Loyyo
Loyyo is a Dutch payment-linked data platform that turns anonymous in-store card transactions into a Unified Customer ID, giving omnichannel retailers, payment providers and loyalty teams one deterministic profile per shopper, with no app required.
What is Loyyo?
Loyyo is loyalty and payment-linked data software published by Loyyo B.V., a company based in Breda, in the Netherlands, that declares 11 to 50 employees. It addresses a measurement gap the publisher frames with a market estimate it quotes rather than measures: up to 70% of a merchant's transactions happen in store and arrive as anonymous ghost payments, invisible to a loyalty programme or a customer data platform.
The mechanism is deterministic rather than probabilistic. Loyyo ingests the network tokens that already accompany a card payment, namely the Visa and Mastercard Payment Account Reference (PAR), card aliases, the payment provider's shopperReference, NFC tokens and bank account hashes, and follows that anonymous behaviour over time. When the shopper enrols, through a wallet pass, the payment terminal or the POS, a handshake ties those persistent tokens to known identifiers: wallet ID, email, member ID, phone number and address. The result is a Unified Customer ID (UCI), a single profile carrying both POS history with line items (SKU, size, category) and e-commerce history. History that predates the sign-up is attached retroactively: the published YAYA use case merges 21 POS transactions and 6 online orders into 28 omnichannel transactions on one profile.
From there the platform computes RFM, CLV, average purchase value, recency, frequency, customer lifetime and customer-to-member growth, and exposes them as clusters and segments. The publisher's own site, loyyo.com, presents a product range covering payment-linked data and customer insights, an Apple, Google and Samsung wallet pass server, and the Loyyo Toolkit: a Member 'My' web app, a Cashier App, member onboarding, and member recognition even without a POS integration.
The site covered by this listing, loyyo.ai, is a demonstration microsite rather than the full product site. It carries a whitepaper, a detailed use case and four interactive demos: an identity-resolution simulator, an Insights dashboard, an NL2SQL assistant that turns a plain-English question into a SQL query against a BigQuery dataset, and agentic commerce mock-ups. Its stated positioning is to give AI shopping agents the real purchase context that probabilistic platforms lack. Named customers include Zeeman, Dille & Kamille, Nikkie, Pets Place, YAYA, Relay (Lagardère Travel Retail), Verstappen.com, Luca Faloni and Rusta.
What it does
- Capture payment tokens on every transaction, in store and online
- Resolve those tokens to known identities through a wallet, terminal or POS handshake
- Attach a member's full prior purchase history to the unified profile, retroactively
- Generate RFM, CLV, clusters and segments automatically, without a BI project
- Answer plain-English questions about the data through an NL2SQL assistant on BigQuery
- Push personalised rewards and content to wallet passes, a web app, the webshop or an AI agent
When to use Loyyo / When not to
A quick filter to help you decide if Loyyo is the right fit.
When to use Loyyo
- Omnichannel retailers whose stores generate large volumes of anonymous card payments that cannot be attributed to a customer
- Loyalty and CRM managers who want to enrich an existing programme without launching an app or issuing a plastic card
- Marketing and insights teams that need RFM, CLV, recency and frequency metrics without building a BI stack first
- Payment service providers, POS vendors, CDPs and loyalty engines looking to embed an identity layer inside their own product
- Retail chains already running Adyen, Mollie, CCV, Pay., Worldline, Sitoo, Shopify or Voyado
When not to use Loyyo
- Buyers who need a published price list or self-service sign-up, since access starts with a sales appointment
- Teams expecting a native mobile app: the member experience is a web app, marketed as No App Store Required
- Developers who want to read public API documentation before committing, as none is published
- Pure-play online merchants with no physical point of sale, because the core promise addresses anonymous in-store transactions
- Organisations far outside the Benelux and wider European retail footprint covered by the published customer references
How to use Loyyo
A typical end-to-end flow, from setup to results.
