Loyalinks: Banking and Fintech Experts Gather to Discuss Innovation in Loyalty Programs

With the presence of elite experts from the banking and fintech sectors, Loyalinks organized its second event on innovation in loyalty solutions for banking and fintech on Wednesday, February 5, 2025, at Voco Hotel in Riyadh. The event aimed to highlight the challenges and opportunities in developing loyalty and rewards programs, offering a renewed vision on innovation and its impact on the future of loyalty programs in banking and fintech.

The event kicked off with an opening session by Hatem Kameli, Co-Founder and CEO of Rassal, who discussed the event’s objectives and trends in loyalty programs for 2025. Kameli also provided insights into the history of the loyalty industry and key transformations that have shaped its evolution. He then introduced Rassal’s loyalty solutions for individuals and businesses, emphasizing its partnerships across various sectors, particularly in banking.

The first panel discussion, moderated by Hanan Zugail, Head of Marketing Communications at Rassal, featured Tony Gougassian, CEO of Blue AI, who emphasized that building successful loyalty programs starts with understanding a company’s strategic goals. Abdulmajeed Al-Sanea, Senior Manager of Card Business Development at anb, highlighted the importance of customer insights in designing loyalty programs and how data enhances customer experience. Raymond Burger, VP of Business Development at Mastercard, shared successful global case studies, stressing that loyalty innovation goes beyond rewards—it involves creating engaging and value-added experiences.

In his session, Nizar Al-Haidar, a fintech expert, discussed how financial technology empowers individuals to develop innovative solutions for their future goals. He also highlighted the role of AI in reshaping loyalty programs and predicted that banks will increasingly acquire fintech companies in the coming years.

Additionally, Somaya Salem, Director of Partnerships and Sales at Hakbah, spoke about the role of loyalty solutions in retaining Hakbah’s customers, rewarding loyal users, and driving engagement.

The final session featured a presentation by Manjul Taneja, a loyalty program expert, who showcased local and international success stories in banking loyalty programs.

The event concluded with a ceremony honoring the speakers for their valuable contributions to discussions on innovation and the future of loyalty programs.