Press Releases

Available across three continents, Valuedynamx commerce platform integration with Apple products helps banks, airlines, and hotels drive customer acquisition, enhance engagement, boost revenue 

Valuedynamx is transforming loyalty reward offerings by enabling banks, hotels, and airlines to optimize their rewards programs by offering Apple products to drive customer loyalty, acquisition and engagement through an unrivaled retail experience built for today’s most valuable audiences. Live in three continents with additional growth underway, this allows financial services and travel companies to directly offer their most valuable customers and reward program members Apple products (including MacBooks, iPhones, AirPods and more) via a dedicated and fully branded commerce platform. Through this optimized customer engagement solution, organizations can deliver earn and burn, cash back and acquisition opportunities through a single intuitive interface.

Research has unequivocally confirmed that reward program customers expect to receive exceptional value from participation. An effective way to create this value is through frequent, relevant “earn and burn” opportunities where customers can earn loyalty currency (e.g., points, miles, cash back) and redeem (‘burn’) it in quick succession. Another option is to provide customers with relevant offers and promotions. This offering does both, providing access to Apple products, enabling customers and/or reward program members to purchase Apple products with cash or loyalty currency—and simultaneously earn rewards for doing so. These actions translate to increased revenue potential, new customer acquisition, higher engagement, improved customer experience and satisfaction, and customer account upgrades.

“Meaningful offers and reward programs represent the most critical engagement and acquisition avenues for banks and travel loyalty programs, which invest millions in optimizing their customer relationships every year,” said James Berry, Managing Director at Valuedynamx. “The ability to offer Apple products is already proving to be highly successful. Among the banking and travel companies that have implemented this offering, many are quickly experiencing massive returns via increased customer earning, burning, retention, and acquisition. The integration provides a prime opportunity to feature Apple products via an authentic experience on a global scale—helping improve user engagement, while positively impacting the bottom line.” 

Valuedynamx delivers exceptional value for businesses in the financial services and travel sectors as they aim to offer optimal customer and reward program experiences. Top program benefits include: 

• Higher margins. A shopping experience including better, more relevant deals that resonate with customers and reward program members, resulting in better ROI and improved revenue across the board. For instance, this bottom-line boost could be driven by successfully marketed account upgrades or new services signups for banking customers or more frequent “earn and burn” engagement from reward program members.
• Better customer experiences. From unlocking direct shipping to new product access and pre-orders, Valuedynamx’s partners can deliver a more seamless and exciting shopping experience to their customers—while offering extensive payment flexibility via loyalty currency.
• Happier customers. Building trust and loyalty with customers via distinctive shopping experiences with a top brand they love.
• End-to-end support. Valuedynamx offers comprehensive support through a seamless API-enabled delivery, managing the creation of an integrated commerce platform for Apple products, and providing ongoing site merchandising, customer journey optimization, order fulfillment, post-order servicing, and financial reconciliation.
   

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Tide, the UK’s leading business management platform, has partnered with Valuedynamx to launch a new cashback feature designed to help small businesses save money every time they spend - both online and in-store.

Following the successful rollout of online cashback offers last month, members can now also earn cashback when using their Tide card in-store at participating UK retailers. The cashback offers (available through the ‘Rewards’ section of the Tide app) cover over 100 well-known brands including Apple, Currys, Deliveroo, Sainsbury’s, Wickes and Grind Coffee.

With the Consumer Price Index (CPI) running unexpectedly high at 3.6% in June 2025, small businesses are feeling the squeeze -  and everyday savings are more important than ever.

Tide expects the feature will help members collectively save millions of pounds - putting cash directly back into their businesses to continue to help them grow.

Heather Cobb, SVP Member Engagement at Tide, said: “We’ve been thrilled to see how quickly members embraced the online cashback offers - and now that in-store cashback is live, it’s even simpler to save while spending.

This is about rewarding real, everyday business activity and helping our members keep more of what they earn.”

Member feedback from the online launch has been overwhelmingly positive, with strong engagement and positive sentiment from Tide’s members across all categories reflecting how closely the offers align with day-to-day business needs.

The program is part of Tide’s broader mission to save members time and money, with exclusive, personalized offers tailored to members’ spending behaviors and business needs.

Mark Jackson, Managing Director of Valuedynamx, said: “Small businesses often struggle to stretch their budgets while investing in growth. Tide’s new cashback rewards transform everyday business spending into a strategic advantage, helping members reclaim money they’re already spending and channel it into their operations and expansion plans.”

