VanityPass
Headquarters: London
CEO: Perez Tigidam
Website: VanityPass
Founding date: May 2025
Funding: Undisclosed
VanityPass is redefining loyalty and lifestyle rewards for modern travelers through its AI loyalty intelligence engine, a dynamic rewards infrastructure built to deliver personalization at scale. Built on community rails, not credit, VanityPass connects creators, tastemakers, entrepreneurs and teams to the most rewarding stays and experiences worldwide. Partnering with leading destinations and thousands of businesses across 90+ countries, the platform uses AI to match every booking with real-time perks tailored to each user’s spend, style and preferences.
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Below, we asked co-founder and CEO Perez Tigidam to share his thoughts on next year’s goals and what he has learned since founding VanityPass.
Strategic goals for 2026
In 2026, VanityPass aims to establish its AI loyalty intelligence engine as the core infrastructure powering our product and partner ecosystem. This will be the foundation on which the entire VanityPass experience scales, enabling a level of personalization that feels intelligent, human and deeply relevant. Our ambition is to do what traditional credit card loyalty systems have failed to do, even with all their data: turn insights into truly personal, dynamic and meaningful rewards that evolve with each user.
Following our early launch and controlled testing with a small group of members, we saw firsthand how personalization directly drives engagement, satisfaction, and long-term loyalty. Our next phase focuses on deepening that capability, creating truly dynamic and adaptive rewards that respond to individual behavior, context and preferences in real time. Our goal is to make VanityPass synonymous with smart, adaptive and borderless loyalty, connecting independent hospitality and experience providers across major travel destinations through a shared, intelligent rewards infrastructure.
Lessons learned since founding
One of the biggest lessons since founding VanityPass has been that true loyalty isn’t earned through points, it’s earned through relevance. Travelers value experiences that feel personal, timely and meaningful, and technology can make that scale beautifully. We realized this post-launch, through the data we’ve gathered and countless customer interactions and interviews. Those insights led us to rebuild our entire stack from the ground up to reflect what users truly value. What we have today isn’t what we launched just a few months ago, and that’s by design. VanityPass is a living product, constantly learning, adapting and evolving with the people who use it.
We’ve also learned that the future of loyalty lies in collaboration, not isolation. Independent brands can compete with global chains when they connect their value, and that connection built on trust, interoperability and shared data intelligence is what unlocks the next era of travel rewards.
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