The Loyalty Newswire from The Wise Marketer
From the Editor
The Loyalty Leaders Summit is coming up in just one month. Make sure you apply to take part in this great opportunity to learn, network and grow. The International Loyalty Awards takes place in Atlanta in the same week. These are two events you don’t want to miss this spring.
In the news we see a continued shift in the balance of power in frequent flyer programs. Mobile wallets and payment options are becoming central to loyalty strategy, and AI’s role in online shopping continues to evolve.
That and much more is here for you in this week’s Newswire.
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Bill Hanifin, Managing Editor, The Wise Marketer
Short Takes
- [Europe] JPMorgan and Mastercard roll out virtual B2B card in Europe
- [Europe] How Digital Payments Are Reshaping Financial Life Across Europe and Central Asia
- [Global] Wallet maker Tangem doubles annual revenue to more than $60 million
- [Philippines] Pag-IBIG Loyalty Card Plus program has surpassed PHP1 billion in rebates
- [US] AT&T Leads US Wireless Loyalty For 17th Straight Year
- [US] Grocer Publix disappoints customers by discontinuing app payment feature March 19
- [US] Yesway announced Stack & Save seasonal promotion across Yesway and Allsup's stores
- [US] Galileo says your loyalty program might be ignoring your best customers
You are Invited to Loyalty Leaders Summit 2026
In an age defined by data, automation and elevated expectations, brands are reimagining how they connect with their customers. The theme of this year’s Leaders in Loyalty 2026 is Precision Loyalty: The Era of Intelligent Engagement.
Hear from Keynote speaker Kelly Mahoney, CMO Ulta Beauty, Loyalty Science Lab executives and more while networking with your fellow loyalty, marketing, and customer experience leaders during an immersive day exploring the future of intelligent customer engagement. Apply now.
The balance in the Frequent Flyer World has Shifted. Cardholders Rule. Flyers Drool.
United Airlines is the latest major US airline to tilt mileage earning in favor of its co-brand cardholders. Starting April 2, 2026, United is restructuring its MileagePlus program to heavily favor co-branded cardholders. Non-cardholders will see earnings drop to three miles per dollar on flights, while cardholders earn at least six. Basic economy tickets only earn miles for those holding a qualifying card.
Meanwhile, American Airlines has stopped giving AAdvantage miles on basic economy tickets. Delta Air Lines lets customers use spending on its co-branded American Express cards to help qualify for elite status. The trend to allow added earning through daily spend with cobrand cards has now shifted to give priority earning on flights to cardholders as well.
Vodacom, M-Pesa, and Paymentology Launch Africa’s First Tap-to-Pay Mobile Money
Paymentology, the next-generation global issuer-processor, announced the launch of Africa’s first mobile-money Tap-to-Pay feature with Vodacom Tanzania and M-Pesa Africa via the M-Pesa SuperApp.
The new capability allows M-Pesa customers to make contactless payments using their Android mobile phones at any Visa-enabled point-of-sale terminal, both locally and internationally, transforming how millions of users pay, travel and do business.
Why AI is Still Just a Smarter Search Bar
Karen Webster, CEO PYMNTS.com provides a thorough analysis in this article about the state of LLM’s in online shopping. Her premise is that the core challenge of agentic commerce in 2026 is for the models to go beyond top of the funnel research and move to encompass the full shopping experience.
Jan 2026 PYMNTS Intelligence research found that 41% of consumers have already used dedicated AI platforms for product discovery and one third say they have fully replaced their prior methods. Overall, AI adoption crossed 54% of U.S. adults in January 2026, up ten points in a single month. It’s essential for marketers to understand how E-commerce is evolving, and this article is a good waypoint on the journey.
International Loyalty Awards Update
The excitement for the International Loyalty Awards is building and you are invited to join the festivities in Atlanta on April 29-30, 2026. There has been an incredible range of submissions, showcasing loyalty programs and initiatives from across every continent.
2026 promises to be a landmark year for the loyalty community as Loyalty Connect Global expands to bring the world’s loyalty leaders together at major global hubs: Dubai and the United States.
Redner’s Markets Launches Unified Shopper Mobile App with RSA America
Redner’s Markets has launched a new mobile app powered by RSA America, a leading digital marketing solutions provider for independent grocers. The unified commerce and engagement platform brings loyalty rewards, digital promotions, ecommerce ordering, and fuel rewards into a single shopper experience across Redner’s 68 stores in Pennsylvania, Maryland, and Delaware.
The launch signals a big step in Redner’s ongoing investment in digital engagement and modern shopper experiences, while maintaining the community-focused service defining the retailer for more than five decades.
Brazil Introduces Legislation to Limit Loyalty Incentives in Gaming
Long-time gambling opponent Eduardo Girão has presented a bill seeking to ban incentive and retention mechanisms within iGaming, including loyalty programs and cashback. Senator Girão’s Bill No 1018 seeks to amend Law No 14,790, which legalized betting in Brazil back in December 2023.
The bill would make it forbidden for licensed betting operators in Brazil to “establish, maintain or disclose mechanisms to incentivize, retain or stimulate” gambling. Bill No 1018 would also prohibit loyalty, rewards or points programmes, as well as the granting of cashback to bettors.
Ascendant Loyalty Marketing Helps Mayesh Launch "Petals Rewards" B2B Loyalty Program
Ascendant Loyalty Marketing announced the launch of Petals Rewards, a new B2B loyalty program for Mayesh, one of the world's premier suppliers of premium cut flowers and floral products.
Petals Rewards is designed to strengthen relationships with professional floral customers by recognizing engagement, rewarding loyalty, and delivering meaningful value tailored to the unique needs of a B2B audience. The program reflects a growing shift in the market as more B2B brands adopt loyalty strategies traditionally associated with consumer programs.
BP Earnify Reporting Strong Growth
Active usage of bp's earnify loyalty platform quadrupled since the program launched in Oct 2024, highlighting growing consumer adoption of digital rewards in the convenience and fuel retail space.
The growth was one of several updates shared during the recent bp and Amoco marketer convention in Miami, where company leaders discussed loyalty expansion and new retail technology initiatives aimed at helping branded marketers compete in an increasingly competitive convenience landscape.
Mastercard to Acquire BVNK to Connect On-Chain Payments and Fiat Rails
Mastercard announced a definitive agreement to acquire BVNK, a leader in stablecoin infrastructure, for up to $1.8 billion, including $300 million in contingent payments.
The deal further expands Mastercard’s end-to-end support of digital assets and value movement across currencies, rails and regions. Press release here.
New Loyalty Roles Available
Engage People has an opening for a Client Director, Client Success. Please visit this link to learn more and apply if interested.
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