Dfinitiv
Headquarters: Englewood, New Jersey
CEO: Joe Fitzgerald
Website: Dfinitiv
Founding date: July 2022
Investment: $8M
Pictured: Co-founders Oleg Barenboim, Joe Fitzgerald and George Villano
Dfinitiv is an enterprise software company with a mission to make loyalty programs the connective layer of their commerce ecosystems. The company’s SmartCXP Cloud platform powers a U.S. airline's loyalty experience apps in production with SOC2 certification, and its SmartCXP AI offering, launched this fall, lets programs build, run and govern branded experiences inside ChatGPT, Claude and other AI assistants and become agent-ready through agent-to-agent (A2A) bindings. Founded in 2022 by veterans including Joe Fitzgerald, Dfinitiv works with airlines, hotels, retailers and financial institutions that want to keep the member relationship and the economics as AI assistants and agents become the front door to commerce.
PhocusWire coverage:
Below, we asked co-founder and CEO Joe Fitzgerald to share strategic priorities for 2027 and what has been learned since founding.
Strategic goals for 2027
AI assistants are becoming the front door to commerce, and whoever answers there shapes where members shop, travel and spend. Our 2027 strategy is to make your program that answer, and agent-ready. SmartCXP AI puts a branded experience inside ChatGPT, Claude and every assistant your members use, answering questions, activating partner offers and completing transactions under your rules, and its A2A bindings let personal and partner agents transact with your program. We will take customers from proof of concept to production across travel, retail and financial services, and make SmartCXP AI the loyalty standard for AI assistants and agents.
Key lessons learned since founding
- Members act when the friction is low. Complexity leaves benefits and partner offers unused. An assistant that answers in plain language at the moment of need removes those steps, and engagement and partner revenue follow.
- Own the answer. Programs that bring their offers and partners into AI assistants keep the member moment and the margin.
- Agents are the next member. Personal and partner agents will transact for members regardless; A2A bindings let the program set the terms.
- Run the company on AI. Applied across engineering, sales, marketing, support and operations, it lets a small team compete at enterprise scale.
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