Valuedynamx
Valuedynamx is a London-based B2B loyalty commerce platform and Collinson Group subsidiary that powers earning, redemption, and card-linked rewards for major airline, hotel, bank, and retailer loyalty programs, reaching 400m+ consumers across 180+ countries through 50,000+ merchant partners.
- Company typePrivate
- Founded2025
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Valuedynamx does
Valuedynamx is a London-headquartered B2B commerce and loyalty technology platform, operating as a wholly-owned subsidiary of the privately held Collinson Group. The company provides earning, redemption, and card-linked offer infrastructure that powers the customer-facing loyalty programs of airlines, hotel groups, financial institutions, and large retailers — including Emirates Skywards, IAG Loyalty, JetBlue, Asia Miles, Radisson Rewards, Mastercard, Visa, and Marriott Bonvoy. Its product portfolio spans a Headless API (HAPI) for partner-branded storefronts, the Pay With Points real-time redemption engine, Card Linked Offers integrated with Mastercard and Visa rails, an online affiliate network, the Expedia-powered travel redemption catalog, and the newly added Apple Authorized Promotional Company (AAPC) commerce platform offering 2,000+ Apple SKUs. Distribution is a two-sided marketplace reaching 400m+ consumers across 180+ countries through 50,000+ retail and travel partners.
The underlying platform is cloud-based and combines a data and analytics layer (transactional, behavioral, and predictive signals) with AI/ML for personalization, recommendation, and segment-shift prediction. Valuedynamx monetizes through three primary streams: cost-per-sale/transaction fees from merchants for performance-based acquisition; affiliate commissions from merchants accessing the loyalty member network; and platform licensing/integration fees for embedding APIs and commerce rails into partner programs. The go-to-market is enterprise field sales led by SVP/GM U.S. Eileen Peacock (U.S.) and Managing Directors James Berry and Mark Jackson, supported by channel partnerships with card networks and travel platforms. Recent strategic activity — Apple AAPC authorization (2025), Expedia global partnership (2023), Tillo and Gilded integrations (2024), Radisson Rewards Shop (2026), Quidco in-store cashback (2026), and dedicated U.S. expansion — indicates active scaling rather than incremental maintenance.
Valuedynamx firmographics
Firmographics- Name
- Valuedynamx
- Legal name
- Valuedynamx Limited
- Website
- https://valuedynamx.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Valuedynamx is a London-based B2B loyalty commerce platform and Collinson Group subsidiary that powers earning, redemption, and card-linked rewards for major airline, hotel, bank, and retailer loyalty programs, reaching 400m+ consumers across 180+ countries through 50,000+ merchant partners.
- Ownership category
- akta.pro rank
Valuedynamx industry classification
Industry- Product category
- Loyalty Commerce Platform
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)
Keywords
Where Valuedynamx is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Valuedynamx business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Transaction Fees / Cost-per-Sale: Merchants pay on a cost-per-sale basis, meaning clients only pay when a purchase takes place. This model aligns costs directly with measurable outcomes.
- Commission from Merchant Network: Revenue generated through commissions paid by merchants for access to the network of loyalty program members. Merchants gain exposure to targeted, high-value audiences through financial services channels.
- Platform Licensing and Integration Services: API and technology integration services enabling loyalty programs to embed Valuedynamx commerce platforms, earning platforms, and redemption solutions into their existing systems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Cost-per-sale model for merchants |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Valuedynamx product offering
Product offeringCore offering
Valuedynamx operates a global commerce platform that connects loyalty programs, merchants, and customers to deliver personalized earn and redemption experiences. Its core offerings include Earning Solutions (card-linked offers, online affiliate network, and APIs), flexible Redemption Solutions across 128 categories, the Pay With Points real-time digital gift card redemption product, and an Apple Products Commerce Platform enabled by its Apple Authorized Promotional Company status. The platform is delivered to enterprises via integration and APIs that embed branded earning and redemption stores within partner loyalty programs.
Product overview
Valuedynamx is an advanced commerce marketplace and loyalty platform that enhances reward and incentive strategies for loyalty programs. The platform operates across three core areas: Programs (building reward programs with 50,000+ merchant partners), Merchants (connecting merchants to reward programs for customer engagement), and Customers (providing personalized rewards through dynamic partnerships). Key product modules include Earning Solutions (card-linked offers, online affiliate offers, APIs), Redemption Solutions (400,000+ rewards across 128 categories), and Pay With Points (real-time point-to-currency exchange). Specialized offerings include Apple Products Commerce Platform (as an AAPC), Financial Services Rewards, and Premium Rewards for high-net-worth customers. The platform serves 400+ million accessible consumers across 180+ countries with 400,000+ rewards.
Differentiator
Problem solved
Functional benefit
Brands
- Pay with Points: A seamless pay with rewards proposition enabling customers to exchange loyalty points for digital gift cards and make purchases in real time.
