The Ancient Idea Behind One of San Diego’s Biggest Tech Success Stories

You visit your favorite ancient Egyptian merchant, and as you’re buying some papyrus to hieroglyph your way to the 3000 B.C. version of a Pulitzer, he slips you a special token as a thank you for being so loyal. It’s the least he can do for keeping him in business, and you can use that reward to barter for anything you want—like beer.

A few thousand years later, those tokens would evolve to copper coins that American retailers handed out so you could spend. The Sperry & Hutchinson company introduced its groundbreaking “Green Stamps” program in the late 1800s. Today, your sandwich shop’s loyalty card is one hole punch away from giving you a free sub. And you’ve surely justified some extravagant purchases in the name of airline miles.

Point is: Free stuff has always been a compelling way to earn human loyalty. And with his Solana Beach–based company Wildfire Systems, Jordan Glazier has built one of the city’s biggest tech companies by modernizing that simple, ancient idea.

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“Being able to save money when you shop is nice to have when times are good,” Glazier says. “When you have periods of inflation or financial stress, that nice-to-have becomes a must-have.”

He launched Wildfire in 2017. It’s essentially a white-label platform that builds and operates programs for enterprise brands across most industries—from banking (Visa, Citi, Wells Fargo) to aerospace (Lockheed Martin) to tech (Dell, Salesforce), to retail (Macy’s, Sephora), you name it. Customers of, say, HBO Max (also a client), can install a browser extension or enable a feature on a mobile app that activates savings and cashback offers. Wildfire has now spent three straight years on Inc. 5000’s list of the fastest-growing private companies.

Glazier’s no stranger to scaling new ideas. As one of the early executives at eBay, he built and ran the consumer electronics, computer, and industrial equipment verticals. Later he turned San Diego tech company Eventful into the world’s largest online calendar and events discovery platform (CBS acquired it in 2014).

“Part of being an entrepreneur is building things and solving for things that haven’t been solved before,” he says.

It’s a lesson he learned early on. His grandparents started a women’s clothing manufacturing company in Chicago in the 1910s, and it remained a family business for over seven decades. Preteen Glazier would punch in as a stock boy and sit with the sales team making phone calls.

“That was my very first paycheck,” he says with a smile.

Now he and his own team of 70 have grown Wildfire’s revenue 721 percent over the past three years.

“I want to make sure we are building a business that’s built to last,” he says. “We are eight years in, and I feel like we’re just getting started.”

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Glazier named the company because of how people recommend products and services to each other. Great shirt, where’d you get it? Anyone know of a good sushi spot? “Word of mouth,” he says, “spreads like wildfire.”

San Diego’s tech industry seems to come and go. There were predictions that the post-pandemic, remote work world would see all luminous brains migrating south to our famous clime, but that has been only partially the case. As tides turn, big names like Glazier’s hold anchor.

“San Diego is such a great place to live and to build a business,” he says. “I always feel sorry for people who don’t live here.”

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