Loyalty solutions provider Reward has extended its partnership with Visa to provide customer engagement capabilities and content to big banks across Europe.

Visa has selected the London-based engagement-as-a-service (EaaS) platform to support its issuer loyalty programs across the continent.

The renewed partnership builds on Visa and Reward’s existing partnership in the UK.

Visa’s UK client programs deliver retail offers to customers at over 30 retailers, leveraging Reward’s ability to deliver personalized card-linked offers (PCLO).

Visa executive director Kevin Akerman said: “With Reward’s extensive retail network and tailored content, Visa cardholders can get access to relevant and personalized offers to spend and save at the retailers they prefer.

“In partnership with our issuing banks, we are delighted to continue working with Reward to bring tailored offers to our customers across Europe so they can save when they spend with their Visa card.”

Under the renewed partnership, Reward will deliver its customer engagement capabilities and merchant content to over 250 million potential customers across Visa’s European banking partners.

The service will first be launched in the Republic of Ireland later this year.

Reward founder and CEO Gavin Dein said: “In the last few years, we have made huge investments in anonymizing, cleansing and aggregating transactional data so that our advanced algorithms can predict where consumers are likely to shop next.

“This combined with Visa’s ability to promote these offers on a one-to-one basis enables us to give consumers access to offers from the world’s largest retailers.

“We call this process Personalised Card Linked Offers (PCLO) and it’s an evolution from a one-size-fits-all Card Linked Offers (CLO) approach.

“We believe that PCLO is the future of performance marketing and excited to bring this Capability to Europe with Visa.”