Alice Ford
Reward and Experian Combine Data Insight Capabilities, Redefining Customer Understanding for Brands Across the UK
Reward embeds Experian Mosaic across Intelligence and Activation solutions
The integration combines verified transaction insight and consumer segmentation to deepen understanding of UK consumers and their spending behaviour
Brands and retailers gain clearer insight into who customers are, how they spend and how intent translates into action across the market
London UK, 14th January 2026 – Reward, a global leader in Customer Engagement and Commerce Media, and Experian, the global data and technology company, today announce the integration of Experian Mosaic into Reward’s Intelligence and Activation solutions.
The integration strengthens the depth and breadth of customer understanding available to retailers, brands and marketers across the UK, bringing together complementary sources of intelligence to deliver a more complete view of UK consumers.
James House, Chief Commercial Officer at Reward, said: “Reward has always focused on helping brands understand real consumer behaviour through rich transaction insight. By embedding Mosaic across our Intelligence and Activation Suite, we combine the ‘what’ from purchase behaviour with Experian’s insight into the ‘who’, giving our partners and clients greater confidence when planning and activating against real customer needs.”
Colin Grieves, Managing Director of Experian Marketing Services UK&I, said: “Experian Mosaic is trusted by leading brands and companies to deliver a richer, deeper understanding of their customers and audiences. By recognising the context behind consumer choices and applying this granular level of insight to real-world transactions, brands and retailers can develop messages and communications strategies which are more relevant, impactful and effective.”
Connecting what people buy with who they are
The solution combines Reward’s insights derived from first-party transaction data across a panel of ten million UK banking customers, with Experian’s consumer segmentation framework. Mosaic uses a rich combination of demographic, lifestyle and behavioural indicators to classify UK households into distinct consumer segments.
Together, these capabilities enable brands and retailers to move beyond isolated data points and develop a more rounded understanding of customers, connecting behaviour, demographics and context to support more relevant planning, targeting and activation, both online and in-store.
Turning seasonal intent into actionable insight
This level of insight is critical in a market shaped by fast-changing consumer behaviour. January is often associated with “new year, new me” intentions, but these motivations are expressed very differently across consumer segments. When combined with Reward’s transaction-level insight with Mosaic segmentation, brands can see which audiences translate intent into action, and how spending patterns shift by life stage, household type and affluence.
For example, analysis using the combined capabilities shows that Mosaic types ‘Budding Families’ and ‘Affordable School Years’ increased health and wellness spending by 23% in January 2025 compared with December 2024. This reflects a strong New Year focus on healthier food and nutrition choices, even as households remain mindful of costs.
About Mosaic
Deploying the latest modelled data and AI learning techniques, Mosaic 8 segments households into 18 groups and 68 detailed types, based on shared and typical characteristics.
Offering a granular view of the UK population, it helps marketers, businesses, charities, public sector bodies and other organisations better understand their existing customers and reach ready-made audiences through omnichannel marketing campaigns without the need to rely on outdated census-based approaches.
*Mosaic Type N51 Budding Families - Couples with young families living within their means in more affordable suburbs.
Young families with younger children
Homeowners with a mortgage
Limited non-essential spend
Discount supermarkets
Plays video games
Tech-savvy
*Mosaic Type N52 Affordable Schoolyears - Families raising school age children in houses priced at the lower end of the market.
City peripheries
Mortgages less than £100k
Limited discretionary incomes
Online deal-shoppers
Children oriented activities
Enjoys playing games
About Reward
Reward is a global leader in Customer Engagement and Commerce Media, operating in more than 15 markets across the UK, Europe, the Middle East and Asia. Positioned at the intersection of banking and retail, our platform uses cutting-edge technology, deep data insights and digital marketing expertise to power richer customer experiences, unlock measurable sales growth and drive long-lasting loyalty.
We’re on a mission to make everyday spending more rewarding. To date, we’ve returned over $2 billion in cashback to customers – and we’re committed to doubling this to $4 billion by 2030. Our success is driven by strong, strategic partnerships with many of the world’s most recognisable brands. For more information, please visit www.rewardinsight.com.
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics, and software. We also assist millions of people to realise their financial goals and help them to save time and money.
We operate across a range of markets, from financial services to healthcare, automotive, agribusiness, insurance, and many more industry segments.
We invested in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 22,500 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.
