Reward Appoints Ex-Mars Exec Matthew Keylock as Chief Data & Analytics Officer

Reward has appointed Matthew Keylock as Chief Data & Analytics Officer to scale its transaction intelligence and hyper-personalisation capabilities. For fintech professionals, this hire signals a deepening integration between AI-driven commerce and banking data, as the Rezolve Ai-owned firm looks to leverage its proprietary dataset across more than 15 international markets.

What was announced

Matthew Keylock has been named Chief Data & Analytics Officer at Reward, a move designed to accelerate the company’s innovation in data and intelligence. Keylock is tasked with leading Reward’s global data and analytics functions, focusing on the firm’s proprietary transaction and behavioural intelligence. The goal is to develop the next generation of customer insight and hyper-personalisation for a client base that includes financial institutions, retailers, and brands.

The appointment is a strategic play to bolster Reward’s Finance Media Network and its broader customer loyalty capabilities. By integrating Rezolve Ai’s advanced artificial intelligence technology, Reward intends to convert its existing intelligence into more sophisticated solutions for its partners. Keylock joins the business with nearly 30 years of experience in the sector, having most recently served as Global Chief Data & Analytics Officer at Mars Petcare. His career also includes senior global roles at the data science firm dunnhumby and the luxury fashion group YOOX NET-A-PORTER.

Reward currently operates across more than 15 markets in the UK, Europe, the Middle East, and Asia. To date, the company has returned over $2 billion in cashback to consumers and has set a public target to reach $4 billion by 2030. In 2026, the company also achieved Great Place to Work® certification, an accreditation recognizing its internal culture as it advances its data and technology proposition.

"Data and insight are at the heart of Reward and a defining strength of our business. Our transaction intelligence gives us a powerful understanding of consumer behaviour, and Rezolve Ai brings another dimension to how we can innovate around that intelligence – advancing personalisation, targeting and the value we deliver for customers. Matt brings an exceptional track record of turning data into commercial value and gives us even more firepower to go further and faster."

James House, CEO of Reward.

The companies involved

Reward operates as a global leader in commerce media and customer engagement, functioning as a bridge between the banking and retail sectors. The company’s platform utilizes technology, data insights, and digital marketing to drive sales growth and loyalty for its partners. Reward is a subsidiary of Rezolve Ai, a group that focuses on AI-powered commerce and advanced intelligence technology.

The parent company, Rezolve Ai, has recently seen significant growth in its commerce infrastructure. Matthew Keylock’s background includes a tenure at dunnhumby, a company widely credited with pioneering modern retail data science through its work with major global retailers. He also held leadership positions at YOOX NET-A-PORTER (YNAP), a major player in the online luxury fashion market, and Mars Petcare, a division of the global conglomerate Mars. These companies represent the high-water mark of data-driven consumer engagement, reflecting the level of expertise Reward is bringing into its executive team as it scales its international operations across Europe and Asia.

What FF News has reported before

FF News has closely tracked the rapid expansion of Reward’s parent company throughout 2026. In September, we reported that Rezolve Ai Reports $130.8M H1 Revenue, Up 21-Fold as Google Validates AI Infrastructure, a surge driven by the scaling of its agentic commerce adoption. This followed a July report that Rezolve Ai Projects $127M H1 Revenue as Agentic Commerce Adoption Scales 20x.

The group’s technology has also demonstrated significant operational scale; in August, Rezolve Ai Processes 103M App Opens at 2026 World Cup, Validating Global Agentic Commerce Scale. Furthermore, the company has been active in the fintech partnership space, as seen when Zilch and Rezolve Ai Partner to Launch Agentic Commerce for 6 Million Customers earlier this summer.

What this means

This appointment highlights the escalating arms race in the "Finance Media Network" space, where banks are no longer content with being passive transaction ledgers. By bringing in a heavyweight from dunnhumby and Mars, Reward is signaling that the future of banking loyalty is not just about cashback, but about sophisticated retail-grade data science. This puts traditional loyalty providers under pressure to match the speed of AI-driven personalisation. The industry must now ask whether financial institutions can successfully pivot to becoming media platforms without compromising consumer trust. As agentic commerce matures, the ability to turn raw transaction data into actionable retail intelligence will likely become the primary differentiator for fintechs.