Emma Kisby Appointed CEO of Valuedynamx to Lead Global Loyalty and Data Strategy

Collinson Group has appointed Emma Kisby as CEO of Valuedynamx, its customer engagement and rewards arm. For fintech professionals, this leadership change signals a strategic push to leverage transactional data as a core asset in the loyalty space, backed by a significant £500 million investment programme aimed at scaling global data capabilities.

What was announced

Emma Kisby takes the helm at Valuedynamx following her tenure as Chief Transformation Officer at the parent company, Collinson Group. In her previous role, she was instrumental in developing transformation plans and shaping the group's future growth strategy. Her background is deeply rooted in the intersection of data analytics and payments; she was a founding member of the team that launched i2c, which eventually became Nectar 360, and has held positions at IAG Loyalty, Virgin, Nectar, and Tesco.

Valuedynamx operates as a global provider of personalised rewards, utilizing purchasing data to help businesses engage customers. The scale of the operation is significant: in 2025, the business saw more than £1 billion in transactions flow through its systems. Its network reaches over 400 million active consumers across 180 countries, supported by 50,000 retail and travel partners offering more than 400,000 different rewards.

The appointment coincides with a major capital injection for the parent group. Collinson Group recently secured a £350 million Revolving Credit Facility, doubling its previous financing arrangements. This facility is intended to support a £500 million investment programme over the next five years. A portion of this capital is specifically earmarked to fund the technology and data infrastructure that will drive Valuedynamx’s next phase of development, focusing on the unique intersection of loyalty, payments, and commerce.

"The transactional data we handle every day is becoming one of the most valuable currencies in commerce. And as the pace of change increases, I am dedicated to ensuring Valuedynamx continues to add even more value to some of the biggest and best-known brands across travel, retail and the financial services sector."

Emma Kisby at Valuedynamx.

The companies involved

Collinson Group is a global leader in loyalty and benefits, reporting a record financial year with revenues reaching £2 billion. The group operates five distinct and diverse operating companies that focus on customer propositions, loyalty, and the future of premium travel. Valuedynamx is one of these core operating units, specifically designed to enhance customer loyalty and drive transactional engagement for major airlines, banks, financial institutions, and hotel groups.

The group’s market position is defined by its ability to connect merchants and card issuers, allowing for automatic rewards at the point of sale. By integrating loyalty directly into the payment flow, the company moves beyond traditional voucher-based systems. Valuedynamx serves some of the world’s largest financial institutions, positioning itself as a critical bridge between banking data and retail incentives. The group’s recent £350 million credit facility underscores its intent to maintain a dominant position in the international market as it scales its data-driven offerings. FF News has previously tracked the group's developments across multiple reports, reflecting its significant footprint in the fintech and travel sectors.

What FF News has reported before

FF News has closely tracked the evolution of the rewards sector and Valuedynamx’s role within it. In 2023, we covered how Valuedynamx Announces New Pay with Points Solution to Help Brands More Effectively and Frequently Engage Loyalty Program Members, a move that highlighted the shift toward flexible redemption options. Our reporting has also explored the broader market demand for these services. In Research: Cardholder Loyalty Hinges on Debit, Credit Card Rewards, we examined data showing that cardholder retention is increasingly tied to the quality of integrated rewards. More recently, in August 2025, we reported on the expansion of this trend into the SME sector with Tide Rewards Launches to Help Small Businesses Save More on Everyday Spending, demonstrating that the appetite for transactional rewards now spans from global enterprises to small business banking.

What this means

This leadership transition and the accompanying £500 million investment programme signal that the loyalty industry is moving away from static programmes toward high-velocity data monetisation. By framing transactional data as a "currency," Valuedynamx is challenging traditional payment processors and marketing firms to prove their value in a unified ecosystem. The pressure is mounting on legacy loyalty providers who cannot offer real-time, point-of-sale integration. As the sector consolidates, the primary hurdle will be the sophisticated use of AI and machine learning to personalise these rewards at scale without compromising the user experience or falling foul of tightening global data privacy regulations.