Onward has acquired Inveterate to add loyalty and membership capabilities to its ecommerce platform, helping brands grow customer lifetime value through a unified retention solution.
Onward, a post-purchase platform for premium brands, has acquired Inveterate, a loyalty and membership platform. The acquisition expands Onward’s retention offering by adding paid memberships, spend-based tiers and VIP loyalty programmes, extending its platform beyond post-purchase into customer lifetime value optimisation. Merchants will also gain access to Inveterate’s loyalty and membership capabilities at no additional cost.
Onward’s post-purchase suite, which includes Checkout+, Returns & Exchanges, Branded Tracking and Order Editing, already helps brands drive repeat revenue through order upgrades, cashback rewards and agentic customer scoring with Onward Intelligence. Inveterate’s loyalty platform adds paid memberships and loyalty programmes built around store credit and customer value rather than discounts or points-based systems.
The acquisition expands Onward’s platform by bringing together loyalty, memberships, Checkout+, returns, tracking, order editing, and upselling into a single revenue-optimisation platform for ecommerce brands.
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“Onward is on a mission to enable brands to simultaneously drive more profit and provide an incredible customer journey through consumer-funded product experiences. We spent the last year upgrading our platform to integrate returns, order editing and tracking apps, helping brands increase exchanges, drive upsells and retain more revenue. Now, Inveterate lets us do the same for loyalty programmes and paid memberships, consolidating the loyalty and post-purchase experiences into one cohesive system for premium brands,” said Josh Payne, Founder and CEO, Onward.
Rated as the number one post-purchase platform on G2, Onward said it has processed more than US$1 billion in gross merchandise value (GMV) for brands including Everlane, Equinox, Parke and Kane Footwear.
The company said its growth has accelerated over the past year as it expanded its post-purchase capabilities through agentic features designed to help merchants improve operational efficiency. Inveterate’s platform and team will now become part of Onward, with its loyalty and membership products integrated into the company’s existing offering.
“Loyalty is where the next generation of brands will win, but loyalty on its own only goes so far. When it is built into a platform designed to maximise lifetime value, it becomes far more valuable to brands. Onward was the perfect fit for expanding what we built at Inveterate,” said Dylan Whitman, Co-Founder and CEO, Inveterate.
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