, competing at the lower end of the enterprise segment and as a self-hosted alternative to Simplicity's SaaS offering.

Direct peers

• Antavo: Antavo is an enterprise SaaS loyalty cloud platform serving global retail, fashion, and hospitality brands with omnichannel loyalty programs, directly comparable to Simplicity's Platinum-tier coalition and B2C offerings.
• Yotpo Loyalty: Yotpo Loyalty & Referrals is a consumer-facing loyalty and referral platform integrated with eCommerce, competing for the same B2C retail and DTC brand loyalty budgets as Simplicity's Jade and Gold tiers.
• Punchh: Punchh (acquired by ParTech) is a direct competitor providing restaurant/QSR and retail loyalty platforms with similar real-time transaction processing and customer data unification capabilities, competing for the same enterprise customers as Simplicity.
• Sailplay: Sailplay is an omnichannel loyalty and customer engagement platform offering real-time rewards, gamification, and campaign management closely aligned with Simplicity's feature set, though focused on different verticals.
• Comarch Loyalty Management: Comarch is a global enterprise loyalty platform serving telecom, banking, and retail clients with multi-tier, coalition, and B2B programs, directly comparable to Simplicity's Platinum-tier capabilities.

Broad incumbents

• Oracle CrowdTwist (Oracle Loyalty): Oracle CrowdTwist (now Oracle Loyalty) is the legacy enterprise loyalty incumbent, bundling loyalty into Oracle's CX/Cloud suite and competing head-to-head with Simplicity in large enterprise RFPs.
• Salesforce Loyalty Management: Salesforce Loyalty Management is the broader incumbent alternative, offering enterprise loyalty as part of its Marketing Cloud ecosystem with vastly larger CRM/CDP integration but less specialised configurability.

Others

• Bond Brand Loyalty: Bond Brand Loyalty is a loyalty strategy, design, and program management services firm that often partners with or competes against platform vendors like Simplicity for enterprise loyalty engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simplicityloyalty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Simplicity Loyalty