2025 Q2 Open Loyalty product update

The second quarter introduced enterprise-ready features such as leaderboards, badges, and OpenID Connect (OIDC) support

Carlos Oliveira

Product Marketing Manager

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Recent update

July 23, 2025

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Open Loyalty is thrilled to announce its latest product updates for Q2 2025, designed to empower enterprises to build even more dynamic, secure, and highly engaging loyalty programs. These new features underscore Open Loyalty's commitment to innovation, providing clients with the advanced capabilities needed to captivate audiences and optimize loyalty strategies at scale.

This quarter, Open Loyalty introduces powerful enhancements to gamification, campaign logic, and enterprise integrations. New features, such as enhanced formula capabilities and OpenID Connect (OIDC) support, boost flexibility and security, reinforcing Open Loyalty as the premier API-first loyalty engine for visionary brands.

2025 Q2 Features overview

Key transformative features from this quarter, their benefits, and applications for loyalty programs.

Feature	Key Benefit	Sample Use Cases
Leaderboards	Drives competitive engagement and identifies top members.	Gamified ranking campaigns for top spenders, most active users, or specific challenge completions.
Badges	Motivates desired behaviors and provides a sense of accomplishment.	Rewarding milestones like "Royal" for points, "Seasonal Shopper" for event purchases, or "Influencer" for reviews.
Enhanced Formula Capabilities (Wallet Balance)	Enables highly precise and dynamic campaign logic based on real-time wallet states.	Triggering rewards based on active points, adjusting offers for users with pending units, or managing expired points.
OIDC (SSO Support)	Improves security and streamlines user experience for administrators.	Seamless login across integrated systems using corporate identity providers.
Collections in the Admin Panel	Boosts operational efficiency and simplifies targeted campaign management.	Directly managing lists of products, locations, or customer segments for hyper-personalized campaigns without CSV imports.

Leaderboards: Fueling competitive engagement

Sample of a frontend leaderboard implementation

What's new

Open Loyalty introduces a robust, API-first Leaderboard engine, specifically engineered to integrate gamified rankings into loyalty programs at an enterprise scale.

This new module enables businesses to configure dynamic leaderboards based on the metrics that matter most to the company, such as total spending during a specific promotional event, the number of product reviews submitted, or consecutive daily logins.

The system is designed to facilitate the creation of compelling leaderboard campaigns, where members can engage in friendly competition based on shared affinities, geographical location, or distinct shopping habits, and more.

Why it matters

Leaderboards serve as a potent mechanism for stimulating active participation and enhancing the gamification aspect of loyalty programs.

These competitive dynamics help businesses to promptly identify and acknowledge their most active and valuable customers, thereby cultivating enduring behavioral patterns and strengthening long-term loyalty.

Additionally, leaderboards offer a cost-effective approach to engagement. By selectively rewarding top performers, leaderboards generate a "Fear Of Missing Out" (FOMO) effect among other users, encouraging broader participation across the program without necessitating broad, margin-eroding promotions.

Real-life use cases

Consider implementing a "Top Spender of the Month" leaderboard, where the top ten customers receive exclusive early access to upcoming product launches.

Alternatively, a health and wellness brand can deploy a "New York Fitness Challenge" leaderboard, recognizing the top three New York members who log the most workouts in a month with additional points, a VIP badge, and a tier upgrade.

The versatility of Leaderboards extends further through their seamless integration into any web or mobile application via Open Loyalty's API and webhooks. This technical flexibility enables the deployment of live ranking widgets and dedicated in-app views, which are instrumental in boosting real-time engagement and intensifying the competitive spirit among participants.

Documentation

For details on configuring and deploying Leaderboards, refer to Leaderboards | Open Loyalty.

Badges: Recognizing achievements and driving desired actions

What's new

Building upon Open Loyalty's robust gamification capabilities, the gamification badges feature empowers businesses to configure and award digital rewards that serve as compelling visual representations of achievements.

