The loyalty market in Brazil generated revenues of R$5.2 billion in the first half of 2024 alone, a 14% growth compared to the same period the previous year. This is the average annual growth rate estimated until 2026, according to data from the Brazilian Association of Loyalty Market Companies (Abemf).
The association also reports that the number of people participating in loyalty programs in the country has been increasing. The most recent survey, referring to the first quarter of 2024, showed 315.9 million participants, a 3.1% increase compared to the same period the previous year.
This scenario — and particularly the projection that 2025 and 2026 will see further growth, according to Abemf — is driving industry players to better understand what motivates consumer engagement in loyalty initiatives.
According to a second study by Antavo, the Global Loyalty Trends 2025, business spending on loyalty programs has reached its highest level in the last four years, with loyalty program owners allocating 31.4% of their total marketing budget to customer loyalty and embracing artificial intelligence to further personalize their communications.
This strategy helps increase brand revenue, as it is easier to encourage repeat purchases from an existing customer than to attract new consumers.
The Open Loyalty Loyalty Program Reports 2025, for example, highlights three consumer preference trends: gamification (i.e., rewards based on gaming mechanics), experience-based rewards, and the indication that exclusive rewards — not necessarily monetary — must be memorable.
Understanding these perspectives and the growth potential of the Brazilian loyalty market, the Minas Gerais-based startup Alloyal, specializing in loyalty program technologies, has been innovating in the market and helping companies of all sizes retain and acquire customers by offering customized loyalty solutions.
Recently, the startup announced a partnership with Azul Linhas Aéreas, enabling customers to convert accumulated cashback from purchases on partner apps into Azul Fidelidade points.
“Alloyal aims to popularize loyalty programs in Brazil by bridging partnerships between major brands like Magalu, Amazon, LG, Burger King, and several Brazilian pharmacies with businesses of all sizes. For example, Azul Linhas Aéreas will allow these companies to offer a benefit that adds value to users and serves as a key competitive differentiator, while also helping Brazilians travel more,” says Alloyal CEO Aluísio Cirino.
