Distributions grew up, meet Workflows

Distributions were always a bit of a hassle. Besides the obvious naming problem (are we in logistics now?), the feature was built for simpler times. Pick a trigger, write a message, choose a channel. That covered the basics, and for a while, the basics were enough, but today's stacks don't do simple. CDPs, CEPs, CRMs, real-time events flowing in every direction, every tool expecting to both send and receive.

Teams need a redeemed voucher to fire bonus loyalty points, a Braze notification, and a CRM attribute update, all from one trigger. That's one use case. There are enough others to fill the library of Alexandria. With old-school distributions, none of it was possible without workarounds. Workflows was born from that.

Where distributions broke

You'd open the distribution builder, look for the trigger you needed, and find it wasn't there. So teams routed around it: redemption fires a webhook, webhook hits a custom endpoint, custom endpoint does what the team actually needed. Clean from the outside, but a mess inside, especially with people switching teams and jobs.

The action side was the same story. You could send a message or publish a code, that was it. Chaining multiple actions off one trigger meant building that logic yourself, outside Voucherify, in infrastructure you now have to maintain forever.

We could have patched distributions, and honestly that would have addressed the immediate complaints without solving the actual problem. Distributions were designed around a scenario model: trigger A, action B. Workflows is built around a canvas: here are functional blocks, connect them however you need. We're building the thing that runs after an incentive fires and everything that should happen next.

What this actually looks like

We are introducing Workflows to turn Voucherify into an incentive orchestration hub. The system receives events, processes data, queries external tools for missing attributes, and dynamically modifies incentive and loyalty logic right before the customer hits checkout.

The best way to explain it is to show it. Four flows we had in mind while building:

• The post-purchase chain: Order paid event lands in Voucherify. The workflow checks the order value: above €100, it earns loyalty points, publishes a next-purchase voucher, fires a custom event back to the CDP to update the customer's tier, and triggers a Braze notification, all from one trigger.
  
  
• The win-back with context: A lapsed customer enters a re-engagement segment. Before sending anything, the workflow queries your inventory API: are the products they last browsed back in stock? If yes, it publishes a personalized voucher tied to those specific SKUs and sends it through their preferred channel. If not, it waits. No generic "we miss you" discount going out to someone who has no reason to come back yet.
  
  
• The referral close: A referred friend completes their first purchase. The workflow fires: referrer gets loyalty points, a "your friend just bought" notification goes out via Braze, and a webhook updates the referral status in the CRM so the sales team sees a closed referral without anyone touching it manually.
  
  
• The tier upgrade cascade: Customer hits the points threshold for the next loyalty tier. Voucherify upgrades the tier, fires a webhook to the CRM to update the customer's segment, unlocks access to a restricted campaign they couldn't see before, and sends a tier upgrade email that lists their new benefits.

What's available now

A visual canvas, yes, I know, try to contain your excitement. Drag-and-drop builders aren't exactly revolutionary in 2026. What matters more is what's live underneath it: any Loyalty v2 event can now trigger a webhook callout in real time. Points earned, reward issued, transaction completed, all of it streams directly to your CRM, CEP, or any custom endpoint, without middleware sitting in between. One trigger to multiple callouts, or several triggers into one. It's the pipe everything else builds on.

What's coming next?

The canvas and Loyalty 2.0 webhook triggers are live today. Here's what's close behind.

• Conditional if/else branches are first: Evaluate any customer attribute (boolean, numerical, string) and route them down different paths based on what's actually true about them right now.
  
  
• Native A/B split testing: One block, configurable traffic splits across as many variants as you need, so you can start running experiments inside the same tool you're using to run the campaign.
  
  
• Automated reward redemption: The workflow listens for a point threshold, deducts the points, and issues the reward immediately. No customer emailing support asking where their free coffee is.
  
  
• Inline voucher publishing and custom triggers: Issue codes, schedule time-delayed steps, and update customer profiles directly on the canvas, without jumping between views to make it happen.
  
  
• Run history and version control: See exactly what your workflows have been doing (what passed, what failed, when) and compare your active setup against earlier versions. 

How we're building it?

Iteratively. Starting with the foundation and adding blocks based on what's causing real friction in real setups. If your stack needs something that isn't on this list, log in and tell us. The roadmap from here isn't fixed.