Cartera Celebrates 20 Years of Making Each Day More Rewarding

Cartera is a Rakuten company that plays a crucial role in powering many of the most prominent loyalty programs in the US for top-tier airlines and financial businesses, helping members to earn more rewards. The programs it develops boast 200 million members, facilitating 1 billion USD in purchases and awarding nearly 3 billion rewards annually. As Cartera celebrates its 20th anniversary in 2025, we caught up with key figures in the company at Rakuten Optimism in the US to reflect on its journey so far.