Building Loyalty, Powering Growth: How Smile.io is Helping Canadian Companies Compete on a Global Stage

As economic pressures mount and consumer budgets tighten, businesses are facing a stark reality: customer retention is no longer optional—it’s a competitive necessity. With rising acquisition costs and increased global competition, companies must find new ways to build lasting relationships with their customers.

For Canada in 2025, ensuring that homegrown companies can scale globally is more important than ever. As Canadian travelers, entrepreneurs, and brands go global, so too must the technology that powers them. That’s where Smile.io, a Toronto-based loyalty and rewards platform, is playing a critical role—helping businesses strengthen customer connections and drive repeat revenue in an increasingly competitive landscape.

For decades, major airlines, banks, and big-box retailers have used loyalty programs to keep customers engaged. But in today’s economy, small and mid-sized brands need access to the same tools—without the complexity.

Smile.io makes it possible, offering a flexible, easy-to-use loyalty and rewards platform that allows businesses to turn one-time transactions into long-term relationships. The platform integrates seamlessly with Shopify and other major e-commerce solutions, empowering Canadian companies to retain customers, boost repeat purchases, and increase lifetime value—all without relying on constant discounts or costly acquisition efforts.

For companies like Monos, a Vancouver-based travel goods brand known for its minimalist, high-quality luggage, loyalty isn’t just a marketing strategy—it’s a business imperative. In 2020, Monos launched its Wayfarer Rewards program with Smile.io as the engine behind it. The program allows customers to earn points for purchases, referrals, and engagement, creating an incentive to return.

Since its launch, Wayfarer Rewards has generated $8 million in added value, thanks to its partnership with Smile.io, with loyalty members purchasing nearly twice as often as non-members.

“Wayfarer Rewards was introduced to give customers a reason to come back,” says Mike Wu, Director of Ecommerce at Monos. “We wanted a program that was simple and intuitive, and Smile.io gave us the tools to create an experience that keeps customers engaged.”

At a time when global brands are aggressively expanding into digital commerce, Canada must do more than just participate—it must lead. Homegrown tech companies like Smile.io are proving that Canadian innovation isn’t just competitive—it’s a major driver of economic success.

For Smile.io’s CEO, Mike Rossi, the mission is clear: help Canadian businesses build resilience by keeping the customers they’ve worked so hard to win.

“Loyalty is about more than just points and rewards—it’s about creating real connections between brands and their customers,” says Rossi. “When businesses invest in loyalty, they’re not just improving retention; they’re building communities that sustain long-term growth.”

As Canadian travelers go global, so too must our companies. Smile.io is helping businesses scale internationally while staying rooted in strong customer relationships, ensuring that Canada isn’t just home to innovative brands—but also to the technology that keeps them thriving.

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This article is part of CCI’s new “By Canadian Innovators” series, which showcases how members of the Council of Canadian Innovators work with homegrown companies to fuel their growth and make Canada more prosperous. Each story in this series highlights the unique contributions of these companies to building a more prosperous, innovation-driven economy. To learn more about the companies CCI works with to build a more prosperous Canada, visit our member directory.