We couldn't talk about building loyalty without standing behind our clients, our AIR MILES Collectors, and our communities. This is, after all, an enterprise founded on loyalty, collaboration, and trust—basic values that extend well beyond our bottom line.

LoyaltyOne cofounder Craig Underwood, who came from a family devoted to public service, believed that the success of his venture should benefit the broader community that supported it. That spirit continues today, in acts large and small. We support our associates in giving back to the communities where they live and work. And we also give to carefully selected nonprofit groups with national scope and broad social relevance.

Special Olympics Canada
Since 1994, the AIR MILES® Reward Program has helped Canadians living with an intellectual disability achieve their dreams. Through a weeklong nationwide campaign, AIR MILES invites Collectors, Sponsors, and program associates to donate reward miles to help Special Olympics athletes and their coaches fly to training and competitions worldwide. LoyaltyOne CEO Bryan Pearson and Alliance Data COO John Scullion both sit on the board of the Special Olympics Foundation.


Kids Help Phone
At the end of the day, the AIR MILES® Reward Program is about empowering families to achieve their dreams. Since 2005, AIR MILES had empowered children across Canada to reach their full potential by supporting Kids Help Phone, Canada's only toll-free, 24-hour, bilingual, and anonymous phone and web counseling, referral, and information center. AIR MILES partners with its Sponsors to create in-store donation campaigns that promote the kid-friendly service nationwide.


Annual Charity Drive
Through its annual holiday charity drive, AIR MILES® Reward Program matches gifts of toys, food items, and funds raised by its associates through a variety of fun events, including a raffle, $1 breakfast, and holiday bazaar. This is just one way we support the communities in which we work.

LEAF is a grassroots organization of LoyaltyOne associates dedicated to promoting environmentally responsible behaviors. These passionate volunteers meet once a month to share knowledge and discuss no-cost, practical initiatives to reduce waste, reuse material, and of course recycle. LEAF members also host regular Lunch & Learn sessions on various environmental issues and support such events as Earth Hour and Earth Watch.

The respect and protection of consumer data is paramount in everything we do at LoyaltyOne. "We recognize that we have a very important stewardship role in protecting the interests of our end customers," notes CEO Bryan Pearson. "Respecting consumer privacy expectations is a cornerstone of our culture given the trust people have placed in us."

This philosophy is also at work in all of our business practices. LoyaltyOne businesses, including AIR MILES® Reward Program and ICOM, are highly visible advocates of privacy policies and practices that establish and maintain a balance between the rights and privacy expectations of consumers and the needs of business. As leaders in their respective industries, our businesses partner with regional, national, and international organizations to maintain both regulatory and industry best practices. At the same time, we continue to engage consumers, industry and government leaders, and all stakeholders in the evolving discussion about data privacy and the proper protection, use, and disclosure of personal information.