American Express Focusing on Membership Rewards, Winding Down AIR MILES Co-Brand Partnership

American Express Canada is intensifying its focus on its Membership Rewards program and discontinuing its partnership with AIR MILES. Moving forward, American Express will concentrate on its Membership Rewards program and a select group of strategic partners. 

Currently, the Membership Rewards program offers members a variety of redemption options not tied to select merchants. Cardmembers can earn almost everywhere they spend on their Card with accelerators on industries that matter to them, like 5x Eats & Drinks on the American Express Cobalt Card.  Points can be redeemed for statement credits on eligible purchases, travel, merchandise, or gift cards. 

American Express Canada has conducted a thorough evaluation of the needs of Cardmembers affected by this change, aiming to unlock the highest value in rewards while delivering improved service and lifestyle experiences. Based on this assessment, these Cardmembers will smoothly transition to an American Express product that earns Membership Rewards by September 30, 2023.  

Specific transition dates for individual Cardmembers will be communicated to them in an early July notification from American Express. In this communication, they will be informed about the exceptional value offered by their new product, including ways to maximize their earnings and flexible redemption options such as flights, hotels, or using statement credits to offset eligible purchases. 

"American Express Canada has and always will be committed to providing the best products and services to our Cardmembers. In this case it means transitioning these Cardmembers to our American Express products which feature Membership Rewards, the most flexible loyalty program in Canada as determined by Rewards Canada," said Brett Mooney, President and CEO, Amex Bank of Canada. "With this change, our Cardmembers can spend confidently knowing they will be rewarded through the award-winning Membership Rewards program and continue to be backed by all the trust, service and security that American Express provides." 

Read more from Loyalty360 on banking, finance, and credit card rewards:  

Loyalty Programs in Financial Services: Existing and Emerging Trends 

BMO Introduces Enhanced Premium Rewards Mastercard with New Rewards Model 

Tim Hortons Will Add Credit Card to Mobile Rewards App 

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