Open Loyalty's badges allow businesses to define criteria, milestones, and names for badges with flexibility. You can award badges based on triggers such as points, purchases, spending existing points, anniversaries, activity, fulfilling conditional offers, or engagement actions, including reviews.

Displaying earned badges in various frontends, such as e-commerce, mobile apps, and in-store displays, encourages accomplishment and competition.

Why it matters

Badges boost engagement by rewarding customer actions, fostering a sense of accomplishment, and motivating continued interaction.

Loyalty badges integrate seamlessly with other Open Loyalty features, such as points, tiers and achievements, contributing to long-term loyalty and retention.

Real-life use cases

Consider the practical application of awarding a "Royal" badge to members upon collecting 3,000 points, or a "Seasonal Shopper" badge for purchases made during key promotional events akin to Black Friday and Cyber Monday.

A "Mega Shopper" badge can be earned by spending 1,000 points, remaining valid for three months, thereby encouraging active point utilization.

Brands can also incentivize engagement-driven behaviors, such as an "Influencer" badge for members who contribute three product reviews, or a "Veteran" badge that confers a permanent 10% discount to long-standing, loyal customers.

Furthermore, badges can be leveraged to unlock conditional offers, providing exclusive sale coupons solely to holders of a specific badge, adding an extra layer of exclusivity and value.

Documentation

To learn more about implementing and leveraging badges in a loyalty program, visit Badges | Open Loyalty.

Wallet balance attributes: Enhanced formula capabilities

Admin panel view with sample campaign showing formula with wallet balance attributes

What's New

Open Loyalty now provides businesses with enhanced wallet formula capabilities, enabling the direct integration of various wallet balance attributes into campaign conditions and effects.

This advancement enables campaign managers to leverage real-time data on a member's active, spent, earned, locked, blocked, and expired units within their digital wallets.

These granular attributes are readily accessible via the customer.getWallet("code") context object, where "code" represents a valid wallet identifier, thereby offering precise control over the logic governing loyalty programs.

The capability builds upon the existing framework, which allows for the use of formulas in campaigns to add or deduct units and define rewards.

Why it matters

This enhancement facilitates the construction of highly sophisticated and precise loyalty logic, ultimately translating into greater programmatic control, reduced operational overhead, and optimized program Return on Investment (ROI) by ensuring that rewards are granted precisely when and how they are most effective in driving desired customer actions.

By directly incorporating real-time wallet balances, businesses gain the ability to design dynamic rewards and conditions that respond directly to a member's current loyalty standing.

This flexibility enables more intelligent and nuanced campaign targeting, which can prevent over-rewarding, strategically incentivize specific behaviors (such as encouraging the spending of pending points), and effectively manage point expiration.

Real-life use cases

Targeted point redemption: Implement a bonus reward campaign specifically for members who possess a high number of activeUnits but have not made a purchase recently, thereby encouraging them to utilize their accumulated points.
Re-engagement for expired points: Initiate a specialized campaign for members with a substantial amount of expiredUnits, offering them an opportunity to recover a portion of these points through specific re-engagement actions.
Conditional tier progression: Formulate a rule where a member's progression to a higher loyalty tier is contingent not only on their earnedUnits exceeding a specific threshold but also on their lockedUnits remaining below a defined amount, ensuring active and meaningful engagement.
Dynamic bonus allocation: Design a system to award bonus points based on the spentUnits within a particular wallet, effectively encouraging further spending within that specific loyalty currency.

Documentation

For a detailed guide on utilizing wallet balance attributes in campaign formulas, refer to Wallets and the Open Loyalty Attributes List documentation.

