Why Debit Rewards Are the Next Big Opportunity in Brand Loyalty

By Derek White, CEO, Galileo Financial Technologies

Nearly 90 percent of Americans have a debit card. Yet for decades, debit users have been largely excluded from the kinds of rewards programs that credit cardholders enjoy. That’s changing. 

At Galileo, we believe we’re witnessing the rise of a new loyalty era—one that meets consumers where they are and gives brands new ways to engage. The launch of the Wyndham Rewards Earner Visa Debit Card marks a major step in that direction. This co-branded debit card, powered by our technology, enables millions of Wyndham customers to earn points with every purchase—at hotel check-in, at the coffee shop, and everywhere in between.

A category ready for reinvention

The idea of debit rewards isn’t new—but what’s different today is the convergence of three powerful forces:

1. Consumer behavior: Younger demographics are driving a clear shift toward debit. Many are intentionally avoiding credit. Meanwhile, 45 million Americans remain credit invisible, creating an untapped opportunity to offer value without adding to cardholders’ debt.

2. Brand ambition: Large consumer brands—from hotels to retailers—are increasingly looking to deepen loyalty and drive ancillary revenue. They see financial products as a way to expand the relationship beyond the moment of transaction.

3. Ecosystem readiness: Unlike the first generation of debit rewards, today’s offerings are backed by agile, API-first platforms that unify brands, banks, and consumers in a connected experience. We’re not just issuing cards—we’re enabling a modular, scalable value exchange.

Why Wyndham? Why now?

Wyndham Hotels & Resorts, with more than 9,200 properties in 95 countries, saw a clear gap. Its millions of rewards members were showing up and paying with debit cards—but not getting any recognition for their spend. Our collaboration with Wyndham unlocks rewards at the point of debit payment, giving travelers a new way to earn and redeem points while maintaining the flexibility and control that debit provides.

Customers receive sign-up bonuses, status upgrades, and points on every purchase—both within and beyond Wyndham. These feed directly into the Wyndham Rewards ecosystem, making it seamless for users to track and redeem rewards.

Powering a platform for growth

What makes this possible is our ecosystem model. Galileo serves as the connective tissue between brands like Wyndham, sponsor banks, and end users. We eliminate integration headaches by offering card issuing, processing, program management, and mobile interface—all within a single, unified platform. That means faster speed to market and a better end-user experience.

It’s not just about travel. This launch signals a broader shift in how companies think about loyalty, engagement, and embedded finance. Whether you're a retailer, entertainment company, or membership-based business, the opportunity to deliver branded financial tools that drive deeper loyalty is now within reach.

Looking ahead

We see this as the beginning of a broader movement of debit rewards acting as a strategic lever for growth. By aligning incentives at the point of purchase, brands can engage more customers, more often, with greater relevance.

We’re building the rails for a next-generation loyalty ecosystem. One where rewards aren’t limited by payment type. One where consumers have choice, and brands have control. One where every swipe—or tap—adds value to the relationship. 

Contact us to learn how your brand can leverage the power of debit-based loyalty.