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, global scale across ~30 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 30-country footprint.

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.

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 a state lottery loyalty program in a regulated gaming environment and Metrolink's consumer transit loyalty program.

If your category carries similar requirements, proven experience matters more than 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 scale and tooling.

Capillary involves licensing and operating a platform, typically with a multi-week implementation and a minimum term.

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, typically with multi-week implementation and minimum terms; BLOYL is a managed engagement that includes services.

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

BLOYL's reflects program scope and the managed services included.

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

How do they compare on compliance and security?

Both hold SOC 2 Type II and PCI DSS. Capillary adds ISO 27001 and a GDPR/CCPA program; BLOYL adds OCR receipt validation and IP-based fraud detection.

Both platforms maintain strong, current security postures.

Capillary's published program includes ISO/IEC 27001:2022 certification, SOC 2 Type II audits, PCI DSS compliance where cardholder data is in scope, and a GDPR program.

BLOYL holds SOC 2 Type II and PCI DSS with OCR receipt validation and IP-based fraud detection.

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 for CPG brands including Nestlé, PepsiCo and Johnsonville — operated end to end, beyond in-loyalty offers, gamification and referrals.
• Delivered as a managed engagement, not a licensed platform — No separate software license or multi-week platform implementation; Brandmovers runs the program as a service, which can suit brands that do not want to staff and operate an enterprise platform.
• Proven in regulated and non-traditional categories — A state lottery loyalty program in a regulated gaming environment, and Metrolink's consumer transit loyalty program.