Number of transactions in loyalty programs rises 13% and exceeds 13 million

The Brazilian Association of Loyalty Market Companies (ABEMF) released the numbers of the Brazilian loyalty market for the third quarter of 2025 (3Q25), pointing to evolution in different indicators. According to the entity, the data is a clear demonstration that Brazilians are using more and better programs. The amount of transactions carried out by participants in the period grew 13.3%, reaching 13.6 million operations, considering activities such as accumulation of points, redemptions of products and services, among other movements in the accounts.

Expired points

Essential indicator to measure the engagement of participants with the programs, the rate of breakage, which measures the amount of points/miles expired, reached the lowest level in the history of the association, reaching 11.6%. The value fell 0.8 percentage points compared to the same quarter of the previous year.

Among the reasons pointed out for the historical fall are initiatives adopted by loyalty companies to encourage the use of programs by consumers. The expansion of the list of partners, the expansion of accumulation and redemption options, as well as promotions and campaigns that extend the validity of the points are some examples.

Other indicators

In the same period, the revenue of loyalty companies reached R$ 6.59 billion, an increase of 18.3% compared to the same period of 2024. The points/miles accumulated by participants totaled 270.5 billion, a value that exceeds in 15.1% the registered in the third quarter of the previous year. And the points/miles redeemed, that is, those effectively exchanged for products and services grew even more, 22.2% in the annual comparison, a total of 247.7 billion in 3Q25.

The destination of this redeemed balance followed the trend of previous quarters, being mostly used for the issuance of air tickets 77% of the total.The other 23% were exchanged in non-air products and services, which include modalities such as discounts and cashback.

Paulo Curro, executive director of ABEMF, says that the segment continues to develop in the country because companies and people are understanding and enjoying, increasingly, the value of loyalty.“There are several fronts for market expansion. More engaged consumers, companies that expand and diversify their loyalty strategies, new economic sectors adhering to loyalty. In addition, of course, the macroeconomic scenario, which on the one hand encourages consumers to seek economic alternatives, and on the other leads brands to seek tools that improve their results against the competition”, he says.