The loyalty program of the Air France-KLM Group, is redefining rewards through its expanded partnership with Valuedynamx. By launching a new card-linked offer ecosystem, Flying Blue empowers members to effortlessly earn miles on everyday shopping — turning routine purchases into rewarding journeys beyond travel. This innovation delivers a seamless, connected shopping experience within the new Flying Blue+ app powered by Valuedynamx's card-linked technology and extensive merchant partner network. Through the partnership, the app now provides personalized, market-specific, merchant-funded rewards tied directly to members' shopping behaviors through the app. Members maximize their earning potential by linking any payment card to the app to earn miles on qualifying purchases, while still receiving their card's existing rewards. Earning opportunities are available for in-store purchases, and online purchases when the merchant supports online earning. 

This unique earning experience will reach approximately 3.5 million Flying Blue members in the US and 1.8 million in the UK, creating one of the most comprehensive card-linked earning ecosystems in the loyalty industry while supporting Flying Blue member acquisition, retention, increased spend, enhanced usage, and revenue growth through sustained program engagement.

As specialists in data driven purchase rewards, Valuedynamx has partnered with Flying Blue to help members earn miles effortlessly on purchases made in-store or through the app. The partnership includes retailers across electronics, food and drink, beauty and health, and select fashion categories. The integrated app experience eliminates the need for separate shopping portals or additional steps, creating a seamless digital ecosystem where members can discover local, experience-driven, and personalized offers, make purchases, and automatically earn miles—addressing the growing consumer preference for mobile-first loyalty experiences, as 60% of loyalty program members prefer using a mobile app to access their programs.

"This partnership represents the future of loyalty programs – where earning rewards occurs naturally with each purchase," said James Berry, Managing Director at Valuedynamx. "Today's consumers expect truly robust loyalty experiences that go beyond one-dimensional earning. They want a wide selection of opportunities to both earn and redeem rewards, and this partnership delivers exactly that. We're thrilled to power Flying Blue's expansion into card-linked offers, delivering merchant-funded rewards that create genuine value for members while driving engagement through their new app, capturing spend and engagement at every turn."

The collaboration builds upon Valuedynamx and Flying Blue's existing successful partnership, which already includes the Shop for Miles e-commerce shopping program and the Flying Blue store. The addition of card linked offers through the Flying Blue+ app creates a comprehensive ecosystem that allows customers to earn and spend miles, positioning Flying Blue at the forefront of loyalty innovation.

"This partnership perfectly aligns with our commitment to delivering exceptional value to our members," said Ben Lipsey, SVP & Head President of Flying Blue. "With card-linked offers in our new app, we're able to close the loop – our members can now earn and redeem miles seamlessly, which is what today's travelers really want. Partnering with Valuedynamx means we can tap into their established merchant relationships across all the brands our members shop regularly, without having to build these partnerships from scratch. It lets us quickly expand into lifestyle, retail, and dining – the places where our members are already spending their money every day."

Loyalty Expert Brings 25 Years of Experience to Drive Strategic Growth and Strengthen Valuedynamx's US Presence

Valuedynamx is pleased to announce that MB Bell has joined the company as Senior Advisor, focusing on driving growth in the U.S. market. With nearly 25 years of experience in the pay-for-performance space, MB is set to play a key role in shaping Valuedynamx’s strategy and further expanding its presence in the U.S.

“I’m eager to join Valuedynamx at such an exciting time in the loyalty commerce space,” said Bell. “The market is ready for forward-thinking reward solutions that not only drive deeper engagement between loyalty programs and their members but also complement and foster long-term, meaningful relationships between brands and consumers. As someone who has personally earned over 500,000 rewards points, miles, and cashback just through everyday shopping, I have a true passion for loyalty commerce and a firsthand understanding of their power to create lasting value.”

Throughout her career, MB has developed a deep expertise in loyalty commerce, having held prominent roles across both affiliate and publisher networks. She managed loyalty publishers at BeFree and shaped merchandising and advertising strategies at Schoolpop and Upromise. Prior to joining Valuedynamx, MB served as VP of Partnerships at Cartera, where she oversaw strategic account management and led business development, compliance, and vendor management initiatives for major clients including American Airlines, United Airlines, and Chase.

