Onward today announced the acquisition of Inveterate, a leading loyalty and membership platform for ecommerce brands. Together, Onward and Inveterate give premium brands a single platform that connects loyalty, memberships, checkout, returns, tracking, and order editing into one system built to grow customer lifetime value.
Onward was built to help brands own everything that happens after checkout. Inveterate shares that conviction and has set the standard for turning loyalty into real customer relationships, rewarding shoppers with store credit and perks that keep them coming back. With Inveterate joining Onward, brands move beyond post-purchase and into the full customer journey, from the first purchase through a continuing buyer relationship.
Both companies were built on the same belief: reward customers with store credit and genuine value, not margin-eroding discounts or points programs that go unused.
"Onward is on a mission to help brands drive more profit and deliver a better customer journey at the same time. We spent the last year bringing returns, order editing, and tracking into one platform so brands could increase exchanges, drive upsells, and retain more revenue. Inveterate lets us do the same for loyalty and paid memberships, consolidating the loyalty and post-purchase experiences into one system for premium brands."
Josh Payne, Founder and CEO of Onward
Expanding What Brands Can Do to Grow Lifetime Value
The acquisition extends Onward's platform across the entire customer relationship. Onward brings its post-purchase suite, including Checkout+, Returns and Exchanges, Branded Tracking, Order Editing, CashBack rewards, and Onward Intelligence. Inveterate adds paid memberships, spend-based tiers, and VIP loyalty programs. Together, the combined platform helps brands:
Reward repeat customers with store credit instead of discounts that erode margin
Launch paid memberships and loyalty tiers that drive higher spend and more frequent orders
Connect loyalty with the full post-purchase experience in one system
Grow customer lifetime value with no added SaaS fees
Onward will be further investing in Inveterate's product and team, so current customers keep the experience they rely on while gaining deeper integration across the broader customer journey.
"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 maximize lifetime value, it becomes far more valuable to brands. Onward was the perfect fit for expanding what we built at Inveterate."
Dylan Whitman, Co-Founder and CEO of Inveterate
The path forward
This is the start of a broader effort to unify the customer relationship for premium ecommerce brands. By bringing Inveterate and Onward together, we are building a platform that gives brands more control over how they earn, reward, and keep their best customers.
We are grateful to the brands that trust Onward and Inveterate every day. More to come soon.
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