- Browse the four public demos on loyyo.ai, which need no account: start the handshake simulator with its Auto-Simulate Journey button
- Read the whitepaper and the YAYA use case to follow token resolution described end to end
- Try the NL2SQL assistant by picking one of the example prompts, and open the Insights dashboard
- Request a meeting through Make an appointment or Get in touch, as there is no online sign-up
- Scope the deployment with the publisher: full solution, standalone module, or add-on
- Connect the data side: a webhook from the payment service provider, a call to the POS API for line items, and an order export from the webshop
- Keep the existing stack in place, since the publisher states there is no rip-and-replace and no migration
- Enable enrolment at the point of sale, either before payment by scanning a wallet pass, or after payment through a prompt on the terminal
- Let unified profiles build themselves as tokens resolve and prior history is attached
- Activate the audience: wallet rewards, the Member 'My' web app, the webshop, or an AI agent
Pros & Cons
Pros
- Covers the anonymous in-store transactions a conventional customer data platform never sees
- Profiles start with retroactive history instead of beginning on the sign-up date
- Deterministic payment-token data rather than probabilistic cookie and click signals
- No friction for the shopper: nothing to download and no form to fill in at the till
- ISO 27001 certified and declared GDPR compliant, with a public Trust Center and five named subprocessors
- Stack-agnostic: the merchant keeps its own payment provider, POS, webshop, CDP and loyalty engine
- Modular delivery, as a full solution, standalone modules or add-ons, with verifiable European retail references
Cons
- No public pricing, no plan and no trial is published, so the cost cannot be assessed without contacting the publisher
- The published Terms & conditions and Privacy statement contain only Lorem ipsum placeholder text, leaving no readable legal commitment
- The substantive policies, including the privacy policies, the master service agreement and the data processing agreement, sit behind a Request access form
- No public API documentation exists, although the product is also sold as middleware for partners
- No dedicated support, legal or GDPR mailbox is published; a single general company address is the only contact channel
- loyyo.ai has no robots.txt, no sitemap, no legal notice and no contact page of its own, and two of its seven pages render nothing without JavaScript
- No data retention period is published, and the customer references are concentrated in the Benelux and European retail
Pricing & Plans
No price is published, on either the site covered by this listing or the publisher's main site. There is no pricing page at all: the /pricing path returns a not-found error on loyyo.ai, and a full inventory of the publisher's site contains none either. No free plan and no free trial are announced, and the public demos are demonstrations rather than a trial of the product. Every call to action is commercial, from Make an appointment to Get in touch and Partner with us, so commercial terms are set in a sales conversation and scoped by module, the offer being sold as a complete solution, as standalone modules, or as add-ons. The euro amounts visible inside the site's demonstration pages belong to a fictitious sample shop catalogue and are not Loyyo's prices.
Data, GDPR & hosting
A consolidated view of how Loyyo handles your data.
GDPR overview
The Trust Center lists GDPR as compliant and ISO 27001 as compliant. A January 2025 announcement states that the audit was conducted by Accorp Partners Inc., with Sprinto as compliance partner; a GDPR readiness report and an ISMS certificate are referenced and released on request. Five subprocessors are published, all located in the Netherlands, and a data processing agreement is listed among the policy documents, also on request. No Article 27 EU representative is designated, consistent with a publisher established in the Netherlands, and no data protection officer or dedicated privacy mailbox is published. The material caveat: the Privacy statement actually published on the publisher's site is an unfilled template containing only Lorem ipsum, so compliance is asserted through the Trust Center rather than through a readable public policy.
Who owns the data?
No ownership clause is publicly readable. The Terms & conditions and Privacy statement published on the publisher's main site contain only Lorem ipsum placeholder text, so no contractual position on data ownership can be checked. The Trust Center states that Loyyo typically processes data as a processor and may act as a (joint) controller in certain scenarios, which implies the retailer normally remains controller of its own customer data. The governing documents, namely the product privacy policies, the master service agreement and the data processing agreement, are listed but sit behind a Request access form. A product page adds that historic transactions are linked to a person only with the member's consent, and are otherwise anonymised.
Reuse rights
Loyyo ingests anonymous payment tokens (Payment Account Reference, card alias, the payment provider's shopperReference, NFC tokens and bank account hashes), POS line items such as SKU, size and category, e-commerce orders carrying name, email and address, and wallet identifiers. The declared purposes are unified customer profiles, RFM, CLV, average purchase value, recency, frequency, clusters, segments, personalisation and wallet passes; anonymous transactions are worked in aggregate before any link to a person is made. Because the published privacy statement is an unfilled template, no public document states whether the retailer may reuse, export or resell the resulting data without asking permission, nor what the publisher may do with it beyond the contracted service. Neither site mentions training models on customer data, in either direction.
