Meet Our Experts

One of the world's leading experts in loyalty economics, valuation, and financial strategy, helping organisations unlock and measure the true enterprise value of loyalty programs.

Profile

Evert de Boer is the Founder and CEO of On Point Loyalty and CEO of Fidivio, the world's first SaaS platform dedicated to loyalty accounting and financial planning. For more than 25 years, he has advised airlines, retailers, financial institutions, and travel brands on loyalty strategy, program economics, valuation, financial modelling, and commercial transformation.

His work spans more than 40 airlines worldwide, helping executive teams, investors, and boards make better decisions through rigorous financial analysis and commercially grounded strategy. Evert is widely recognised for combining strategic thinking with deep expertise in loyalty accounting, balance-sheet management, program valuation, and profitability.
He is the author of Strategy in Airline Loyalty (Palgrave Macmillan, 2017) and co-author of Loyalty Programs and the Currency Effect (Palgrave Macmillan, 2025). His research has been published in the Harvard Business Review and numerous industry publications, where he continues to shape thinking on the future of loyalty economics.

Highlights

• 25+ years specialising exclusively in loyalty
• Advisor to more than 40 airlines globally
• Author of two books on loyalty strategy and economics
• Published in Harvard Business Review
• CEO of Fidivio
• Specialist in loyalty valuation, financial modelling and program economics

A leading specialist in loyalty strategy, valuation, and member economics, combining world-class academic research with hands-on experience designing and transforming loyalty programs.

Profile

Dr. Xiao Yao Chin is a Partner at On Point Loyalty, where she advises organisations on loyalty strategy, valuation, member economics, and program transformation. Her work helps clients design commercially successful loyalty programs that strengthen customer engagement while improving long-term financial performance.

Before joining On Point Loyalty, Xiao Yao worked within AirAsia's loyalty business and previously advised leading financial institutions across Southeast Asia as a consultant with Bain & Company. She brings a rare combination of consulting, operational, and analytical expertise to complex loyalty challenges.

Xiao Yao holds a PhD from the University of Cambridge and is recognised for her research into loyalty economics and customer value creation. She is co-author of Loyalty Programs and the Currency Effect (Palgrave Macmillan, 2025) and regularly contributes to research and thought leadership on loyalty valuation, program design, and member behaviour.

Highlights

• PhD, University of Cambridge
• Former Bain & Company consultant
• Former AirAsia loyalty executive
• Specialist in loyalty valuation and member economics
• Co-author of Loyalty Programs and the Currency Effect
• Expert in loyalty strategy, financial modelling and program design

A specialist in loyalty analytics, data science, and commercial decision-making, helping organisations unlock measurable business value through advanced analytics, financial modelling, and customer intelligence.

Profile

Elton Lee is Director of Data Science & Loyalty Analytics at On Point Loyalty, where he helps airlines, retailers, financial institutions, and travel companies turn complex customer and operational data into actionable commercial insights. His expertise combines advanced analytics, actuarial thinking, and practical loyalty experience to improve decision-making across strategy, finance, customer engagement, and program performance.

With more than eight years of experience delivering data-driven transformation initiatives, Elton has led analytics projects across aviation, telecommunications, banking, insurance, and fintech. His work spans the full analytics lifecycle—from data architecture and modelling to insight generation and executive decision support—enabling organisations to better understand customer behaviour, optimise loyalty economics, and improve commercial performance.

Prior to joining On Point Loyalty, Elton led the analytics team for AirAsia BIG Loyalty, where he was responsible for delivering strategic insights that supported commercial, marketing, and operational decision-making across the business. This hands-on experience gives him a deep understanding of the challenges loyalty operators face and how advanced analytics can be translated into practical business outcomes.

Elton's actuarial background provides a rigorous quantitative foundation that complements his expertise in machine learning, predictive analytics, customer segmentation, and performance modelling. At On Point Loyalty, he works closely with clients to embed data into every stage of loyalty strategy, enabling organisations to build more profitable, customer-centric, and financially sustainable loyalty programs.

