Customer loyalty used to be built on relationships.
As commerce scaled, what felt personal evolved into programs defined by spend, points, and discounts.
TRIFFT restores this understanding at scale, building emotional loyalty and turning customer engagement into long-term commitment.
Two ways to run a loyalty program — only one tells you who actually values your brand.
Points for spend, the same offers for everyone. It moves volume, but it never tells you which customers actually value the brand.
One score per customer, blending how they behave with how they spend — so an advocate and a discount-chaser never look the same again.
Loyalty software drifted into being a discount-delivery system. We built TRIFFT to measure the part that actually predicts whether someone comes back — the emotional bond behind the transaction — and to do it for every customer, at scale, in real time. That's the difference between a program that rents behaviour and one that grows it.
TRIFFT is an AI-powered loyalty platform for mid-market retail, hospitality and e-commerce brands. Its loyalty engine runs points, tiers and rewards across web, mobile and in-store — while patented AI scores how emotionally committed each customer is and recommends the next move to keep them.
Most loyalty platforms only report what already happened. TRIFFT runs two patented AI systems — one measures how loyal each customer is, the other decides what to do about it.
Reads behavioural signals — visits, referrals, reviews, engagement — and scores how loyal each customer really is. It sees what spend data can't: a big spender quietly churning no longer looks like a genuine advocate.
◆ PatentedTakes each score and recommends the single best move — a reward, a message, a tier change. Retention becomes an asset, not a discount, because the action fits the customer, not the price.
◆ Patented
“Loyalty had split into two bad options — tools too basic to scale, or platforms too heavy to launch.
We built the third one.”
After years running leading CRM platforms, Jason saw the gap up close: basic plug-and-play tools couldn't scale, and headless platforms took nine months of developer work just to go live.
So he built TRIFFT — an event-driven loyalty engine that runs inside a brand's existing CRM, unifying online and offline data in real time to turn passive spenders into genuine advocates.
⚡Live in under 4 weeks across POS, web and mobile — zero code required.
From high-street retail to restaurant groups, leading UK and European brands run their loyalty on TRIFFT.
Retail, hospitality and e-commerce brands all face the same question — which customers would stay without a discount. TRIFFT answers it differently for each.
Protect margins while building brand affinity.
Turn occasional guests into regular diners.
Increase repeat purchases and customer lifetime value.
TRIFFT is supported by Lighthouse Ventures, Gi21, bdpa and Koopeo Ventures — investors backing technology that changes how brands grow revenue.
We want to move the whole category past the discount arms race — toward loyalty built on understanding, where brands earn commitment by recognising the people who genuinely care. That's the future TRIFFT is building: emotional loyalty, measurable and at scale, for every brand that believes relationships are worth more than transactions.
TRIFFT is an AI-powered customer loyalty platform for mid-market retail, hospitality and e-commerce brands. It measures each customer's emotional loyalty from real engagement and turns it into action — helping brands build loyalty that goes beyond discounts.
The Emotional Loyalty Score is a measure TRIFFT calculates for every customer based on engagement behaviour — repeat visits, referrals, reviews and interaction patterns — rather than spend alone. It lets brands see loyalty changing before it shows up in revenue.
Most brands go live in under four weeks, with no technical resources required. TRIFFT is event-driven and works directly inside your existing CRM, rather than requiring a months-long headless implementation.
TRIFFT was founded in 2025 by Jason Smith, who serves as Founder and CEO. He previously ran leading CRM platforms before building TRIFFT to close the gap between basic plug-and-play loyalty tools and heavyweight headless platforms.
TRIFFT is headquartered in London, UK and works with brands across the UK and Europe.
TRIFFT is backed by Lighthouse Ventures, Gi21, bdpa and Koopeo Ventures.
Traditional programs reward how much customers spend. TRIFFT measures how engaged and emotionally committed they are — using patented AI to score each relationship and recommend the next best action, so brands grow loyalty instead of discounting toward it.
Mid-market retail, hospitality and e-commerce brands that want durable loyalty and repeat revenue without relying on constant discounting.
A free 15-minute loyalty audit — we'll show you where retention is leaking and the fastest way to fix it.
