Growave: Loyalty & Wishlist vs. Mage: Loyalty & Rewards: An In-Depth Comparison

Introduction

Choosing the right applications to enhance a Shopify store's capabilities can be a complex endeavor. Merchants often face a vast array of options, each promising to deliver specific growth outcomes, from customer retention to increased average order value. The challenge lies not just in identifying powerful tools but also in ensuring they align with a store's specific needs, budget, and long-term strategy without introducing unnecessary operational friction.

Short answer: Both Growave: Loyalty & Wishlist and Mage: Loyalty & Rewards offer robust features for building customer loyalty and incentivizing repeat purchases. Mage provides a focused loyalty and rewards solution often suitable for businesses prioritizing core loyalty mechanics at a competitive price point, while Growave delivers a broader, integrated suite encompassing loyalty, reviews, referrals, and wishlists, positioned for merchants seeking to consolidate multiple growth functions into a single platform to reduce operational overhead. This comparison aims to dissect the offerings of these two prominent Shopify apps, providing a data-driven perspective to help merchants make an informed decision that supports their retention goals.

This post will provide a feature-by-feature comparison, exploring core functionalities, pricing structures, integration capabilities, and overall value proposition. The goal is to equip merchants with a clear understanding of each app's strengths, ideal use cases, and how they contribute to a cohesive retention strategy on the Shopify platform.

Growave: Loyalty & Wishlist vs. Mage: Loyalty & Rewards: At a Glance

Deep Dive Comparison

Core Features and Workflows

Understanding the fundamental capabilities of each app is crucial for determining its fit for a merchant's specific retention strategy. Both Growave: Loyalty & Wishlist and Mage: Loyalty & Rewards offer a robust foundation for building customer loyalty, but they diverge significantly in their scope.

Growave: Loyalty & Wishlist - A Multi-Faceted Retention Engine

Growave presents itself as an all-in-one retention platform, integrating several critical customer engagement tools into a single ecosystem. This approach aims to provide a unified experience for both the merchant and the end-customer.

• Loyalty Points Program: At its core, Growave facilitates a traditional points-based loyalty program. Customers earn points for purchases, which can then be redeemed for discounts, free products, or other custom rewards. This fundamental mechanic is essential for driving repeat business.
• Wishlist: A distinctive feature of Growave is its integrated wishlist functionality. This allows customers to save products they are interested in, providing valuable data for merchants and enabling targeted marketing efforts (e.g., back-in-stock notifications, price drop alerts).
• Product Reviews & User-Generated Content (UGC): Growave extends beyond just loyalty by offering a comprehensive review system. Merchants can collect and display product reviews, photo reviews, and Q&A, building social proof that directly influences conversion rates. The platform also supports Google Shopping Reviews and Instagram UGC, helping leverage customer content across multiple channels.
• VIP Tiers: To incentivize higher spending and deeper engagement, Growave allows merchants to create tiered loyalty programs. Customers can ascend through VIP levels, unlocking exclusive benefits, rewards, and experiences as they accumulate points or meet specific spending thresholds. This fosters a sense of exclusivity and encourages greater customer lifetime value.
• Referral Program: Growave includes a referral marketing component, empowering existing customers to become brand advocates. Merchants can set up programs where both the referrer and the referred customer receive rewards, effectively turning loyal customers into a sales force.
• Nudges (On-site reminders): These subtle prompts help guide customer behavior on the website, encouraging specific actions like joining the loyalty program or completing a purchase.

The strength of Growave's offering lies in the synergy between these modules. For instance, reviews can drive conversions, loyalty programs encourage repeat purchases, and wishlists inform inventory and marketing. This integrated approach aims to create a more cohesive customer journey.

Mage: Loyalty & Rewards - Core Loyalty with Social Emphasis

Mage: Loyalty & Rewards focuses intensely on the loyalty aspect, providing a comprehensive set of tools specifically designed to build and manage a points-based rewards program. Its features are tailored to increase customer retention through direct incentives and community building.

