The cxLoyalty brand was created on June 28, 2019, when Affinion Group rebranded to reflect its primary focus on loyalty and customer engagement solutions. [1, 2]
While the exact brand name is newer, its roots and corporate lineage go back much further: [1, 2, 3]
- 1973 – 2001: The original business operations (including Cendant Membership Services) trace back to this period.
- July 2001: Trilegiant Corporation was created when Cendant Corporation outsourced its membership services.
- October 2005: Apollo Global Management reorganized Trilegiant and other assets into the Affinion Group.
- June 2019: Affinion Group was officially rebranded as cxLoyalty.
- December 2020: JPMorgan Chase officially acquired the global loyalty and travel division of cxLoyalty, which is currently based out of Stamford, Connecticut. [1, 2, 3, 4, 5, 6]