My Rewards

My Rewards operated as a third‑party rewards service provider for Australian retailers. It designed and managed loyalty programs that awarded points or benefits to consumers based on their purchases. The service collected and stored member information including names, email addresses, phone numbers, and, when provided, dates of birth. By handling these data elements, My Rewards enabled retailers to offer personalized rewards and marketing communications. Its core function was to act as an intermediary between the retailer’s sales systems and the consumer’s reward account.

The company’s headquarters is located in Australia, indicating its primary market and operational base. My Rewards specialized in the administration of third‑party loyalty schemes, distinguishing it from in‑house reward teams. Its positioning as an external vendor meant that retailers relied on its data security practices to protect customer information. The 2021 incident highlighted the organization’s role in the supply chain, showing how a breach at a third‑party provider can affect retailer‑customer trust. After the breach, the retailer confirmed that all linked accounts were closed and that My Rewards no longer retained member data, reflecting a change in its data retention posture following service termination.