• Full Loyalty Program (Points & Rewards): Mage offers a robust system where customers earn points for various actions, most notably purchases. These points can be exchanged for custom rewards, including discounts, free shipping, or specific product offers.
• VIP Tier System: Similar to Growave, Mage enables the creation of VIP tiers. This allows merchants to segment their most loyal customers and offer them escalating benefits, such as higher point earning rates, exclusive access, or special discounts, based on their loyalty level.
• Reward for Social Shares & Engagement: A key differentiator for Mage is its emphasis on social rewards. Merchants can incentivize customers to follow their brand on Instagram, TikTok, and Facebook, or to share products, directly contributing to social media growth and community engagement. This is a powerful feature for brands looking to expand their digital footprint.
• Custom Rewards: The platform supports a variety of reward types, giving merchants flexibility in how they incentivize customers. This includes percentage discounts, fixed amount discounts, free shipping, or even free products.
• Loyalty Analytics: Mage provides basic loyalty analytics, allowing merchants to track the performance of their programs. This includes insights into point accumulation, redemption rates, and the impact on repeat purchases.
• Loyalty Landing Page: The app facilitates a dedicated loyalty landing page, centralizing all loyalty program information for customers, making it easy for them to understand how to earn and redeem points.

Mage excels in providing a focused, powerful loyalty experience, particularly for brands that prioritize leveraging social media engagement as part of their retention strategy.

Customization and Control

The ability to tailor an app to a brand's unique identity and customer experience is paramount. Both apps offer customization, but their depth and breadth vary.

Growave's Extensive Customization Options

Growave emphasizes flexibility, offering significant control over the look, feel, and functionality of its various modules. This is particularly beneficial for brands with strong aesthetic guidelines or complex operational needs.

• App Branding & Tailored Experiences: Merchants can fully customize the branding of all Growave widgets and pages to match their store's design. This ensures a consistent brand experience for customers across loyalty, reviews, and wishlist interactions.
• Headless Commerce Support: For larger, more complex Shopify Plus operations, Growave offers headless commerce capabilities with API & SDK access. This provides unparalleled control for brands running custom storefronts or requiring deep integration into their existing tech stack, allowing for unique, tailored experiences beyond standard Shopify themes.
• Custom Reward Actions: Higher-tier plans allow for custom reward actions, providing flexibility to design unique incentives that go beyond standard discounts.
• Dedicated Loyalty Page Design: While a dedicated loyalty page is standard, Growave offers custom design options for it, allowing for a highly branded and optimized user interface.
• Review Attributes & Instagram UGC: The ability to customize review attributes helps collect specific feedback relevant to products, while direct integration for Instagram UGC offers more control over showcasing visual content.

Mage's Focused Customization

Mage provides solid customization within its loyalty-focused framework, ensuring the loyalty program integrates well with the store's existing design.

• Custom Rewards: Merchants have control over the types of rewards offered, which is a significant aspect of program customization. This includes setting specific discount values, free shipping thresholds, or particular product offerings.
• Dedicated Loyalty Program Page: The app generates a loyalty landing page that can be styled to align with the store's branding, providing a consistent look and feel for the loyalty experience.
• Email Notifications: Customer loyalty email notifications are customizable, allowing brands to maintain their voice and branding in communications related to points, rewards, and tier upgrades.
• Earning Rules & Rewards: Merchants gain access to more earning rules and rewards as they move up in plans, offering more ways to engage and incentivize customers.

While Mage provides essential branding and reward customization for loyalty, it does not extend to the multi-module customization found in Growave, reflecting its specialized focus.

Pricing Structure and Value for Money

Analyzing pricing against features and potential return on investment is critical. Both apps offer free plans and tiered pricing, but their value propositions differ based on a merchant's scale and functional requirements.

Growave: A Scalable Platform for Integrated Growth

Growave's pricing model is designed to scale with a merchant's growth, offering increasing features and support as order volume and complexity rise. Merchants can explore a pricing structure that scales as order volume grows.

