Lux Rewards
LUX Rewards operates a B2B card-linked offers platform connecting merchants with high-spending consumers through publisher partnerships with banks, airlines, and employee benefits platforms across the UK, US, and Europe, using integrations with Visa, Mastercard, and American Express for automatic cashback rewards.
- Company typePrivate
- Founded2015
- HeadquartersBath, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Lux Rewards does
LUX Rewards operates a B2B card-linked offers (CLO) technology platform that connects merchants with high-spending consumers through publisher partnerships with major financial institutions, airlines, and employee benefits platforms. The core technology tracks and rewards customer spending via payment card transactions integrated with Visa, Mastercard, and American Express networks (powered by Fidel for card-linking data capture), enabling automatic cashback rewards without codes, vouchers, or QR scanning. LUX offers three delivery mechanisms to enterprise partners: a white-label cashback application, an embedded SDK for in-platform integration, and a full API for tailored cashback programs, plus a centralized merchant reporting dashboard. The company is headquartered in Saltford near Bath, United Kingdom, and was founded by James Courtney in 2015-2016, originally as a consumer dining rewards app before pivoting to B2B during the 2020-2021 pandemic period.
The business generates revenue primarily through a 10-20% commission on transactions processed through the platform, covering both cashback paid to cardholders and LUX's success fee, with no signup fees or minimum thresholds. Additional revenue streams include platform access fees from publishers (banks, airlines, loyalty programs) and technology integration services for API, SDK, and whitelabel deployments. LUX's publisher network includes Mastercard, Revolut, Barclaycard, Capital On Tap, British Airways, Aer Lingus, Virgin Atlantic, and NextJump, providing claimed reach to 650+ million cardholders globally across UK, US, Europe, and Australia, with 105+ million cardholders actively accessible through 22+ named publishing partners and 500+ brand partnerships on the merchant side. Following a multi-million pound investment from Enigmatic Smile Limited in 2022, the company achieved 400% revenue growth and an eight-figure valuation, culminating in a March 2026 eight-figure acquisition by Enigmatic Smile. The team of 16 employees operates from the UK, with founders James Courtney, Ash (COO), and Tom Munday (CCO) remaining involved post-acquisition.
Lux Rewards firmographics
Firmographics- Name
- Lux Rewards
- Legal name
- LUX REWARDS LTD.
- Website
- https://luxrewards.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- LUX Rewards operates a B2B card-linked offers platform connecting merchants with high-spending consumers through publisher partnerships with banks, airlines, and employee benefits platforms across the UK, US, and Europe, using integrations with Visa, Mastercard, and American Express for automatic cashback rewards.
- Ownership category
- akta.pro rank
Lux Rewards industry classification
Industry- Product category
- Loyalty & Rewards Technology
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Co-Branded Card & Card-Linked Offers Enablement (Issuer/Network Integrations) (THALAKAI)
- akta.pro secondary industries
- Rewards & Loyalty Credit Cards (FSAKABAH), Loyalty, Points Currency & Stored Value Payments (THALAHAK), Rewards, Rebates & Program Optimization (Interchange, Supplier-funded) (THACAJAK)
Keywords
Where Lux Rewards is headquartered
LocationHeadquarters
- HQ city
- Bath
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lux Rewards business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Commission on Transactions: LUX earns commission (10-20% standard) on each transaction processed through the platform. This commission covers the cashback paid to cardholders as well as the LUX success fee. Revenue is generated when merchants' linked payment cards are used at partner venues.
- Platform Access for Publishers: Revenue generated from banks, airlines, and loyalty programs that pay to access LUX's network of merchant offers and high-spending cardholders. Publishers gain access to hundreds of cashback and reward offers to enhance their loyalty programs.
- Technology Integration Services: Revenue from providing API, SDK, and whitelabel solutions to publishers and loyalty programs. Partners can integrate LUX's technology into their own platforms for custom cashback programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Merchant Commission Rate |
| Freemium | Pay-as-you-go | Consumer Mobile App |
Go-to-market motion4 records
Distribution channels8 records
Marketing channels7 records
Lux Rewards product offering
Product offeringCore offering
LUX Rewards operates a B2B card-linked offers (CLO) technology platform that connects merchants with high-spending cardholders through partnerships with banks, airlines, and employee benefit publishers. When a registered card is used at a participating merchant, cashback is automatically applied without the need for codes, links, or QR scanning. The platform is delivered to enterprise partners via white-label cashback apps, embedded SDK screens, and full API integration, with a unified reporting dashboard across all publisher channels.
