TRIFFT Loyalty, the tech startup helping brands cultivate meaningful emotional connections with customers, has raised £475,000 in a pre-seed funding round 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.
Comprised of former senior leaders from Google, Groupon and Exponea (now Bloomreach), the TRIFFT founding team brings deep expertise in behavioural data, customer engagement and loyalty programme architecture. 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.
Many 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 a more intelligent 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 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 supports brands across the UK and Europe, spanning retail and hospitality. 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 their latest loyalty campaign, TRIFFT 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. This transparent approach, combined with fast deployment, appeals particularly to mid-market and direct-to-consumer (DTC) brands seeking measurable ROI with minimal operational complexity.
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.
