Ellipsis Unveils The Inaugural Map Of Australia’s $6 Billion Loyalty Solutions Market





The Australia Customer Loyalty Solutions Market Map will help CMOs and Loyalty Managers easily find their next technology solution



Ellipsis, the leading customer loyalty consultancy, is excited to announce that for the first time Loyalty Managers and Chief Marketing Officers in Australia can access the only categorised reference of loyalty solutions available to them. Through Loyalty Central, a central hub created to allow visitors to search and find the right loyalty solutions.

Loyalty Central is designed to help Loyalty Managers and CMOs make informed decisions about their loyalty solutions by simplifying and de-risking the selection of program vendors and partners from the growing and increasingly complex array of services in Australia. The Australia Customer Loyalty Solutions Market Map is available via Loyalty Central.

Ellipsis CEO David Parsons said: “Australia’s loyalty market is now worth $6 billion and is growing at 13% annually as more and more brands see the compelling value of loyalty. But with more than 180 solutions now to choose from, up from just a few five years ago, Loyalty Managers and CMOs can feel bewildered by the sheer amount of choice on offer.

The Australia Customer Loyalty Solutions Market Map is designed to cut through the confusion to make their jobs easier and their choices more effective. Ellipsis’ loyalty experts have done the forensic work to document and verify 120 loyalty solutions (and counting) across 34 vendors and 33 categories to create what will soon be a comprehensive map of all loyalty solutions available, the bible for Loyalty Managers.”

The Australia Customer Loyalty Solutions Market Map saves Loyalty Managers time by allowing them to shortcut to a handful of preferred partners to contact using its downloadable guide. The guide documents which clients are using each solution; where each provider’s team is based and how they’ll be supported; what categories the loyalty provider supports; plus, details of awards, recognition, partnerships, acquisitions and credentials and certifications such as ISO 27001, GDPR, CPA and PCI DSS.


Simon Rowles, Ellipsis Partner, and Head of Technology Practice said: "We realised our clients needed a Loyalty Central when we saw that they were picking platforms to participate in their loyalty RFPs through the best tool available to them – Google search.


“Those clients already invested tens of thousands of dollars on rigorous loyalty program design and were about to drive a disciplined return on an investment of several millions of dollars over several years as they grew these programs and risked it all because there was no rugged way to get the right candidates into their loyalty platform selection process. One enterprise client wanted to include Hubspot on their shortlist of 5 loyalty vendors (Hubspot's an excellent CRM but doesn't do loyalty).

“We knew we had to make this complex process simple and knew it could be. Loyalty Central and The Australia Customer Loyalty Solutions Market Map is the result, and we invite people to try it and see what’s possible.”


  • The map divides all available loyalty solutions into one of four categories - Loyalty Foundation, Loyalty Extension, Rewards Foundation and Reward Extension.

  • It then has 33 subcategories to help Loyalty Managers find all the loyalty solutions serving their specific category (such as retail, bank, travel, or hospitality) or delivering a particular service (such as card-linking, Web3, health incentives, gift cards or receipt marketing).

  • Listed in the subcategories is every provider currently in or targeting Australian loyalty programs in that category.

  • Providers are either standard or Verified Vendors that have shared key details across the six key decision criteria important to Loyalty Managers in developing their short list of potential loyalty providers.

  • The free version of has 14 Verified Vendors

  • The paid version has all 34 Verified Vendors



Ellipsis are The Loyalty Experts. We help our clients to understand, manage & grow customer loyalty. We use Customer Science®, our proprietary methods and data-driven insights, to deliver an end-to-end service from design to operate. Our Customer Science® approach blends the art and science of loyalty and we deliver world class loyalty analytics, customer strategy and data science services.

We are the most experienced team in loyalty and have worked on 200+ projects - for leading banks, insurers, retailers, travel companies and others - in the US, Europe, Australia, and across Asia Pacific. Our focus is always ensuring we help our clients to acquire new customers, reduce churn, maximise customer lifetime value and Return on Loyalty®. We are on a mission to be the world’s best customer loyalty company.

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