Brand loyalty is dying.
And not with a bang, but with a whisper... An unsubscribed email list here, an abandoned shopping cart there. The once-glorious customer retention strategy "buy nine, get one free!" is now little more than a coupon graveyard. Points expire. Discounts devalue. And “loyalty” becomes a thinly veiled bribe wrapped in outdated UX.
So, what went wrong?
Simple: we built loyalty programs for a world that no longer exists. Consumer expectations changed, and brands didn’t. The result? A marketplace where brand loyalty becomes irrelevant the moment a better offer pops up on TikTok.
But that’s not the end of the story.
Because when brand loyalty dies, Alpha wins.
Loyalty Is Broken (and You Know It)
Let’s be honest: most loyalty programs are fundamentally broken.
They’re riddled with:
- Friction: Siloed platforms. Walled gardens. One-brand traps.
- Expiration and Devaluation: Points vanish overnight, or worse... convert to pennies at redemption.
- Lack of Utility: You earn points, but can’t use them where, or how, you actually want.
- Speculative Noise: In Web3, loyalty tokens promised a revolution. Instead, they delivered pump-and-dumps, tax nightmares, and regulatory limbo.
Even in Web2, the landscape hasn’t fared better. The points you earn aren’t really “loyalty,” they’re liabilities brands are trying to quietly shed.
Welcome to the great loyalty letdown.
Consumers feel the disconnect. And when the system is this bad? Loyalty becomes a joke.
Alpha Isn’t a Program. It’s an Infrastructure.
Alpha is not another loyalty platform.
It’s a loyalty infrastructure, powered by blockchain and built for today’s multi-platform, multi-brand reality.
Here’s what makes it radically different:
- Open-loop rewards: No silos. Brands mint points, users spend them across an ecosystem of apps and partners.
- Non-transferable: These aren’t tokens that get dumped on markets. Alpha Points are pegged to value, not hype.
- Backed by escrowed assets: Every Alpha Point is born from locked collateral. 1,000 Alpha Points = $1 of value.
This isn’t a game of trust. It’s a system of receipts.
That’s how Alpha redefines loyalty, not as speculation, not as marketing fluff, but as rewards as a service.
Alpha Points: When Points Actually Mean Something
Let’s talk mechanics.
Alpha Points are non-transferable, non-speculative units of real value, minted against a partner’s locked USDC or $SUI on-chain.
Here’s how it works:
Minted from TVL
Partners deposit funds ($SUI or USDC) into smart contracts. Based on how much they lock, they’re granted a daily minting quota capped at 3% of their TVL.
Earned by Users
Users earn Alpha Points for meaningful engagement: completing quests, signing up, making purchases, hitting streaks. Points are issued through Alpha’s zero-dev SDK or smart contract integrations.
Redeemed for Perks
Users redeem their points for perks: product discounts, unlockable content, digital goods, merch, upgrades, and more.
Reinvested into the Loop
When a perk is claimed, 20% of the Alpha Points spent are automatically reinvested into the partner’s TVL, giving them a bigger quota to reward more users.
No inflation. No rug pulls. Just value flowing forward.
From Broken Programs to a Living Loyalty Engine
Alpha doesn’t just fix loyalty, it upgrades it into a growth engine that gets better the more it’s used.
Here’s the flywheel:
- Partners stake value
- Alpha Points are minted against that value
- Users earn and spend
- Perk redemptions trigger reinvestment
- TVL increases
- Partners earn larger quotas
- More value enters the system
Each turn of the wheel is data-backed, permissionless, and transparent.
This is what rewards as a service should look like: dynamic, programmable, and built on smart contract rails, not spreadsheets and hope.
Alpha Is Gamification Loyalty Programs, Done Right
Let’s get something straight: loyalty doesn’t have to be boring.
In fact, gamification loyalty programs have proven to drive higher engagement, better retention, and more emotional connection, when done right.
Alpha leans hard into that.
Through quests, streaks, unlockable perks, and dynamic point systems, Alpha turns loyalty into a game, a game with real rewards.
No leaderboard NFTs. No mystery boxes you have to bridge to claim. Just meaningful mechanics that reward real behavior.
Earn in one app. Spend in another. Unlock perks based on participation. It’s loyalty reimagined for how people actually live, play, and spend today.
What Brands Get
Alpha isn’t just a better mousetrap, it’s an entirely new model.
Real-Time Quota Control
Partners mint Alpha Points based on locked value. No value in? No points out. This creates a hard cap on overprinting and aligns incentives.
Zero-Dev Integration
Using Alpha’s SDK, brands can reward users based on behavior (logins, checkouts, referrals, etc.) with no smart contract coding.
Sustainable Economics
Perk redemptions reinvest into the system. TVL grows with engagement. This is loyalty that funds itself.
Transparent Reporting
Partners can track:
- TVL growth
- Quota usage
- Perk redemptions
- User behavior
No more guessing what your loyalty program is worth.
With Alpha, you know.
What Users Get
For users, Alpha Points don’t feel like vaporware.
They feel like value.
- 1,000 Alpha Points = $1, always.
- Cross-platform utility: spend anywhere in the ecosystem.
- No expiration, no inflation: your points hold real value.
- Gamified experiences: streaks, perks, and unlockables make loyalty feel fun again.
When you give users something they actually want, and the freedom to use it where they choose, you don’t need to trick them into sticking around.
They stay because they’re engaged.
When Brand Loyalty Becomes Irrelevant… You Build Ecosystem Loyalty
It’s time we admit the truth: when brand loyalty becomes irrelevant, the only thing that matters is ecosystem utility.
Users no longer care about your brand. They care about value, experience, and convenience.
Alpha embraces this shift.
Instead of trying to lock users into one-brand universes, Alpha builds an open-loop rewards network that transcends platforms.
You’re not just rewarding a customer, you’re building shared infrastructure for a new kind of economic interaction.
This is what loyalty looks like in the post-brand world.
Real Results. Zero Gimmicks.
Alpha isn’t just a white paper.
In 90 days on Sui testnet:
- 72 billion Alpha Points issued
- $220,000+ escrowed across partners
- Multiple perks launched and claimed across verticals
All without speculative airdrops, referral schemes, or venture-fueled incentives.
Just real partners. Real TVL. Real users.
What Comes Next
As Alpha heads toward mainnet, the roadmap includes:
- Multi-asset support (NFTs, LP tokens)
- Volatility hedging with locked redemption tokens
- Partner analytics dashboards
- DAO-based quota governance
- Cross-chain staking support
But the core promise stays the same:
No tokens. No wrappers. No bridge hacks. Just loyalty that works.
Consclusion: When Loyalty Fails, Alpha Replaces It
- Traditional loyalty is dead: points expire, rewards suck, users leave.
- Tokenized loyalty failed too: speculation replaced retention.
- Alpha builds a rewards as a service model that rewards real user behavior, guarantees value via TVL-backing, enables gamification loyalty programs, and works across apps, chains, and ecosystems
When brand loyalty becomes irrelevant, Alpha wins, by building loyalty that users choose instead of tolerate.
And in a world drowning in noise, that’s the kind of signal we need.