Data retention & training
Hosting summary
No explicit hosting statement is published in any public document. The only available source is the subprocessor table on the Trust Center, where all five entries, Bitbucket, Google Analytics, Google Workspace, Google Cloud Platform and Retool, carry the country Netherlands, with Google Cloud Platform listed as IT infrastructure. The Netherlands is therefore a reasonable inference for where customer data is processed, but it is an inference drawn from a supplier table rather than a declared hosting jurisdiction, and it should be confirmed contractually. The publisher is established in Breda, in the Netherlands, and holds an ISO 27001 certification, which places the operation inside EU jurisdiction. Note that the server country recorded for the listed domain, the United States, reflects the edge network serving the demonstration microsite and says nothing about where production customer data sits. No hosting region, data residency option or data centre location is published.
Things to keep in mind
Risks and trade-offs to weigh before adopting Loyyo.
- The published Terms & conditions and Privacy statement are unfilled Lorem ipsum templates: obtain and read the real contractual documents before any commitment
- The useful policies, including the product privacy policies, the master service agreement and the data processing agreement, require an access request through the Trust Center
- No data retention period is published, while the whole value of the platform lies in keeping long transaction histories
- The publisher takes no documented position on whether customer data is used to train models, and describes no opt-out
- Tying payment tokens to identities builds a rich behavioural profile; the consent and anonymisation safeguards are described on marketing pages rather than in a readable policy
- The publisher's own pages disagree on leadership: one document is signed Wouter Meeuwisse, CEO Loyyo, and the main site presents him as Founder / CEO, while a March 2025 announcement names Paul Arts CEO from 1 January 2025 with Meeuwisse as Chief Product Officer
- Headline figures are third-party market estimates cited by the publisher, a revenue-lift figure attributed to McKinsey (2021) and a sector estimate of blind-spot transactions, not results measured by Loyyo; the demonstration site also exposes no robots.txt, sitemap or legal notice, and its domain holder is masked behind a proxy service whose registered country is not the publisher's
Setup & Integrations
Technical difficulty
Moderate, and concentrated on data plumbing rather than on the shop floor. The merchant supplies a webhook from its payment service provider, API access to the POS for line items, and an order export from the webshop. The publisher insists there is no rip-and-replace and no migration, so the existing stack stays in place, and a dedicated module covers cases where no POS integration is possible. For the shopper, the publisher claims no friction at all: nothing to download and no form at the till. There is no self-service path, as deployment runs through the publisher.
Deployment
Integrations
Behind Loyyo
Fundraising
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What does Loyyo actually do?
Does the shopper need to install an app?
What happens to purchases made before a customer signs up?
How much does Loyyo cost?
Which systems does Loyyo integrate with?
Is there a public API?
What certifications does Loyyo hold?
Where is the data hosted?
Is customer data used to train AI models?
Can the product be tried before buying?
Should you pick Loyyo?
Loyyo attacks a real and poorly served problem: the physical transaction that stays anonymous. Its approach, resolving the payment tokens that already accompany every card transaction and then tying them to a known identity through a wallet, terminal or POS handshake, is deterministic where most customer data platforms are probabilistic. The retroactive attachment of prior history means a profile does not begin on the day the customer signs up. The compliance base is serious for a company of this size: ISO 27001 certification, a declared GDPR compliance audit, a public Trust Center and five named subprocessors.
Against that stands a notable documentary opacity. No price, plan or trial is published anywhere, so the cost of ownership cannot be assessed without a sales conversation. More awkwardly, the Terms & conditions and Privacy statement published by the publisher are unfilled templates containing only Lorem ipsum: they exist as URLs but carry no readable legal commitment. The substantive policies, the product privacy policies, the master service agreement and the data processing agreement, are listed on the Trust Center but released only on request, and no retention period is published at all. There is no public API documentation either, which is odd for a product also sold as middleware for partners.
Scope matters too. loyyo.ai, the site covered by this listing, is a demonstration showcase, a whitepaper, a use case and four interactive demos, not the product site; real evaluation runs through the publisher's main site, loyyo.com, and then through a commercial exchange. The publisher does not publish a precise incorporation date, and its own pages disagree on who currently holds the CEO title. For a retailer with meaningful unidentified in-store volume the proposition is worth a conversation, but the paperwork should be requested and read before signing.
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