The Problem
Most loyalty engines were built in the 2010s — rule trees in admin consoles, manual tier definitions, and burn rates that are only checked at quarter-end. They cannot serve 1.3 crore members, 11 micro-segments, and AI-recommended offers in real time. The result: programmes that become discount machines, points liabilities that balloon unmonitored, and members who churn before anyone notices.
The Fundle Approach
Fundle's loyalty engine is the operating system underneath the AI agents. It manages every point earned, burned, expired or reversed; every tier qualification, upgrade and downgrade; every reward redemption and surprise-and-delight nudge. Built for India's scale: 1.33 crore active members, 912+ stores, ₹2,329+ crore in tracked revenue.
Core capabilities
Everything you need, native — not stitched together from three vendors.
Points engine: earn-burn rules, multipliers, expiry, breakage, real-time liability dashboard
Dynamic tier ladder: silver/gold/platinum or fully custom, with auto-qualification, expiry and protection
Reward catalogue: branded SKUs, vouchers, charity, surprise rewards, brand-funded rewards
Rule builder: drag-and-drop journeys, no-code segment triggers, A/B variants
Gamification: spin-to-win, scratch cards, streaks, badges, leaderboards
Coalition support: multi-tenant points for malls; cross-brand burn for retail groups
Real-time wallet APIs: balance, history, redemption — POS, app and web
Fraud controls: duplicate-bill detection, employee-misuse alerts, anomaly scoring
In production
Mall coalition programme
Members earn at any tenant, burn at any tenant — Fundle reconciles in real time.
Tier-based fashion brand
Auto-upgrade on cumulative spend, with downgrade protection during slow seasons.
Frequency-driven QSR
Visit-count streaks unlock free items every 5th visit — AI picks the item per member.
Frequently asked questions
Is Fundle's loyalty engine a SaaS or on-prem?
SaaS-first, multi-tenant cloud, with VPC-isolated and private-cloud deployments for enterprise customers. ISO 27001 and SOC 2 compliant.
How quickly can we go live?
4-6 weeks for a single-brand programme; 6-10 weeks for a coalition mall programme. POS connectors and WhatsApp templates are pre-built.
Does it support coalition loyalty across brands?
Yes. Multi-tenant points pools, cross-brand burn, settlement reports for the operator, and brand-level analytics for each tenant.
How is points liability tracked?
Real-time dashboard of outstanding points, projected burn, breakage rate, and financial liability — exportable to your finance system.