Electric Guitar PLC on Wednesday announced the launch of a loyalty app for open banking data with its partner Little Birdie Holdings PLC.

Electric Guitar is a London-based digital marketing and advertising company that provides first-party data solutions. 3Radical is its primary operating subsidiary.

Little Birdie is a subscription and recurring payments management platform based in St Albans, England.

Electric Guitar said the app incorporates first-party open banking data to provide 3radical clients with insights into customer spending habits, preferences and financial behaviours.

It also creates highly personalised loyalty programmes for individual users based on real-time financial data.

The firm added that the collaboration enables open banking data to be incorporated into 3radical’s Global Data Store, adding value to the intellectual property within 3radical’s existing database.

Chief Executive Officer John Regan commented: ‘The development of this loyalty app represents a significant milestone in Electric Guitar’s strategy. By integrating first-party Open Banking data with our Global Data Store, we can provide our clients with a powerful tool to deliver highly personalised and impactful customer experiences.’

He continued: ‘This innovation is just the beginning of a series of initiatives aimed at leveraging data and technology to create next-generation marketing tools which enhance consumer relationships and extend 3radical’s product offering, bringing with it significant new revenue opportunities.’

Electric Guitar shares were up 28% to 0.80 pence each in London on Wednesday afternoon.

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