Loyalty program

Esfera is Santander's loyalty ecosystem, offering rewards, points accumulation, and partner benefits to millions of customers across Brazil.
As part of its growth strategy, the company was exploring the launch of a paid membership program designed to increase customer engagement and generate recurring revenue. While an initial business model had already been defined, there was limited evidence that customers would perceive enough value to justify paying for loyalty benefits.
Before investing in product development and go-to-market efforts, the team needed to validate whether the concept was desirable, what benefits users actually valued, and how the offering could differentiate itself from existing membership programs in the market.