Why compare GRAVTY and Marigold now?
Marigold Loyalty is the product that was sold as Cheetah Loyalty until Marigold's 2023 rebrand. On September 30, 2025 Zeta Global agreed to acquire Marigold's entire enterprise software business for up to $325 million, including Marigold Loyalty and Cheetah Digital along with Selligent, Sailthru, Liveclicker, and Grow, and the deal completed on November 24, 2025. Marigold retained its small-and-medium-business division of Campaign Monitor, Emma, and Vuture. A buyer evaluating Marigold Loyalty today is evaluating a product now inside the Zeta Marketing Platform.
That ownership change is the reason to run this comparison now. When a loyalty platform moves to a new owner, the integration roadmap, the support model, and the product priorities are all subject to change. A replatform driven by an acquisition carries the same switching cost as a competitive move, so it is the right moment to evaluate the destination against alternatives such as GRAVTY, particularly for programs that need multi-partner ecosystem depth rather than campaign-and-messaging breadth.
How do GRAVTY and Marigold compare head to head?
| Dimension | GRAVTY | Marigold |
|---|---|---|
| Platform focus | Purpose-built loyalty platform with partner settlement, tiers, and a patented rules engine at the core. | Loyalty engine inside a relationship-marketing suite, with cross-channel campaign and messaging as the broader product context, per its Cheetah Digital heritage. |
| Ownership and roadmap | Independent loyalty platform from Loyalty Juggernaut. One multi-tenant SaaS product line, with migration onto a single platform. WestJet cut year-end rollover from 10 days on Siebel to 28 hours on GRAVTY. | Marigold Loyalty is part of the enterprise software business Zeta Global acquired, a deal announced in September 2025 and completed in November 2025. It now sits inside the Zeta Marketing Platform. |
| Ecosystem and multi-partner depth | Built for multi-partner ecosystems. One Deutsche Telekom program runs 4,000 partners across 9 countries. Global Hotel Alliance settles Discovery Dollars across 40+ brands on GRAVTY. | Loyalty tracked alongside cross-channel engagement and personalization. Multi-partner settlement across brands is not a headline claim in the public materials. |
| Configurability and rules engine | Patented Visual Rules engine. Non-technical users author earn, burn, tier, and offer logic visually, with declarative setup and no development cycle. | Described by trade press covering the acquisition as a cloud-based loyalty program engine. Depth of no-code rule authoring should be validated in a demo against your program's complexity. |
| Industry focus | Airlines, hospitality, retail, telecom, and financial services. Clients include WestJet, Emirates, Riyadh Air, Global Hotel Alliance, Deutsche Telekom, and Spin Premia (FEMSA). | Retail and consumer relationship-marketing heritage, with reach across the enterprise brands in the acquired customer base. |
| AI capabilities | Compass agents for conversational loyalty analytics, Pulsar churn-risk flagging, iScan receipt AI structured to SKU level, and AgenticTest for pre-launch simulation and in-flight optimization. | Positioned within an AI-powered marketing platform under its new owner. Capability specifics should be verified against current documentation. |
Competitor information reflects publicly available positioning and may change. Verify against the vendor's current documentation.
