Livelo study shows Brazilians view loyalty points as financial assets

A study conducted by Livelo in partnership with AlmapBBDO’s LAB Humanidades reveals a significant shift in how Brazilian consumers perceive loyalty programs. Once viewed merely as bonuses or rewards, reward points are now integrated into personal financial planning and treated as tangible assets.

According to the research, 85% of users consider their points balance to be part of their personal wealth, and 79% view the value of their points as being as real and significant as cash in a checking account. Furthermore, 87% of respondents see point accumulation as an effective way to save on household expenses, while 80% state that these programs aid in better financial organization.

The study also highlights a change in spending habits, with 82% of consumers shifting payments from debit, Pix, or cash to credit cards specifically to accelerate point accumulation. Many users also view their points as a form of security; 72% regard their balance as an emergency reserve, and 79% report feeling greater financial security due to their accumulated points.