TrueLoyal vs Brandmovers

TrueLoyal® and Brandmovers both run loyalty programs for consumer brands, both validate receipts, and both work with brands whose products sell through retailers. On a feature grid they look close. They are not close, and the difference is not a feature.

Brandmovers sells a platform with a full-service team attached. TrueLoyal sells software you run, with strategy and managed services available when you want them.

That is most of the decision. Everything below is detail.

What Brandmovers is

Brandmovers describes itself as "a full-service partner, not a pure software vendor." It was founded in 2003, is headquartered in Atlanta with offices in London and Mumbai, and says it has run more than 3,000 campaign launches. It acquired The A Team agency in 2024, and describes itself as founder-controlled with no private-equity ownership.

It sells two platforms and a services practice around them.

BLOYL is the consumer loyalty platform, with tiers, a rules engine, a rewards catalog, gamification, analytics, integrations, and receipt validation. Brandmovers positions it for enterprise brands and says it handles everything from straightforward programs through to complex multi-brand ecosystems.

BENGAGED is the B2B side, covering channel and distributor incentives, including SPIFF programs for sales teams and dealers.

Around both sits a full-service team, with strategy, creative, legal compliance, program management, and quarterly business reviews, which Brandmovers says are standard. It publishes implementation timelines of six to twelve weeks for mid-market programs, as little as fifteen to forty-five days after discovery for an enterprise SPIFF build, and ninety to a hundred and twenty days for enterprise loyalty with full integration requirements. It lists SOC 2 Type II, PCI DSS, and GDPR compliance, and names Nestlé, PepsiCo, and Metrolink among its clients.

It has particular depth in promotions, including sweepstakes, instant wins, contests, and advergames, and in regulated categories where those promotions carry legal exposure, such as alcohol, tobacco, and lottery.

What TrueLoyal is

TrueLoyal is customer loyalty software for brands whose products sell through retailers they do not own. It brought together Zinrelo, TINT, and Vesta. For the wider market, see our guide to loyalty software for CPG brands selling through retail.

The anchor is one member record. Receipt scanning puts a store purchase on the same member profile as an online order, with the same points and the same tier. It reads line items, so the program knows which variant was bought rather than only that someone shopped somewhere. Alongside the program sits Fan Club™, for brand community, user-generated content, reviews, and advocacy.

It integrates with Oracle NetSuite as a certified NetSuite SuiteApp, plus Magento (Adobe Commerce), VTEX, Shopify, Klaviyo, and HubSpot, and supports B2B and distributor structures as well as consumer programs.

Services are optional and sit on top of the software, in three tiers. Program Strategy designs the program framework with you. Loyalty Managed Services helps you run it, including quarterly business reviews. Loyalty Program Operations runs the whole program for you. What TrueLoyal does not include is a creative agency or legal review of your sweepstakes rules.

The difference that actually decides it

Ask what you are short of.

If you are short of an agency, meaning nobody writes your creative, nobody handles the legal side of promotions, and nobody has run a sweepstakes in a regulated category before, then Brandmovers exists for exactly that, and a platform with that team attached is worth paying for.

If you are short of capability, meaning you have a marketing team that can run a program but no way to see who buys your products on a shelf you do not control, then you want software that solves the capture problem. That is the problem TrueLoyal is built around, and the services are there if you want help running it.

Buying an agency when you needed software is expensive and slow. Buying software when you needed an agency leaves you with a login nobody uses.

When Brandmovers is the better answer

We would rather say this plainly than have you find out after a procurement cycle.

Choose Brandmovers if your program is really a sequence of promotions. Sweepstakes, instant wins, rebates, and contests are what they have built three thousand launches around, and running those well is a craft.

Choose Brandmovers if you are in a regulated category. Alcohol, tobacco, and lottery promotions carry legal exposure that a software license does not cover. They do that work, and we do not.

Choose Brandmovers if you need creative and legal compliance handled alongside the program. That service work is part of what they sell, and it is not part of what we sell.

Choose Brandmovers if your priority is B2B channel incentives and SPIFF programs. BENGAGED is a dedicated product for that, and for us it is a supported use case rather than a separate product.

When TrueLoyal is the better answer

Choose TrueLoyal if the problem is that you cannot see your buyers. If most of your volume moves through grocery, mass, pet, or specialty retail and you have no record of who bought, the capability you need is line-item receipt scanning tied to a member record you keep. That is the thing we are built around rather than a feature on a list. See how it works for CPG brands.

Choose TrueLoyal if you want an ongoing relationship rather than a campaign. A promotion ends. A member program accumulates, with the same person recognized across channels and reachable next quarter about something unrelated.

Choose TrueLoyal if community and user-generated content are part of the plan. Fan Club™ handles community, UGC, and reviews on the same member record, while Brandmovers publishes UGC contests within promotions rather than a community product.

Choose TrueLoyal if your stack is NetSuite. TrueLoyal is a certified NetSuite SuiteApp, so that integration work is already done.

Choose TrueLoyal if you have a team and want to run the program yourself, adding strategy or managed services only when you need them.

What to ask both of us

Five questions separate the two more reliably than any demo.

Who holds the member record, and what do I keep if I leave? Ask for the answer in writing, including the export format.

Do a receipt submission and an online order land on one member? If they produce two records, it is a receipt tool rather than loyalty software.

Does receipt reading return line items or only the total and the retailer? Test it on your own worst receipt, creased, faded, and two feet long, and not on the clean sample in the demo.

What happens when a scan fails? Ask about the moderation queue, who reviews it, and how long a member waits.

What is included and what is billed separately? For Brandmovers, ask which services sit inside the fee and which are scoped per campaign. For us, ask what implementation covers and what each service tier includes.

The honest summary

If you want a partner to run promotions for you, especially in a regulated category, Brandmovers is the stronger choice and we would tell you so in the call.

If you want to know who buys your products in stores you do not own, and to hold that relationship yourself, that is what we built.

Some brands need both, and run a promotions agency alongside a member program. That is a legitimate answer too.