Points4Purpose expands loyalty platform for retailers

Points4Purpose has expanded its platform to connect payments, loyalty and charitable giving at the point of sale. The system is now available through payment platforms including Tyro.

The Australian company says the move is designed to help businesses turn everyday transactions into greater customer lifetime value, while giving shoppers cashback they can spend, save or donate to charity. It has also positioned CommunityRewards, its business-to-consumer coalition programme, as part of the broader offer.

The expansion comes as retailers and other customer-facing businesses face pressure to retain shoppers and drive repeat spending. Points4Purpose argues payment and loyalty providers will face greater scrutiny from merchants seeking more value if card surcharges are no longer available to support existing programmes.

According to figures cited by the company, nearly 90% of Australian consumers belong to at least one loyalty programme, while 47% have chosen one retailer over another because of loyalty rewards. Australia's retail sector generates about AUD $660 billion in annual sales and service income.

Points4Purpose says its model begins after the transaction, using card-linked rewards and targeted marketing to reach customers online and in-store. Promotions can be managed centrally across a point-of-sale-agnostic platform, allowing businesses to run campaigns without changing their existing payment setup.

Its CommunityRewards network now includes more than 2,000 retailers, according to the company. Members can sign up to earn cashback across participating merchants and choose whether to keep it or donate some or all of it to registered causes.

Leadership push

The company is also strengthening senior commercial leadership in the region. It has appointed Gunjan Kumar as Chief Commercial Officer, South Asia Pacific, drawing on more than 25 years of experience in loyalty and payments, according to Points4Purpose.

The appointment comes as the business seeks to expand its reach among credit unions, community banks, franchises, retailers and other merchants. It operates in Australia, New Zealand, the United States and Canada.

Charity link

A central part of the model is the link between consumer spending and charitable funding. Points4Purpose says the structure can create a new income stream for community organisations at a time when costs are rising across the charity sector.

Data from the Australian Charities and Not-for-profits Commission cited by the company shows charity operating expenses rose 8.6% in 2024, ahead of revenue growth of 7.5%. It also says 60% of Australian charities operate on less than AUD $500,000 a year.

"The surcharge ban forces businesses to consider how to get the most value out of their payment and loyalty solution providers to replace their prior merchant service-funded programs. Points4Purpose transforms the point of sale into a customer lifetime value platform. What we've discovered is that, when execution is well considered, this becomes a powerful acquisition platform for participating businesses. It also helps feature causes that are relevant and meaningful to the communities in which they operate," Ivan Schwartz, Chief Executive Officer of Points4Purpose, said.

The company says the platform is designed to work with existing payment infrastructure and mobile wallets, without requiring additional hardware or software. That could appeal to merchants looking to add customer engagement tools without replacing checkout systems.

Competition in loyalty has intensified as businesses try to stand out in a crowded retail market. Many schemes focus on discounts or points, but Points4Purpose is seeking to differentiate itself by linking cashback to local causes customers choose.

Schwartz said: "We connect everyday spending with cashback and community causes, helping brands give customers more reasons to return. This strengthens loyalty over time while making charitable giving a more natural part of daily life. It's a huge win for businesses, consumers and causes."