What Nudj does

Nudj is a privately held B2B SaaS company that sells an API-first gamification and loyalty platform to brands, primarily in ecommerce and adjacent verticals. Its core product is a drop-in widget that bundles points, challenges, games, rewards, streaks, and leaderboards into a single embeddable surface; merchants can install it with one click from the Shopify App Store or with two lines of HTML on any other website. The platform is built around 240+ REST API endpoints, type-safe SDKs in five languages (JavaScript, Python, PHP, Go, Ruby), and 40+ HMAC-secured webhook events, with a free sandbox, multi-tenant white-label architecture, and a claimed 99.9% uptime SLA backed by SOC 2 Type II and ISO 27001 certifications. A recent strategic emphasis is on AI: Nudj has shipped the first native MCP server in the loyalty category and an AI Campaign Agent that builds programs from natural-language prompts in minutes, alongside a churn-prediction model claimed at 70-90% accuracy over a 7-14 day window.

Nudj monetizes primarily through tiered subscriptions (a planned free tier, Starter at $16/month, Standard, and Enterprise with annual contracts and custom pricing for large deployments), with optional usage-based charges on enterprise accounts that exceed API or storage limits. The go-to-market is a hybrid of product-led growth (Shopify App Store, self-serve embed, free sandbox, developer documentation at docs.nudj.cx) and direct enterprise sales with dedicated CSM and white-label deployment. Customer segments span ecommerce/retail (with named enterprise customers including Gymshark, Allbirds, and Rhode), beauty, fashion, food and beverage, fitness, gaming, non-profits, and agencies; over 500 Shopify merchants across 30+ countries use the platform at a 4.9★ average rating, with 500+ developers and 1,000+ live API integrations cited as ecosystem scale signals.

The company is incorporated as Nudj Ltd in England and Wales (Company No. 15506029), with a registered office in London and a main operational office in Hayes, UK. It is led by founder Derek Counihan, and operates with no disclosed external funding rounds, acquisitions, or subsidiary structure based on available data. Platform telemetry claims 10M+ loyalty events processed daily with sub-200ms average API response times, and the product supports 32 languages.

Name

Nudj

Legal name

Nudj Ltd

Website

https://wenudj.com

Company type

Private

Operating status

Operating

Short description

Nudj is a UK-based B2B SaaS company offering an API-first gamification and loyalty platform with a drop-in widget for points, games, rewards, streaks, and referrals, serving ecommerce brands and adjacent verticals through Shopify App Store and direct enterprise sales.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Monthly or annual subscription-based pricing with Standard and Enterprise tiers. Enterprise plans include advanced features, dedicated support, and custom rate limits.
2. Usage-based Charges (Enterprise): Enterprise plans may include usage-based pricing for API calls exceeding included limits, data storage beyond capacity, or premium add-ons.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Nudj provides an API-first gamification and loyalty platform delivered through a single drop-in widget that bundles points, challenges, games, rewards, streaks, and leaderboards. Merchants can install it with one click from the Shopify App Store or two lines of HTML on any website, and enterprise customers get white-label deployment, SSO/SCIM, and CRM integrations. The platform exposes 240+ REST endpoints, type-safe SDKs, real-time webhooks, and a native MCP server that lets AI agents build and launch loyalty campaigns from natural language prompts.

Product overview

Nudj is a B2B SaaS gamification and loyalty platform that delivers all core engagement mechanics (points, challenges, games, rewards, streaks, leaderboards) through a single drop-in widget. The platform is API-first, offering 240+ REST endpoints, type-safe SDKs (JavaScript, Python, PHP, Go, Ruby), 40+ real-time webhooks, and a native MCP server enabling AI agents to build loyalty programs from natural language prompts. Enterprise tiers add white-label customization, SSO/SCIM provisioning, CRM integrations (Salesforce, HubSpot, Zoho), and 99.9% uptime SLA. Shopify merchants benefit from a one-click Theme App Extension. The platform processes 10M+ loyalty events daily with <200ms API response times and supports 32 languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Nudj Loyalty Widget Drop-in gamification widget that bundles points, challenges, games, rewards, streaks, and leaderboards into a single embeddable component for any website. Installed via two lines of HTML or one-click from the Shopify App Store; targets e-commerce, retail, gaming, beauty, fashion, food & beverage, and fitness brands.
• Nudj Integration API User-scoped REST API exposing challenges, rewards, achievements, and profile data for logged-in members. Part of Nudj's three-API platform (Integration, Admin, Analytics), with 240+ endpoints and type-safe SDKs.
• Nudj Admin API Administrative REST API for platform configuration, content management, and role-based access control. Provides super admins full programmatic control of the Nudj platform.
• Nudj Analytics API Reporting REST API surfacing engagement metrics, leaderboards, and challenge performance analytics for integration into customer dashboards and BI tools.
• Real-Time Webhooks 40+ real-time webhook event types secured with HMAC-SHA256, with automatic retries and guaranteed delivery for event-driven integrations into customer systems.
• Type-Safe SDKs Official SDKs for JavaScript, Python, PHP, Go, and Ruby providing full IntelliSense support and type-safe access to the Nudj platform for rapid integration.
• Nudj MCP Server Native Model Context Protocol server enabling AI agents (Claude, Cursor) to interface with the Nudj platform and build loyalty programs from natural language prompts. First MCP server in the loyalty space, exposing 100+ tools to AI agents.
• AI Campaign Agent AI-powered campaign agent that analyzes store data, identifies underperforming products and clearance opportunities, and auto-builds loyalty campaigns from natural language prompts, integrated with the MCP server.
• Shopify Theme App Extension One-click Shopify App Store integration that wires the Nudj widget into the Shopify theme editor as a native app block, eliminating the need for liquid template hacking or code injection.
• Enterprise White-Label Deployment White-label deployment of the Nudj platform with custom branding, logo replacement, colour scheme customization, custom domain integration, and multi-tenant architecture for organizations running multiple branded communities.
• Enterprise SSO/SCIM Enterprise-grade identity management integrating single sign-on via Okta, Azure AD, Google, or custom SAML, with SCIM user provisioning and role-based access control.

