About us

Loyalty programs once worked miracles for customer engagement

But loyalty schemes and currencies have proliferated in recent years, driven by a panicked gold rush for customer data. This has caused fragmentation and – in turn - customer apathy.

We now have a dizzying range of brands bombarding customers with disjointed loyalty schemes – while the majority of customers rarely earn enough points with any one brand to put them to good use.

So, at the start of 2015, our team set out to create a new global loyalty ecosystem.

We’re helping customers and brands alike discover the elusive customer loyalty that had become lost among less frequent customers.

We are accelerating the customer’s journey to rewards by making it easier for them to earn and spend points with a wider range of brands.

Brands, meanwhile, benefit from the insights of a larger network, and the tools needed to enable better experiences for their most loyal customers.

And, more importantly, our partners can discover those less frequent customers who - with the right incentives - can become loyal advocates.

our team

Currency Alliance is a new breed of company; but the team has decades of experience in retail, marketing, and finance. We’re united by a shared history of building mission-critical technology solutions to solve pressing industry problems.

Charles Ehredt

Managing Director

Chuck began his career with Accenture designing and building networks and databases - when both were expensive. Over the past 30 years, he has started 12 companies and invested in 23 as a Business Angel investor. Prior to founding Currency Alliance, Chuck was Group Director of Innovation and New Ventures at eDreams ODIGEO.

Jordi Arias

Director of Engineering

Jordi is an Internet entrepreneur with more than 16 years of experience. After starting his career at Infojobs.net he established several start-ups in Spain. He is specialised in project management, security and technology.

Pau Alpuente

Customer Acquisition

Pau is a professional with over 15 years of experience in user attraction, and a keen interest in Google and related tools. He has worked with companies such as mundoanuncio.com and has recently completed the Program for Management Development (PMD) at ESADE Business School.

Alejandro Pérez Lillo

Chief Architect

Alex is a Computer Engineer and has worked in the web development sector for the last 7 years. He is experienced in developing all the necessary aspects to build scalable web systems with a focus on security compliance and massive user bases.

Juan Villalobos

Strategic Advisor

Juan has over 20 years of experience in financial services, digital banking and mobile payments. He has worked in international companies (BBVA, ING Direct, Nationale Nederlanden, Flashiz) as CEO, CFO, and CMO. Juan is an entrepreneur at heart and aims to change the world (for the better).

Matt Oldham

Strategic Advisor

Based in London, Matt has 20 years experience of developing innovative B2B customer engagement solutions with major consumer brands. After working in senior commercial roles with GE Capital and Avios, Matt has developed successful entrepreneurial ventures in the reward and loyalty sector.

Aida Freixanet Viejo

Design and UX

Aida has been working in the UX industry for 10 years across a range of sectors for start-ups and big enterprises, while based in Spain and Canada. She is passionate about design, interfaces and understanding how people interact with technology.

Doug Rice

Sales

Doug has a long career in technology and hospitality, and was the Co-founder and CEO of Hospitality Technology Next Generation (HTNG) for nearly 12 years, helping set standards in the industry. As a global leader, Doug provides advice and guidance in the context of product/market fit and go-to-market strategies.

Robert Cole

Sales

Robert is CEO of RockCheetah, his hospitality marketing strategy and travel technology consultancy. He also serves as Phocuswright’s senior research analyst for lodging and leisure travel. Robert has held senior leadership positions with major hotel groups, global distribution systems, tour wholesalers, technology vendors and three startups.

Jolyon Sayer

Sales

Jolyon has experience in Strategy, Consulting and Financial Services and is helping with industry-specific offers. Prior to joining Currency Alliance, he worked for Bain & Company and PwC in the UK. Jolyon is passionate about how new technologies can augment and disrupt existing business models.