“MB’s vast experience in loyalty and her strategic insight into the affiliate and client ecosystems make her a perfect fit for Valuedynamx as we continue to accelerate our growth in the U.S. market,” said Mark Jackson, Managing Director of Valuedynamx. “Her deep understanding of the loyalty space, combined with her proven track record, will help us drive innovative solutions and deepen relationships with key partners.”

Homely users can now earn "HomelyBricks” rewards to cover home purchase fees via everyday spending within Valuedynamx’s robust network of 5000+ retailers and brands 

Homely has today announced a key strategic partnership with Valuedynamx, to leverage their world-class rewards technology for Homely’s free-to-use home buying platform that helps members to become mortgage and home ready.

Homely offers tools, resources, and rewards to help aspirational homeowners set personalized plans and goals for buying a home. This includes enhancing credit scores by reporting rental payments and providing smart savings recommendations to build a deposit. Now, through its partnership with Valuedynamx, Homely users can earn HomelyBricks rewards via their everyday shopping that can be saved to cover the future fees associated with buying a home, including legal fees, insurance, utilities, furniture, and more.

Homely users can earn HomelyBricks through their everyday spending by joining the ‘Bricks Club’ via subscription as well as other initiatives. Bricks build up into ‘Home Buying Packs’ that include redemption options such as survey, insurance, energy bills or conveyancing. Family and friends can also earn HomelyBricks through affiliate offers on the Homely app to support loved ones on their home-buying journeys.

Valuedynamx provides Homely with the technology and scale to reach the majority of the UK market, whilst providing future infrastructure in international markets.

Homely CTO, Paul Birkin commented: “Valuedynamx provides Homely with a huge market reach and scalability for our HomelyBricks reward system. The partnership shows a serious dedication towards supporting people who aspire to become homeowners and those wishing to climb the property ladder, providing hope & positivity in market where things have become a lot tougher.”

Valuedynamx Managing Director, James Berry added: “Partnering with Homely allows Valuedynamx to help today’s consumers realize the most value from their everyday spend. With the affordability crisis faced by aspiring homebuyers, in the UK and across the world, we’re delighted to be a part of this unique offering by providing Homely users the option to save toward their future home purchases with customized rewards from the places they shop most.”

Interested home buyers can pre-sign up for Homely on homely.co.uk, with the platform expected to formally launch in mid-2024. Some lucky early sign-ups will have access to Homely’s private beta.

To further elevate the loyalty experience, Valuedynamx,  has partnered with Gilded, a leading fintech innovator specializing in physical gold. This collaboration unlocks a unique opportunity to earn Skywards Miles from purchases of the highest quality Swiss gold stored within the UAE via the Skywards Miles Mall platform, which is powered by Valuedynamx.

In a time of greater financial volatility and uncertainty, Gilded offers an innovative way to acquire an asset with timeless value. Gilded’s partnership with Valuedynamx takes this a step further by providing Emirates Skywards members with the benefits of physical gold ownership via the convenience of digital technology and with the added incentive of earning Miles that can be redeemed for future travel or retail. With efficient and secure purchasing from the comfort of the online store, customers can rest assured that the gold bars on the platform are sourced directly from Swiss refineries, meet the highest standards of 0.9999 fineness, are Sharia compliant, and meet both the Emirates Bullion Committee (GBC) and the London Bullion Market Association (LBMA) gold bar specifications. The gold is also independently audited and stored in fully insured 'Brink's vaults in the UAE. Delivery is available for UAE residents. 

"Through this exciting collaboration with Valuedynamx, we are able to deliver the timeless value of physical gold in a digital form to Emirates Skywards members, providing all the benefits of direct gold ownership without the challenges that often accompany physical gold acquisition, such as storage, authenticity, and security" said Ashraf Rizvi, CEO of Gilded.

“Unlike other investments, gold reliably holds its value, hedging against inflation. Partnering with Gilded aligns perfectly with Valuedynamx's mission to provide consumers with the best value from their loyalty programs, now including another option for loyalty members to invest in their family's future." said James Berry, Managing Director, Valuedynamx.

With Skywards Miles Mall's expanded spend offerings, Emirates Skywards members can spend Miles in real time for digital gift cards at more than 500 brands across five markets globally, including the United Arab Emirates, United Kingdom, United States, Australia and India. Skywards Miles Mall provides Emirates Skywards members access to various popular local and globally recognized brands that cater to everyday lifestyle needs across fashion, fitness, technology, food, beverage, and now investments.

Our new global research reveals the value of joyful reward redemption in driving loyalty program value and highlights opportunities to enhance satisfaction in reward earning and redemption offerings. 

