Capillary Technologies acquires Kognitiv to strengthen global loyalty position

Capillary Technologies acquires Kognitiv in a strategic move to scale its AI-driven loyalty software, expanding its footprint across the US

May 15, 2025 - 08:00

Capillary Technologies has announced the acquisition of Kognitiv, a company known for its omnichannel loyalty solutions, marking a significant step in Capillary’s ongoing strategy to deepen its presence across global markets. The acquisition underscores a continued focus on scaling through mergers and acquisitions, particularly in the customer loyalty sector.

This move marks Capillary's fourth acquisition in the space since 2021, following the additions of Persuade, Brierley+Partners, and Tenerity's Digital Connect Assets (now operating as Rewards+). With Kognitiv’s integration, Capillary aims to strengthen its offerings in data-driven personalization and enhance consumer engagement tools for enterprise brands.

Deepening Presence in Key Markets

The acquisition provides Capillary Technologies with direct access to Kognitiv’s portfolio of over 30 enterprise clients, including Petsmart, Hallmark, Curaleaf, Kirkland’s, Sharjah Co-op, and the Yuu Rewards program. These clients extend Capillary’s footprint in the US, Australia-New Zealand (ANZ), Southeast Asia (SEA), and the UAE—markets that have been a strategic focus for the company.

Kognitiv, which previously merged with Aimia’s Loyalty Solutions business in 2020, brings experience in managing loyalty programs across 20+ countries. The acquisition also enhances Capillary’s enterprise customer base, which already includes more than 100 brands and over 15 Fortune 500 companies.

Executive Perspectives on the Deal

Aneesh Reddy, Co-founder and CEO of Capillary Technologies, emphasized the strategic rationale behind the acquisition. “Kognitiv’s strengths in omnichannel loyalty and its presence in North America align well with our global expansion plans. This step enables us to further reshape how brands interact with and retain their customers.”

Echoing the sentiment, Jim Sturm, President of North America at Capillary, noted that the acquisition adds technological depth and global scale. “Our M&A approach since 2021 has centered on enhancing loyalty capabilities. With Kognitiv, we build further on that momentum.”

Kognitiv CEO Tim Sullivan described the merger as a continuation of a shared vision. “Our teams are aligned in building stronger customer relationships through intelligent loyalty solutions. Capillary’s global platform and our domain experience are well-positioned to explore new areas of innovation.”

Expanding Capabilities in Loyalty Management

Kognitiv’s core technology, built around personalized, data-driven loyalty journeys, will now be integrated with Capillary’s AI-powered SaaS platform. The combined entity aims to offer a wider suite of services that address customer engagement needs across industries.

The move also reinforces Capillary’s standing in the loyalty technology ecosystem. Capillary has previously been recognized by Gartner and Forrester for its loyalty solutions, and the addition of Kognitiv’s expertise further broadens its ability to deliver at scale.

With this acquisition, Capillary Technologies continues its push to become a comprehensive loyalty management provider on a global level. The company plans to advance its AI-first strategy in building tailored consumer experiences, focusing on outcomes that align closely with the evolving expectations of enterprise brands.

The integration of Kognitiv will now serve as a platform for Capillary to further evolve its technology offerings while deepening relationships with clients in mature and emerging markets alike.