• FREE Plan: This plan supports up to 100 orders/month (500 total orders). It includes the core loyalty points program, wishlist, and product reviews. It also allows for data imports/exports and provides 48-hour email support, though with Growave branding. This is ideal for new stores looking to start building basic loyalty and social proof.
• ENTRY Plan ($49/month): Moving up, this plan offers advanced rewards, a referral program with fraud protection, on-site nudges, review request email series, and compatibility with Shopify POS and Shopify Flow. It includes one integration (e.g., Klaviyo) and customizable emails, along with 24/7 email support. This plan is suitable for growing stores ready to expand beyond basic loyalty.
• GROWTH Plan ($199/month): Aimed at more established businesses, this tier introduces VIP Tiers, a dedicated loyalty page, Shopify POS Loyalty QR, points expiration, and gift cards. It enhances features with account extensions, review attributes, Google Shopping Reviews, Instagram UGC, and back-in-stock wishlist emails. This plan also includes 5-star onboarding and 24/7 email/chat support. It's designed for brands needing a more sophisticated retention strategy.
• PLUS Plan ($499/month): The top-tier plan caters to enterprise-level and Shopify Plus merchants. It unlocks checkout extensions, headless commerce (API & SDK), custom loyalty page design, custom reward actions, B2B functionality, and unlimited integrations. This plan provides a dedicated customer success manager, a dedicated launch plan, and 24/7 email, live chat, and phone support. This is for high-volume stores with complex operational and customization needs.

Growave's value proposition is centered around the cost savings and operational efficiency gained from having multiple essential growth tools within a single platform. When merchants are evaluating feature coverage across plans, they find a comprehensive suite designed to reduce app sprawl and ensure cohesive data across retention efforts.

Mage: Focused Value for Loyalty Programs

Mage: Loyalty & Rewards offers a highly competitive pricing structure, particularly for its core loyalty features, making it an attractive option for budget-conscious merchants or those focused solely on loyalty.

• Free Plan: This plan supports up to 100 monthly orders and includes a full loyalty program with points & rewards, social shares & engagement rewards, customer loyalty email notifications, loyalty analytics, and a loyalty landing page. This is a strong free offering for small stores.
• Startup Plan ($19/month): This plan covers up to 200 monthly orders and adds a dedicated loyalty program page, Shopify POS integration, VIP Tiers & Tiered Rewards, free shipping rewards, access to more earning rules & rewards, and one integration (e.g., Klaviyo), along with enhanced support. This is a very cost-effective option for growing small to medium-sized businesses.
• Growth Plan ($39/month): This plan includes everything in Startup, along with access to all earning rules & rewards, loyalty points expiration, a dedicated loyalty & referrals page, access to all integrations (e.g., Klaviyo), and priority support. This tier provides extensive loyalty features at a price point significantly lower than comparable Growave plans, focusing solely on loyalty.

Mage offers excellent value for merchants whose primary need is a robust loyalty and rewards program, especially those prioritizing social engagement features. The pricing tiers are structured to provide escalating loyalty functionality at a very accessible cost, allowing merchants to implement sophisticated programs without a large financial commitment, but without the additional functionalities found in Growave.

Integrations and “Works With” Fit

The ability of an app to integrate seamlessly with other tools in a merchant's tech stack is crucial for workflow efficiency and data synchronization. Both apps offer key integrations, particularly with popular marketing and communication platforms.

Growave's Broad Integration Ecosystem

Growave is designed to be a central hub for retention, and its extensive list of integrations reflects this philosophy. It aims to connect with vital components of a modern e-commerce stack, fostering a holistic approach to customer engagement.

• Marketing Automation: Seamlessly integrates with leading email and SMS marketing platforms like Klaviyo, Omnisend, Postscript, and Attentive, allowing merchants to trigger personalized loyalty, review, and wishlist-related campaigns.
• Helpdesk & Support: Integration with Gorgias helps customer support teams manage loyalty inquiries and customer feedback efficiently.
• Page Builders: Compatibility with page builders like Pagefly, LayoutHub, GemPages, and Shopney ensures that Growave widgets and sections can be easily incorporated into custom store designs.
• Subscription & Checkout: Works with Recharge for subscription models and supports Checkout extensions for advanced functionality, especially for Shopify Plus stores.
• Platform Utilities: Integrates with Shopify POS for in-store loyalty, Customer accounts for unified profiles, and Shopify Flow for automated workflows.
• Social & Advertising: Connections to TikTok Shop and PushOwl further extend its reach.

The broad range of integrations underscores Growave’s position as a comprehensive platform capable of fitting into diverse and complex tech stacks, making it easier to leverage data across different marketing channels.

Mage's Focused Integrations

Mage focuses its integrations on essential marketing and review platforms, ensuring that its loyalty data can flow into key communication channels.