Our research highlights ripe opportunities for companies to enhance customer satisfaction and long-term engagement via loyalty programs. The study found that personalized, simplistic, gratifying, and frequent loyalty program reward earning and redemption opportunities strongly align with consumer expectations. These offerings also significantly increase greater satisfaction and more frequent customer interactions since they provide better perceived value for shoppers’ time and money.

“According to our research, forward-thinking brands must obsess over ensuring their loyalty program members derive equal, if not more, value than they invest,” said James Berry, Managing Director at Valuedynamx. “To optimize this value exchange, brands must understand their members on a deeper, more personal level to make them feel appreciated and cherished. This means providing ease of use, helpful recommendations, and most importantly, reward options that resonate and drive feelings of gratification. With satisfaction comes engagement—and an increase in the rate at which consumers earn and spend their rewards. This ongoing “earn and burn” cycle directly correlates with more frequent touchpoints that can drive increased revenue potential and loyalty program success for businesses.”

Our research: Power of Satisfaction , which surveyed more than 5,500 consumers enrolled in loyalty programs, uncovered the following key takeaways about what drives consumer satisfaction, engagement, and value in modern loyalty programs.

Simplicity and Satisfaction Drive Customer Loyalty and Engagement

There is a direct correlation between customer satisfaction and the rate at which loyalty program members engage in the program by redeeming/spending ("burning") and earning rewards ("earning"). Programs that exhibit a high spend rate often find that it equates to a higher earn rate and more satisfied members, likely thanks to more tailored reward and redemption options. In fact, consumers are willing to accept (and remain satisfied with) slightly lower monetary rewards if they are better personalized to their preferences for airlines, hotels, banks, and retailers.

With consumers juggling more apps, platforms, and digital services than ever, it should come as no surprise that the number one characteristic of a desirable and satisfying loyalty program is a simple redemption process. This simplicity extends to ease of use and cost-saving, with redemption options with the brand, savings, and easy-to-track balance and reward eligibility being the next most desirable program traits.

In general, the study found bountiful opportunities for brands to make customers feel their spending is worthwhile - leading to enhanced customer satisfaction in key areas such as redemption value, cost savings, and product offerings. Consumers surveyed often highlighted disappointment and dissatisfaction in reward value/discount savings, disproportionate savings relative to their spend, and dissatisfaction with limited selections of a brand’s product range.
 

Consumers Want Choices but Lack Options

There is a substantial opportunity for brands to enhance loyalty programs and satisfy their customers by expanding reward redemption options. This is evidenced by the fact that about two-thirds of loyalty program members are less than completely satisfied with the redemption options available to them. That same number of respondents actively seek to earn loyalty currency when rewards align with their individual preferences (such as the option to redeem for experiences and rewards from a variety of their favorite brands).

While the most popular types of loyalty currency are cashback and gift cards, the vast majority (90%) of program members want the flexibility to redeem loyalty points with multiple brands. Despite this overwhelming demand, many loyalty programs still limit redemption options to their own brand while fewer programs offer rewards and discounts across multiple brands. Further, nearly half of loyalty program members desire experiential reward options, but only 25% currently have access to them.

Brands looking to increase their “earn and burn” rate can turn to program characteristics most associated with complete satisfaction, such as the ability to redeem for memorable experiences, options to redeem with other brands, brand options that resonate with their interests, personalized reward options, and reward recommendations based on past purchases.

There is Strong Consumer Demand for Value and Personalized Rewards

Redemption events are not self-sufficient in driving future earning. Instead, the study found that loyalty program satisfaction is derived from a positive redemption event that creates joy when consumers feel the time and effort they have invested in a loyalty program has been sufficiently rewarded (called “redemption joy”). This joy can be nurtured when programs go above and beyond to create it—particularly through personalized rewards.

Approximately 30% of respondents expressed a preference for rewards based on their past purchases and when asked to rank which loyalty program traits increased their redemption satisfaction, helpful recommendations for reward redemptions ranked highest, closely followed by the ability to redeem high-value rewards and being offered unique and interesting reward options.

Customers want rewards that reflect their individual tastes and past interactions with brands and introducing artificial intelligence (AI) to find the rewards that best resonate with customers’ interests will drive redemption joy. The research even found that about two-thirds of respondents that see clear value in engaging with loyalty programs would be willing to share personalized data to better inform personalization strategy. This data sharing is becoming a cornerstone of modern loyalty programs and provides brands with a deeper understanding of customer preferences and behaviors to create rewards and experiences that resonate on an individual level.

