Leave the rewards to us
We power the moments that define your brand

We created the global rewards marketplace. Today, we lead its next evolution, enabling organisations to recognise and reward their most valuable customers, employees and partners with precision and consistency at scale, shaping how brands express gratitude.

This is more than infrastructure.

It is a responsibility.

When we started Loylogic, the rewards marketplace didn’t exist.

There was no unified way for organisations to engage customers, employees, and channel partners through meaningful choice. Motivation was fragmented, and the systems behind it were rigid, complex, and disconnected from what people actually value.

So, we built something entirely new.

We created the world’s first rewards marketplace, defining a category that has since become central to how organisations drive engagement.

Today, we are leading that category into the AI era.

Every interaction in our marketplace is a moment of gratitude. It reflects our clients’ brand, their values, and how they recognise the people who drive their growth.

As a trusted custodian of these moments, that responsibility sits at the core of everything we do.

Because loyalty is built in moments that matter.

Loylogic is a global, AI-powered rewards marketplace infrastructure, designed to turn meaningful choice into measurable engagement at scale.

At our core, we act as the trusted custodian of how organisations express gratitude to the people who matter most, their customers, employees, and partners.

We combine global supply, loyalty currencies, incentive mechanics, and AI-driven optimisation across catalogue, pricing, and experience, enabling engagement that is both relevant and commercially sound.

From targeted campaigns to complex global programmes, Loylogic provides the infrastructure to scale engagement with confidence, maintaining control, consistency, and quality across every interaction.

We support organisations across consumer loyalty, channel incentives, and employee engagement through one unified marketplace platform.

And our role is simple:

To ensure those moments are delivered with intelligence, relevance, and impact, every time.

Gabi Kool
CEO, Loylogic

Vision

Lead and continuously define the global standard for rewards marketplace infrastructure in the AI era, acting as the trusted custodian of how organisations express gratitude.

Mission

Enable organisations to recognise and reward their most valuable customers, employees and partners with precision and consistency at scale, delivering the moments that define how gratitude is experienced.

Our culture

At our core, we value every voice and work together to create impactful solutions.

Do you think our values align with you?

Innovative

We push boundaries to make things better.

Accountable

We work with purpose, curiosity and impact.

Collaborative

We work together and respect every voice to build smarter solutions.

Get it done

We move fast and go the extra mile.

Lead to success

We are proactive, take ownership, stay honest and hold ourselves, and others, accountable.

Passionate

We inject passion in everything we do, care about every project, and deliver with real energy.

Fun

We bring good energy and share laughs.

Our story until now, step by step

2025202420212020201820162014201220102008200720062005
13
Tamra Chandler and Loylogic

2025

Loylogic partners with Tamra Chandler to launch a science-based employee motivation solution using the 100 Moments That Matter framework, expanding its impact from consumer to workplace engagement. The next generation AI-enhanced rewards marketplace is announced including the newly branded solutions PointsSphere™, CashCutter™, Tokenizer™ and Gamifier™.
12
Ultimate by Loylogic

2024

Loylogic launches Ultimate, a powerful new platform offering unmatched flexibility, speed, and modularity. African Bank’s Audacious Rewards powered by Loylogic wins Best Short Term Loyalty Initiative (International Loyalty Awards) and Best Relaunched Rewards Programme (South African Loyalty Awards). Pointspay is carved out into its own company.
11
Loylogic expands to Africa

2021

Loylogic expands into Africa with Equity Bank Kenya and American Express. Dezerved gains traction with premium partners, and the business now ships rewards to 170+ countries.
10
Pointspay and Dezerved

2020

Pointspay and Dezerved launch. Pointspay links loyalty with payments, while Dezerved offers premium invite-only rewards. Loylogic surpasses $1B in global e-sales and carves out Pointspay as an independent brand.
09
Reward Play Loylogic

2018

Loylogic launches Reward Play, adding gamification to the loyalty experience. This innovation helps brands boost engagement and attract younger audiences. Loylogic also earns ISO 27001 certification, underlining its commitmentto data security and compliance.
08
Reward Visa Loylogic

2016

Reward Visa is introduced, allowing members to convert points into card value, extending redemption to everyday spend. It represents a step forward in loyalty-payments integration.
07
Slider Technology Loylogic

