Swapi’s mission is to give users the option to swap loyalty rewards between brands and avoid having their points expire. Having secured partnerships with Eagle Eye, Fidel & Network B, we have access to hundreds of brands and are now raising funds to continue product development and to fuel launch in September.

  • MVP designed to allow users to swap points between brands.
  • £6bn of unspent Loyalty rewards across the UK
  • Team have previously worked for Harrods, M&S and La Fitness
  • Existing agreement with Eagle Eye with access to over 100 UK brands


Our Founder, Pete has spent his career dedicated to Loyalty working with brands across the globe. Wherever he worked, he encountered a consistent problem - customers were frustrated with their loyalty points expiring and brands were anxious to reduce loyalty liability on their balance sheet.

Research shows that customers carry over a dozen loyalty cards but the opportunity to redeem points in partner brands is more appealing.

We are building a native app enabling users to swap unspent loyalty balances for other things in a 'Swapi marketplace'. And, by participating, brands can acquire new custom whilst lowering financial liability and avoiding expiry of points. Users can also collect Swapi points via card linking & affiliates that can be consolidated with other loyalty points for redemption in our marketplace.

Swapi is a scalable business, led by experts in the loyalty & rewards industry. We plan to launch in the UK this September with a view to expand globally, allowing international swapping of points in 2022. Our aim to support the UK's economic recovery post COVID-19, allowing consumers to use their unspent rewards.

By creating valuable insights of shop & swap behaviour, we believe Swapi will become a prime target for acquisition. We require capital to take our existing prototype to market for users and brand testing and commence build of our MVP to launch in September 2021.


Pete Howroyd - Founder & CEO – Industry expert in customer loyalty. Leading international strategy for brands including Harrods, Harvey Nichols, Myer & Loyalty One. Pete also founded a successful agency called The Loyalty People.

Chris Mays - CTO - Chris brings a wealth of technical expertise with brands such as SVM Global & La Fitness.

Brian Dunne – CFO (Contractor)– Brian brings a wealth of expertise in management accounting and a long career working within the gift card industry as Co-owner of SVM global & Director of Whitbread leisure vouchers.

Stan Barker - Digital Marketing Lead - Stan brings strong expertise of Digital Marketing having previously held senior positions with Bottomline Technologies, Shield Pay & Enterprise rent-a-car.

Abi Rough – Business Development Manager – Abi joins Swapi from Black Hawk where she managed multiple brand accounts across the retail market.

The Loyalty People - Pete previously founded an agency called The Loyalty People which boasts clients such as Benefit Cosmetics, Puig Fragrances (Carolina Herrera & Christian Louboutin) and PHD & SiS protein. Pete has since appointed a new Managing Director for this business and has ceased his day to day involvement to focus 100% of his time on Swapi.

Swapi is a separate company and investors in this round will not receive equity in The Loyalty People.