Partnership Renewal Marks Another Milestone
Reward has renewed its long-standing loyalty partnership with NatWest Group, continuing a relationship that has transformed customer rewards strategies for over a decade.
This extension builds on the success of MyRewards, NatWest’s flagship programme powered by Reward’s technology since launch, now serving millions nationwide.
The loyalty partnership will focus heavily on personalisation, aiming to deliver relevant and engaging rewards that match individual customer preferences and behaviour.
As personalisation grows increasingly important for banks, this continued collaboration shows both firms’ commitment to meeting evolving customer expectations more effectively.
MyRewards’ Role in Customer Engagement
MyRewards has been central to NatWest’s debit and credit offerings, providing tailored incentives and cashback rewards to a broad customer base.
Through this loyalty partnership, Reward and NatWest have continuously innovated, creating experiences that feel meaningful, valuable, and easy to access for customers.
Both companies believe personalisation drives engagement and loyalty, particularly in today’s competitive digital banking environment with higher customer expectations and growing competition.
This renewed commitment ensures MyRewards remains a leader in reward programmes while adapting to market changes and emerging financial technologies effectively.
Embracing AI for Hyper-Personalisation
The new agreement includes a clear innovation plan, with emphasis on AI-powered hyper-personalisation and precision targeting for better customer experiences.
Reward’s proprietary engagement platform will support multi-channel campaigns, improving both the delivery and accuracy of offers across different customer groups.
Through AI, the loyalty partnership will use real-time insights to understand preferences and deliver more effective, timely, and relevant offers.
This data-driven approach will strengthen MyRewards’ ability to adapt, ensuring customers receive rewards matching their lifestyle and spending patterns more closely.
Proven Value Through Cashback and Rewards
Reward’s activation services have already helped surpass the $2 billion cashback milestone, proving their ability to deliver significant customer value.
By combining Reward’s platform with NatWest’s scale, the loyalty partnership has created a system that benefits both the bank and customers.
Customers enjoy real financial rewards, while NatWest strengthens relationships and builds long-term loyalty through consistent and personalised engagement strategies.
Such results highlight why loyalty partnerships remain critical in modern banking strategies, especially when personalisation and relevance are at the forefront.
Leaders Share Their Perspective
Lewis Broadie, NatWest’s head of current accounts, said delivering personalised value at scale remains central to the bank’s overall strategy.
He emphasised the loyalty partnership with Reward enables greater innovation, insight, and customer engagement through ongoing technological enhancements and deeper collaboration.
James House, Reward’s chief commercial officer, called the NatWest partnership one of the most successful and enduring collaborations in the sector.
He highlighted their shared mission of delivering billions in rewards, alongside an agenda focused on personalisation, AI activation, and customer value creation.
Building on a Strong Foundation
This renewed loyalty partnership builds on a decade of proven success, positioning both companies for further growth in customer engagement innovation.
It reinforces the importance of combining banking expertise with fintech agility to meet evolving customer needs in an increasingly competitive market.
With advanced AI tools and deep customer insights, the programme can offer experiences that stand out in the crowded financial services space.
Ultimately, this collaboration showcases how banks and fintech partners can create lasting loyalty by prioritising personalisation, technology, and genuine customer value.