ABOUT DFINITIV
We help loyalty programs show up wherever their members are.
Dfinitiv is the company behind SmartCXP™, the AI-powered Commerce Experience Platform (CXP) for loyalty programs. SmartCXP connects members with their program's partners, offers, benefits and rewards wherever they spend time: inside AI assistants through SmartCXP AI™, which delivers Agentic Loyalty Experiences™, as well as in the program's mobile app, in the browser and on digital screens.
We started by building a consumer app that made it easy to discover and use offers and rewards across many loyalty programs. Along the way, we saw enterprises struggling with the same problems we had already solved: fragmented experiences, inconsistent partner integrations and too much friction for members. So we turned that work into a platform loyalty programs can run as their own.
Dfinitiv was founded in 2022 by the enterprise software team behind Novadigm (acquired by HP), ManageIQ (acquired by Red Hat) and Ansible's growth at Red Hat, and is based in Englewood, N.J.
FOUNDED
2022
HEADQUARTERS
Englewood, NJ
IN PRODUCTION
A major U.S. airline loyalty program
SECURITY
SOC 2 Type II certified
Three chapters, one goal: make loyalty effortless for members.
CHAPTER 01
Built for members first
We started with a consumer app that made offers and rewards easy to find and use across many loyalty programs. What we learned about members still shapes everything SmartCXP™ does.
CHAPTER 02
Built for enterprises
Loyalty programs were wrestling with problems we had already solved: fragmented experiences, partner integrations that didn't hold up and too much friction for members. We turned our work into a platform, and a major U.S. airline loyalty program now runs on it.
CHAPTER 03
Built for the AI era
Members now ask AI assistants where to earn, shop and redeem. SmartCXP AI™ brings each program into those conversations, alongside its mobile app, browser and digital screens. We built our first AI chat experience more than two years ago.
RECOGNITION
Where the category is forming, and who noticed.
AMADEUS
Top 9 Travel Startups of 2026
Named one of Amadeus’s nine travel startups to watch for 2026.
PLUG AND PLAY
Travel & Hospitality, Batch 21
Selected for the first Silicon Valley batches of 2026.
The Team Powering Dfinitiv
We have built and scaled enterprise software companies before, including Novadigm, ManageIQ and Ansible. Now we're bringing that experience to loyalty.
Joe Fitzgerald
Chief Executive Officer
Joe has spent decades building enterprise software companies. He co-founded Novadigm (acquired by HP) as CTO and ManageIQ (acquired by Red Hat) as CEO. At Red Hat, he brought in Ansible, drove its acquisition and grew it into the category leader in IT automation. He holds more than 20 patents.
Oleg Barenboim
Chief Technology Officer
Oleg co-founded ManageIQ (acquired by Red Hat) and has built enterprise platforms at IBM, HP and Red Hat. An inventor with more than 33 patents, he leads the engineering behind SmartCXP and SmartCXP AI.
George Villano
VP of Business Development
George builds the go-to-market teams and partnerships that help companies grow. As a Partner at Carter Mackay, he has helped startups and enterprises scale their sales organizations, with deep experience in sales strategy and executive recruiting.
World-Class Strategic Leadership
Our Board comprises world-class leaders bringing unparalleled innovation, strategic vision, and deep market insight — equipping us to revolutionize loyalty ecosystems and drive massive new revenue streams from commerce media.
Tim Wentworth
Board Member
Former CEO of Walgreens Boots Alliance. Tim contributes strategic leadership and operational expertise honed by decades at the helm of major public companies.
Irwin Gross
Board Member
Mountain Wood Capital, formerly of Sequoia Heritage and Wilson Sonsini. Irwin offers deep insights into market trends and IP strategy, along with a proven ability to unlock value through investment and strong governance.
Come see what we built.
For programs, partners, press and investors: we would rather show you the platform than describe it.