WEKIT’s Composable Technology Innovates Behavioral Loyalty

A Customizable Loyalty Platform: The Power of 4 KITs and Composable Infrastructure

Today, WEKIT competes on the international stage as a premier MACH (also known as composable) infrastructure player in the loyalty segment.

“Keep in Touch”

The payoff says it all: WEKIT is the loyalty platform designed to keep brands in touch with people, whether they are B2C consumers, B2B sales networks, or citizens within a Public Administration framework. WEKIT ensures that any brand can "stay in touch" with its audience and, crucially, optimize every stage of the Customer Lifetime Value (CLTV).

The platform brings behavioral loyalty innovation to over 20 industries, including cross-country operations. It currently operates in the sports vertical with clients such as FC Internazionale Milano and the FIGC, in FMCG with Bauli and Illy, and in the utilities sector with A2A and Sorgenia.

Microservice KIT: Innovation driven by Brick Power

Microservice KIT is the heart of WEKIT and the foundation of its innovative transition.
The innovation lies in the shift to the MACH paradigm (Microservices, API-first, Cloud-native, Headless). Advice Group’s extensive know-how has been deconstructed into over 60 independent microservices - the so-called "brick power." Much like building blocks, they can be combined in various sequences to generate different strategies and outcomes tailored to specific business needs.

Whether the goal is engagement, retention, win-back, or churn prevention, WEKIT modulates its microservices to work across the 5 stages of the user lifecycle: acquisition, onboarding, engagement, loyalty, and advocacy. With over 100 APIs and a new market proposition, modularity is its hallmark.

• Do you need to build or build up?

  The power of a composable platform lies in its flexibility: you can implement engagement and loyalty technology from scratch, or integrate WEKIT’s loyalty intelligence into existing platforms (build up and fix it). Even a single microservice can add new form and function to an existing tech ecosystem, effectively avoiding the need for a full replatforming.

Data KIT: The Data Visualization Tool

Data KIT is an advanced data visualization tool that integrates information from all brand touchpoints to generate deep insights into project data performance. WEKIT’s data visualization has always utilized Business Intelligence applications capable of deep-diving into the massive data volumes produced by loyalty programs, delivering analytical views via dashboards available 24/7.

While dashboards follow a precise strategy-based setup, they also allow advanced settings to investigate specific insight correlations and identify user clusters predictively to build targeted campaign missions. Data KIT can be linked to the corporate CRM, contributing to data nurturing through relational or transactional data, or ensuring constant updates via batch file sharing.

Mission KIT: boost your communication 

Mission KIT is a campaign builder integrated within the platform for managing EDMs, SMS, and push notifications. It allows for the easy generation of campaign missions for "communication boosting" strategies, delivering messages aligned with the user's tastes, preferences, and CLTV stage.

These missions can be native to the program—triggered by strategy milestones like a "welcome gift" upon registration or a "birthday coupon"—or tied to behavioral milestones like "purchase anniversaries" or values-based gifts (e.g., "sustainability caring"). They can also be built on mapped insights to re-engage dormant clusters or stimulate the purchase of low-rotation products. Furthermore, they can utilize gamification and edutainment to drive ongoing retention and brand positioning.

Rewards KIT: The Prize Marketplace

Rewards KIT is a comprehensive marketplace that lets the brand create multilingual, multi-country catalogues in just a few clicks. The catalogue can include digital or physical rewards, as well as brand-specific merchandising.

Thanks to the APIs connection, Rewards KIT communicates seamlessly with any courier or distributor, both domestically and abroad.

It supports all reward types: coupons, discounts, cashback, experiences, donations, VIP Access, and digital content.

The KIT also allows for the customization of the redemption journey by adding gamification elements, such as incremental steps toward a reward, limited time windows, auction models for high-value prizes, or co-pay options. This allows loyalty strategies to leverage scarcity to increase interest and participation.

Loyalty Trends: Challenges for 2026 and 2027

The loyalty market is mature, yet it must address the fragmented needs of consumers. According to the 2025 Consumer Research by the Osservatorio Fedeltà, expectations regarding loyalty are shifting across generations.

• I Baby Boomers sono più attenti agli sconti,
• La Gen-X vuole attenzioni continue e personalizzate,
• I Millennials chiedono un coinvolgimento emotivo e sono sensibili al cashback,
• La Gen-Z dà molta importanza all’identificazione nei valori di marca e alla celebrazione degli anniversari.

Brands face a dual challenge: moving beyond the traditional "earn-and-burn" points model toward flexible, automated behavioral loyalty, and identifying their community as a primary source of data for R&D and Retail Media performance.

Studies show that loyal users are three times more likely to engage in co-creation and crowdsourcing, especially when strategies focus on behavior and emotional involvement. Therefore, companies must shift from using loyalty as a mere promotional tool toward behavioral and data-driven strategies based on analytics and rewarding missions that nurture the relationship over time.

Cybersecurity and NIS2: The Foundation of Innovation

WEKIT’s MACH architecture is designed to meet and guarantee the highest security standards.

Managers innovating with microservices must ensure their tech stack complies with GDPR and NIS2 regulations.

This is essential in a market context that increasingly shifts toward 'revamping programs' aimed at avoiding major replatforming and bypassing internal operational roadblocks."

WEKIT ensures reliability through ISO 27001 (Information Security) and ISO 9001 (Quality Processes) certifications. It is fully compliant with the NIS2 Directive, ensuring data protection, operational continuity, and structured governance in line with European regulations.

Advice Group and WEKIT: Driving Internationalization

WEKIT operates within the vertical of behavioral engagement and loyalty strategies, adopting a vision from Advice Group that places people at the heart of the digital transition: 'Who you are is worth much more than what you have.'

People must be seen for who they truly are—not just numbers purchasing products, but real people, carriers of values and emotions. Within this framework, we speak of 'loyalty democracy': when a brand stops focusing solely on an individual's spending power and shifts toward the ability to truly know every single customer, engaging them based on preferences, tastes, and passions—that is when we build Loyalty 5.0: democratic, inclusive, and sustainable.

WEKIT’s transition into a composable technology brings this mission to life even beyond national borders, helping businesses consolidate a global digital brand community within the same unified technological environment.

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