Traditionally, loyalty programs in B2B have been seen as a necessary cost—a means to retain customers, foster trust, and keep competitors at bay. But what if your loyalty programs could do more than retain customers? What if they could generate entirely new revenue streams?

This is the bold vision that Gökçe Güven, founder of Kalder, is championing. By embedding financial technology directly into loyalty ecosystems, Kalder transforms rewards programs into dynamic revenue drivers. Inspired by programs like United Airlines’ MileagePlus, Kalder empowers its clients—ranging from Godiva to the International Air Transport Association—to view loyalty as an opportunity for growth rather than an expense.

The Kalder Model: Loyalty as a Revenue Stream

Kalder takes a fresh approach to loyalty by integrating cashback and rewards directly into client websites and apps. Here’s how it works:

  • Customers link their credit or debit cards to a Kalder-powered rewards program.
  • Kalder charges a small monthly fee (60 cents) per linked card and a half-cent per dollar spent at over 25,000 participating merchants.
  • This seamless system brought in $1.5 million in revenue for Kalder in its first year.

This model does more than retain customers—it opens up new financial possibilities for businesses. Clients benefit from increased customer engagement, while Kalder generates revenue from merchant partnerships and transaction fees.


The Power of B2B Dating: Partnering on the Backend

Kalder introduces a concept Güven calls “B2B dating,” a philosophy that emphasizes strong, mutually beneficial relationships between brands and their partners. By fostering deep collaborations in the backend, Kalder creates ecosystems where brands and merchants work together to drive customer value and revenue.

  • Partner Merchants: Gain exposure to new audiences through Kalder’s programs.
  • Brands: Collect valuable data on customer spending habits while enhancing their loyalty offerings.
  • Customers: Earn effortless rewards, fostering brand loyalty and satisfaction.

This interconnected system illustrates the potential of loyalty programs to become hubs for collaboration and growth—not just retention tools.


AI-Powered Loyalty: The Future is Here

Kalder isn’t the only innovator in this space. Across the loyalty landscape, white-label platforms powered by artificial intelligence (AI) are transforming how businesses engage with their customers. Platforms like White Label Loyalty and Capillary Technologies use AI to:

  • Predict Customer Behavior: Identify potential churn and proactively engage customers.
  • Personalize Rewards: Offer incentives tailored to individual preferences and habits.
  • Enhance Customer Support: Deploy AI chatbots and virtual assistants for 24/7 engagement.

These platforms are scalable, cost-effective, and deeply data-driven, making them ideal for businesses looking to modernize their loyalty strategies.


What This Means for B2B

The B2B landscape is ripe for a loyalty revolution. Programs like Kalder’s show us that loyalty can be more than a retention tool—it can be a strategic asset and a profit center. Here’s what businesses should take away:

  • Loyalty = Revenue: Think beyond retention. Use loyalty programs to generate income through partner collaborations and transaction fees.
  • AI is Essential: AI-powered insights and personalization elevate loyalty programs, making them smarter and more effective.
  • Focus on Ecosystems: Build stronger relationships with partners to create value for everyone involved.

Start Your Week by Rethinking Loyalty

In today’s competitive environment, businesses must look for innovative ways to stand out. Turning loyalty programs into revenue streams is one way to do just that.

As you begin your week, ask yourself:

  • Are my loyalty programs doing enough to drive revenue?
  • Am I leveraging AI and fintech to personalize and scale customer engagement?
  • How can I build stronger partnerships with my ecosystem?

The future of loyalty isn’t just about keeping customers happy—it’s about creating lasting value and sustainable growth.

Gökçe Güven is the Founder and CEO of Kalder, a fintech platform enabling brands, banks, and teams of all sizes to build partner reward programs, similar to Amex Rewards. Kalder has partnered with IATA Airlines, Pladis Group, Real Madrid, and more. Through Kalder, brands with 250k users generate $20M in commissions while rewarding their customers daily.

Leave a Reply

Your email address will not be published. Required fields are marked *