Consumers Use Loyalty Rewards at High Frequency for Different Purposes

As economic challenges persist, consumers are “earning and burning” rewards frequently; 83% of respondents reported redeeming loyalty currency at least once in the last three months and half reported redeeming in the last month. Supermarket, credit card, airline, and hotel loyalty programs rank among the top-preferred options, likely due to their versatility and ability to offset everyday spending. Supermarket programs boast some of the most active loyalty program members as 82% of respondents reported redeeming rewards on groceries, while airline and hotel programs appeal to loyalty members looking to earn and burn more often to save on high-value rewards such as free flights or luxury hotel stays.

From a regional perspective, supermarket loyalty programs are particularly popular in Europe and Australia, reflecting the routine nature of grocery shopping in these regions. In contrast, credit cards are used more frequently in the United States (43%) and Brazil (39%), where consumers might be leveraging their cards for a variety of purchases to accumulate cashback. Meanwhile, airline loyalty programs are most popular in China (40%) and Hong Kong (37%), where the focus is often on saving points for significant travel-related rewards.

“These research findings present a significant opportunity for loyalty programs to re-evaluate and enhance their offerings, particularly by integrating personalized and experiential rewards that resonate with consumer preferences,” added Berry. “It’s not enough just to drive reward redemption, as unsatisfying or uninspired rewards do not actively drive richer, more frequent engagements. Instead, complementary and personalized “earn and burn” behavior is more likely to create ongoing loyalty program satisfaction. By seizing the opportunities identified by this research, loyalty programs can better meet the needs of their members and drive greater long-term customer engagement.”

About the Valuedynamx Power of Satisfaction Research 2024

A global study of 5,500+ respondents belonging to a loyalty program with 1+ airline, bank, credit card, or hotel. Survey respondents were surveyed in January 2024 via PureSpectrum. 

Valuedynamx gives Emirates Skywards members more redemption options across hundreds of global retail brands   

In a commitment to elevating customer loyalty experiences through innovation, Valuedynamx, a Collinson Company and leading global provider of curated, data-driven purchase rewards, is powering Emirates Skywards, the award-winning loyalty program of Emirates and flydubai,  with the launch of a “pay with points /miles” redemption offering via the ‘Spend Online’ section with Skywards Miles Mall. This redemption offering provides a convenient way for Emirates Skywards members to use their Miles to spend on more everyday options.

With Skywards Miles Mall’s expanded spend offerings, Emirates Skywards members can spend Miles earned on travel with Emirates and flydubai, partner airlines and lifestyle partners worldwide, in real time for digital gift cards at more than 500 brands across 5 markets globally, including the United Arab Emirates, United Kingdom, United States, Australia and India. Skywards Miles Mall provides access to a variety of new redemption opportunities, including popular local brands that cater to everyday lifestyle needs across fashion, fitness, technology, food and beverage, and more. Emirates Skywards members can now spend rewards with globally recognized brands they know and love.

Valuedynamx already powers Skywards Miles Mall earning opportunity where loyalty members can earn Miles seamlessly while making purchases with their favorite brands. By now offering this dual functionality to earn and redeem with a large network of retailers globally, Valuedynamx and Emirates Skywards are establishing a comprehensive rewards ecosystem that not only lets members have the flexibility to use their Miles for purchases that matter most, but also earn Miles as they shop.

“Through this exciting expansion of our partnership with Emirates, we’re able to deliver an end-to-end earn and redemption proposition that aligns seamlessly with consumer demand for deriving maximum value from their loyalty programs,” said James Berry, Managing Director, Valuedynamx . “Our new Pay with Points capability which unlocks the ability to spend miles at leading retailers in multiple markets underpins our shared commitment to meeting evolving consumer needs, solidifying Emirates Skywards position as a leader in providing a comprehensive and rewarding experience for its valued customers."

Dr. Nejib Ben Khedher, Divisional Senior Vice President Emirates Skywards, said:  We’re pleased to be expanding our partnership with Valuedynamx to offer members more opportunities with Skywards Miles Mall, and a chance to spend Miles with some of the most popular brands across the UAE, US, UK, Australia and India. We look forward to continue working closely with our partners to ensure we always deliver a seamless end-to-end customer experience, and to setting new standards for reward experiences.”

For more information about Valuedynamx’s robust reward and loyalty solutions portfolio, contact us today.