TORONTO — RBC and WestJet announced today they are creating Ampli, a next generation loyalty platform that will deliver “unparalleled value to consumers through amplified earning power on a simple and convenient digital solution”.

Open to all Canadians, Ampli will provide members with merchant offers, flexible rewards and exclusive bonuses.

In addition, members who spend on RBC cards and fly with WestJet will further amplify their rewards.

Ampli brings RBC and WestJet, who are already partners on the WestJet RBC World Elite MasterCard, together in a unique alliance that will complement their existing proprietary loyalty offerings, say the companies.

“The Canadian loyalty landscape is ready for disruption, and Ampli is a fundamental shift in the business model,” said Dave McKay, President and CEO of RBC. “We are bringing together top Canadian brands to help them reach consumers more efficiently and effectively. We will also provide consumers with opportunities to earn rewards and save money like never before.”

Over the coming months, additional merchant partners will be announced.

“We’re delighted to partner with RBC on this new venture. With Ampli, we can provide greater value to the millions of our combined customers by leveraging the power of the platform to deliver personal and relevant offers,” said Ed Sims, President and CEO of the WestJet Group of Companies. “Moreover, Ampli will provide the ability to better serve our guests and help WestJet fly even more premium travellers.”

Ampli will debut later this year.