- Pay With Rewards
Products and services
- Loyalty Programs Platform A scalable reward program platform with seamless integration and measurable results, providing global access to 50,000+ retail and travel partners for enterprise loyalty programs run by airlines, hotels, banks, and retailers.
- Earning Solutions A solution that enables customers of partner loyalty programs to earn rewards through promotions, branded APIs, and a global merchant network of 50,000+ partners across offline, online, local, and global channels.
- Redemption Solutions Flexible redemption options that allow loyalty program members to spend rewards currency at leading merchants for merchandise, gift cards, experiences, and charity donations, spanning 400,000+ rewards across 128 categories.
- Pay With Points A pay-with-rewards product that enables loyalty program members to exchange points for digital gift cards in real time, both online and in-store, with diversified redemption options and lower thresholds to enhance engagement and reduce churn.
- Apple Products Commerce Platform A dedicated branded commerce platform enabled by Apple Authorized Promotional Company (AAPC) status, giving banks, hotels, and airlines access to 2,000+ Apple products, direct pricing, fulfillment centers, and pre-order opportunities for earn, burn, and acquisition use cases.
- Financial Services Rewards Commerce rewards tailored for banking customers including personalized offers, cashback opportunities, merchant-funded rewards, and card-linked offers to drive acquisition, retention, and engagement for card issuers and banks.
- HAPI (Headless API) A standalone Headless API product enabling partner programs such as Virgin Red to design their own app or website interfaces while pulling in offer content via API, providing full design flexibility and access to all Earn store features and merchant partners.
- Earn APIs Off-the-shelf Earn APIs providing access to 5,000+ retailers worldwide, enabling partners to build eStores for earning loyalty currencies such as Avios, with proven use cases at IAG Loyalty.
- Premium Rewards Solution A premium tier solution tailored for high-net-worth customers, delivering premium shopping and dining experiences, eGift cards for luxury brands, exclusive experiences, and seamless transaction tracking within loyalty programs.
- Merchants Platform A platform enabling merchants and retailers to connect with leading reward programs, placing their offers in front of high-value customers and driving online and in-store traffic through relevant, rewarding experiences.
Quantifiable outcome
- 33% increase in card usage among customers engaging with rewards programs vs. those without
- +6 more outcomes
Companies that use Valuedynamx
Customer profileNamed customers24 records
Segments6 records
Ideal customer profiles3 records
Valuedynamx technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature5 records
Valuedynamx partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered strategic and core.
- QuidcostrategicPartnership to power Quidco's new in-store cashback feature, bringing seamless card-linked rewards to millions of UK members.
- Radisson Hotel Group (Radisson Rewards)coreStrategic partnership to expand Radisson Rewards loyalty program with online shopping capability called Radisson Rewards Shop. Over 25 million Radisson Rewards members across UK, India, France, Germany, USA, Spain, and Italy can earn points on everyday purchases from 4,500+ retailers. Partnership expands Radisson beyond traditional travel-related earning channels into everyday retail shopping.
- HomelystrategicPartnership with UK's free-to-use home buying platform. Homely users can earn HomelyBricks rewards via everyday shopping through Valuedynamx's network of 5,000+ retailers and brands. Rewards can be saved to cover home purchase fees including legal fees, insurance, utilities, and furniture.
- GildedstrategicFintech partnership to launch gold product for Emirates Skywards members. Gilded provides physical gold (Swiss gold stored in UAE via Brink's vaults) that members can purchase using Skywards Miles through Skywards Miles Mall platform powered by Valuedynamx. Gold meets highest standards of 0.9999 fineness and is Sharia compliant.
- TillocorePartnership integrates Tillo's network of 2,000+ global brands (including ASOS, John Lewis & Partners, Sainsbury's) into Valuedynamx's Pay With Points platform. Enables seamless redemption for everyday and aspirational purchases through hosted front end or headless API solution.
- Expedia GroupcoreGlobal partnership expanding travel redemption offers. Enables loyalty program partners to engage customers with flexible reward currency redemption via Expedia's global network of 700,000+ hotel and accommodation properties. Partnership drove 20% growth in bookings in first year. Members access Expedia Group's Member Only Deals.
- ApplecoreAs an Apple Authorized Promotional Company (AAPC), Valuedynamx enables banks, hotels, and airlines to optimize rewards programs by offering Apple products. Provides dedicated branded commerce platform with 2,000+ Apple products, direct pricing, faster shipping, and pre-order opportunities.
- MastercardcoreLeading financial programs powered by Valuedynamx integrate with Mastercard payment network for card-linked offers and payment-linked rewards.
- VisacoreLeading financial programs powered by Valuedynamx integrate with Visa payment network for card-linked offers and payment-linked rewards.
