Dallas’ Brierley+Partners Acquired by India-Based Customer Loyalty, Engagement Platform

Brierley+Partners is a globally recognized leader in loyalty technology, strategy, and execution. The companies said this is Capillary’s fifth acquisition globally and second in the United States, signifying a growing footprint in the North American market.

Dallas-based Brierley+Partners has been acquired by Capillary Technologies, a global customer loyalty and customer engagement SaaS platform based in India.

Brierley+Partners is a globally recognized leader in loyalty technology, strategy, and execution. The companies said this is Capillary’s fifth acquisition globally and second in the United States, signifying a growing footprint in the North American market.

No financial details of the acquisition were released.

“We are thrilled to be joining Capillary Technologies. We believe that our combined expertise will enable us to provide our clients with even more innovative and effective loyalty and customer engagement solutions through Capillary’s next-generation SaaS platform. We are excited to work together to help our clients build stronger, more meaningful relationships with their customers,” Brierley CEO Bill Swift said in a statement.

Combining AI-powered SaaS and 30 years of expertise

Capillary’s enterprise-ready AI-powered SaaS platform drives consistent business growth and establishes lasting brand relationships with over 1 billion customers across multiple industries.

Named a Leader in the Forrester Wave: Loyalty Technology Solutions, Q1 2023 report, Capillary said it scored highest in the Current Offering category.

Brierley+Partners is a respected name in the loyalty and customer engagement space, with more than 30 years of experience in the industry and multiple citations on The Forrester Wave™ Reports on Loyalty Technology and Services.

The company has built a strong reputation for providing differentiating loyalty solutions that help brands grow customer engagement and retention. Its expertise will be a valuable addition to Capillary Technologies’ existing capabilities.

‘Empowering customers through brand experiences’

Capillary said that with the acquisition, it will be able to:

  • Deliver exponential value to global enterprise brands looking to improve customer engagement and drive loyalty as an outcome
  • Leverage Brierley’s Emotional Loyalty Quotient to help brands discover the right balance on how to uniquely win the hearts and minds of the customers
  • Expand its highly advanced customer loyalty platform with Brierley’s decades of industry leadership and expertise
  • Expand on its partner-first approach with additional product capabilities and partnership networks.
  • Accelerate digital transformation for business growth through AI and deliver the next generation of customer experience
  •  Deliver on the combined mission of making clients’ customer relationships dramatically more profitable


“Brierley’s vision of empowering consumers through brand experiences that make relationships personal and meaningful aligns well with Capillary’s vision of becoming the best loyalty company in the world,” Capillary Technologies CEO Sameer Garde said in a statement. “Brierley’s extensive industry expertise will be a valuable asset for us as we continue to increase our footprint in the US market. This acquisition is a testament to our commitment to providing the best possible customer engagement and loyalty solutions to our clients.”

Aneesh Reddy, founder, managing director, and vice chairman at Capillary Technologies called the acquisition a “monumental milestone in Capillary’s journey.”

He said that Brierley+Partners “has some of the best people in the loyalty space and combining forces with the firm will help take Capillary’s offering to the next level, especially in the North American and Japanese markets.”

Growing in North America and Asia

Founded in 2012, Capillary Technologies has grown 3.5x times in the U.S. market since the acquisition of Persuade in 2021, and the company said this acquisition is a significant step forward in its growth strategy in North America.

Capillary has a presence across the United States, India, the Middle East, and Asia, in particular, Southeast Asia. It is an end-to-end customer loyalty platform that offers a comprehensive view of consumers and unified, cross-channel strategies that deliver a real-time omnichannel, personalized, and consistent experience for customers.

It powers more than 100 loyalty programs across more than 30 countries and works with more than 250 brands including the likes of Tata, PUMA, Shell, Al-Futtaim, Petron, Domino’s, Kanmo Group, and Marks & Spencer.

A pioneer in customer loyalty programs

Hal Brierley, founder of Brierley+Partners [Photo: Brierley+ Partners}

Brierley, a global leader in the loyalty industry, is dedicated to transforming loyalty programs around the world. By addressing client challenges, the company creates successful and profitable solutions for its customers.

Hal Brierley, founder of Brierley+Partners and CEO of The Brierley Group, also serves as an executive in residence at SMU Cox School of Business. He established Brierley & Partners in 1985, acting as the chief loyalty architect for over 175 major brands such as American Express, AT&T, Ford, Hertz, Hilton, Lufthansa, Neiman Marcus, Office Depot, 7-Eleven, Sony, and United Airlines.

Brierley held the position of CEO until 2006 and continued as chairman until 2015 when B+P was acquired by Nomura Research Institute, a prominent Japanese technology services firm. As a lifelong entrepreneur, Brierley has launched three ventures centered on managing customer relationships.

In his role as CEO of The Brierley Group, he provides clients with advice on customer engagement strategies. Additionally, as an executive in residence at SMU Cox School of Business, Brierley funded the Brierley Institute for Customer Engagement, offering MBA candidates a marketing specialization in customer engagement.

Brierley’s career began as the founding CEO of Epsilon, a pioneer in database marketing, where he served as president and CEO for 11 years. In 1980, he played a crucial role in designing American Airlines’ AAdvantage program as their sole consultant. Later, as VP of Pan American World Airways in 1982, Brierley launched WorldPass, the first global frequent traveler program, and subsequently served as senior vice president of marketing at Continental Airlines.

Get on the list.
Dallas Innovates, every day.

Sign up to keep your eye on what’s new and next in Dallas-Fort Worth, every day.

One quick signup, and you’re done.  

R E A D   N E X T