Quantifiable outcome

• 24x engagement increase vs traditional loyalty
• +13 more outcomes

Named customers4 records

Segments9 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability5 records

Feature9 records

Partnerships

Six partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationDeep Shopify integration with Theme App Extension for one-click installation from Shopify App Store. Integrates natively as app block in Shopify themes with no liquid hacking or code injection required. 500+ Shopify merchants onboarded with 4.9★ rating.
• StripecoreTechnology or IntegrationPayment service provider integration for processing transactions and reward redemptions securely. Stripe is the primary payment processor mentioned in terms of service.
• PayPalcoreTechnology or IntegrationAlternative payment service provider integration for processing transactions. Available as payment option alongside Stripe.
• OktacoreTechnology or IntegrationSSO integration via Okta for Enterprise plans. Enables enterprise identity management and single sign-on.
• Azure ADcoreTechnology or IntegrationSSO integration via Microsoft Azure Active Directory for Enterprise plans. Enables enterprise identity management.
• Social Media Platforms (YouTube, Instagram, TikTok, Twitter/X, Facebook)coreTechnology or IntegrationSocial sharing integrations enabling users to share content on social media platforms as part of loyalty challenges and engagement mechanics.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Annex Cloud: Annex Cloud is an enterprise-focused loyalty and engagement platform serving retailers and brands with white-label programs. Its enterprise tier, white-label capabilities, and CRM integrations overlap directly with Nudj's Enterprise plan and agencies segment.
• Smile.io: Smile.io is one of the largest Shopify-focused loyalty and rewards apps, serving hundreds of thousands of merchants. It directly competes with Nudj on points, referral, and VIP programs for SMB Shopify merchants and is the most-comparable direct competitor in Nudj's primary channel.
• LoyaltyLion: LoyaltyLion is a long-standing Shopify loyalty platform offering points, tiers, and customer insights for DTC and retail merchants. Its Shopify-first positioning, mid-market customer base, and developer-oriented integrations make it one of the closest head-to-head competitors to Nudj.
• Yotpo (Loyalty & Referrals): Yotpo's Loyalty & Referrals product competes directly with Nudj for Shopify and headless commerce merchants, often bundled with reviews and SMS. Yotpo's larger platform footprint and brand portfolio (similar to Allbirds/Rhode tier customers) make it a key competitor in mid-market and enterprise deals.
• Stamped.io: Stamped.io offers loyalty, reviews, and referrals tailored to Shopify and other e-commerce platforms, with a similar merchant base and feature overlap. Its combined loyalty/reviews positioning and Shopify App Store presence make it a direct, comparable peer for Nudj.
• Gameball: Gameball is a gamified loyalty and referral platform for Shopify, WooCommerce, and custom sites, explicitly targeting SMB and mid-market e-commerce. Its gamification-led positioning, API/SDK approach, and Shopify focus make it a very close peer to Nudj's PLG motion.
• Como (formerly Como Sense): Como is a customer engagement and loyalty platform for SMB and mid-market retailers with mobile apps, stamp cards, and gamification. Its multi-channel loyalty offering and small-footprint integration model make it directly comparable to Nudj's widget-first approach.

Broad incumbents

• Klaviyo: Klaviyo is the dominant marketing automation and CRM platform for Shopify/DTC brands and has expanded into customer profiles, reviews, and lightweight loyalty features. Its incumbency in the same merchant base and overlap in retention/engagement positioning make it the most significant broad incumbent Nudj must coexist with.
• Marigold Engage (formerly Sailthru): Marigold Engage is an enterprise customer engagement and loyalty platform for retail and media brands. It competes with Nudj's enterprise tier on personalization, retention, and loyalty programs but as part of a broader, incumbent marketing cloud.
• Bazaarvoice: Bazaarvoice is an enterprise UGC, ratings-and-reviews, and increasingly loyalty/advocacy platform serving large retailers and brands. It overlaps with Nudj in advocacy, referrals, and retention outcomes for the same Fortune 500 / large DTC customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/nudj
• GitHubgithub.com/nudj-digital
• LinkedInlinkedin.com/company/wenudj

Compliance5 records

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 Nudj