Connexions Loyalty Moves to Innsbrook

Connexions Loyalty Moves to Innsbrook

Henrico-based Connexions Loyalty works with big-name credit card issuers, the largest U.S. auto manufacturer and premier travel companies – some of the world’s top brands. With more than 100 premier brands on its client roster, the business is in growth mode and is constantly evolving.

Connexions Loyalty, an Affinion Group company, makes rewards, incentives and benefits available to more than 200 million people in North America, South America, Africa and Asia each year. Even though you may not realize it, chances are good you may be one of their customers.

In 2014, the company acquired two loyalty management and incentive marketing companies and opened offices in Brazil and Singapore to better serve a growing list of international clients. The company currently employs 800 people, and 170 employees from its current Henrico location on Carousel Lane are preparing for a transition to a larger, custom-designed space in the Innsbrook Corporate Center in Henrico County.

The new space will accommodate the firm’s current business growth – and provide space for its long-term needs. Speaking about the new location, Scott Lazear, President of Connexions Loyalty, says, “I can’t think of a better place to be. As we continue to add talent, I feel like the new office in Innsbrook can grow with us and provide a recruitment edge because of the amenities in the area and the state-of-the-art facility we will build.”


Connexions helps organizations motivate, reward and retain their customers, employees and partners through its loyalty management, consumer rewards, rewards fulfillment and credit card benefit programs. The company fulfills millions of gift cards, eGifts, merchandise items and travel rewards each year, working with big brand powerhouses like Nike, iTunes, Best Buy, Marriott, Royal Caribbean and many others to provide the kinds of rewards that encourage consumer and employee loyalty.

Lazear explains, “We’ve doubled our business in the last five years and now provide over $2 billion in consumer rewards annually. Our growth has come through an increase in business from our existing clients, the addition of about five to ten new clients each year, and several strategic acquisitions that have expanded our capabilities and diversified our client base.”

He continues, “Our recent acquisitions have opened up several new verticals for Connexions, and you’ll see us continue to grow in the travel, gaming and corporate wellness industries. We’re seeing a lot of traction right now with airlines and other travel providers based outside the U.S. who would like to offer additional travel rewards like rental cars and in-destination activities to complement their existing inventory.”

Lazear says the new space in Henrico will help the company continue to fulfill its mission. “Our new space will be designed to work the way we do – full of collaborative spaces and the latest technology so that we can work seamlessly with colleagues and clients across the U.S. and around the world.”

The ultimate goal for the new location is a space with “buzz-worthy aesthetics,” according to Lazear – along with perfectly placed quiet areas, creative spaces and gathering areas for social activities and fundraisers. Connexions is a long-time supporter of Henrico’s Dumbarton Elementary School, providing volunteers and donations, and even hosting an annual holiday party for the students at its offices.


Connexions Loyalty will occupy 64,000 square feet in the North Shore Commons complex, with an anticipated move-in date of November 2015. The company has hired Evolve Architecture to design the new space. Evolve has also designed corporate offices for local companies like Allianz Global Assistance, Owens & Minor, The Vintner Group and Free Agents Marketing.

“Connexions is one of the few – and largest – full-service providers in consumer loyalty,” Lazear adds. “This is not a side business for us. Every dollar I invest, every acquisition I make, every employee I hire is focused on helping our clients build loyalty with their customers.”

Are you ready to grow your business? The Henrico Economic Development Authority is here to help! Visit to learn more.