The latest edition of our loyalty platform vendor evaluation, The Forrester Wave™: Loyalty Platforms, Q4 2025, published today. The research reveals three important takeaways:
Platform providers are meeting the moment. Consumers demand differentiated brand experiences that go beyond discounts and dormant point balances they’ll never redeem. Today’s enterprise loyalty platform providers empower brands with advanced capabilities to deliver personalized interactions, leveraging predictive analytics to identify what matters most to each member and seamlessly execute those engagements in real time.
AI hasn’t replaced the practitioner. Modern loyalty platforms integrate AI across multiple layers, ranging from passive chat assistants and predictive models to hyper-personalized engagements that leverage purpose-built AI models to tailor offers, experiences and rewards at the customer level. Despite these advancements, AI features are anchored by human oversight and clear guardrails to ensure trust and accountability.
The future is bright. Today’s loyalty platforms are built for agility and innovation, offering advanced, customizable solutions tailored to the unique demands of each brand and industry. Leading vendors achieve this by continuously innovating – what was groundbreaking yesterday is now table stakes. The providers we evaluated rarely stand still; their roadmaps reflect a steady stream of pragmatic enhancements and forward-thinking features aimed at staying ahead of both market trends and competitors. Prominent among these advancements are AI-driven capabilities and UX/UI improvements.
The Forrester Wave™: Loyalty Platforms, Q4 2025
To help you navigate the loyalty platform market, The Forrester Wave™: Loyalty Platforms, Q4 2025 identifies 11 of the most significant loyalty platform vendors and scores them across 27 criteria. You can use this report to identify the capabilities that matter most when it comes to advancing your approach to customer loyalty.
If you want a broader view of the loyalty platform market, The Loyalty Platforms Landscape, Q3 2025 features 28 vendors. It covers five core loyalty platform use cases: program development and management, promotions and offer management, customer experience and engagement optimization, business intelligence for program optimization and loyalty customer intelligence. It also identifies five extended loyalty platform use cases: loyalty program administration, loyalty campaign management, data management, risk analytics and loyalty advertising and paid media.
If you have any questions about this wave report or the broader loyalty platform market, schedule time with me.
