Cryptocurrency in a loyalty program? Why not, says St. Paul-based company

Augeo, the St. Paul-based leader in providing enterprise wide loyalty and engagement platforms is introducing a program that can let participants exchange points and cash-back awards for cryptocurrencies.

The new program, Heaps, is being offered in partnership with Las Vegas-based Prime Trust, a financial services company that provides the financial underpinnings for fintech and digital asset companies.

“We really think that points can play a key role in creating the initial foray and opportunity to learn and enter the cryptocurrency space,” said Peter Schultze, Augeo vice president of Crypto Loyalty, in an interview. “Heaps makes it easy for users to buy crypto with points or cash, store digital assets in a secure wallet, track portfolio performance and learn about crypto investing.”

The Heaps program will be a standalone platform for cryptocurrency, but it can be integrated in the loyalty and rewards programs from Augeo or others.

Heaps will let users redeem their points and cash-back awards for cryptocurrencies and also allows additional ways to buy cryptocurrencies through the platform. Subsequent phases of the program also may add NFTs, or non-fungible tokens, to the options. The program is expected to officially launch on or before June 1.

Cryptocurrencies are a digital or virtual form of money that are not backed by central governments but typically rely on distributed blockchain technology to record transactions, prevent counterfeiting and assess values of the currencies.

A multitude of cryptocurrencies exist but Heaps will work with five to 10 leading types, including Bitcoin and Ethereum, Schultze said.

“There is a surge in public interest in cryptocurrency. That, intersecting with the billions of points that are redeemed each year through loyalty reward programs, is where this opportunity really elevates,” said David Kristal, Augeo’s founder and chief executive and a member of the Star Tribune’s board of directors.

Companies like to use reward and loyalty programs to drive consumer engagement with their brands and lead to incremental sales. Other companies have already integrated cryptocurrencies into some of their reward and loyalty programs.

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