Wrocław-based Open Loyalty from OEX Group, provides thesoftware that some of the world's biggest brands use to build their own loyaltyprograms, including U.S. Soccer, a co-host of the 2026 FIFA World Cup.
What is Open Loyalty? It is a Polish software provider specializing in so-called loyalty engines. Its technology allows companies to assemble loyalty programs like building blocks, combining features such as points, tiers, shopping challenges, badges, and gamification without having to build an entire system from scratch. This technology powers programs used by 100 million consumers across 30 countries.
Open Loyalty's solutions are trusted by leaders in retail, telecommunications, banking, sports, and direct-to-consumer sectors, including INTERSPORT, BAT, Henkel, and the U.S. Soccer Federation. The company has been recognized by Gartner, Google, and Deloitte. Following the example of global success stories such as ElevenLabs and InPost, its founders are building a global technology leader from Poland, proving that world-class innovation is no longer created exclusively in Silicon Valley.
A Polish Team Supporting the Largest World Cup in History
One of Open Loyalty's clients is U.S. Soccer, the governing body of soccer in the United States and a co-host of the 2026 FIFA World Cup, the largest tournament in history, featuring 48 national teams and millions of fans. Using technology developed by the Wrocław-based company, the federation built Insiders, a fan engagement program, one of the most engaging in global sports.
U.S. Soccer is co-hosting the biggest World Cup in history. On match days, the excitement reaches new heights, and between matches, we keep the fans engaged. For us, the team from Wrocław, it’s a time of great emotion and pride. - says Cezary Olejarczyk, CEO Open Loyalty.
Polish IT Competing in the Premier League
When asked about the company's success on the global stage, Olejarczyk speaks with confidence.
Polish IT teams are world-class - they’re motivated and implementing artificial intelligence faster than their Western rivals. We compete with global giants by offering a better product and faster execution. It’s not a matter of lower costs- it’s a matter of quality. Today, we develop software that Silicon Valley would be proud of, and our technology is purchased primarily by demanding market leaders with modern IT infrastructure. - CEO emphasizes.
The company is backed by strong foundations: OEX Group - 13 companies, more than 4,000 employees, and €277 million in revenue - as well as investors Tomasz and Piotr Karwatka. Beyond its loyalty platform, Open Loyalty also provides access to experienced consultants who have implemented loyalty programs for brands such as Decathlon, L'Oréal, adidas, and Starbucks.
Always One Step Ahead, Including in AI
What truly drives the company's founders is the ambition to stay ahead of the market.
Our success comes from always being ahead of the curve. We wanted to be the first to offer break through solutions before others had even started thinking about them. The market has caught up with us in many areas, but once again we're a step ahead. While the world was still figuring out how to use AI, we were already building AI-powered solutions. Today, we’re bringing the knowledge of the top loyalty experts into our product so that artificial intelligence can analyze data on its own and suggest campaign optimizations - while the final decision remains with a human. Once again, we aim to be the first in the world with this approach - says Olejarczyk
The company's product philosophy is straightforward and deliberately challenges traditional industry practices: "Discounts are a dead end. They may create a short-term sales spike, but they erode margins. Instead of relying on promotions, we focus on engagement. Gamification, shopping challenges, badges, and prize wheels encourage customers to return not for discounts, but for the experience. This creates lasting habits, increases purchase frequency, and strengthens long-term loyalty."
A Polish Technology Champion
The company's ambitions are bold. "In the global enterprise martech market, we are recognized as a leader and an innovator. That's highly motivating. We want to strengthen that position, double the number of enterprise clients, and build a global loyalty champion from Poland," the CEO concludes.
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