Plenti was an American rewards program created by

American Express American Express Company or Amex is an American bank holding company and multinational financial services corporation that specializes in payment card industry, payment cards. It is headquartered at 200 Vesey Street, also known as American Expr ...

in 2015 and discontinued in 2018. During its operation, Plenti let users earn points at one retailer and use them at the same or other retailers that were enrolled in the program.

History

Plenti launched on May 4, 2015. It allowed shoppers to earn rewards through a variety of purchases. Unlike other loyalty programs such as supermarket loyalty programs, Plenti was not tied to a single company or credit card issuer. Users could join for free and did not have to be

cardholders. Plenti was part of American Express' push to broaden its reach following the loss of its exclusive deals with

Costco Costco Wholesale Corporation is an American multinational corporation which operates a chain of membership-only big-box warehouse club retail stores. As of 2021, Costco is the third-largest retailer in the world, and as of August 2024, Cos ...

(which switched to Citi and Visa) and

JetBlue JetBlue Airways Corporation, stylized as jetBlue, is an American major airline headquartered in Long Island City, in Queens, New York City. Primarily a point-to-point carrier, JetBlue's network features six focus cities including its main hub ...

(which switched to

Barclays Barclays PLC (, occasionally ) is a British multinational universal bank, headquartered in London, England. Barclays operates as two divisions, Barclays UK and Barclays International, supported by a service company, Barclays Execution Services ...

and MasterCard). When 2017 ended,

Direct Energy Direct Energy LP is a North American retailer of energy and energy services. The company was founded in Toronto in 1986 and now has more than four million customers in Canada and the United States. Direct Energy is a subsidiary of NRG Energy. Hi ...

Hulu Hulu (, ) is an American Subscription business model, subscription streaming media service owned by Disney Streaming, a subsidiary of the Disney Entertainment segment of the Walt Disney Company. It was launched on October 29, 2007, initially as ...

, Nationwide,

Enterprise Enterprise (or the archaic spelling Enterprize) may refer to: Business and economics Brands and enterprises * Enterprise GP Holdings, an energy holding company * Enterprise plc, a UK civil engineering and maintenance company * Enterpris ...

, Alamo, and

Expedia Expedia Inc. is an online travel agency owned by Expedia Group, based in Seattle. The website and mobile app can be used to book airline tickets, hotel reservations, car rentals, cruise ships, and vacation packages. Expedia.com was launched on ...

left Plenti. On January 31, 2018, Macy's and Chili's announced that they were also leaving Plenti. An online marketplace where users could earn Plenti points through online retailers such as

Walmart Walmart Inc. (; formerly Wal-Mart Stores, Inc.) is an American multinational retail corporation that operates a chain of hypermarkets (also called supercenters), discount department stores, and grocery stores in the United States and 23 other ...

Sam's Club Sam's West, Inc. (doing business as Sam's Club) is a chain of membership-only warehouse club retail stores in the United States owned by Walmart. It was founded in 1983 and named after Walmart founder Sam Walton as Sam's Wholesale Club. , Sam's ...

, Target,

Home Depot The Home Depot, Inc., often referred to as Home Depot, is an American multinational corporation, multinational home improvement retail corporation that sells tools, construction products, appliances, and services, including fuel and transportat ...

Lowe's Lowe's Companies, Inc. ( ) is an American retail company specializing in home improvement. Headquartered in Mooresville, North Carolina, the company operates a chain of retail stores in the United States. As of October 28, 2022, Lowe's and i ...

, and

Under Armour Under Armour, Inc. is an American sportswear company that manufactures footwear and clothing, apparel headquartered in Baltimore, Maryland, United States. History 20th century Under Armour was founded on September 25, 1996, by Kevin Plank, a ...

was available from May 2015 through March 15, 2018. A member would log into the marketplace and then be directed to the desired retailer's website, thereby earning points for their account. At least one point was earned per $1 spent. On April 16, 2018, Plenti confirmed that the program would end on July 10, 2018; it suspended new account sign-ups effective immediately.

Past Participating retailers

Retailers that participated in Plenti until 2018: *

ExxonMobil Exxon Mobil Corporation ( ) is an American multinational List of oil exploration and production companies, oil and gas corporation headquartered in Spring, Texas, a suburb of Houston. Founded as the Successors of Standard Oil, largest direct s ...

Exxon Exxon Mobil Corporation ( ) is an American multinational oil and gas corporation headquartered in Spring, Texas, a suburb of Houston. Founded as the largest direct successor of John D. Rockefeller's Standard Oil, the modern company was form ...

Mobil Mobil Oil Corporation, now known as just Mobil, is a petroleum brand owned and operated by American oil and gas corporation ExxonMobil, formerly known as Exxon, which took its current name after history of ExxonMobil#merger, it and Mobil merge ...

* Rite Aid * Southeastern Grocers ** BI-LO **

Harveys Supermarkets Established more than a century ago by Iris and J.M. Harvey, Harveys Supermarket, is an American supermarket chain with stores in Georgia and Florida. Harveys Supermarket is a subsidiary of Southeastern Grocers, LLC (SEG), an omnichannel retail ...

Winn-Dixie Winn-Dixie Stores, Inc., is an American supermarket chain store, chain headquartered in Jacksonville, Florida. Founded in 1925, Winn-Dixie grocery stores and liquor stores serve communities throughout five southeastern states – Alabama, ...

The Walt Disney Company The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was founded on October 16 ...

ESPN ESPN (an initialism of their original name, which was the Entertainment and Sports Programming Network) is an American international basic cable sports channel owned by the Walt Disney Company (80% and operational control) and Hearst Commu ...

Retailers that left Plenti in 2017: *

AT&T AT&T Inc., an abbreviation for its predecessor's former name, the American Telephone and Telegraph Company, is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the w ...

* Chili's *

Enterprise Holdings Enterprise Holdings, Inc. (doing business as Enterprise Mobility) is an American private holding company headquartered in Clayton, Missouri, in Greater St. Louis. It is the parent company of car rental agencies Enterprise Rent-A-Car, Nationa ...

** Alamo *

Macy's Macy's is an American department store chain founded in 1858 by Rowland Hussey Macy. The first store was located in Manhattan on Sixth Avenue between 13th and 14th Streets, south of the present-day flagship store at Herald Square on West 34 ...

* Nationwide

Mergers and acquisitions of affected partners

Upon the announcement that rival drugstore chain

Walgreens Walgreens is an American pharmacy store chain. It is the second largest in the United States, behind CVS Pharmacy. As of March 2025, the company operated more than 8,700 stores in the U.S. Walgreens has been the subject of a number of lawsuit ...

would purchase some Rite Aid stores, Walgreens said there would be no immediate changes to Rite Aid's loyalty program Wellness+. Walgreens' rewards program was never integrated into Plenti. Following

's finalization of its purchase of

DirecTV DirecTV, LLC is an American Multichannel television in the United States, multichannel video programming distributor based in El Segundo, California. Originally launched on June 17, 1994, its primary service is a digital Satellite television, s ...

two months after the launch of Plenti, DirecTV became a Plenti partner through its ownership by AT&T, but only through the bundling of DirecTV and AT&T's existing services; DirecTV as a standalone service wasn't a Plenti partner. On November 1, 2017, AT&T discontinued its Plenti partnership.

References

External links

Official website
(archived) {{Customer loyalty programs 2015 introductions American Express Customer loyalty programs Products and services discontinued in 2018