You should not have to negotiate individually with every retailer. The recommendation is a hybrid model, so GNB can run one national rewards network that hundreds of estate agencies can use.
Owns the rewards programme, commercial partnerships and technology.
Provides the branded debit-card infrastructure and any spending rewards available through its commercial arrangements.
Puts its brand on the programme, promotes it to tenants and pays GNB the annual subscription.
Provide access to retailer discounts, cashback and affiliate offers without GNB negotiating with every brand.
| Activity | Responsible party |
|---|---|
| Tesco / Deliveroo reward partnerships | GNB or a rewards aggregator |
| Currensea card spending rewards | Currensea, under agreed terms |
| Rent payment verification | GNB CRM |
| Experian rent reporting | GNB + Experian, subject to approval |
| Tenant points wallet | GNB |
| Agency-branded card | Currensea + GNB |
| Marketing to tenants | Winkworth |
| Funding agency-specific promotions | Winkworth, if agreed |
| Rewards tracking and reporting | GNB |
Winkworth should not have to negotiate with Tesco, Deliveroo or any national retailer. That is part of the value they are paying GNB for.
A company such as Awin already connects loyalty and cashback platforms with thousands of advertisers. GNB could apply as a publisher or loyalty platform and seek approval for suitable merchant offers.
The commercial flow could look like this:
Approved merchant offers or affiliate campaigns
Campaign access, tracking and commissions
Offers, tenant wallet, rewards allocation and reporting
Tenant-facing agency branding
A participating broadband provider pays GNB for a qualifying new customer.
Allocated to the tenant's reward.
Before costs.
Currensea's published partnership proposition supports co-branded cards and loyalty points on everyday debit spending. It also describes integration with existing loyalty programmes. Source: currensea.com.
Can you supply GNB with a base points-earning mechanism on eligible card spending, while GNB independently manages additional retailer-funded offers?
That would allow two complementary types of rewards, alongside rent and local offers:
| Reward type | Example | Likely provider |
|---|---|---|
| Everyday card points | Earn points on eligible card purchases | Currensea + GNB |
| Special merchant offer | Cashback for a qualifying broadband sign-up | GNB + affiliate network |
| Rent reward | Points for verified rent received | GNB |
| Local agency offer | Discount at a local cleaning company | Winkworth introduces; GNB manages |
Speak to Currensea and one rewards network in parallel. Then build one central catalogue of approved offers for every GNB agency.
Establish the base card reward economics and whether GNB can control the points wallet.
With a network such as Awin, establish whether GNB can operate a white-label, multi-agency loyalty programme, receive offer feeds and track individual tenant redemptions. Merchant approval and brand usage rights will vary.
Winkworth pays GNB £2,500 for a ready-made, agency-branded tenant benefits programme. GNB does the technical and commercial work. Winkworth does not need a rewards partnership team.
As GNB signs more agencies, the tenant audience grows. That larger audience is what you take to brands, and it may eventually support direct commercial partnerships and better exclusive offers.