CORA Loyalty CEO Beth McCoy: Personalization Is Redefining Customer Loyalty

At Money20/20 in Las Vegas, Financial Narrative’s Ashley Jones talked with Beth McCoy, CEO of CORA Loyalty, to discuss about how the company is helping brands reinvent rewards and retention. CORA Loyalty provides technology and services for major B2B and B2C points programs, enabling clients to manage, customize, and evolve loyalty experiences for their members.

McCoy said CORA Loyalty’s approach is intentionally modular. “If a client needs just the points bank piece, we can do that,” she explained. The flexibility allows CORA to tailor its solutions for industries ranging from travel and retail to financial services, each with distinct customer behaviors and expectations.

She shared a recent success story from a Canadian financial client whose long-running rewards program had grown stale. “It just felt really dated,” she said. CORA helped the brand reimagine and rebrand the program, streamlining it into a refreshed gift-card-based model that featured more local content. “We saw re-engagement from the member base right away and an uptick in participation,” McCoy noted. “Now they’re ready to start adding more pieces.”

When it comes to loyalty design, she emphasized authenticity. “We work in lockstep with our clients to make sure the program reflects the brand,” she said. That means curating rewards and services that fit the brand’s voice and resonate with members rather than offering one-size-fits-all perks.

McCoy also pointed to CORA Loyalty’s recent Harris Poll, which found that nearly half of consumers no longer view loyalty programs as perks—they see them as requirements. The findings underscore how loyalty now shapes brand choice and long-term engagement.

“Loyalty crosses every part of marketing,” McCoy said. “It’s about using data to speak directly to different demographics, and then drilling down even further to understand what each individual values.” As personalization deepens, she added, marketers can move from simply rewarding behavior to building relationships that last.

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