Product overview
LUX Rewards operates as a B2B card-linked loyalty technology platform offering three integrated delivery mechanisms: a white-label cashback app, embedded SDK screens, and full API integration. The core technology is Card-Linked Offers (CLO), which automatically tracks and rewards customer spending when they use registered Visa, Mastercard, or American Express cards at participating merchants. The platform connects financial institutions, airlines, and employee benefits programs with brand offers, delivering seamless cashback without requiring codes, links, or QR scanning. Merchants access a unified dashboard for reporting and campaign management, while the system supports both in-store and online purchase tracking.
Differentiator
Problem solved
Functional benefit
Products and services
- Card-Linked Offers (CLO) Platform Core card-linked offers technology that tracks and rewards customer spending via payment card transactions, integrating directly with Visa, Mastercard, and American Express. Customers spend as usual and cashback is automatically applied when using a linked card at participating merchants — no codes, links, or QR scanning required.
- White-Label Cashback App A fully branded cashback application deployed in the partner's colors and style, enabling financial institutions, airlines, and loyalty programs to offer card-linked rewards to their customers without building the technology themselves.
- Embedded SDK Solution Software development kit allowing partners to embed LUX's cashback screens and functionality directly within their existing platform, providing a fully operational cashback solution with custom branding.
- Full API Integration Comprehensive API access enabling partners to build a tailored cashback program with full flexibility for any use case, connecting their loyalty systems with LUX's merchant network and offer infrastructure.
Quantifiable outcome
- £100 million in revenue generated for partnered merchants
- +9 more outcomes
Companies that use Lux Rewards
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles5 records
Lux Rewards technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature6 records
Lux Rewards partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and secondary.
- BarclaycardcoreFirst bank partnership in Summer 2021 marked LUX's major pivot to B2B bank partnerships. Barclaycard provides access to their business and consumer cardholder base for LUX's merchant offers.
- NatWest AcceleratorsecondarySupported by NatWest Accelerator during expansion phase (2017-2019) following initial launch and early growth.
- Just Eat AcceleratorsecondarySupported by Just Eat Accelerator during expansion phase (2017-2019), providing mentorship and resources for growth.
- MastercardcoreMastercard is a key publishing partner, distributing LUX's card-linked offers through their Easy & Business Savings Programme. The partnership expanded from 600K to 20M+ cards, with merchant offers growing from under 10 to 400+. LUX delivered £100K+ in rewards to cardholders and drove £2M+ in merchant spend through the programme.
- RevolutcoreRevolut partnered with LUX for their RevPoints programme to boost customer engagement. With fast integration, they enabled quick launch delivering £100K+ in rewards to users and driving £2M+ in merchant spend within six months. 87% of spend came from new spenders on Revolut.
- Capital On TapsecondaryBusiness customer channel partner providing SME business cardholders with access to LUX's merchant offers and cashback rewards.
- British AirwayssecondaryAirline publishing partner featuring LUX's merchant cashback offers to their frequent flyer program members.
- Aer LingussecondaryAirline partner providing access to their loyalty program members for LUX's merchant cashback offers.
- Virgin AtlanticsecondaryAirline partner distributing LUX's merchant offers to their frequent flyer loyalty program members.
- NextJumpsecondaryEmployee benefits platform partner distributing LUX's merchant offers to their corporate wellness and employee rewards network.
- FidelcoreCard-linking technology provider enabling transaction data collection from Visa, American Express, and Mastercard. LUX receives tokenized card data and transaction information (amount, location, date, time) when users spend with registered cards at partner venues. Data stored in PCI-compliant environment.
- VisacorePayment network partner enabling card-linking technology. LUX works directly with Visa to track and reward cardholders who link their Visa cards to publisher channels.
- American ExpresscorePayment network partner enabling card-linking for American Express cardholders. LUX tracks and rewards transactions made with linked Amex cards at partner venues.
- RakutensecondaryAffiliate network for data push and tracking. LUX can push performance data via Rakuten for reporting and attribution purposes.
- AwinsecondaryAffiliate marketing network partner for data transmission and performance tracking across LUX's merchant campaigns.
