Reward and NatWest deepen decade-long loyalty partnership

August 12, 2025

Reward has renewed its long-standing strategic partnership with NatWest Group, extending a collaboration that has shaped customer engagement strategies for over a decade.

The extension builds on the success of MyRewards, NatWest’s flagship loyalty programme, which has been powered by Reward’s technology since its launch, and will focus on enhancing personalisation for millions of customers.

The MyRewards programme has been a key feature of NatWest’s debit and credit offerings, delivering tailored rewards to a wide customer base. This continued partnership reflects a shared commitment to providing meaningful, relevant, and scalable experiences in an era where personalisation has become central to customer expectations.

The renewed agreement includes a strong innovation agenda, with a particular emphasis on AI-driven hyper-personalisation and precision targeting. Reward’s proprietary engagement platform will underpin this effort, enabling more effective multi-channel campaigns and enhancing the quality of customer insights. The company’s focus on cutting-edge activation services has already helped it surpass its goal of returning $2bn in cashback to customers by 2025.

NatWest Group head of current accounts, everyday banking Lewis Broadie said, “Delivering personalised, meaningful value to our customers is central to our strategy, and our partnership with Reward enables us to do that at scale. As customer expectations continue to evolve, we’re excited to build on this relationship to drive even greater innovation, insight, and engagement for our customer base.”

Reward chief commercial officer James House said, “Our partnership with NatWest Group is one of the most enduring and successful in the sector. Together, we’ve evolved the MyRewards programme, setting the standard for data-driven customer engagement, while advancing our mission to deliver billions in rewards to customers. This next chapter is about delivering our exciting innovation agenda – through deeper personalisation, AI-powered Activation, and creating value at every touchpoint.”