Highlights

• Specialist in loyalty analytics and data science
• Former Head of Analytics, AirAsia BIG Loyalty
• Expertise across aviation, banking, insurance, telecommunications and fintech
• Specialist in predictive analytics, customer insights and commercial performance
• Experienced in loyalty financial modelling and data-driven strategy
• Trained actuary with Part I & II accreditation from the Institute of Actuaries Australia
• Award winner, Axiata Urbanlytics Datathon (Best Business Consultant, 2019)

A recognised leader in loyalty finance and program economics, helping organisations transform loyalty programs into measurable drivers of enterprise value through financial strategy, governance, and commercial performance.

Profile

Blandine Berland-Madinier is a Partner at On Point Loyalty, specialising in loyalty finance, program economics, financial governance, and business transformation. She advises airlines, travel companies, and consumer businesses on strengthening the financial foundations of their loyalty programs, enabling executive teams to make better strategic and investment decisions.

With extensive leadership experience in finance and loyalty, Blandine has played a pioneering role in developing financial management frameworks for one of the world's largest airline loyalty programs. Her work has focused on building loyalty program P&Ls, strengthening financial reporting, improving accounting transparency, and demonstrating the strategic value that loyalty programs create for the wider enterprise. Industry recommendations describe her as having established the financial management of Flying Blue, creating a program P&L that demonstrated its contribution to the business and improving its accounting landscape.

Blandine combines deep financial expertise with a practical understanding of loyalty strategy, helping organisations bridge the gap between finance, commercial teams, and customer strategy. Her experience spans program valuation, profitability analysis, governance, financial modelling, performance measurement, and executive reporting, ensuring loyalty programs are managed as strategic business assets rather than marketing initiatives.

In addition to her advisory work, Blandine is an active mentor, speaker, and contributor to innovation initiatives across finance and emerging technologies. She regularly supports executive education, mentors growth-stage businesses, and is recognised for helping organisations build financially sustainable loyalty businesses that deliver measurable long-term value.

Highlights

• Specialist in loyalty finance and program economics
• Expert in loyalty program P&L and financial governance
• Extensive experience in airline loyalty financial management
• Specialist in program valuation, profitability and performance measurement
• Advisor on loyalty accounting, reporting and business transformation
• Mentor, executive speaker and contributor to finance innovation initiatives
• Recipient of the DFCG Prix du Projet Innovant for transforming a loyalty program into a strategic profit centre

A recognised leader in loyalty strategy, partnerships, and commercial transformation, helping organisations build, launch, and grow loyalty businesses that create lasting customer value and measurable enterprise performance.

Profile

Nik Laming is a Partner at On Point Loyalty, where he advises airlines, financial institutions, retailers, and travel brands on loyalty strategy, commercial transformation, partnership development, and business growth. With more than two decades of international leadership experience, he helps executive teams design and commercialise loyalty businesses that strengthen customer relationships while delivering sustainable financial performance.

Nik has held senior executive and consulting roles across the Asia-Pacific region, combining strategic advisory work with hands-on operational leadership. As Senior Vice President for Asia Pacific at Aimia, he led the regional consulting business, partnering with organisations across multiple industries to develop loyalty strategies, partnership ecosystems, customer engagement initiatives, and data monetisation capabilities. He later designed and launched GetGo, the coalition lifestyle rewards program for Cebu Pacific, creating one of the region's most successful coalition loyalty businesses from the ground up.

His expertise spans loyalty strategy, coalition programs, co-brand partnerships, payment ecosystems, customer engagement, commercialisation, and new business development. Having worked both as a consultant and as an operator, Nik brings a practical perspective that helps organisations move beyond strategy to successful execution and measurable business outcomes.

In addition to his advisory work, Nik is an active contributor to the global loyalty community, regularly sharing perspectives on industry trends, airline loyalty, and customer engagement. His combination of commercial leadership, operational experience, and strategic insight enables clients to navigate an increasingly competitive and rapidly evolving loyalty landscape.

Highlights

• International leader in loyalty strategy and commercial transformation
• Former Senior Vice President, Asia Pacific, Aimia
• Architect of the GetGo coalition loyalty program for Cebu Pacific
• Specialist in airline, coalition, and financial services loyalty
• Expertise in partnership strategy, co-brand programs, and payment ecosystems
• Experienced advisor on data monetisation and customer engagement
• Certified Loyalty Marketing Professional (CLMP)