Finshape Helps Banks Win – Not Just Through Digitalization, But Now With Loyalty Solutions Too

This is the domain of the French office of this European leader in digital banking. Xavier Delaroue has been appointed as its new General Manager – an expert with more than 20 years of experience in banking loyalty, progressing through various technical, project, and commercial roles.

“Leading a company you know so well and for so long is a serious commitment, but I believe that knowing the team, customers and successful solutions is the key for future growth,” Delaroue comments on his appointment.

The office in Aix-en-Provence was founded in 1995 with a unique vision: to leverage the transition to chip-based payment cards to create loyalty programs linked directly to customer interactions. Today, Finshape Loyalty processes tens of millions of customer records daily and offers real-time earning & redemption of points and other rewards – instantly, at the point of interaction.

“We’ve worked exclusively with banks for thirty years. We understand their demands for customer value, security, processing speed, and reliability – as well as the financial-services-specific functionality they require. You don’t learn that overnight,” says Delaroue.

This exclusive focus on financial services sets Finshape apart from competitors who primarily target retailers or airlines. The solution offers gamification features, bank-wide loyalty programs extending beyond traditional credit card rewards, and ESG-linked program capabilities. Clients across Europe, CIS, and the Middle East & Africa include leading institutions such as Raiffeisen Bank in Romania, Alpha Bank in Greece, and Halyk Bank in Kazakhstan.

Finshape Loyalty complements the company’s core digital banking platform – the agentic Digital Bank Operating System (DBOS), which functions as an orchestration layer above core banking systems. Together, they enable banks not only to rapidly innovate digital services, but also to build long-term customer relationships without the need for costly legacy platform replacement.

“Digitalization alone isn’t enough to retain customers. Banks need engagement tools – the ability to reward loyalty in a way that delivers value in the digital world,” explains Neil Budd, CEO of Finshape.

The ongoing integration of the loyalty solution into the DBOS platform will enable banks to manage loyalty programs directly within their digital banking environment, personalize them using AI, and maintain full control over development.

In addition to established customers in 14 countries, the French office provides Finshape with an active presence in Western European markets. 

“Being part of the broader Finshape platform opens up expanded possibilities – access to a large pool of seasoned technical experts and access to new markets,” concludes Delaroue.

Finshape serves more than 100 financial institutions across 44 countries, employs 600 specialists, and grew by 30 percent last year generating EUR 55 million in revenue.