London-based TRIFFT Loyalty, the tech startup helping brands cultivate meaningful emotional connections with customers, has raised $550,000 in a pre-seed funding round, confirming multiple commitments for its forthcoming seed round.
TRIFFT’s founding team, made up of former senior leaders from Google, Groupon, and Exponea (now Bloomreach), brings strong expertise in behavioural data, customer engagement, and loyalty program design. The platform is purpose-built to help mid-sized companies quickly adopt advanced, data-driven loyalty strategies without relying on in-house technical resources.
Many businesses still treat loyalty as a basic spend-and-reward system. While approximately 90 per cent run some form of loyalty program, often limited to birthday vouchers or cashback, around 65 per cent admit they can't track their return on investment.
TRIFFT offers a more intelligent alternative, using behavioural data like referrals, reviews, and visit frequency to deliver personalised experiences, rewards, and communications that truly strengthen customer loyalty.
Jason Smith, CEO and co-founder, shared:
At TRIFFT, we believe loyalty should be emotional, not merely transactional. When a customer recommends your brand to a friend or leaves a positive review, that is genuine loyalty. Our platform helps brands understand their customers better and respond more intelligently. The data already exists, but brands are constrained by technical limitations. We built TRIFFT to remove those barriers. Our goal is to become the Shopify of loyalty.
TRIFFT’s proprietary SaaS platform integrates directly with leading commerce and engagement platforms, including Bloomreach, Klaviyo, Shopify and WooCommerce. It also features a unique mobile white label React Native app that enables brands to deploy a fully functional, branded loyalty application in under an hour, without the need for development resources. The platform operates across both online and offline touchpoints, giving brands a unified view of customer behaviour.
TRIFFT already works with brands across the UK and Europe in both retail and hospitality.
Unlike traditional loyalty solutions that charge based on database size, TRIFFT only charges for active loyalty members, meaning inactive records are free. This transparent pricing, along with rapid deployment, makes TRIFFT especially attractive to mid-market and direct-to-consumer (DTC) brands looking for clear ROI without added operational complexity.
The pre-seed round was led by Lighthouse Ventures, with participation from BD Partners, Gi21 Capital and Koopeo.
Michal Zalesak, co-founder and managing director at Lighthouse Ventures, said:
The surge in customer acquisition costs has made retention a strategic imperative for most brands. Loyalty is no longer a ‘nice to have.’ It’s one of the top three priorities for brands today. TRIFFT addresses this with a clear value proposition: flexible pricing, rapid implementation and a loyalty model that aligns with how customers actually behave. We see strong potential not only in the technology itself, but also in the experienced team bringing it to market with sharp focus and clear execution.
The company plans to use the funding to expand its team to 50 by the end of 2025, focusing on roles in customer success, sales, and engineering. TRIFFT is also adding AI capabilities to its platform, including a tool that automatically creates tailored loyalty programmes based on industry, existing data, and business objectives. Alongside its ongoing growth in the UK and Europe, the company is also preparing to enter the US market.
Most loyalty tools feel like software from another era. TRIFFT is built for the brands of tomorrow—nimble, data-savvy, and emotionally aware. That’s exactly where we want to be as investors,
said Damir Špoljarič from Gi21 Capital.
Lead image: TRIFFT co-founders Jakub Minks (left, CPO) and Jason Smith (CEO) | Photo: Uncredited
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