2014

Loylogic patents its Slider technology, unlocking real-time flexibility in cash-and-points transactions. New offices and a global sales team fuel client wins across hospitality and coalition sectors.
06
Akruu Mall

2012

Two breakthrough launches: the Rewards App, enabling mobile-first redemptions, and Akruu Mall, offering more member control by mixing points and cash. These innovations expand loyalty touchpoints and usability.
05
Loylogic and Etisalat

2010

Loylogic partners with Etisalat, launching a cutting-edge telco loyalty program. The business scales quickly in the Middle East and supports clients with region-specific reward strategies.
04
Reward Hub Loylogic

2008

Reward Hub launches, giving clients full control over a modular reward ecosystem. It cements Loylogic’s evolution from rewards provider to strategic loyalty technology partner.
03
Programming

2007

Rapid growth continues as Loylogic invests in technical infrastructure and scales to support multi-market programs. This year lays the groundwork for industry diversification and enterprise-grade platform development.
02
First Rewards Marketplace

2006

Loylogic launches the world’s first global Rewards Marketplace, transforming redemption into a flexible, e-commerce-style experience. Etihad Guest becomes its first airline partner, marking a bold move into aviation loyalty.
01
Zurich, Switzerland

2005

Loylogic is founded in Zurich with a mission to redefine loyalty. Focused on member engagement, commerce innovation, and digital-first rewards, it begins developing technology to empower brands with smarter loyalty solutions.

Our story until now, step by step

2025
2024
2021
2020
2018
2016
2014
2012
2010
2008
2007
2006
2005
/13
2025
Loylogic partners with Tamra Chandler to launch a science-based employee motivation solution using the 100 Moments That Matter framework, expanding its impact from consumer to workplace engagement. The next generation AI-enhanced rewards marketplace is announced including the newly branded solutions PointsSphere™, CashCutter™, Tokenizer™ and Gamifier™.
/12
year 2024
Loylogic launches Ultimate, a powerful new platform offering unmatched flexibility, speed, and modularity. African Bank’s Audacious Rewards—powered by Loylogic—wins Best Short Term Loyalty Initiative (International Loyalty Awards) and Best Relaunched Rewards Programme (South African Loyalty Awards). Pointspay is carved out into its own company.
/11
2021
Loylogic expands into Africa with Equity Bank Kenya and American Express. Dezerved gains traction with premium partners, and the business now ships rewards to 170+ countries.
/10
year 2020
Pointspay and Dezerved launch. Pointspay links loyalty with payments, while Dezerved offers premium invite-only rewards. Loylogic surpasses $1B in global e-sales and carves out Pointspay as an independent brand.
/09
year 2018
Loylogic launches Reward Play, adding gamification to the loyalty experience. This innovation helps brands boost engagement and attract younger audiences. Loylogic also earns ISO 27001 certification, underlining its commitmentto data security and compliance.
/08
year 2016
Reward Visa is introduced, allowing members to convert points into card value, extending redemption to everyday spend. It represents a step forward in loyalty-payments integration.
/07
year 2014
Loylogic patents its Slider technology, unlocking real-time flexibility in cash-and-points transactions. New offices and a global sales team fuel client wins across hospitality and coalition sectors.
/06
year 2012
Two breakthrough launches: the Rewards App, enabling mobile-first redemptions, and Akruu Mall, offering more member control by mixing points and cash. These innovations expand loyalty touchpoints and usability.
/05
year 2010
Loylogic partners with Etisalat, launching a cutting-edge telco loyalty program. The business scales quickly in the Middle East and supports clients with region-specific reward strategies.
/04
year 2008
Reward Hub launches, giving clients full control over a modular reward ecosystem. It cements Loylogic’s evolution from rewards provider to strategic loyalty technology partner.
/03
year 2007
Rapid growth continues as Loylogic invests in technical infrastructure and scales to support multi-market programs. This year lays the groundwork for industry diversification and enterprise-grade platform development.
/02
year 2006
Loylogic launches the world’s first global Rewards Marketplace, transforming redemption into a flexible, e-commerce-style experience. Etihad Guest becomes its first airline partner, marking a bold move into aviation loyalty.
/01
2005
Loylogic is founded in Zurich with a mission to redefine loyalty. Focused on member engagement, commerce innovation, and digital-first rewards, it begins developing technology to empower brands with smarter loyalty solutions.

