TRIFFT Loyalty, a UK tech startup helping brands cultivate “meaningful emotional connections” with customers, has raised €474k in a pre-Seed funding round to grow their team, embed AI functionality, and expand to the US.
The round was led by Lighthouse Ventures, with participation from BD Partners, Gi21 Capital and Koopeo. The company has also confirmed multiple commitments for its forthcoming Seed round.
Jason Smith, CEO and Co-founder, said: “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.”
Founded in 2024, TRIFFT Loyalty is an SaaS startup helping mid-sized brands create and manage flexible, data-driven loyalty programmes focused on emotional connection and behavioural engagement.
Founded by Jason Smith (ex-Google, Groupon, Exponea/Bloomreach), Jakub Minks (ex-McKinsey), and Matúš Nickel (15+ years in loyalty tech), TRIFFT enables rapid deployment of enterprise-grade loyalty solutions without technical overhead. TRIFFT currently supports over 30 brands across Europe.
The platform was specifically designed to help mid-sized companies implement advanced, data-led loyalty strategies swiftly, without the need for in-house technical capacity.
The company explains that businesses still approach loyalty as a simple spend-and-reward mechanism. Approximately 90% operate some form of loyalty activity, often little more than a birthday voucher or a cashback scheme, while 65% admit they cannot measure the return on their loyalty investment.
TRIFFT offers an alternative to existing loyalty solutions: a platform that leverages behavioural data, such as referrals, reviews, and frequency of visits, to power tailored experiences, rewards, and communications that genuinely enhance brand affinity.
TRIFFT’s proprietary SaaS platform integrates directly with leading commerce and engagement platforms including Bloomreach, Klaviyo, Shopify and WooCommerce. It also features a 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, offering brands a unified view of customer behavior.
Clients include the Marks & Spencer and Big Table Group, the UK’s largest hospitality operator with brands such as Bella Italia and Las Iguanas.
Within just 45 days of of their latest loyalty campaign, TRIFFT reportedly helped increase their average annual visit frequency from 1.2 to 1.7 visits, a 42% uplift in customer engagement.
Unlike traditional loyalty solutions that charge based on the size of a brand’s database, TRIFFT’s pricing is based solely on active loyalty participants. Inactive records incur no fees.
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 will use the funding to grow its team to 50 by the end of 2025, with key hires across customer success, sales and engineering. TRIFFT is also embedding AI functionality into its platform, including a feature that will enable businesses to auto-generate loyalty programmes based on sector, existing data and business goals.
The company continues to expand across the UK and Europe, while also preparing for market entry into the United States.
“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.
Read the orginal article: https://www.eu-startups.com/2025/07/london-based-trifft-loyalty-raises-e474k-to-develop-their-customer-loyalty-platform/
