Valuedynamx appoints Emma Kisby as CEO to lead the next era of data-driven rewards
Valuedynamx, a Collinson company and leading provider of purchase rewards, has appointed loyalty, payments and data specialist Emma Kisby as Chief Executive Officer. Kisby will focus on unlocking the value of transaction data and AI as they reshape how people discover, buy and are rewarded.
In September, The Collinson Group appointed Emma Kisby as Chief Executive Officer of Valuedynamx, its rewards platform. Collinson is the global leader in airport experiences, loyalty, customer engagement and insurance, and best known as the company behind Priority Pass. Kisby joined Valuedynamx earlier this year to shape the business strategy, and now leads its delivery as CEO.
Valuedynamx grew from Collinson’ s 35 years of helping banks, airlines and hotels reward their customers. It applies the same approach to everyday spending, connecting merchants, card issuers and brands so customers are rewarded wherever they shop. Valuedynamx’ s network reaches over 400 million consumers and 50,000 retail and travel partners, offering more than 400,000 rewards in over 180 countries. In 2025, more than £ 1 billion of transactions went through the Valuedynamx platform, a sign that rewards are becoming a normal part of how people pay.
“ Transaction data is fast becoming one of the most valuable currencies in commerce. Used responsibly, it allows brands to recognise and reward customers in ways that genuinely matter to them.”- Emma Kisby, Valuedynamx CEO
A career built on data
Kisby has spent her career at the intersection of data, loyalty and behaviour change. She was part of the founding team that launched i2c, a data analytics joint venture between Aimia and Sainsbury’ s that later became Nectar 360 after Sainsbury’ s acquired full control of the business. She has held senior roles at Nectar, Virgin and IAG Loyalty, and has advised Tesco, Heinz and other FTSE 100 retailers and consumer brands on commercialising their data and insights.
Most recently, she scaled fintech Cogo from concept to multi-million-pound revenues. Working with some of the world’ s leading banks, she launched a carbon footprinting feature integrated into mobile banking apps, helping millions of consumers understand the impact of their spending. She has spoken at COP26 and given a TEDx talk on how data and behavioural science can change everyday habits.
Where data, payments and AI meet
That experience shapes how Kisby sees the opportunity. Data, payments, loyalty and commerce are converging, and AI is changing how customers discover products and decide what to buy. As more of that journey is shaped by algorithms and AI assistants, brands need new ways to earn a place at the moment of purchase decision. Kisby believes rewards linked to real purchase behaviour will become one of the most powerful of them.
“ Valuedynamx is uniquely placed, connecting merchants, issuers and brands to engage and reward customers automatically at the point of sale,” Kisby says.“ As AI changes how people shop, our role is to turn that connection into intelligence, helping some of the best-known brands in travel, retail and financial services reach the right customer with the right reward at the right moment.”
Kisby’ s priorities
Kisby’ s focus is on strengthening Valuedynamx’ s data and AI capabilities, building smarter and more personalised rewards, and developing new propositions that create more commercial value for clients and their customers, all underpinned by responsible, trusted use of data.
Businesses interested in working with Valuedynamx can find out more at Valuedynamx. com
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