Why We Invested in TRIFFT: Rethinking Loyalty for the Modern Brand

At Gi21 Capital, we look for more than just technology — we look for founders with vision, clarity, and the ability to move fast in markets that are often slow to change. That’s exactly what we saw in TRIFFT, and why we’re excited to back them in their $550,000 pre-seed round alongside Lighthouse Ventures, BD Partners, and KOOPEO Ventures.

Loyalty needs a reset

The way most brands do loyalty today is broken. Outdated points systems, generic discounts, and minimal personalization have turned loyalty into just another cost center. The result? Low engagement, unclear ROI, and frustrated customers.

TRIFFT flips that model.

Built for mid-sized retail and hospitality brands, TRIFFT offers a platform that helps companies launch smart, emotionally intelligent loyalty programs — without a single line of code, and in under four weeks. It’s fast, flexible, and built around real customer behavior, not assumptions.

Early traction, real results

What stood out to us early on was not just the product vision, but the traction. TRIFFT is already working with high-quality brands like:

• Marks & Spencer
• Loake Shoemakers
• Escentual Cosmetics
• The Big Table Group (who saw a 42% increase in visit frequency within 45 days)

Unlike traditional loyalty systems, TRIFFT doesn’t charge based on database size — instead, it charges by active loyalty participants, making it a sustainable model for DTC and medium-sized brands.

Seamless integrations and future-proof tech

TRIFFT integrates directly with tools brands are already using — including Shopify, Klaviyo, WooCommerce, and Bloomreach. This makes onboarding painless and allows marketing teams to act on behavioral signals instantly.

What’s next? The team is already working on AI-powered personalization and preparing for U.S. market expansion — two moves we believe will significantly accelerate growth.

Backing great founders

When we met Jason Smith (CEO) in London, we were struck by his clarity and product intuition. Along with Jakub Minks (CPO), the founding team brings deep experience from companies like Google, Groupon, and Exponea (now Bloomreach). These are not first-time operators — they’re builders who know the complexity of the space and are moving fast to simplify it.

Final thoughts

We believe loyalty is ripe for reinvention. As acquisition costs continue to rise, the companies that win will be the ones that understand how to retain customers, emotionally and intelligently. TRIFFT is creating the infrastructure for that shift, and we’re proud to be part of it from the start.

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If you’re building the future of commerce, loyalty, or customer experience, we’d love to hear from you. Reach out at www.gi21capital.com.

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