On 26 June 2025, the MENA Fintech Association (MFTA) hosted its 11th Payments Boardroom, in collaboration with Gennius XYZ, for a closed-door session focused on the future of loyalty, rewards, and engagement in the region.

Moderated by Akshay Chopra, CCO at Gennius XYZ, and Clyde Rosanowski, SVP at MasterCard; both Co-Chairs of the MFTA Payments Working Group, the session brought together twelve senior leaders from across banks, networks, fintechs, merchants, and wallets to examine how loyalty must evolve to remain a strategic growth driver in MENA.

With the regional loyalty market expected to grow from $2.8B to $5.5B by 2029, the session addressed how players across the ecosystem can unlock the full potential of this opportunity. Discussions focused on personalization, interoperability, sustainability, and regulatory clarity, highlighting loyalty as both a strategic growth lever and a system under pressure.

This paper outlines the key insights, strategic implications, and the ecosystem’s collective wish list to help MENA build loyalty models that are smarter, more sustainable, and ready for the digital age.