RevPoints

RevPoints is the loyalty currency powering Revolut's ecosystem: the points customers earn on everyday spend and convert into real value. In 2024 it launched to take on the bank-linked rewards programmes that have defined card loyalty for decades. The bet was simple to state and hard to build: make earning and spending points feel like a native part of the app, not a marketing layer bolted onto it.

As design leader for Loyalty, I own the design of RevPoints across rewards, partnerships, and user value, the surfaces where a customer discovers points, watches them accrue on real spend, and redeems them for things worth having, including airline miles transfers.

A loyalty experience that works in one market can be illegal in another. Points-as-value sit close to e-money rules, promotions are governed differently across the EEA, and consumer behaviour around rewards varies sharply by country.

The design problem was to deliver one coherent experience while the underlying rules changed beneath it: the same earning moment, the same redemption flow, the same sense of fairness, regardless of which jurisdiction the customer opened the app in.

The instinct in a programme this complex is to patch each market individually. That path ends in a fragmented experience and an unmaintainable system. I pushed for systemic alignment instead: design, engineering, and legal solving the points model together, once, in a way that flexed per market without forking the experience.

Concretely, that meant a shared earning-and-redemption model that legal could reason about per jurisdiction, engineering could implement against a single ledger, and design could keep consistent. The alignment work was the product.

Before designing solutions we mapped the blockers. Each EEA market was scored against the moments that matter in a loyalty flow, earning, holding a balance, promotions, and redemption, so we could see where the experience would break and why.

That matrix turned a vague compliance worry into a concrete design backlog: where to localise, where to gate, and where a single global pattern would hold.

Two frictions stood out. The first was spare change: small, leftover point balances that customers could never quite do anything with, the quiet killer of loyalty trust. We redesigned earning and redemption so balances always resolve into something usable rather than stranding value.

The second was airline miles. Converting points into miles is where loyalty programmes usually become opaque and punishing. We simplified the conversion into a single, honest flow with clear rates and no dead ends, so millions of users could move value to partners without needing a spreadsheet.

The result is a programme that ships market by market without losing fidelity, backed by one ledger and one design language. The launch dashboard tracks the signals that actually matter for loyalty: adoption, points velocity, and lift in long-term customer value.