[3] In 1991, entrepreneurs Craig Underwood, Sam Duboc, and Rob Gierkink began planning a coalition loyalty program, involving partners drawn from retail and financial services sectors.

In 1998, Alliance Data acquired Loyalty Management Group Canada Inc., parent company of the AIR MILES program, and in 2008 renamed it LoyaltyOne.

In a statement release announcing the about face changes LoyaltyOne promised to ensure that they will still find a way to keep the rewards program profitable: "Going forward, LoyaltyOne will adjust the value proposition to collectors to offset the lost economics … and to maintain, as closely as possible, the economics of the Air Miles reward program prior to cancellation of the expiry policy"[8] A proposed Class Action lawsuit was launched in Alberta.

[buzzword][12] Grocers and brands partnering with BrandLoyalty in European and key Asian markets include REWE, Auchan, TESCO, Metro, Disney, Stikeez, Star Wars, and Jamie Oliver.

[15] LoyaltyOne has received awards covering marketing, contact centres, human resources, training and leadership.