Emma Kisby Appointed as Valuedynamx CEO

Valuedynamx, a Collinson Company and provider of purchase rewards, has appointed Emma Kisby as its new Chief Executive Officer. Kisby will lead the company through its next phase of international growth, with a focus on data, payments, loyalty, commerce, and artificial intelligence.

Her appointment comes as the convergence of data, payments, loyalty, and commerce continues to reshape how consumers discover, shop, and engage with brands.

Focus on International Growth and Innovation

As CEO, Kisby will focus on expanding Valuedynamx’s international presence, advancing its technology and data capabilities, and developing new solutions designed to create greater commercial value for clients and their customers.

The company plans to build on its existing position across the travel, retail, and financial services sectors, while continuing to explore how data and AI can support more personalized and automated customer engagement.

Kisby’s Experience Across Loyalty and Data

Kisby joined Valuedynamx earlier in 2026 as Chief Transformation Officer, where she led a comprehensive review of the business and contributed to defining its strategy for the next stage of growth.

She brings experience across loyalty, payments, data, fintech, and commerce. Her career includes scaling a fintech business from concept to a multi-million-pound revenue operation and being part of the founding team that launched i2c, Aimia’s data analytics business, which later became Nectar 360.

She has also held positions at IAG Loyalty, Virgin, Nectar, and Tesco, and has advised multiple FTSE 100 companies on data and customer engagement strategies.

Connecting Merchants, Issuers and Brands

Kisby said Valuedynamx occupies a distinctive position by connecting merchants, issuers, and brands to automatically engage and reward customers at the point of sale.

The company processes significant volumes of transactional information, which Kisby described as an increasingly important asset within modern commerce. Under her leadership, Valuedynamx will focus on using its data and technology capabilities to create additional value for major brands.

Strong Transaction and Consumer Network

Valuedynamx has built a substantial global network supporting its purchase rewards platform.

In 2025 alone, more than £1 billion worth of transactions flowed through the Valuedynamx platform. The network reaches more than 400 million consumers, includes approximately 50,000 retail and travel partners, and offers more than 400,000 rewards across more than 180 countries.

This existing scale provides the foundation for the company's next phase of international expansion.

Leadership Support From Collinson

David Evans, Group Managing Director of The Collinson Group, said Valuedynamx has built a strong platform and expressed confidence in the company’s ability to continue developing under Kisby’s leadership.

The appointment is supported by continued investment from The Collinson Group, which is providing financial resources for international growth and innovation across its businesses.

Investment in Technology and Data

The Collinson Group recently secured a £350 million revolving credit facility to support its next phase of international growth and innovation.

The financing follows a record financial year in which Group revenue reached £2 billion. The facility will support a broader £500 million investment programme over the next five years, including investment in the technology and data capabilities that will contribute to Valuedynamx’s future development.

Building the Next Phase of Valuedynamx

With Emma Kisby taking over as CEO, Valuedynamx will focus on strengthening its data and technology infrastructure, expanding internationally, and developing AI-powered capabilities.

The company’s existing network across consumers, merchants, travel partners, and financial services provides a platform for further growth as loyalty and commerce increasingly become connected through transactional data, digital payments, and personalized customer experiences.