Our Story So Far

Photo Live Like Loyalty team

Live Like Loyalty's Mission

Our mission is to;

  1. Support our local communities and all the amazing local businesses on our doorstep by encouraging the local workforce to shop, eat and experience life with their independents
  2. Provide organisations with the tools to support their teams

Live Like Loyalty was founded in October 2019 by Vicky Denby, who wanted to find a way to help support local businesses and keep independents alive in Lincoln.

As a previous small business owner herself, Vicky understands the demands and challenges that an independent business can have.

As a result, Live Like Loyalty was created to incentivise the local workforce to support their locals instead of the big chains. We provide relevant and exciting perks for subscribers as well as a fully comprehensive benefit package including EAPs, Bike2Work Scheme and Telemedicine Service.

We like to think of that as a win-win!

Our Story So Far...


Our journey began in 2019, with just 30 offers from Lincoln-based independents on a fairly basic template app. We were confident that we had found our niche and there were no other services out there like us, and so our core offering of local staff perks was born!

And Pause.

Due to Covid-19, government lockdown restrictions did not allow us to be able to use our app and for a short time, we little value to our community.

We took this as an opportunity to liaise with partners, strengthen our working relationships and grow our platform. – We left lockdown doubling our partners with over 75 offers and some very exciting prospects in our pipeline!

The success of Live Like Loyalty in Lincoln meant we organically grew into the rest of the county, including Grimsby, Skegness, Boston & Grantham.


The next big step for Live Like Loyalty was when we invested in our app to make it what it is today.

Our app now had enhanced features such as offer tracking, geo-mapping and a redemption widget.

These new features and investment would put us in a position to grow and expand into other counties.


In 2022, we entered our second county proudly showcasing perks from over 190+ independents across the East Midlands and now online.

We were honoured to win ‘Best App/Product of the Year 2022’ by Lincolnshire Enterprise Business Awards. Our customers were now officially providing their teams with award winning benefits!


Our most exciting year yet.

At the beginning of 2023, we revised our pricing structure and published it on our website. To ensure the more staff you have, the less you pay.

We partnered with Telus Health (formerly LifeWorks) to cement our employee benefits package to include an add-on Employee Assistance Program (EAP) and Telemedicine Service to create our Perks Plus and Perks Platinum packages.

Live Like Loyalty went national opening in our third county, Kent and now offer our packages across the whole of the UK.

Fully holistic packages to look after you and your team.

Our packages can be provided as fully comprehensive stand-alone benefits or can complement any existing benefits you may have in place. To discuss your employee benefits and how you can enhance your offering with Live Like Loyalty, please get in touch today.


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