"Many rewards programs we know and love are locked within the closed ecosystem of a single company. This hyper-fragmentation only serves to drive up the cost of customer acquisition for merchants and increases the mental load on consumers who are seeking to optimize their spending power."

https://technode.global/2024/07/02/singapores-heymax-ai-raises-2-6m-in-seed-funding-round-led-by-january-capital/