Netherlands-based startup Loyyo, which provides loyalty solutions integrated with payment systems, has secured an undisclosed amount of additional growth capital from existing investors, raising its total funding to over €1 million. The company aims to use the new funds to scale its offerings beyond national borders and reinforce its internal structure. Alongside this financial development, Loyyo has announced a leadership update that will see Paul Arts elevated to the position of CEO, while founder Wouter Meeuwisse transitions to Chief Product Officer, focusing on innovation and global partnerships.
How does Loyyo’s past experience shape its current direction?
What distinguishes Loyyo’s technology from other loyalty systems?
Loyyo evolved from Stampwallet, a digital loyalty app launched in 2012 by Wouter Meeuwisse. The initiative aimed to reward loyal customers rather than focusing solely on acquiring new ones via social media. Brands such as Starbucks, Dunkin’ Donuts, and Hilton rapidly adopted Stampwallet, indicating a demand for more effective customer retention tools. The app’s early success provided insights into spending patterns and helped shape the foundational technology behind Loyyo.
The current platform, launched in 2019, enables retailers to connect purchase data with customer profiles through integrations with payment methods like Apple (NASDAQ:AAPL) Pay and Google (NASDAQ:GOOGL) Pay. This eliminates the need for physical loyalty cards or standalone apps. By accessing real-time transactional data, businesses can better understand their customers’ habits and adjust their marketing strategies accordingly. Loyyo’s software tools also include wallet passes, cashier interfaces, and data dashboards designed to provide retailers with actionable insights.
The company has secured collaborations with brands such as Pets Place, Zeeman, Nikkie, and Lagardère. These partnerships highlight demand for loyalty tools that are seamlessly embedded into existing systems. Loyyo’s approach prioritises integration over standalone solutions, which may simplify implementation for businesses and improve data quality. Meeuwisse’s shift toward product innovation suggests a continued emphasis on technology that supports this direction.
“With Paul leading the company, I can fully dedicate myself to enhancing our product and forming strategic alliances that allow us to scale globally,” said Wouter Meeuwisse.
“I’m excited to build on our momentum and work closely with our team to deliver more value to retailers and their customers,” stated Paul Arts.
Earlier reports on Loyyo indicated a steady progression from a loyalty app to a data-driven retail platform. Past funding rounds were smaller, and the company operated mostly within the Netherlands. The current injection of capital and leadership restructuring suggest a readiness to approach international markets and enterprise clients. The addition of Paul Arts as CEO reflects an intention to scale commercially while maintaining technical focus under Meeuwisse’s guidance.
Loyyo’s strategy to integrate loyalty features directly into existing payment infrastructures reflects a broader industry trend toward frictionless customer engagement. By removing the need for separate apps or cards, the company positions itself as a utility provider rather than just a software vendor. For businesses, this can lead to higher adoption rates and more accurate customer data. For consumers, it means fewer barriers to redeeming and earning rewards. This model may be especially relevant as digital wallets become more widely adopted across age groups and regions. Professionals in retail and customer analytics may find Loyyo’s data-focused tools valuable for long-term planning and performance tracking.
