Brandmovers BLOYL™ vs Capillary: How the Two Platforms Compare

Which is best for an AI-first, global loyalty platform?

Capillary, clearly. Its aiRA generative AI, operations in over 46 countries and Forrester-Leader recognition make it the stronger fit for AI-driven loyalty at scale.

If you want an AI-first loyalty platform with generative and agentic capabilities, a built-in CDP and global, multi-brand reach, Capillary is built for that and operates at a scale BLOYL does not.

BLOYL is not an AI-platform play and does not compete on aiRA-class AI or a global footprint, though it offers predictive churn analytics, A/B testing against a control group and real-time dashboards.

Which is best as a managed loyalty-and-promotions program?

BLOYL, for brands that want a partner to design and run the program (and the consumer promotions around it) rather than license and operate a platform.

Where the goal is to hand loyalty and consumer promotions to a partner rather than staff and run a platform, BLOYL's managed model fits.

Brandmovers designs and runs the program end to end, including consumer promotions handled by the same team, and reports 94% client retention (disclosed by Brandmovers).

What happened to Brierley, Kognitiv and SessionM?

All three are now part of Capillary, acquired between 2023 and 2026. Evaluating any of them today means evaluating Capillary's platform.

Capillary acquired Brierley in 2023, Kognitiv in 2025 and SessionM from Mastercard in 2026.

If your shortlist included any of those names, those capabilities now sit inside Capillary's platform and roadmap.

How do BLOYL and Capillary compare on promotions?

Different kinds. Capillary offers in-loyalty offers, gamification and referrals; Brandmovers runs standalone consumer campaigns: sweepstakes, instant-win and rebates with prize fulfillment.

Both engage customers with incentives, but of different kinds.

Capillary's promotions live inside the loyalty program as offers and gamification.

Brandmovers runs standalone consumer promotional campaigns with prize fulfillment, operated as managed campaigns and unified with loyalty.

Some brands want both.

Which is best for regulated or non-traditional categories?

BLOYL, where loyalty must operate in a regulated or non-traditional category. Brandmovers has run lottery and transit loyalty programs.

Brandmovers' track record includes the Idaho Lottery's BLOYL loyalty program, where traffic to the site increased over 6X compared with previous years (disclosed by Brandmovers), and Metrolink's consumer transit loyalty program, with +15% average monthly transactions among members (disclosed by Brandmovers).

If your category carries similar requirements, proven category experience can matter as much as platform breadth.

Who is not the right fit for either?

Capillary may be heavy for a brand wanting a focused managed program without a platform commitment; BLOYL is not a global AI loyalty platform for brands needing that tooling.

Capillary involves licensing and operating a platform, with an implementation project and contract terms to scope.

If you want a focused, fully managed loyalty-and-promotions program, that may be more than you need.

If you need AI-first tooling and global, multi-brand scale, BLOYL is not built for that.

Match the choice to whether you are buying a platform or a managed program.

How do BLOYL and Capillary compare on pricing and commitment?

Neither publishes public pricing. Capillary is an enterprise platform subscription; BLOYL is a managed engagement that includes services. Both involve an implementation period.

Capillary's pricing reflects platform scope and usage, with implementation and contract terms typical of enterprise software.

BLOYL's reflects program scope and the managed services included. Brandmovers puts mid-market BLOYL builds with standard integrations at six to twelve weeks from brief to launch, and enterprise builds at 90 to 120 days (disclosed by Brandmovers).

Request a scoped quote from each for a like-for-like comparison.

How do they compare on compliance and security?

Both hold PCI DSS and support GDPR. Capillary states ISO 27001 certification; Brandmovers holds SOC 2 Type II. Confirm Capillary's SOC 2 status directly.

Both platforms maintain strong, current security postures.

Capillary states it is ISO 27001 and PCI DSS compliant and certified, with GDPR compliance, and lists a Fraud Engine. Ask Capillary directly for its current SOC 2 report.

Brandmovers holds SOC 2 Type II and PCI DSS (auditor: Hancock Askew & Co., LLP) and GDPR, and its ValidSpend receipt validation adds fraud controls including CAPTCHA, IP rate limiting, domain checks and manual moderation.

Neither is clearly ahead on compliance: ask each vendor for current attestation reports during due diligence.

BLOYL differentiators

Where BLOYL is most clearly distinct from Capillary, with the evidence behind each claim:

• Agency-managed, done-for-you delivery: Brandmovers designs and runs the program as a managed engagement via its Crawl/Walk/Run methodology, rather than a platform you license and operate.
• Standalone consumer promotions run as managed campaigns: Brandmovers runs sweepstakes, instant-win and rebate campaigns with prize fulfillment, with CPG clients including Nestlé, PepsiCo and Johnsonville. They are operated end to end, beyond in-loyalty offers, gamification and referrals.
• Delivered as a managed engagement, not a licensed platform: Brandmovers runs the program as a service, which can suit brands that do not want to staff and operate an enterprise platform. Mid-market programs with standard integrations launch in six to twelve weeks and enterprise builds in 90 to 120 days (disclosed by Brandmovers).
• Proven in regulated and non-traditional categories: the Idaho Lottery's loyalty program, where traffic to the site increased over 6X compared with previous years (disclosed by Brandmovers), and Metrolink's consumer transit loyalty program.