- Collinson GroupcoreParent company. Valuedynamx is a Collinson Company. Founder Colin Evans is also Founder and Chairman of Collinson Group. Valuedynamx operates as part of the Collinson family-of-businesses approach.
Scale indicators20 records
Recent moves4 records
Expansion highlights6 records
Valuedynamx competitors and assessment
Company assessmentBroad incumbents
- Salesforce Loyalty Management: Enterprise CRM suite with built-in loyalty management module targeting large retailers, travel, and financial services — competes for the same enterprise program deals with a broader platform footprint.
- Brierley (LoyaltyOne): Long-standing loyalty strategy and technology consultancy serving airlines, hotels and financial services — comparable enterprise customer base and consulting-led engagement model.
Others
- Tillo: Embedded gift card and digital rewards infrastructure integrated into Valuedynamx's Pay With Points platform via partnership — adjacent supplier enabling the 2,000+ brand network referenced in the data.
- Collinson Group: Valuedynamx's parent company providing airport lounge access (Priority Pass), insurance and travel experiences — adjacent rather than competitive, but resources and customer relationships flow between the two.
Direct peers
- Yotpo: Loyalty, reviews and marketing platform serving ecommerce and omnichannel brands with points, referrals and VIP programs — overlaps on earn/redeem mechanics and merchant-side audiences.
- Smile.io: Loyalty, referral and VIP program SaaS for Shopify and ecommerce merchants — comparable earn/redeem mechanics and merchant-side target audience, though skewed to mid-market.
- Points (Points.com / PointsPay): Operates the Points Loyalty Wallet, Buy/Gift/Transfer and Trade services for 50+ airline/hotel/bank programs — directly comparable in reward currency trading and redemption marketplace.
- Capillary Technologies: End-to-end loyalty and customer engagement platform for retail, travel and hospitality with earn/burn and personalized offers — Eileen Peacock joined Valuedynamx from Capillary, indicating direct product overlap.
- Antavo: Enterprise SaaS loyalty cloud platform serving global brands with API-first loyalty programs, earn/burn mechanics and customer data infrastructure — directly comparable in product offering and target market.
- LoyaltyLion: API-first loyalty platform for ecommerce and retail brands offering points, rewards and integrations — comparable product surface, smaller scale focused on direct-to-consumer brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
Valuedynamx social profiles
Digital presenceValuedynamx compliance and trust
Trust signalCompliance3 records
Valuedynamx financial estimates
Financial estimateRevenue estimate
Valuation estimate
Valuedynamx leadership team
Management profileNumber of profiles
Profiles9 records
Valuedynamx funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Valuedynamx 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 Valuedynamx
What does Valuedynamx do?
Valuedynamx operates a global commerce platform that connects loyalty programs, merchants, and customers to deliver personalized earn and redemption experiences. Its core offerings include Earning Solutions (card-linked offers, online affiliate network, and APIs), flexible Redemption Solutions across 128 categories, the Pay With Points real-time digital gift card redemption product, and an Apple Products Commerce Platform enabled by its Apple Authorized Promotional Company status. The platform is delivered to enterprises via integration and APIs that embed branded earning and redemption stores within partner loyalty programs.
Is Valuedynamx a public or private company?
Valuedynamx is a private company. It is classified as corporate owned and is currently operating.
When was Valuedynamx founded?
Valuedynamx was founded in 2025. It employs 101 to 250 people.
Where is Valuedynamx based?
Valuedynamx is headquartered in London, United Kingdom, in the Europe region.
How does Valuedynamx make money?
Three revenue lines are on record. Transaction Fees / Cost-per-Sale is the primary driver. The others are commission from Merchant Network and platform Licensing and Integration Services.
Who are Valuedynamx's main competitors?
Broad incumbents on record are Salesforce Loyalty Management and Brierley (LoyaltyOne). Others are Tillo and Collinson Group. Direct peers are Yotpo, Smile.io, Points (Points.com / PointsPay), Capillary Technologies, Antavo and LoyaltyLion.
Does Valuedynamx have an API?
Yes. Valuedynamx offers API solutions including: 1) HAPI (Headless API) - enabling partner programs like Virgin Red to design their own app/website interfaces while pulling in offer content via API; 2) Earn APIs - providing access to over 5,000 retailers worldwide for building eStores; 3) Integration capabilities via Expedia Group's Rapid API for travel redemption bookings at 700,000+ hotel properties. The APIs enable seamless integration into loyalty programs for earning solutions, affiliate strategies, and real-time redemption functionality. Developer documentation is at Not specified.
What industry is Valuedynamx in?
Valuedynamx's product category is Loyalty Commerce Platform. Its primary akta.pro industry code is THALAKAC, Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences). Its NAICS code is 522320 and its SIC code is 7372.