Financial institutions are rethinking loyalty at a critical moment. Credit card spending sits at record highs, but economic uncertainty looms. For banks aiming to stay relevant, loyalty can no longer be an afterthought – it needs to be embedded into every customer experience from the start.

At FIS's Emerald 2025 conference in Orlando, Mladen Vladic, general manager of loyalty services at FIS, sat down to discuss how the loyalty industry is evolving beyond traditional card-based rewards. His central argument: Financial institutions need to shift from chasing share of wallet to capturing share of mind first.