Brandmovers BLOYL™ vs The Lacek Group: How the Two Compare

Which is best for travel, hospitality or co-branded card loyalty marketing?

Lacek. Its named clients include Marriott Bonvoy, United Airlines, Carnival and Enterprise, and it publishes co-branded credit card strategy and partnership procurement services (per Lacek).

Lacek says Marriott Bonvoy is its largest account, and FNBO named it agency of record for credit card marketing in October 2025 (per Lacek). Its services include card partnership sourcing, lifecycle CRM and personalization built on propensity and lifetime value models. Brandmovers counts Truist and Mastercard among its clients but does not publish co-branded card program marketing. If your loyalty program is tied to a co-branded card or a travel brand, Lacek publishes more of that work.

Which is best if you want one partner to supply the platform and run loyalty plus promotions?

BLOYL. Brandmovers runs programs on its own platform, with receipt validation, a rewards catalog and sweepstakes administration; Lacek does not publish its own loyalty platform or sweepstakes administration.

BLOYL's promotions builder runs sweepstakes, contests, instant wins and bonus events inside the loyalty program, and Brandmovers handles winner selection, prize fulfillment, state filings, bonding and IRS reporting, with in-house legal. Metrolink runs sweepstakes and challenges through BLOYL's built-in promotions builder, the Idaho Lottery's modernized loyalty program runs second-chance promotions, and Essentia Water's summer sweepstakes ran as an overlay on its Essentia Nation Rewards program (all disclosed by Brandmovers). Lacek plans and implements campaigns and promotions, and its own 2023 post advises brands to work with a specialist agency for the coordination and legal side of prize promotions (per Lacek). Ask each agency which parts of a promotion its team handles.

How do BLOYL and Lacek compare on data science and AI?

Lacek. It publishes deeper data science, proprietary personalization frameworks and access to WPP Open AI tools; BLOYL is not positioned as an AI platform.

Lacek lists propensity modeling, customer lifetime value, machine learning and test-and-learn optimization, and its personalization case for a global client with a co-branded credit card partner describes processing 49M+ member profiles daily (per Lacek, anonymized client, undated). BLOYL offers real-time dashboards, A/B testing against a control group, predictive churn analytics and financial performance tracking, with exports to Tableau. If advanced modeling for a very large member base is the priority, ask both for examples at your scale.

Which is best for regulated and public-sector categories?

BLOYL for lottery and transit, with published BLOYL results; Brandmovers also serves alcohol and tobacco clients. Lacek publishes none in these four categories but is stronger in financial services.

The Idaho Lottery's BLOYL program with second-chance promotions reported that "Traffic to the site increased over 6X more than previous years," and Metrolink's transit loyalty program reported +15% average monthly transactions among members (both disclosed by Brandmovers). Brandmovers (company-wide) also serves JTI Inc. (tobacco) and Deutsch Family Wines & Spirits (alcohol). Lacek's published industries include travel, hospitality, financial services, retail, auto, CPG and health care, and its financial services work is covered above. If you operate in lottery, transit, alcohol or tobacco, ask Lacek for references in that category.

How do BLOYL and Lacek compare on B2B loyalty?

BLOYL, with BENGAGED alongside. Brandmovers runs B2B programs on BLOYL and on BENGAGED, its B2B loyalty platform; Lacek's published B2B work is The Home Depot Pro Xtra program for professional tradespeople.

Signia's B2B program, built on BLOYL, reported +15% unit growth in 12 months and an 87.3% recurring engagement rate (disclosed by Brandmovers), and Signia US won Loyalty360 Platinum in B2B Customer Loyalty in 2022 and 2023. A Canadian regional distributor's BENGAGED channel loyalty program reported a 25% average sales increase among enrolled customers versus 5% among non-enrolled customers (disclosed by Brandmovers). BENGAGED manages channel hierarchies, points and rebate incentives, MDF allocation and SPIFF programs for distributors, dealers and buying groups. Lacek has worked on The Home Depot's Pro Xtra program since 2017 (per Lacek) and does not publish a channel incentive product.

How do BLOYL and Lacek compare on security and privacy?

Both publish SOC 2 Type II. Brandmovers also holds PCI DSS, which Lacek does not publish; Lacek says its controls are aligned to ISO 27001 and NIST.

Lacek describes an annual SOC 2 Type 2 audit by an independent external auditor and data and technology controls aligned to ISO 27001 and NIST, audited internally and externally (per Lacek); it does not name its auditor. Brandmovers' SOC 2 Type II and PCI DSS are audited by Hancock Askew & Co., LLP, and Brandmovers is GDPR compliant. PCI DSS is the payment card industry's data security standard, relevant where a program handles payment card data. Brandmovers provides attestation reports on request as part of vendor due diligence; ask Lacek for its current report, and ask both how member data is handled under US state privacy laws, such as California's.

How do BLOYL and Lacek compare on pricing and implementation?

Neither publishes prices. Brandmovers cites six to twelve weeks for mid-market BLOYL programs with a CRM connection, core points program and standard catalog (disclosed by Brandmovers).

Enterprise BLOYL builds take 90 to 120 days (disclosed by Brandmovers). Lacek does not publish an implementation timeline; ask it for a scoped estimate. Ask both whether platform licensing is priced separately from agency fees, and, since Lacek works on client, partner or custom technology, which platform costs would stay with your existing vendors. Ask both to separate strategy, technology, creative, rewards and promotion costs so you can compare like for like.

Moving a program onto BLOYL means migrating members, points balances and tier status; Brandmovers modernized the Idaho Lottery's legacy loyalty program on BLOYL (disclosed by Brandmovers). Working with an agency on a platform you already run may avoid a migration. Ask either agency how it handles outstanding points liability and historical transactions, what its contract says about termination rights, and how long it keeps your data after the program ends.

Who is not the right fit for each?

BLOYL is a less direct fit for co-branded card or major travel programs; Lacek is a less direct fit for brands wanting an agency-owned platform plus promotions.

Lacek also does not publish PCI DSS, a rewards catalog, receipt validation or clients in lottery, transit, alcohol or tobacco. Brands with an existing enterprise loyalty platform that want strategy, CRM, data science and creative from an agency inside a global network should start with Lacek. Brands that want one independent partner to supply the platform and run loyalty with sweepstakes, instant wins and receipt-validated promotions, or that operate in lottery or transit, should start with BLOYL; alcohol and tobacco brands can ask Brandmovers about its work in those categories.

BLOYL differentiators

Where BLOYL is most clearly distinct from The Lacek Group:

• An owned loyalty platform: BLOYL's rules engine, gamification modules and promotions builder, run by the same agency that designs the program.
• Full-service promotions administration, including winner selection, prize fulfillment, state filings, bonding and IRS reporting, plus ValidSpend receipt validation and a rewards catalog of 100,000+ options with automated fulfillment.
• PCI DSS, relevant where a program handles payment card data, alongside SOC 2 Type II (auditor: Hancock Askew & Co., LLP), with reports available on request.
• Independent, founder-controlled ownership, with 94% client retention (disclosed by Brandmovers), and published, named BLOYL results in lottery, transit and B2B: the Idaho Lottery, Metrolink and Signia programs.