Payments rewards firm Valuedynamx names Emma Kisby as CEO to drive data-led, AI-powered growth

Expands its international reach under new leadership

Valuedynamx, a Collinson Company and provider of purchase rewards, has appointed Emma Kisby as its new Chief Executive Officer to lead the business into its next phase of growth.

As Kisby steps into the role, Valuedynamx is also backed by investment from The Collinson Group after it announced major injection of cash behind technology.

She joined the company earlier this year as chief transformation officer, where she led a comprehensive review of the business and played a key role in defining its strategy for the next phase of growth. 

She brings a career spanning loyalty, payments, data and commerce and recently scaled a fintech from concept to a multi-million-pound revenue business, and was part of the founding team that launched i2c, Aimia's data analytics business, which went on to become Nectar 360. 

She's also held roles at IAG Loyalty, Virgin, Nectar and Tesco, and has advised numerous FTSE 100 companies on its data and customer engagement strategies.

The appointment comes as AI, data, payments, loyalty and commerce converge and AI continues to reshape how consumers discover and purchase.

Kisby's focus will be on scaling Valuedynamx's international presence, advancing its technology and data capabilities, and driving innovation that creates greater commercial value for clients and their customers.

"Valuedynamx has the unique position of connecting merchants, issuers and brands to engage and reward customers automatically at the point of sale," said Kisby. 

"The transactional data we handle every day is becoming one of the most valuable currencies in commerce. As the pace of change increases, I am dedicated to ensuring Valuedynamx continues to add even more value to some of the biggest and best-known brands across travel, retail and the financial services sector."

"The talented team at Valuedynamx have built a strong platform, and I am confident that under Emma's dynamic leadership, we can build a sustainable future for the business to accelerate its growth in the years ahead," said David Evans, group managing director of The Collinson Group.

As CEO, Kisby will oversee a platform that, in 2025 alone, saw more than a billion pounds worth of transactions flow through Valuedynamx - a network that reaches over 400 million consumers, maintains 50,000 retail and travel partners, and provides more than 400,000 rewards in more than 180 countries.