Why compare GRAVTY and Salesforce Loyalty Management now?
Salesforce announced Loyalty Management on January 12, 2021, built on the Salesforce Customer 360 platform. Its case is integration. Members, tier groups, currencies, and promotions are configured with clicks, not code, and sit on the same platform as Sales Cloud, Marketing Cloud, Data Cloud, and Tableau. For an organization standardized on Salesforce, that shared customer record is a genuine advantage, and the platform models loyalty partners natively rather than leaving them to a custom object.
The trade-off is the reason to run this comparison. Loyalty Management is one module inside a large suite, and its depth and licensing are governed by the broader Salesforce platform. GRAVTY is purpose-built for loyalty: a patented no-code rules engine and multi-partner ecosystem settlement, with references like Deutsche Telekom's 4,000-partner program across 9 countries. The choice is suite convenience versus dedicated loyalty depth.
How do GRAVTY and Salesforce Loyalty Management compare head to head?
| Dimension | GRAVTY | Salesforce Loyalty Management |
|---|---|---|
| Architecture and platform model | Cloud-native, multi-tenant SaaS on an AWS serverless foundation (Lambda and DynamoDB), purpose-built for loyalty and engineered for 30,000+ transactions per second at peak. | Built on the Salesforce Customer 360 platform. Loyalty data lives in Salesforce platform objects, so members, tiers, and rules share the same record as your CRM and Marketing Cloud data. |
| Configurability and rules engine | Patented Visual Rules engine. Non-technical users author earn, burn, tier, and offer logic visually, with declarative setup and no development cycle. | Programs are configured clicks-not-code on the Salesforce platform: tiers, currencies, points-per-purchase, and promotion logic. Rule depth is governed by the Salesforce platform model. |
| Ecosystem and multi-partner settlement | Built for multi-partner ecosystems. One Deutsche Telekom program runs 4,000 partners across 9 countries. Global Hotel Alliance settles Discovery Dollars across 40+ brands on GRAVTY. | Supports cross-industry B2B and B2C programs, and models partners natively: a partner is an organization that collaborates with you to provide member benefits, with partner performance reportable in dashboards. Financial settlement and reconciliation across partners is not a published capability, and is typically built on the platform or sourced via AppExchange. |
| AI capabilities | Compass agents for conversational loyalty analytics, Pulsar churn-risk flagging, iScan receipt AI structured to SKU level, and AgenticTest for pre-launch simulation and in-flight optimization. | Prebuilt predictive AI dashboards that track and measure ROI, so teams can prioritize investment by reviewing top promotions, advocates, and channels. AI is licensed as part of the broader Salesforce platform. |
| Deployment and operating model | One cloud-native multi-tenant SaaS platform on AWS, purpose-built for loyalty, with 99.99% uptime per an AWS case study. | Delivered on Salesforce's multi-tenant cloud. Loyalty runs on the same platform as your Salesforce CRM, and scope is governed by Salesforce licensing and platform limits. |
| Industry focus and target segment | Airlines, hospitality, retail, telecom, and financial services. Clients include WestJet, Emirates, Riyadh Air, Global Hotel Alliance, Deutsche Telekom, and Spin Premia (FEMSA). | Cross-industry B2B and B2C. The strongest fit is organizations already standardized on Salesforce CRM, Marketing Cloud, and Data Cloud. |
| Enterprise scale | 99.99% uptime per an AWS case study. Riyadh Air enrolled 500k members within 12 months of launch, and GRAVTY runs 400M+ members in production. | Scales on Salesforce's multi-tenant cloud. Consumption and limits are governed by Salesforce licensing rather than published loyalty-specific throughput figures. |
Competitor information reflects publicly available positioning and may change. Verify against the vendor's current documentation.
