Onward, a post-purchase platform for premium ecommerce brands, has announced the acquisition of loyalty and membership platform Inveterate. The deal expands Onward's capabilities beyond post-purchase services by adding paid memberships, spend-based loyalty tiers, and VIP programs, creating a unified platform designed to increase customer lifetime value and drive long-term revenue growth.
The acquisition marks a significant expansion of Onward's platform by integrating loyalty and membership capabilities with its existing post-purchase offerings. Merchants can now manage checkout optimization, returns and exchanges, branded order tracking, order editing, upselling, loyalty programs, and paid memberships through a single platform.
By consolidating these customer engagement tools, Onward aims to help premium ecommerce brands improve retention while increasing repeat purchases and long-term revenue.
Onward's existing platform already supports order upgrades, cashback rewards, customer scoring through Onward Intelligence, and post-purchase engagement. The addition of Inveterate extends these capabilities by introducing loyalty programs that reward customers with store credit and membership benefits instead of relying primarily on discounts or traditional points-based systems.
The combined platform is designed to strengthen customer relationships while helping brands encourage repeat purchases and improve overall customer lifetime value.
Rated as the top post-purchase platform on G2, Onward has supported more than $1 billion in gross merchandise value (GMV) for brands including Everlane, Equinox, Parke, Kane Footwear, and numerous other ecommerce businesses.
Inveterate, founded in 2021, specializes in helping Shopify merchants develop free loyalty programs, paid memberships, VIP tiers, and spend-based rewards. Following the acquisition, its technology and team will become part of Onward's broader customer lifetime value platform.
Josh Payne, Founder and CEO of Onward
"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 programs and paid memberships, consolidating the loyalty and post-purchase experiences into one cohesive system for premium brands."
Dylan Whitman, Co-Founder and CEO of Inveterate
"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."
The acquisition strengthens Onward's strategy of delivering a comprehensive ecommerce revenue optimization platform, enabling brands to unify customer acquisition, retention, loyalty, and post-purchase engagement within a single ecosystem.
Onward is a customer lifetime value platform for premium ecommerce brands. Its Checkout+ service gives shoppers a true order upgrade by combining CashBack rewards, , satisfaction guarantees, charitable donations, free returns, and an on-time delivery promise into a single, Prime-like experience, with no SaaS fees. The platform also includes Order Editing, Order Tracking, Claims Management, Returns & Exchanges, and now Loyalty and Paid Memberships. Connecting all of it is Onward Intelligence, which treats every customer as an individual and guides them to the optimal journey based on behavior, history, and value. Onward integrates natively with Shopify. Learn more at useonward.com.
Inveterate is a loyalty and membership platform for Shopify brands. Founded in 2021, the platform helps merchants build free programs, paid memberships, spend-based tiers, and VIP programs powered by store credit rather than discounts alone. Inveterate raised more than $8.4 million across top tier investors like Bonfire Ventures, Vertical Venture Partners, and Alpaca VC. The platform services brands including Aviator Nation, Lashify, Dolls Kills, and Liquid IV. Learn more at inveterate.com.
