Bank of America Adds 3 Million Users to Loyalty Program

The surge in enrollment brings the total count of program participants to nearly 14 million. Unlike previous iterations, this tier-based system removes minimum balance requirements, opening access to anyone holding an eligible personal checking account. Mary Hines Droesch, Head of Consumer and Small Business Products & Analytics, attributed the rapid growth to the program's focus on tangible, everyday financial value.

Engagement data highlights a strong preference for retail discounts. Nearly 1 million users have utilized the platform’s 'Deals' feature, with retail, fuel, and entertainment spending accounting for the bulk of activity at merchants like CVS, Shell, and Macy's. Bank of America estimates that members can capture between $150 and $4,000 in annual value, depending on their tier and usage patterns. With 80% of enrollments occurring through digital channels, the bank is positioning the program as a primary driver for its mobile and online banking ecosystem.