• Marketing Automation: Integrates with Klaviyo and Omnisend, allowing merchants to use loyalty data for targeted email campaigns and customer segmentation.
• Review Platforms: Works with Judge.me, which is important for merchants who use a separate review app but want to ensure compatibility.
• Platform Utilities: Integrates with Checkout, Customer accounts, and Shopify Flow, providing core compatibility within the Shopify ecosystem and enabling automation based on loyalty activities.

Mage's integrations are well-chosen for a loyalty-focused app, covering the most common needs for marketing automation and basic Shopify functionality. For merchants already using or planning to use separate apps for reviews or other functionalities, its focused integration set can still be effective, especially given its compatibility with Judge.me.

Analytics and Reporting

Understanding the performance of loyalty and retention programs is essential for optimization. While neither app provides an exhaustive list of specific reports in the provided data, certain cues indicate their capabilities.

Growave's Comprehensive Data Insights

Given its multi-module nature, Growave likely offers analytics that span across loyalty, reviews, referrals, and wishlists. The description mentions "Data imports/exports" even on the free plan, suggesting a capability for merchants to manage their data for analysis. For higher tiers, the platform's overall focus on "GROWTH" implies a robust reporting suite to measure the impact of combined retention efforts. While specific reports are not detailed in the provided data, a platform that manages reviews, loyalty, and referrals typically provides dashboards for:

• Loyalty program performance (points earned, redeemed, LTV impact)
• Review collection and moderation statistics
• Referral program success metrics (conversions, revenue generated)
• Wishlist engagement (popular items, conversion from wishlist)

This integrated view of data is a core benefit of an all-in-one platform, helping merchants see how different retention levers influence overall customer lifetime value.

Mage's Loyalty-Specific Analytics

Mage explicitly states "Loyalty Analytics" as a feature, even on its free plan. This indicates a strong focus on providing insights specifically related to the loyalty program's performance. Merchants can expect reports on:

• Points accumulation and redemption rates
• Customer segmentation by loyalty tier
• Impact of loyalty on repeat purchase rates
• Performance of specific rewards or earning rules
• Growth in social follows attributed to rewards

Mage’s dedicated analytics would be tailored to help merchants understand the effectiveness of their loyalty initiatives, identify top-tier customers, and optimize reward structures. For a solution focused purely on loyalty, these insights are crucial for fine-tuning the program.

Customer Support Expectations and Reliability Cues

The quality of customer support significantly impacts a merchant's experience with any app. Reliability cues, such as review volume and ratings, also offer insight into an app's reputation.

Growave's Tiered Support and High Review Volume

Growave's support offering scales with its pricing plans, reflecting a commitment to supporting businesses at various stages.

• Support Tiers: From 48-hour email support on the Free plan to 24/7 email/chat/phone support, a dedicated Customer Success Manager (CSM), and Account Manager (AM) on the Plus plan, Growave provides comprehensive assistance. The inclusion of "5* Onboarding" on the Growth plan further suggests a focus on successful implementation.
• Reliability Cues: While the "App 1 Data" lists 1 review at 4.8 stars for "Growave: Loyalty & Wishlist", a broader understanding of the platform's reputation can be gained by checking merchant feedback and app-store performance signals more generally. Growave as a platform has a much higher volume of reviews (1,197 reviews at 4.8 stars), indicating a widely adopted and generally well-regarded solution by a large user base. This higher volume typically translates to more robust and tested support processes.

Mage's Enhanced and Priority Support

Mage also provides tiered support, with a progression from general support to "Enhanced Support" and "Priority Support" on higher plans.

• Support Tiers: The Free plan does not specify support, but the Startup plan includes "Enhanced Support," and the Growth plan offers "Priority Support." This indicates a commitment to providing more responsive assistance as merchants invest more in the app.
• Reliability Cues: The provided data for Mage: Loyalty & Rewards shows 1 review with a 5-star rating. While this indicates a positive initial experience, the very low review count (1) makes it difficult to draw broad conclusions about long-term reliability or the consistency of customer support across a diverse user base. Merchants would need to delve into more qualitative feedback or direct inquiries to assess this aspect further.

For general trustworthiness and established support systems, the wider adoption and higher review volume associated with the Growave platform typically offer stronger signals of reliability.

Performance, Compatibility, and Operational Overhead

Considering how an app impacts store performance, its compatibility with different Shopify setups, and the overall operational burden it adds is essential for long-term success.

