Executive interview with Campbell Shaw, VP of Commercial, Financial Services at Valuedynamx
This conversation with Campbell Shaw, VP of Commercial, Financial Services at Valuedynamx is focused on the myriad of forces driving change in retail banking. We titled the session “The Evolution from "Top of Wallet" to "Top of Mind"”
This is a refreshing update covering the dynamics of customer loyalty in the payment card industry and Campbell is the right guest for the moment. His daily work is focused on transforming how banks and fintechs approach customer loyalty.
Campbell came to Valuedynamx from Cardlytics, where he was responsible for their UK operations, leading the partnership side of the business. He worked with major FI leaders Lloyds Bank and launched the Monzo program during that time. Before that, he ran the NatWest partnership for the fintech Monetize, which built and operated mobile banking apps.
Campbell's perspectives are particularly valuable as he has witnessed firsthand how legacy banks are breaking down internal silos to deliver unified customer experiences, while fintechs are employing rewards strategies as a critical driver of the transaction volumes that make or break their business models.
We hope you enjoy this energetic discussion about how financial institutions think about customer loyalty and learn a bit about how to go from being "top of wallet" to "top of mind".
Time Stamps
- 2:35 How should banks shift their thinking around customer loyalty?
- 5:49 What is driving change in customer loyalty in banking?
- 8:05 How are Fintechs and Neobanks making competitive progress?
- 11:35 Future of the Fintechs
- 12:50 Do Banks and Fintechs have shared objectives?
- 15:35 How Valuedynamx is serving Banks and Fintechs
- 17:25 How is Card Linking evolving?
- 20:09 Perspectives on Partnerships – How to do it Right.
- 22:50 How are banks becoming nimbler and more competitive?
- 24:20 Is Unified Bank loyalty going to happen?
- 26:10 The role of premium brands in building bank loyalty
- 29:25 One thing most banks misunderstand about building loyalty in 2026
- 31:04 Framing the growth market in banking and payments loyalty
- 34:30 Finding Campbell Shaw
Editor’s Note
Campbell Shaw, VP Commercial, Financial Services
As VP Commercial, Financial Services at Valuedynamx, Campbell works closely with banks and financial institutions to help unlock the full potential of their customer engagement and rewards programs. He is passionate about building strategic partnerships that deliver real, long-term value for both clients and their customers.
Earlier in his career, Campbell led the mobile banking partnership between RBS (now NatWest) and British fintech Monetize. He has held senior roles at data-driven businesses like Dun & Bradstreet and Experian, while also co-founding a digital platform which served to connect Westminster, Whitehall, and devolved governments.
Prior to joining Valuedynamx, Campbell held the position of SVP Publisher Partnerships at Cardlytics, leading UK bank partnerships, both existing and new.