- PartnerizesecondaryPartner marketing platform enabling LUX to push data via their network for tracking and reporting on campaign performance.
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
Lux Rewards competitors and assessment
Company assessmentEmerging players
- Bango: UK-based platform enabling merchants to bundle and distribute third-party digital services and offers through payment and carrier partnerships. Comparable to LUX in offering programmable offer/distribution infrastructure for enterprises.
- Reward Gateway: Employee engagement and benefits platform offering discounts, cashback, and recognition programs to corporate clients. Comparable to LUX's employee benefits publisher channel (e.g., NextJump).
- TopCashback: UK-headquartered cashback platform offering consumers rewards on online purchases. Adjacent to LUX's model but with consumer-direct rather than bank-partner distribution.
- ShopBack: Asia-Pacific focused cashback and rewards platform connecting consumers with merchant offers. Comparable to LUX's merchant-rewards flywheel though primarily consumer-direct and regionally focused.
Direct peers
- Linkable Networks: Card-linked offers platform enabling retailer-funded rewards via bank and card-issuer partnerships in North America. Operates in the same CLO category as LUX with a similar bank-partnership-led GTM motion.
- Cardlytics: US-listed card-linked offers platform that partners with banks to deliver personalized cashback rewards to cardholders based on transaction data. Directly competes with LUX in the CLO category, though Cardlytics is substantially larger and focused on the US market.
- Savingstar: Card-linked digital coupons platform offering automatic grocery and retail rewards tied to loyalty cards. Comparable to LUX in using card-linking to deliver frictionless merchant-funded offers to consumers.
- Quotient Technology (Neptune Retail Solutions): Digital promotions and card-linked couponing platform connecting retailers, brands, and shoppers via bank and grocery loyalty integrations. Closely comparable to LUX's merchant offer distribution model.
- Fidel: London-based card-linking API provider that powers LUX's transaction-attribution infrastructure and also offers its own programs/SDKs for developers and partners. It is both a technology supplier and a peer in the card-linked ecosystem serving banks and publishers.
Broad incumbents
- Rakuten Rewards: Global cashback and affiliate marketing platform serving both consumers and publishers at significant scale. LUX integrates with Rakuten for affiliate data push and competes for the same merchant-rewards wallet.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Lux Rewards social profiles
Digital presenceLux Rewards financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lux Rewards leadership team
Management profileNumber of profiles
Profiles15 records
Lux Rewards funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lux Rewards M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lux Rewards
What does Lux Rewards do?
LUX Rewards operates a B2B card-linked offers (CLO) technology platform that connects merchants with high-spending cardholders through partnerships with banks, airlines, and employee benefit publishers. When a registered card is used at a participating merchant, cashback is automatically applied without the need for codes, links, or QR scanning. The platform is delivered to enterprise partners via white-label cashback apps, embedded SDK screens, and full API integration, with a unified reporting dashboard across all publisher channels.
Is Lux Rewards a public or private company?
Lux Rewards is a private company. It is classified as corporate owned and is currently acquired.
When was Lux Rewards founded?
Lux Rewards was founded in 2015. It employs 1 to 10 people.
Where is Lux Rewards based?
Lux Rewards is headquartered in Bath, United Kingdom, in the Europe region.
How does Lux Rewards make money?
Three revenue lines are on record. Commission on Transactions are the primary driver. The others are platform Access for Publishers and technology Integration Services.
Who are Lux Rewards's main competitors?
Emerging players on record are Bango, Reward Gateway, TopCashback and ShopBack. Direct peers are Linkable Networks, Cardlytics, Savingstar, Quotient Technology (Neptune Retail Solutions) and Fidel. Rakuten Rewards is listed as a broad incumbent.
Does Lux Rewards have an API?
Yes. Full API integration for building a tailored cashback program with ultimate flexibility for any use case. The API enables partners to connect their loyalty programs with Lux Rewards' card-linked offer network, tracking transactions and delivering cashback automatically when registered cards are used at participating merchants. Developer documentation is at Not specified.
What industry is Lux Rewards in?
Lux Rewards's product category is Loyalty & Rewards Technology. Its primary akta.pro industry code is THALAKAI, Co-Branded Card & Card-Linked Offers Enablement (Issuer/Network Integrations), with a secondary code of FSAKABAH, Rewards & Loyalty Credit Cards. Its NAICS code is 522320 and its SIC code is 6199.