Chicago, August 6, 2025 – In a move set to reshape airline loyalty programs, United Airlines Ventures (UAV)—the venture capital arm of United Airlines—has taken a strategic equity stake in Dfinitiv Inc., an emerging commerce-technology company. The collaboration aims to bring Dfinitiv’s SmartCXP™ platform into play across United’s MileagePlus loyalty program and Kinective Media platform, boosting personalization and offering shoppable content throughout the digital journey.
What’s Driving This Investment?
SmartCXP™ is a next-generation Commerce Experience Platform that merges:
- SmartLink™ deep-linking, matching user intent with optimized offers
- Intelligent loyalty offers, content aggregation, and seamless personalization
- Cross-platform integration across mobile, web, and in-app interfaces.
By integrating SmartCXP™, United aims to make earning and redeeming MileagePlus points more intuitive and rewarding, elevating customer engagement with personalized and shoppable content that blends loyalty into everyday interactions.
Aligning Vision with Innovation
Andrew Chang, Head of United Airlines Ventures, praised the collaboration, noting UAV seeks technologies with strong scalability, great UX design, and the power to drive new revenue and deeper customer bonds across travel and beyond.
Likewise, Dfinitiv CEO Joseph Fitzgerald described this move as a leap toward transforming loyalty into a connected, everyday commerce platform—not confined to airline interactions but spanning broader ecosystems.
Why It Matters for Travelers
For tourists and frequent flyers, this means a more engaging loyalty experience. Imagine receiving personalized offers—perhaps car rentals, dining, or local experiences—based on your travel patterns, seamlessly redeemable through MileagePlus. It’s an elevated interface designed around convenience and relevance, enriching every stage of the traveler’s journey.
Cross-Industry Potential
SmartCXP™ isn’t limited to aviation. The platform’s architecture supports use across financial services, hospitality, media, and other non‑retail sectors. United’s investment signals strategic intent to monetize commerce media networks by delivering loyalty commerce through lifestyle integrations beyond flights.
Context in United’s Innovation Strategy
United Airlines Ventures (UAV), established in 2021, has already made more than 30 investments targeting technologies that redefine travel—from aerospace to energy transition. The Dfinitiv partnership adds commerce media and loyalty transformation to UAV’s innovation portfolio.
What This Means for Tourism and Travel
- Stronger loyalty ecosystems: Travelers can expect more personalized content tailored to preferences and behaviors.
- Enhanced dining, lodging, and retail partnerships: Loyalty will likely extend into day-to-day experiences at destinations.
- Smoother point redemption: Earn and redeem points with more flexibility, through multiple channels beyond flight booking.
This investment positions United at the forefront of integrating loyalty with commerce—particularly valuable for travelers seeking seamless, context-rich journeys.
Looking Ahead
United is exploring further rollout of SmartCXP™ features across its platforms. With the foundation now in place, expect pilots or phased integration focusing on areas with high engagement potential—perhaps first with digital offers, followed by loyalty-driven retail and content partnerships.
Takeaway
United Airlines Ventures’ strategic investment in Dfinitiv marks a pivotal leap in loyalty innovation. Powered by SmartCXP™, travelers will benefit from deeper personalization, flexible point options, and content-driven mobile experiences—extending United’s loyalty reach into everyday commerce.
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