Growave's Optimized Performance for Shopify & Plus

Growave is explicitly "Built for Shopify Plus" and emphasizes "powerful checkout and account extensions" and "Headless: API & SDK" capabilities. This indicates an architecture designed to handle high traffic volumes and complex requirements without compromising store speed.

• Shopify Plus Readiness: Its deep integration with Shopify Plus features means it can leverage advanced capabilities like Flow and Checkout extensibility, crucial for enterprise-level operations.
• Multi-feature, Single App: By combining loyalty, reviews, referrals, and wishlists into one platform, Growave aims to reduce the performance overhead associated with running multiple separate apps. Fewer scripts, consolidated data, and a unified architecture often lead to better site speed and less administrative burden.
• Operational Overhead: The "More Growth, Less Stack" philosophy directly addresses operational overhead by reducing tool sprawl. A single interface for multiple retention functions streamlines management, reduces login fatigue, and simplifies data analysis, potentially leading to lower total cost of ownership compared to assembling a stack of single-purpose apps.

Mage's Streamlined Performance for Core Loyalty

Mage, being a more focused loyalty app, is likely optimized for its specific function, aiming to deliver loyalty features efficiently without undue impact on store performance.

• Shopify Compatibility: Its integration with Shopify POS, Customer accounts, and Shopify Flow ensures it operates smoothly within the standard Shopify ecosystem.
• Focused Scope: The app's dedicated nature means its code footprint is primarily concerned with loyalty mechanics. This can translate to efficient loading times for its specific widgets and pages, as it does not need to manage the complexity of multiple, disparate functionalities.
• Operational Overhead: For merchants who truly only need a loyalty and rewards program, Mage's streamlined approach might represent lower overhead in terms of configuration and day-to-day management of that specific function. However, if a merchant later decides they also need reviews, wishlists, or referrals, they would need to introduce additional apps, potentially increasing overall operational overhead and integration challenges across the entire tech stack.

For merchants seeking to minimize the number of apps and streamline their entire retention workflow, Growave's integrated approach offers a distinct advantage in reducing operational overhead and improving compatibility across a broader set of functions.

The Alternative: Solving App Fatigue with an All-in-One Platform

Merchants frequently encounter a phenomenon known as "app fatigue" – a state characterized by an overwhelming number of single-purpose apps, each requiring separate management, integration, and billing. This sprawl often leads to fragmented customer data, inconsistent brand experiences, escalating costs, and a constant struggle to ensure all tools communicate effectively. The administrative burden can detract from strategic growth initiatives, turning app management into a significant operational challenge.

This is where Growave's "More Growth, Less Stack" philosophy emerges as a compelling alternative. Instead of piecing together multiple individual applications for various retention needs, Growave provides a unified platform designed to manage customer loyalty, reviews, referrals, and wishlists from a single dashboard. This integrated approach not only simplifies the tech stack but also fosters a more cohesive and impactful customer journey. By providing a single source for these critical functions, Growave helps brands orchestrate their retention strategies more effectively, reducing the complexity inherent in managing disparate tools. Businesses seeking to implement loyalty points and rewards designed to lift repeat purchases can find those tools living harmoniously with other engagement features.

The power of an all-in-one platform lies in the synergy between its modules. When merchants want to optimize retention programs that reduce reliance on discounts, integrating them with review collection ensures that customer feedback is tied directly to purchasing behavior. Growave facilitates this by connecting its core offerings:

• Loyalty and Rewards: Beyond basic points, Growave offers sophisticated VIP tiers and incentives for high-intent customers, enabling merchants to segment and reward their most valuable customers without needing a separate VIP program app.
• Reviews & UGC: The platform's capabilities for collecting and showcasing authentic customer reviews are central to building trust and social proof. This is not just about displaying stars; it's about integrated review automation that builds trust at purchase time, leveraging customer voices to drive conversions.
• Referrals: Seamlessly integrated, the referral program turns loyal customers into brand ambassadors, expanding reach and driving new customer acquisition through trusted recommendations.
• Wishlist: The wishlist functionality provides invaluable insights into customer intent, enabling targeted marketing and enhancing the shopping experience.

