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Bengaluru-based Capillary Technologies has announced the acquisition of Kognitiv, a North American firm specialising in omnichannel loyalty solutions, as it deepens its global expansion into customer engagement and loyalty tech.
The deal marks Capillary’s fourth acquisition in the loyalty space since 2021, and underscores its aggressive M&A-driven growth strategy aimed at consolidating its position as a global leader in AI-powered loyalty management.
The acquisition significantly strengthens Capillary’s presence in the US, Australia and New Zealand, Southeast Asia, and the UAE. It will also bring into its fold Kognitiv’s client roster of more than 30 enterprise brands, including PetSmart, Hallmark, Yuu Rewards, Kirkland’s, Curaleaf, Sharjah Co-op, and Leading Hotels of the World.
Kognitiv currently operates across more than 20 countries and has built a reputation for delivering personalised, data-led loyalty programs.
Capillary, which counts over 100 enterprise clients globally, including more than 15 Fortune 500 companies, will now deepen its offerings in personalised, omnichannel customer engagement. The company said the integration of Kognitiv’s technology and domain expertise will allow it to deliver “measurable business outcomes” and “exceptional customer experiences” across markets.
“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 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.”
Deepening loyalty stack through serial acquisitions
Since 2021, Capillary has acquired US-based Persuade, Brierley+Partners, and the Digital Connect Assets of Tenerity (now called Rewards+), as part of a broader strategy to strengthen its position in the global loyalty market. The acquisition of Kognitiv builds on this foundation, adding a further layer of scale and specialisation, particularly in North America.
Jim Sturm, President of North America at Capillary Technologies, said the addition of Kognitiv “enhances our technological capabilities and expands our global reach.”
Kognitiv had itself grown through a merger with Aimia’s Loyalty Solutions business in 2020. The company focuses on driving customer engagement through an intelligent, omnichannel software platform and has longstanding relationships with top-tier consumer brands.
“Joining forces with Capillary marks an exciting new chapter for Kognitiv,” said Tim Sullivan, CEO of Kognitiv. “Our shared vision of inspiring lifetime loyalty through deeper customer relationships makes this a natural fit.”
Riding the AI loyalty wave
The acquisition comes at a time when companies are doubling down on loyalty to retain customers amid a competitive digital commerce landscape.
Capillary Technologies, founded in 2012, offers AI-powered tools to help brands craft personalised customer journeys. It serves clients across 30 countries and is backed by recognition from research firms like Gartner and Forrester.
With a workforce of over 800 globally, including more than 150 professionals in the US, Capillary is now expected to accelerate innovation in loyalty solutions across sectors—from retail and hospitality to healthcare and financial services.
The company had raised $140 million in a Series D round last year, a portion of which was earmarked for ESOP payouts, underlining its emphasis on talent retention as it grows into a full-stack, global loyalty platform.
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