285 loyalty and rewards solutions are now available in Australia
We have released the 2026 edition of the Australia Customer Loyalty Solutions Market Map. It is our third annual edition. Loyalty Central, an Ellipsis company, compiles it as the one categorised reference of loyalty and rewards solutions available to Loyalty Managers in Australia.
Last year’s edition reported more than 180 solutions. This year’s map lists 285. Of those, 194 are loyalty solutions and 91 are rewards solutions.
What changed in the last year
More categories and new entrants
eCommerce loyalty is a new category on the map this year. Australian-founded Thanks launched the Kodo loyalty platform.
Consolidation continues
Capillary acquired SessionM, Adyen acquired Talon.One and Zeta acquired Marigold, which is now Zeta Loyalty. Finshape picked up Collinson’s Realtime-XLS, Till bought Amilon, Mistplay bought Mobivity, and Zinrelo merged with Tint to become TrueLoyal. In Australia, Gratifii announced the acquisition of Mosh, an acquisition of Simplicity Loyalty and a strategic investment in Marketplacer. Synchro was also acquired by Merit.
Exits
In Australia, Cashrewards and DataCo were folded, both part of ANZ’s venture unit 1835i, and Australian Payments Plus shut down its card-matching transaction and data service. eftpos no longer participates in card-linked loyalty in Australia. Offshore, dacadoo went into receivership, MyGini closed in December 2025 and Bakkt exited loyalty. Almost all Web 3 providers closed or switched categories.
Agentic AI is now in play
AI and agents now appear from every Verified Vendor in the report. The services range from roadmap items to full production, and they keep changing. Ellipsis is building the framework to assess them.
Selecting loyalty platforms is still complex
With 285 solutions to choose from, and vendors being acquired, renamed and closed, building a shortlist takes work. The map helps by sorting every provider into one of four categories, breaking those into 45 subcategories, and profiling Verified Vendors on the same details so you can compare them.
Four major categories
Every provider is classified as either a loyalty solution or a rewards solution, and each comes in two flavours, foundation or extension. Most providers work across several categories. On the main map each appears once, in the category it is best known for.
Loyalty Foundation (105 solutions): Core technology to identify and score customers and their behaviour, accrue benefits, points or status, and retire or exchange these. It includes generalists who work in almost any category and specialists with deep capabilities in a particular sector. An example is a loyalty management system.
Loyalty Extension (89 solutions): Emerging and differentiating capabilities that build on a foundational solution. These are generally smaller, growing providers. Some are available from foundational providers and some can also perform as foundational solutions. An example is a customer data platform.
Rewards Foundation (57 solutions): The most common reward types used across all industry categories, with scaled specialists delivering the execution. An example is gift cards as rewards.
Rewards Extension (34 solutions): Emerging and differentiating rewards and experience capabilities, from smaller niche specialists. An example is paying with points at the point of sale.
45 subcategories
The subcategories help you find every solution serving a particular sector or delivering a particular service. The largest are Speciality retail (31 solutions), Hospitality (16), Gamification (16), Gift cards (15), Customer Engagement Platforms (14), Business to Business (13) and Credit card loyalty (12).
Which stage of loyalty sophistication are you at?
Different solutions suit different stages.
Loyalty apprentice, about to launch with little permissioned customer data, start with Loyalty Foundation tools that have experience in your industry.
Loyalty craftsman with a growing program, consider upgrading your platform, and look at Loyalty and Rewards Extension tools to amplify its return.
Loyalty artisan with a large, mature program, look at the tools market leaders use in your category offshore.
Verified Vendors and five questions to build your shortlist
Verified Vendors are profiled in the report. Ellipsis has interviewed them and seen them in action with our clients, and each is assigned an archetype and a category. The profiles cover key clients and scale, financial status, locations and categories served. Verified Vendors have been reviewed under NDA and have paid a fee for verification.
Our clients use five questions to get from a long list to a shortlist:
Who are their clients? Look for brands you respect offshore. Better still, look for a vendor that has recently launched a contemporary loyalty strategy like yours.
Where are they based, and how do they deliver in Australia? Check whether they have a team onshore or in a similar time zone. This comes down to individual preference and how your enterprise likes to work.
What categories do they serve? Does that include your category, and others aligned to yours?
What partnerships, integrations or acquisitions do they have? Has the solution been deployed with other leaders in other categories, perhaps including your incumbent marketing vendors?
Are they secure? What privacy and security regulations do they comply with, and can they prove it? Verified Vendor profiles report credentials such as ISO 27001, ISO 27018, SOC 1, SOC 2, PCI DSS, GDPR, CCPA, PDPA and HIPAA.
Download the report
Download the full 2026 report here.
We are Ellipsis, The Loyalty Experts. We help you measure, manage and grow customer loyalty. If you need help with Vendor selection, we have a non biased approach and can build a recommended shortlist, introduce you to Verified Vendors, and run your RFP. If you'd like to hear more, please get in touch.