Loyyo partners with Open Loyalty to turn every payment into loyalty

Open Loyalty has announced a partnership with Loyyo, a Netherlands-based software company specializing in customer recognition through payments and mobile wallets. Together, the two companies address one of retail's oldest loyalty problems: most customers who pay are invisible to the loyalty program.

In practice, retailers get a loyalty program that identifies customers the moment they pay. Working as an intelligence layer on top of PSPs and schemes such as Adyen, Fiserv, Mollie, Mastercard, and Visa, Loyyo recognizes both known and unknown customers from their payment method or Apple, Google, and Samsung Wallet pass, online and in-store, and enriches each transaction with customer insights such as RFM clusters and lifetime value. Open Loyalty turns that signal into action: point engines, tier structures, challenges, and interactive gamification like spin-to-win and scratch cards, all triggered automatically by payment-linked data.

For retailers, the result is a loyalty program that starts working the moment a customer taps to pay. No card to remember, no app to open, no missed transactions. Loyyo already works with retailers such as Zeeman, Dille & Kamille, Pets Place, and Relay (Lagardère Travel Retail); Open Loyalty powers programs for Heineken, JTI, INTERSPORT, ALDO, and other market leaders.

"Retailers don't have an engagement problem. They have a recognition problem. Most people who pay at the till are invisible to the loyalty program, so there is nothing to reward. Loyyo makes those customers visible at the moment of payment, and Open Loyalty does the rest: points, tiers, games, and rewards that turn one purchase into a habit. Payments and loyalty are becoming one layer, and with Loyyo we give retailers a ready way to be there first."
‍Karl Bzik Chief Product Officer, Open Loyalty

"At Loyyo, our strength lies in identifying customers and unlocking enriched data through payments and mobile wallets. By partnering with Open Loyalty, we're taking customer activation to the next level. Retailers can now seamlessly fuel a full suite of engagement tools: from point engines and tier structures to interactive gamification like spin-to-win and scratch cards. Powered automatically by payment-linked insights from Loyyo as an intelligence layer on top of PSPs like Adyen and Mollie. As recent market acquisitions show, payments and loyalty are merging; together with Open Loyalty, we deliver the complete end-to-end solution for modern retail."
Wouter Meeuwisse Founder at Loyyo

What the partnership means for retailers

Recognize every customer, not just members. Loyyo identifies shoppers through their payment method or wallet pass, so even customers who never enrolled become part of the picture and can be invited into the program. Since Loyyo never misses a transaction from either members and non-members, the software is also ideal to setup your loyalty program using Loyyo Insights or track if your loyalty program is working by comparing member vs non-member and pre-member data.

Every payment becomes a loyalty event. Transactions captured by Loyyo flow into Open Loyalty, where program rules decide what each purchase is worth: points, tier progression, a completed challenge, or an unlocked reward.

Engagement beyond points. Retailers can run Open Loyalty's gamification mechanics, such as spin-to-win, scratch cards, streaks, and badges, directly on top of payment data.

Built on the stack retailers already use. Loyyo sits on top of PSPs and schemes; Open Loyalty connects through its API-first architecture. No rip-and-replace is required.

About Loyyo

Loyyo is a software company based in Breda, the Netherlands, specializing in customer recognition through payments and wallets. Its payment- and wallet-linked software reveals and elevates the lifetime value of known and unknown customers, turning transaction data from PSPs and schemes into actionable insights using Apple, Google, and Samsung Wallet passes, personalized loyalty and marketing automation. 

Retailers including Zeeman, Dille & Kamille, Pets Place, YAYA, Ajax, PSV, and Relay (Lagardère Travel Retail) use Loyyo. Loyyo is a Mastercard for Fintechs finalist in 2025 and won the Gold Dutch Interactive Award in 2026 in the data category. 

Loyyo processed more than 250M transactions last year totalling over 5B euros in processed value. Turning 250M transactions into actionable insights in Europe.

About Open Loyalty

Open Loyalty is an enterprise loyalty technology partner, focused on growing CLV and profit margin through a gamified loyalty engine, API-first technology, and loyalty program expertise drawn from 100+ successfully implemented loyalty programs – helping you build lasting customer habits, not just short-term sales spikes.

Every year, Open Loyalty helps generate $4B+ in revenue through gamified loyalty programs. Heineken, JTI, INTERSPORT, ALDO, and other market leaders from 30+ countries use Open Loyalty's API-first loyalty software to efficiently introduce loyalty and gamification mechanics into their ecosystems, without the resource strain of building from scratch. Gartner, Google, G2, and Deloitte have recognized Open Loyalty for the scalability of its technology and readiness to support enterprise customers.

Media contact

Karl Bzik, CPO at Open Loyalty: https://www.linkedin.com/in/karolbzik/ 

Wouter Meeuwisse, Founder at Loyyo: https://www.linkedin.com/in/woutermeeuwisse/

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FAQ

What is the Loyyo and Open Loyalty partnership?
Loyyo and Open Loyalty have partnered to combine payment-linked customer recognition with loyalty program mechanics. Loyyo identifies customers through their payment method or mobile wallet; Open Loyalty rewards them with points, tiers, challenges, and gamification. Together they offer retailers an end-to-end solution that connects payments and loyalty.

What does Loyyo do?
Loyyo is a Netherlands-based software company that recognizes known and unknown customers through payments and mobile wallets (Apple Wallet, Google Wallet, Samsung Wallet). It works as an intelligence layer on top of payment service providers such as Adyen, Mollie, and Worldline, turning transaction data into customer insights like RFM clusters and customer lifetime value.

What does Open Loyalty do?
Open Loyalty is an API-first loyalty and gamification engine for enterprise brands. It runs the logic of a loyalty program: points, tiers, rewards, challenges, streaks, badges, and interactive mechanics such as spin-to-win and scratch cards. Brands including Heineken, JTI, INTERSPORT, and ALDO use Open Loyalty.

How does payment-linked loyalty work with Loyyo and Open Loyalty?
When a customer pays, Loyyo recognizes them via the payment method or wallet pass and captures the transaction. That transaction is passed to Open Loyalty as a loyalty event, where program rules decide the outcome: points earned, tier progression, a completed challenge, or an unlocked reward. The process is automatic and requires no card scan or app login at checkout.

Which payment providers does the Loyyo–Open Loyalty solution support?
Loyyo integrates with payment service providers including Adyen, Mollie, and Worldline. Open Loyalty connects to Loyyo through its API-first architecture, so retailers using these PSPs can add loyalty without replacing their payment stack.

Who is the Loyyo–Open Loyalty partnership for?
The partnership is designed for retail and hospitality brands that process payments online and in-store and want to recognize and reward customers at checkout, including customers who have not enrolled in a loyalty program.