AmEx Creates America’s First Multi-Brand Rewards Program

AmEx Creates America’s First Multi-Brand Rewards Program

April 2, 2015         Written By Justin Hefner

Shortly after losing contracts with both Costco and JetBlue for the coming years, American Express announced a new coalition rewards program that lets users rack up loyalty points across multiple brands at the same time. The program, known as Plenti, is the first of its kind in the United States, giving users a chance to earn rewards at one store and use them with an entirely different merchant.

You do not have to be an American Express cardholder to sign up for Plenti, or pay anything to participate in the program. Anyone over the age of 13 can register for a Plenti loyalty account.

Thus far, seven companies have agreed to be a part of Plenti:

  • AT&T
  • Direct Energy
  • ExxonMobil
  • Hulu
  • Macy’s
  • Nationwide
  • Rite-Aid

For every 1,000 points a customer earns with one of these brands, he will receive $10 in savings. The points can be accumulated through any of the participating companies, and applied to purchases across all of the brands.

“This is a perfect time for a coalition loyalty program in the U.S., as online marketing becomes more efficient and American consumers become more accustomed to rewards programs, special offers and discounts,” said Ed Gilligan, president at American Express.

American Express will be launching this multi-brand loyalty program this spring.

The information contained within this article was accurate as of April 2, 2015. For up-to-date
information on any of the terms, cards or offers mentioned above, visit the issuer's website.


About Justin Hefner

Justin Hefner is in the education field and has written about a number of financial issues. He holds a Bachelor of Arts degree from Texas Tech University and a Masters in Education from Texas State University.
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