Awards & recognition

2025

Loyalty Team of the Year

International Loyalty Awards
2024

Best Short Term Loyalty Initiative

International Loyalty Award
2024

Best Relaunched Rewards Programme

South African Loyalty Awards
2019

Best Innovation in Loyalty

12th Customer Fest Awards
2013

Best Loyalty Program

Merchant Payments Ecosystem Awards
2013

Best Loyalty Industry Innovation

International Loyalty Awards
2013

Best IT Innovation

Banking Awards
2012

Best Redemption Ability

22nd Annual Freddie Awards
2012

Best Elite Program

22nd Annual Freddie Awards
2011

Best in Services

Swiss Economic Awar
2011

Best in Vendor Loyalty

Mega Awards
2011

Best Airline Redemption Ability

The Frequent Traveller Awards
2010

Most Innovative Loyalty Technology

Mega Awards
2009

Best Bonus Promotion

21st Annual Freddie Awards
2009

Best Website

21st Annual Freddie Awards
2009

Best Award Redemption

21st Annual Freddie Awards
2009

Best Member Communication

21st Annual Freddie Awards
2008

Programme of the Year

20th Annual Freddie Awards
2008

Best Award Redemption

20th Annual Freddie Awards
2008

Best Customer Service

20th Annual Freddie Awards
2007

Best website

19th Annual Freddie Awards
2007

Best Exciting New Look

Rebrand 100

Our leadership

A team is only as good as the leader. Meet the visionaries who are redefining what’s possible in loyalty through insight, agility, and purpose.

Gabi Kool

Chief Executive Officer

Gabi brings over 25 years of leadership in loyalty, working with brands such as airBaltic, KLM, and Carlson’s Fortune 500 clients. He has been recognised as Loyalty Industry Personality of the Year. He defines the strategic direction of Loylogic, focusing on meaningful moments that drive long-term engagement and growth.

LinkedIn

Marta Wronska

Chief Financial Officer

Marta brings strategic finance expertise with a focus on structure, discipline, and long-term value creation. With leadership experience at Etihad and flydubai, she ensures scalable growth by aligning financial strategy with operations and enabling data-driven decision-making across the organisation.

LinkedIn

Adam Whatling

Chief Commercial Officer

Adam brings over 20 years of experience in loyalty, rewards, and engagement across global markets. He drives growth by connecting strategy with execution, enabling partners to unlock value through effective go-to-market and expansion across multiple global markets and diverse partner ecosystems.

LinkedIn

Amit Bendre

Chief Operating Officer

Amit is an experienced product, technology, and operations leader focused on translating strategy into scalable delivery. He ensures platforms and operations perform reliably at scale, driving efficiency, consistency, and continuous improvement across complex global systems and environments.

LinkedIn

Martin Smaerup

Vice President,
Go To Market Strategy

LinkedIn

Janis D’souza

Head of Department,  
Marketing

LinkedIn

Rizvan Faruqui

Head of Department,
Merchant Funded Deals & Offers

LinkedIn

Adam Whatling

Chief
Commercial Officer

LinkedIn

Pradnya Joshi

Head of Department,
People Experience

LinkedIn

Gaurav Golwalkar

Head of Department,
Products

LinkedIn

Sumit Nerurkar

Director,
Technology Operations & Security

LinkedIn

Ciara Owens

Director,
Global Performance & Insights

LinkedIn

Allard Vogelpoel

Senior,
Program Consultant

LinkedIn

Muhammad Baig

Senior,
Program Consultant

LinkedIn

Ahmad Oneissi

Director,
Regional Partnerships

LinkedIn

Daniel Schmidt

Director,
Sales & Business Development

LinkedIn

Tina Fidanza

Head of Department,
General Counsel

LinkedIn

Where we operate

Partners
Offices

Frequently asked questions

What does Loylogic do?

Loylogic operates the Global Rewards Marketplace infrastructure, enabling organisations to deliver rewards and recognition with scale and control.

What role does Loylogic play in the market?

It defines and operates the rewards marketplace category.

What makes Loylogic different as a company?

Its combination of infrastructure, marketplace and behavioural activation.

What is Loylogic’s vision?

To define the global standard for rewards marketplace infrastructure.

What is Loylogic’s mission?

To enable meaningful moments ofappreciation that drive engagement and performance.

Where does Loylogic operate?

Globally with local optimisation.

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