Reloaded for Resilience: Loyalty Platforms State of the Market 2025

As consumer behaviors shift and economic uncertainty intensifies, enterprises are rethinking loyalty as a strategic lever for sustained customer engagement. This report provides a comprehensive overview of the global loyalty platform landscape, examining how platform providers are using technology and data-driven approaches to deliver personalized, consistent, and meaningful experiences. It examines adoption trends across industries, regions, and generations, highlighting the rising demand for real-time value and seamless omnichannel interactions.

The report tracks the rapid rise of modular, mobile-first, and AI-driven platforms that support scalable, agile engagement models aligned with broader digital transformation goals. Platform providers are also addressing new growth areas such as B2B loyalty and gamification, while enterprises are adopting measurement frameworks to assess program effectiveness. The study outlines sourcing considerations, provider archetypes, and enterprise implications to support informed decision-making. To guide loyalty program success, the report introduces Everest Group’s POINT framework, which offers a structured approach to designing scalable, differentiated loyalty programs.