RewardIQ combines privacy-first clean room technology with transaction-level data to give UK marketers a powerful 360° view of individual customer behaviour – revealing loyal customers, competitor overlap, “ghost shoppers,” and those at risk of lapsing.
The platform enables marketers to act on insights, target CRM and paid channels more effectively, and optimise campaigns by measuring impact on market share and competitor spend.
LONDON, September 24, 2025 – Reward, the global leader in Customer Engagement and Commerce Media, and Affinity Solutions, the leading Consumer Purchase Insights company, have partnered to introduce RewardIQ, a pioneering purchase powered intelligence platform designed to empower UK brands with actionable consumer spending insights to optimise marketing campaigns and drive growth.
RewardIQ combines Reward’s data-driven customer intelligence, sourced from over 2.5 billion transactions per year, with Affinity’s market-leading precision marketing and secure data collaboration technology. This partnership helps brands to match over £100bn in annual spend to their own first-party data, unlocking invaluable insights that enable more effective marketing campaigns.
Using these insights, marketers can build and run predictive models that enrich customer data, enabling personalised communication with existing customers. The models also help attract new high-value shoppers and reveal “ghost shoppers”– anonymous in-store customers who make purchases without identifying themselves. This turns a one-time transaction into a lasting relationship, engaging these customers and building loyalty in previously impossible ways.
For the first time, marketers can access a complete 360° view of customer shopping behaviours, enabling smarter targeting across CRM and paid digital channels, and optimising campaign performance by measuring impact on market share and competitor spend – all within a secure, privacy-compliant environment that allows brands to confidently combine datasets and gain deeper insights while maintaining consumer trust.
The product announcement follows the formation of a transatlantic alliance between the two businesses, combining their complementary expertise to bring innovation to the UK market.
James House, Chief Commercial Officer at Reward, comments: “RewardIQ represents a step-change in the way brands harness commerce media. By combining Reward’s AI powered customer intelligence with Affinity’s data clean room capabilities, we’re delivering a solution that bridges the gap between insight and action – all while ensuring consumer privacy is respected. This secure, privacy-compliant environment helps brands drive engagement, improve targeting, and ultimately, fuel business growth. We’re excited about the strong market potential and are already seeing interest from clients across retail, hospitality, and TMT.”
Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions adds: “Affinity has been leading the way in making consumer purchase data accessible and actionable for brands in the US. But evolving and scaling this capability in the UK presents unique challenges due to the stringent requirements of GDPR. With the launch of RewardIQ, Affinity Solutions and Reward will unlock the full power of transaction data for UK brands while setting a new benchmark for privacy.”
About Reward
Reward is a global leader in Customer Engagement and Commerce Media, with operations in more than 15 markets across the UK, Europe, the Middle East and Asia. Positioned at the intersection of banking and retail, our cutting-edge platform fuses technology, data insights and digital marketing to power richer customer experiences, unlock measurable sales growth and drive lasting loyalty.
We’re on a mission to make everyday spending more rewarding. To date, we’ve returned over $2 billion in cashback to customers, with a clear commitment to reach $4 billion by 2030. This success is built on our strong network of strategic partnerships with some of the world’s most recognisable brands.
For more information, please visit www.rewardinsight.com.
About Affinity Solutions
Affinity Solutions is the leading consumer purchase insights company. We provide a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 150 million debit and credit cards.
Our proprietary AI technology, Comet™, transforms these purchase signals into actionable insights for business and marketing leaders to drive optimal outcomes and build lasting customer relationships. Visit www.affinitysolutions.com to discover how we’re shaping the future of consumer purchase insights.
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For any media enquiries contact Alice Day, Head of PR and Communications at Reward: alice.ford@wearereward.com
