American Express to end its Plenti loyalty program on July 10
American Express Plenti cardholders can still redeem their points until they permanently expire on that date.
American Express announced via Twitter that it’ll be ending its Plenti loyalty program on July 10. Its credit card customers will be able to continue accumulating rewards when they use their card at participating retailers until then; however, when the July 10 deadline rolls around, they will no longer be able to redeem their rewards, as the points will permanently expire.
The frequent-shopper program was launched in 2015 along with many high-profile retail partners.
The Plenti program was highly anticipated by American Express’s credit card customers when it was launched in July of 2015. It was the first loyalty and frequent-shopper program of its kind in the US, but similar programs had already taken flight in Europe.
The company’s initial idea to bring Plenti to the US stemmed from a similar program it operated overseas with many international partners, which saw a higher degree of success and popularity.
American Express acquired Loyalty Partner in 2011, a top marketing company which operated loyalty programs in Poland, Germany and India. The move expanded American Express’s international customer base by adding more than 34 million customers.
AmEx’s American platform, Plenti, allowed cardholders to earn $10 for every 1,000 points they earned. Plenti members could spend their points at any retailer enrolled in the partner program, which initially included Macy’s, Nationwide, Direct Energy, Rite Aid, Hulu, AT&T and Exxon.
More members were added over time, but some of the partners added their own rewards program and left. In November of 2017, AT&T departed the program, and on January 1 of this year, Hulu, Nationwide and Expedia left the program. In May, Macy’s and Chili’s plan to leave, and the only remaining partners until the program closes will be Rite Aid, Exxon, Mobil, Bi-Lo, Fresco Y Más and Winn Dixie.
Shifting partner priorities and evolving competitive conditions were cited as plausible reasons for American Express ditching its American version of the program. It now plans to focus energy on the international market where programs face less competition and are thriving.
To learn more about other credit cards that come with a rewards program, check out our guide to balance transfer rewards credit cards.
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