A reward system built on meaning, not just money.

In 2024, I co-created GX Rewards, GXBank’s first reward system designed with a non-monetary foundation—built to drive long-term engagement, foster community, and open up new spaces for campaigns, storytelling, and brand collaborations. While rewards begin with emotional milestones, the system is designed to scale with monetary boosters and future ecosystem integrations.

To launch with impact, I introduced GXWrapped—a year-end data storytelling campaign inspired by Monzo and Spotify Wrapped. We turned real user behavior into personalised, shareable stories that extended brand love beyond the app.

The launch was timed with GXBank’s first anniversary and became the centrepiece of our first-ever brand keynote, GX 2.0 | Next Starts Now.

Version 1.0 is just the beginning. A foundation to grow deeper product engagement and long-term community connection.

The result: a Webby Award for Best User Interface, and the beginning of a new product-led direction in making banking more fun and accessible to all.

Role: Product Marketing, Product Design, Content Design, Brand Campaign Strategist, Creative Director, Video and Motion.