By consolidating these functions, Growave allows businesses to save on stacked app subscription costs, reduce integration overhead, and ensure data consistency across all customer engagement touchpoints. This streamlined approach means less time spent managing apps and more time focusing on strategic growth. For those looking for real examples from brands improving retention with an integrated platform, success stories often highlight the benefits of this consolidation. Many find practical retention playbooks from growing storefronts that leverage Growave to simplify their operations and maximize customer lifetime value, rather than dealing with multiple independent systems. Furthermore, when considering their overall spend, merchants find value in selecting plans that reduce stacked tooling costs by opting for a unified solution. This comprehensive platform approach simplifies operations and allows teams to focus on assessing app-store ratings as a trust signal that speaks to a broader, integrated solution rather than just one feature.

Conclusion

For merchants choosing between Growave: Loyalty & Wishlist and Mage: Loyalty & Rewards, the decision comes down to the scope of their retention strategy and the preferred architecture of their tech stack.

Mage: Loyalty & Rewards stands out as an excellent choice for businesses primarily seeking a robust, cost-effective loyalty and rewards program. Its strong focus on core loyalty mechanics, including points, VIP tiers, and particularly social engagement rewards, makes it a powerful tool for community building and driving repeat purchases within that specific domain. Merchants with a tighter budget or those who prefer a modular approach—using separate apps for reviews, wishlists, and referrals—will find Mage to be a highly competitive option. Its straightforward setup and compelling pricing for its feature set make it ideal for stores looking for dedicated loyalty solutions without the overhead of broader functionalities.

Growave: Loyalty & Wishlist, on the other hand, presents itself as a comprehensive, all-in-one retention platform. Its integrated suite of loyalty, reviews, referrals, and wishlist functionalities positions it as a strategic choice for merchants aiming to consolidate multiple customer engagement tools. This approach is particularly beneficial for growing and enterprise-level businesses, including Shopify Plus stores, that prioritize a unified customer experience, reduced app sprawl, and cohesive data flow across their retention efforts. While its entry-level plans may have a higher price point than a single-function app, the value is derived from the operational efficiency, feature synergy, and holistic insights gained from managing multiple critical functions within one system. This integration helps deliver consistent social proof that supports conversion and AOV while simultaneously building loyalty. Businesses looking for seeing how other brands connect loyalty and reviews often gravitate towards platforms that simplify this integration.

Ultimately, the best app depends on specific business needs: choose Mage if core loyalty with social emphasis is the priority and you're comfortable with a specialized tool; choose Growave if the aim is to build a comprehensive, integrated retention ecosystem that minimizes app fatigue and maximizes the synergy between loyalty, reviews, referrals, and wishlists. To reduce app fatigue and run retention from one place, start by reviewing the Shopify App Store listing merchants install from.

FAQ

What is the primary difference between a dedicated loyalty app and an all-in-one retention platform?

A dedicated loyalty app, like Mage: Loyalty & Rewards, focuses specifically on points, rewards, and VIP tiers. It excels at delivering these core functions. An all-in-one retention platform, such as Growave, integrates multiple customer engagement tools—loyalty, reviews, referrals, wishlists—into a single system. This consolidation aims to provide a cohesive customer journey and streamline merchant operations across various touchpoints.

How does an all-in-one platform compare to specialized apps?

An all-in-one platform offers several advantages over a stack of specialized apps, including reduced app fatigue, lower total cost of ownership (by avoiding multiple subscriptions and integration fees), consistent customer experience due to unified branding, and centralized data management for better insights. However, specialized apps can sometimes offer deeper, niche features for their specific function or more competitive pricing if only that single function is needed.

Which app is better for a new Shopify store with a limited budget?

Both apps offer free plans suitable for new stores with up to 100 monthly orders. For a new store primarily focused on establishing a basic loyalty program and driving initial repeat purchases, Mage's free and Startup ($19/month) plans offer a very cost-effective entry point with robust loyalty features, including social rewards. If a new store also needs integrated reviews and wishlists from day one and can accommodate a slightly higher initial investment for the Entry plan, Growave’s comprehensive free plan is also a strong contender.

Can both apps integrate with other marketing tools like Klaviyo?

Yes, both Growave: Loyalty & Wishlist and Mage: Loyalty & Rewards offer integrations with popular marketing automation platforms like Klaviyo and Omnisend. These integrations allow merchants to leverage loyalty data for personalized email campaigns, customer segmentation, and lifecycle marketing, ensuring that retention efforts are synchronized with broader marketing initiatives.