Who are we?

The Point of Loyalty is dedicated to driving profitable business growth through long term customer loyalty and customer retention.

We are customer retention and loyalty specialists with proven and best-practice processes to design, develop and deploy customer loyalty strategies and programs.

Our keen and unwavering focus is to ensure every customer loyalty, rewards and retention strategy and program is

  1. Profitable to the business
  2. Meaningful to the member

"We help your business increase the care and currency of existing customers"

Our history

2007 -

Set up Directivity

Directivity was established as a data driven direct marketing agency.

2013 -

The Loyalty Point

The Loyalty Point was set up as a portal for loyalty resources. The first customer loyalty and loyalty program research study -  for love or money 2013 was commissioned.

2017 -

The Point of Loyalty

The Point of Loyalty was established and the 5th research study for love or money released.

Our Capabilities

Strategy : Customer loyalty programs, customer recognition and reward programs, customer retention programs (B2C and B2B).

Financial Modelling : Metrics of success and financial modelling for long-term value and viability of programs.

Research : Insight research identifying customer loyalty behaviours and beliefs.

Loyalty Mentoring : Team support and loyalty mentoring for ongoing improvement and program development.

Adam Posner CEO and founder

Adam Posner is founder and CEO of The Point of Loyalty and Directivity. He has been a data-driven direct marketer for 24 years and started his loyalty life in the mid ’90's with a shopping centre loyalty program initiative called “Scratch & Save”.

Since then he has been involved in a range of loyalty and retention strategies and programs for organisations in retail, trade, membership, pharmacy, entertainment and large accommodation networks.

He is obsessed about helping clients build and maintain valuable customer loyalty, reward and retention programs that are profitable to the business and meaningful to the member.

He is co-author and author of the Australian loyalty research studies ‘for love or money 2013, 2015, 2016 and 2017’ and ‘Share the Love 2014’. Adam is also the author of one of Australia’s only practical book on loyalty programs – ‘Give-back to Get-back - 9 steps to a profitable loyalty program’.

He has been widely interviewed on customer loyalty programs and published in The Age, The SMH, ABC Radio, C7 and C9 News, Marketing Magazine, Herald Sun, BRW, CMO, Colloquy, eConsultancy,  AdNews, B&T and SmartCompany.

Adam has presented on customer loyalty and loyalty programs at Loyalty World (2013), The Customer Show (2014) and ADMA Forum (2012 and 2013),  ADMA Retention Marketing (2014, 2015, 2016), Customer TECHX Show (May 2015), Clarinden Global Faculty Director for July 2015 ‘Designing High Impact Customer Loyalty and Retention Programs’ , No Vacancy Accommodation Conference (2016) as well as tailored loyalty keynotes for clients.


You will benefit from our independent view of a program’s success factors. With no specific technology to sell, we provide unbiased strategic input into your program’s immediate and long term success.


Our ongoing 'for love or money' in-depth research studies and direct access to the author will be available to you.


'Independence' plus 'Intel' along with a dedication and desire to build valuable customer loyalty and retention strategies ensures the long-term value and viability of your program.