Press Release

Capillary and ELI partner to armor brands with real-time emotional loyalty intelligence

Capillary + ELI + BLQ = Real-time emotional loyalty intelligence!


Jubin Mehta

3 Min Read

October 24, 2023

Capillary Technologies, a global leader in customer loyalty solutions has entered into a transformative partnership with ELI, an innovative technology company specializing in emotional data intelligence. This strategic collaboration is poised to revolutionize how brands harness emotional insights to cultivate customer loyalty and foster meaningful engagement.


Co-founded by Danny Socolof, ELI (Emotional Loyalty Intelligence) is developing emotional data analytics using the fastest-growing language in human history- emojis. Emojis have become an integral part of modern communication, each symbolizing a spectrum of human emotions. ELI’s pioneering technology deciphers the emotional meanings and intensity hidden within emojis, offering brands unprecedented signal and insights into customer sentiments. The software measures, scores, and classifies individual emotions in context to Brand products, offers, experiences, and rewards using emojis and transmits that data to the Capillary platform. ELI also reports monthly on whether brand loyalty is getting stronger or weaker along with reasons and insights.



When combined with Capillary’s proprietary Brierley Loyalty Quotient (BLQ) framework, acquired earlier in 2023 from the renowned loyalty consultancy company Brierley, the Capillary platform emerges as the ultimate solution for real-time emotional loyalty intelligence.


The power of Capillary, Brierley, and ELI is unparalleled considering their independent expertise as a technology platform, consultant, and emotional intelligence analytics expert respectively. Put together, the Capillary platform is perfectly poised to help brands deliver excellent customer experiences and win customer loyalty.


In the words of Sameer Garde, CEO of Capillary Technologies, “In today’s hyper-connected world, emotions play a crucial role in customer engagement and loyalty. Our partnership with ELI, combined with the power of BLQ, allows us to provide brands with an unrivaled solution for understanding and harnessing customer emotions.”


Danny Socolof, Co-Founder of ELI, echoed this sentiment, stating, “Emojis are the universal digital language of emotions, and our technology makes it possible to unlock this language for brands. We are excited to partner with Capillary to help brands connect with their customers on a whole new emotional level.”


Don Smith, Global Chief Consulting Officer at Capillary Technologies, added his perspective, saying, “The integration of ELI’s emotional data analytics and BLQ’s loyalty insights creates a potent synergy. Brands can now tap into real-time emotional loyalty intelligence, enabling them to make data-driven decisions that drive customer loyalty and revenue growth.”


This partnership represents a significant milestone in the evolution of customer engagement and loyalty strategies. Brands collaborating with Capillary Technologies will gain a decisive advantage in today’s dynamic and customer-centric marketplace.



About Capillary Technologies:


Capillary Technologies is a global loyalty technology solutions company with a presence across the United States, India, the Middle East, and Southeast Asia. Capillary is a SaaS platform with a suite of products- Loyalty+, Engage+, Rewards+, and Insights+- which are powered by a robust consumer data platform (CDP+) that helps brands build meaningful customer engagement and win customer loyalty. Powering loyalty programs across 30+ countries, Capillary works with 250+ enterprise brands including the likes of Tata, PUMA, Shell, Al-Futtaim, Petron, Domino’s, and Kanmo Group. With a massive reach of 1Bn+ consumers and processing 5Bn+ annual transactions, the company has the backing of Warburg Pincus, Sequoia Capital, Avataar Ventures, and Filter Capital. For more information, visit

Aauthor Name

Jubin Mehta

Jubin Mehta is the Associate Director of Marketing at Capillary Technologies. He is a full stack marketer with 10+ years of experience as a tech journalist and B2B SaaS marketer. Also a meditation instructor, he is a proponent of non-dual philosophy. He can be reached out on Twitter @jub_in.

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Capillary and ELI partner to armor brands with real-time emotional loyalty intelligence

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