Loyyal

Loyyal is a loyalty technology company that operates a blockchain-as-a-service platform for loyalty program owners, merchants and reward partners. Its stated aim is to automate the traditional operational processes involved in creating and managing loyalty partnerships, so that program owners can onboard and promote more reward partners, run multi-partner campaigns and reduce the time and cost of network expansion. The company positions its longer-term goal as "fully controlled value interoperability" between programs, under the trademark The Internet of Loyalty.

The product suite is organised as a set of modules. Access Point is an operating system for automating partner and merchant onboarding and ongoing management. Reward Point is a reward and merchant-directory module covering leisure, lifestyle and travel rewards, experiences, gift currencies and Web3-style rewards such as NFTs, phygital items and crypto. Xpand Point is a blockchain-powered platform for real-time point exchange and transfer between loyalty programs, positioned as a way to reduce program liability. Perk Point targets SMEs and D2C brands launching loyalty programs; Game Point is a plug-and-play gamification engine with habit loops, challenge milestones and leaderboards for mobile apps and web portals; Offer Point aggregates merchant-funded offers for financial institutions, card issuers and payment facilitators; and GiftOS Point is a gift card management system for retailers, brands and malls with online and in-store issuance and redemption. Perxi AI is described as an AI business companion for SMEs that lets users launch and manage loyalty programs through chat on WhatsApp and other messaging platforms, built on Meta Llama.

The company describes its platform as designed for loyalty across verticals including airlines, banks, telecoms and retail, using blockchain and smart contract technology to create, reward and manage incentives.

Founding story

Loyyal was co-founded by Gregory Simon, who served as CEO, and Sean Dennis, who held the title Chief of Happiness. The two, with backgrounds in international business, finance and investment banking, developed a shared interest in blockchain and its applications in 2014 and chose to focus on loyalty in part to avoid industries with high regulatory barriers. The startup first launched as Ribbit, a consumer-facing (B2C) loyalty offering, then pivoted to a B2B2C model aimed at enabling existing loyalty program operators to improve their own programs. The rebrand to Loyyal used a doubled "Y" to signal interoperability across its technology stack.

Business model

Loyyal sells software modules to loyalty program owners, merchants and reward partners on a B2B2C basis, positioning itself as a blockchain-as-a-service platform. Its stated value proposition to program owners is incremental revenue through a plug-and-play solution, expanded reward offerings, automated partner onboarding and contracting, and connectivity between partners, merchants and programs. Separate modules address financial institutions (merchant-funded offers), retailers, brands and malls (gift cards), and SMEs and D2C brands (loyalty program launch and management).

Traction

Loyyal was selected as one of 31 technology companies in the first cohort of the Dubai Future Accelerators program, where it was matched with Dubai Holding and worked across group entities such as Jumeirah and TECOM. It launched Dubai Points, a program linking government bodies and private-sector companies to let tourists earn and redeem points at partner locations, which the company said attracted interest in the Norwegian market. It is a member of the Dubai Global Blockchain Council. The website team page lists roughly a dozen and a half staff across engineering, AI, design and sales.

Latest developments

The current product line-up includes Perxi AI, an AI business companion for SMEs built on Meta Llama that manages loyalty programs via WhatsApp and other messaging platforms, alongside GiftOS Point for gift card management, Offer Point for merchant-funded offers, Game Point for gamification and Perk Point for SME and D2C loyalty programs. The company is led by CEO Ashish Kumar Singh.