Cartera Celebrates 20 Years of Loyalty Innovation and Leadership
June 30, 2025
Cartera, the loyalty commerce platform trusted by many of the world's leading airlines, banks, and retailers, proudly celebrates its 20th anniversary this year. Founded in Lexington, Mass., in 2005, Cartera has grown from a local startup to a behind-the-scenes industry leader, driving over $14 billion in sales for its partners and delivering 3 billion points and miles to loyalty program members each year.
Cartera powers many of the most prominent loyalty programs in the U.S., leveraging long-standing partnerships with financial giants like USAA (since 2008) and Barclays (since 2009), as well as top-tier airlines such as Delta, United, American, Alaska, and Southwest.
In 2017, its acquisition by Rakuten Rewards amplified Cartera's capabilities across e-commerce, fintech, and personalization technologies, setting the stage for even greater scale.
"Most people don't realize just how much of their loyalty experience is powered by Cartera," Mazzone said. "We're proud to operate behind the scenes, delivering measurable value to our partners and unforgettable rewards to their customers."
Since our founding in 2005, Cartera has helped major banks, airlines, and retailers reward members over 3 billion in points and miles annually. We combine our loyalty expertise with leading-edge technology to strategize ways for partners to increase sales and member engagement through programs we customize, build, and deliver. In 2017, Cartera was acquired by Rakuten Rewards, which lent heft to our market share, and to our capability for creating industry-best products and services. Today we are proud to be the single largest source of Shop & Earn offers in the U.S.
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