Heyloyalty ApS

Denmark · owned by Arnsbo Group Holding ApS (Denmark) · www.heyloyalty.com · 1 vendor

Heyloyalty ApS is a Danish loyalty-first marketing automation platform tailored for the experience industry and commerce sector. The platform helps businesses collect customer data, personalise communication, and automate marketing flows such as ticket, event, and membership renewals to drive customer loyalty and repeat purchases. It serves over 900 active businesses and is part of Hey Group, alongside Ubivox and Heysender.

Resilience scores

Disruption prediction

Heyloyalty ApS has an estimated 13% probability of disruption in the next 6 months.

Technology vendors

Services catalogue

2 services in catalogue across 2 categories; runs on 1 sub-vendor.

Insights

Last updated 2026-09-13

1 direct vendor, 67 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Migration Readiness: 5/10

Assessed by AI based on technology stack characteristics (cloud-native vs legacy, containerization, microservices), regulatory environment, data residency requirements, financial stability, and vendor lock-in risks. The score ranges from 0-10, where higher scores indicate better readiness for technology migration.

Lack of public information on internal tech stack, cloud adoption, and architecture makes a precise assessment challenging. As a modern SaaS platform, it's reasonable to infer some level of cloud usage and potentially containerization, but without verification, a conservative mid-range score is appropriate. There is no indication of heavy legacy systems or monolithic architecture, but also no explicit evidence of cloud-native, microservices, or minimal lock-in. (Confidence: Low)

Financials

Three-year financials

Financial Resilience Score: 6/10

Heyloyalty ApS demonstrates consistent and accelerating profitability with gross profit rising every year from DKK 7.91M in FY21/22 to DKK 11.5M in FY24/25 (CAGR ~13.3%), and EBIT growing roughly 5.6x over three years to DKK 2.03M. Net profit more than doubled in the latest year to DKK 1.38M, and equity has more than tripled from DKK 1.11M to DKK 3.86M through retained earnings, indicating disciplined capital retention. The company operates a recurring-revenue SaaS marketing-automation platform with over 900 customers, providing revenue visibility, and is audited by Grant Thornton, a governance signal above the small-ApS minimum. However, absolute scale remains modest with only DKK 11.5M gross profit, ~22 employees and DKK 165,000 registered share capital, limiting resilience against customer or key-person loss. A Danish database flags the liquidity ratio as 'not satisfactory' (47%), suggesting working-capital tightness despite healthy profitability. Revenue is not disclosed under the small-company exemption, limiting external visibility into top-line dynamics. The company is 100% owned by Hey Group ApS (with DKK 200M registered capital), providing some group backing, but Heyloyalty operates in a highly competitive marketing-automation market (Klaviyo, Mailchimp, ActiveCampaign, Efficy) with concentrated geographic exposure to Denmark.

Key strengths: Consistent gross profit growth (CAGR ~13.3% over 3 years), EBIT grew ~5.6x over three years to DKK 2.03M, Equity tripled from DKK 1.11M to DKK 3.86M via retained earnings, Recurring SaaS subscription revenue with 900+ customers, Audited by Grant Thornton (above minimum governance), Backed by parent Hey Group ApS (DKK 200M capital), 20-year operating history since 2006

Risk factors: Small absolute scale (DKK 11.5M gross profit, ~22 FTE), Revenue not disclosed under small-company exemption, Liquidity ratio flagged 'not satisfactory' (47%) in third-party database, Concentrated ownership and single-director management (key-person risk), Highly competitive marketing-automation market, Geographic concentration in Denmark with limited export diversification, Small share capital of only DKK 165,000

Revenue by geography

Workforce by country

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