By Gavin Wassung, Principal Strategy Consultant at Tredence
Most banks, issuers, and payments firms already have a loyalty program. The harder question isn't whether to have one, it's which kind of loyalty they're actually trying to build. In this piece published on The AI Journal, Gavin Wassung, Principal Strategy Consultant at Tredence, argues that customer loyalty is not a single strategy but an ecosystem of four distinct models, namely, Value Exchange, Benefits, Engagement, and Brand Affinity, each with its own logic, metrics, and role for AI. He makes the case that the technology to power personalized loyalty is no longer the constraint; the real leadership challenge is sequencing which loyalty engine should lead, which should follow, and how AI accelerates each one without collapsing them into a single, generic playbook.
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Tredence helps banking, issuer, and payments leaders turn loyalty strategy into scalable AI capability, from identity resolution and next-best-action engines to journey orchestration and sentiment-driven personalization. With deep domain expertise across financial services and a track record of turning fragmented data into measurable relationship growth, Tredence helps institutions choose the right loyalty engine and build the AI foundation to scale it.
