SaaS firm Capillary Technologies acquires Kognitiv

This marks the Singapore-based firm’s fourth acquisition in the loyalty sector since 2021, further expanding its footprint in North America.

May 15, 2025 - 12:28

SaaS firm Capillary Technologies acquires Kognitiv

AI-based loyalty management firm Capillary Technologies has acquired Canada-based Kognitiv, an omnichannel loyalty solutions provider, the company said in a statement.

The acquisition will enhance Capillary’s capabilities in data-driven personalisation and customer lifecycle management through the integration of Kognitiv’s offerings. This marks the Singapore-based firm’s fourth acquisition in the loyalty sector since 2021, further expanding its footprint in North America.

“This acquisition represents a pivotal moment in Capillary's journey to change how brands build meaningful customer relationships,” said Aneesh Reddy, Co-founder and CEO of Capillary Technologies.

“Kognitiv's expertise in omnichannel loyalty solutions and their presence in North America complements our global expansion strategy. Together, we aim to deliver innovative and effective loyalty solutions that create genuine value for both brands and their customers,” he added.

Kognitiv serves over 30 enterprise clients, including Petsmart, Hallmark, Yuu Rewards, Kirkland's, Curaleaf, Sharjah Co-op, and several renowned global hotel chains. The acquisition will expand the company’s presence in the US, ANZ, Southeast Asia, and the UAE.

“We've been strategically expanding our loyalty capabilities through targeted acquisitions since 2021. With Persuade, Brierley+Partners, and Tenerity's Digital Connect Assets (now Rewards+) already under our umbrella, the addition of Kognitiv enhances our technological capabilities and expands our global reach,” said Jim Sturm, President of North America at Capillary Technologies.

Moroever, the acquisition also builds on Kognitiv’s prior expansion, including its 2020 merger with Aimia’s Loyalty Solutions business. It currently serves clients in more than 20 countries and develops and manages loyalty programs across sectors.

Capillary currently serves more than 100 brands globally, including over 15 Fortune 500 companies, and was recently featured in the Forrester Wave Loyalty Solutions Report.

Founded in 2012 by Aneesh Reddy, Krishna Mehra, and Ajay Modani, Capillary Technologies specialises in providing customer loyalty and engagement solutions, with a presence across the United States, Asia, Europe, and the Middle East. Its clientele includes brands such as Tata Group, PUMA, Shell, Petron, Domino’s, Kanmo Group, and Marks & Spencer.