London-Based TRIFFT Loyalty Secures $550K In Pre-Seed Round

TRIFFT helps brands build deeper emotional connections with customers. The founding team includes former leaders from Google, Groupon, and Exponea, bringing expertise in behavioural data, customer engagement, and loyalty programs.

While many companies still rely on basic spend-and-reward models, most can’t track their return on investment. TRIFFT changes that.

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Its platform uses smart behavioural data—like referrals, reviews, and visit frequency—to offer personalised rewards and communication. This helps mid-sized businesses create effective, data-driven loyalty strategies without needing a tech team.

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 loyalty platform connects directly with top tools like Bloomreach, Klaviyo, Shopify, and WooCommerce. It also offers a ready-to-use white-label mobile app, built with React Native, that lets brands launch their own loyalty app in under an hour—no coding needed.

The platform works across online and offline channels, giving brands a complete view of customer behaviour.

TRIFFT is already working with retail and hospitality brands across the UK and Europe.

Unlike old-school loyalty tools that charge for every customer in the database, TRIFFT only charges for active users. This transparent pricing, combined with fast setup, makes it ideal for mid-sized and DTC brands looking for a clear return on investment.

The $550K pre-seed round was led by Lighthouse Ventures, with support 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.

TRIFFT will use the funding to grow its team to 50 people by the end of 2025, with key hires in customer success, sales, and engineering.

The company is also adding AI features to its platform, including a tool that can automatically build custom loyalty programs based on the business’s industry, goals, and existing data.

While continuing to grow in the UK and Europe, TRIFFT is also gearing up to launch in 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.

About TRIFFT Loyalty

Founded in 2024, TRIFFT offers a powerful all-in-one loyalty platform with tools like a LaaS engine, CRM, CMS, and custom front-end solutions. Designed for retail and hospitality, it helps brands boost engagement, lower acquisition costs, and unlock new revenue through smart, personalised loyalty strategies—without the tech hassle.