Table: Wallet balance attributes in formulas

Context object	Description of the object	Example use case (in a formula context)
customer.getWallet("code").activeUnits	Number of active units in the specified wallet, available for use.	customer.getWallet("points").activeUnits > 1000 (Condition: Member has over 1000 active points)
customer.getWallet("code").spentUnits	Number of units already spent or redeemed from the specified wallet.	customer.getWallet("loyalty_currency").spentUnits > 500 (Condition: Member has spent over 500 loyalty currency units)
customer.getWallet("code").earnedUnits	Total number of units accumulated in the specified wallet.	customer.getWallet("bonus_points").earnedUnits > 200 (Condition: Member has earned over 200 bonus points)
customer.getWallet("code").lockedUnits	Number of pending units in the specified wallet, not yet active.	customer.getWallet("referral_credits").lockedUnits == 0 (Condition: No pending referral credits)
customer.getWallet("code").blockedUnits	Number of units temporarily unavailable in the specified wallet.	customer.getWallet("promo_units").blockedUnits > 0 (Condition: Promo units are currently blocked)
customer.getWallet("code").expiredUnits	Number of units that have expired in the specified wallet.	customer.getWallet("seasonal_points").expiredUnits > 50 (Condition: Member has over 50 expired seasonal points)

OIDC (SSO Support): Strengthening security and User Experience

What's new

Open Loyalty now provides comprehensive OpenID Connect (OIDC) integration, enabling seamless Single Sign-On (SSO) support.

This critical enhancement enables streamlined authentication with leading identity providers, including Microsoft Entra ID (formerly Azure Active Directory) and Okta, providing a more secure and convenient login experience.

Why it matters

OIDC for SSO has many benefits. It improves user experience by reducing password management, enhances security by minimizing password-related breaches and lowers IT costs by simplifying identity management.

For large organizations, it streamlines credential management and boosts security compliance with the potential to strengthen B2B partnerships.

Real-life use cases

With SSO support, loyalty program admins can experience seamless login across various integrated systems, using their existing corporate credentials.

For instance, an administrator can log into the Open Loyalty platform using their existing Microsoft Entra ID credentials, eliminating the need for a separate set of login details.

This streamlined access encourages more frequent and efficient management of loyalty programs by administrative teams.

Documentation

For detailed instructions on enabling SSO login, refer to Enabling SSO Login via Auth0 | Open Loyalty.

For a developers' overview, consider reading How OpenID Connect Works - OpenID Foundation.

Collections: Streamlined management in the admin panel

Open Loyalty's admin panel showing collection with editable values and descriptions

What's new

Open Loyalty now allows direct management of collection items within the admin panel. Now, users can add, edit, and delete individual collection items directly through the admin panel.

It complements existing bulk import capabilities, offering greater flexibility and control.

Why it matters

Directly managing individual collection items in the admin panel improves operational efficiency for campaign managers. While CSV imports are useful for large datasets, re-uploading an entire file for small changes is inefficient.

This direct management reduces friction, allowing for agile and precise campaign adjustments, minimizing manual effort and errors, and speeding up campaign creation.

Real-life use cases

Businesses can now react swiftly to market changes and refine their loyalty strategies with unprecedented precision.

A marketing team can quickly add a new product to a "VIP products" collection for an exclusive campaign. Instead of preparing and re-uploading an entire CSV file, a manager can add the item directly in the admin panel.

Similarly, correcting a typo in a "Target Cities" collection or removing a discontinued item from "Promotional Items" can be done instantly, ensuring campaigns remain accurate and relevant without delays.

Documentation

Refer to the Open Loyalty Collections documentation for an overview of the module's purpose and how collections are utilized in campaign conditions.

Looking ahead: The future of Open Loyalty

Open Loyalty remains dedicated to continuous innovation, consistently evolving its platform to meet the dynamic needs of enterprise loyalty programs. The Q2 2025 updates, with their focus on advanced gamification, precise campaign logic, enhanced security, and streamlined operational tools, represent significant steps in this ongoing journey.

The roadmap continues to prioritize features that deliver tangible business outcomes, ensuring that Open Loyalty remains at the forefront of loyalty technology.

Access: What's Next | Open Loyalty.

Ready to transform your loyalty program?

The latest enhancements in Open Loyalty's 2025 Q2 product update provide businesses with even stronger tools to create more engaging, secure, and flexible loyalty programs.

To explore how these new capabilities can address specific challenges and help achieve loyalty program objectives, connect with the Open Loyalty team.

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