Verve

July 1, 2025

Alan Lias appointed chairman of Verve

Alan Lias appointed chairman of Verve

1 July 2025

Verve, the seamless cashback and rewards app, has announced the appointment of Alan Lias as its new Chairman. A commercial leader and disrupter, for more than 25 years Alan has held a track record of delivering significant commercial improvement, innovation and step changes in customer satisfaction and long-term customer and enterprise value.

He has worked with and led significant businesses, including American Express and Beacon Energy (a joint venture between BP and EDF), as well as spending 12 years in the senior leadership team at Virgin Atlantic. In 2017, Alan established Venturist and, for the last seven years, has consulted for global organisations to increase profits and enterprise value from Loyalty Programmes, Partnerships and Member engagement.

Alan said: “My whole career has been about making life easier for customers to engage with and be rewarded by brands. Verve is a truly frictionless experience that powers seamlessly rewarding members every day. Already with over 100,000 users and a network of leading partners, my goal is to help make this truly effortless engagement platform the most valued instant cashback brand in the UK, by members and partners.”

Verve is an innovative cashback platform revolutionising the cashback space through seamless rewards offering, bespoke strategic partnerships and cutting-edge technology that makes providing meaningful rewards simple for retailers, partners and member customers alike. It provides value-added services to three customer segments: retailers, Verve members and strategic partners.

Well known brands including IKEA (in-store and online), Staples.com, MedExpress, Farrer & Tanner and The British Hamper Company are among Verve’s roster of retailers offering cashback to customers, while the brand recently launched a gift card service as part of its rewards offering.

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About Verve

Verve is an innovative cashback and rewards platform offering a performance-driven solution that helps brands efficiently acquire and retain high-intent customers – without sacrificing margins or control over their promotional strategy. At the same time, it empowers customer-focused businesses to boost top-of-wallet spend, strengthen loyalty, and deliver everyday value through rewards that deepen customer engagement and differentiate their offering.

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