About Us
Get to know the story, mission, and people behind TIE Alliances & Rewards.
Our Mission
At TIE – Alliances & Rewards, our mission is to bridge the gap between businesses and create rewarding experiences for their customers. We enable banks, corporates, and merchants to collaborate in delivering top-notch offers, thereby building loyalty and enhancing brand value for all stakeholders.
We believe that effective collaborations can propel businesses to new heights. Our team operates at the intersection of marketing and technology, helping clients across industries deliver exceptional offers and experiences to their end-users.
In a nutshell, we build and manage alliances between companies.
Whether it's a bank seeking exclusive merchant deals for its cardholders or a wellness brand looking to cross-promote with a fitness app, we make it happen. Our team handles everything – ideation, negotiation, execution, and performance tracking – so our clients can focus on their core business while we amplify their customer value proposition.
"We don't just connect businesses; we create experiences that delight customers and drive growth."
- Founder & CEO
Our Journey
Founded in 2018
Founded as Totally Insane Entertainment (TIE), we began by managing high-profile corporate and lifestyle events. The success of these events and the relationships we built along the way revealed a greater opportunity – to connect brands and create enduring value beyond events.
Evolution into Alliances
We transitioned from an events specialist to a strategic alliances hub, forging partnerships between banks, fintechs, retailers, and service providers. This metamorphosis was driven by our core belief that effective collaborations can propel businesses to new heights.
Present Day
Today, TIE Alliances & Rewards has built over 50,000 partnerships and become a trusted partner for leading financial institutions and brands. We continue to expand our alliance network, introducing innovative reward solutions and technology platforms to enhance customer engagement and loyalty.
Vision & Values
Our Vision
"To become the leading alliance enabler globally, redefining how businesses collaborate to delight customers."
Integrity
We uphold honesty and transparency in every partnership we form.
Innovation
We constantly seek creative ways to add value – be it a novel campaign idea or a new technology to enhance rewards delivery.
Collaboration
Teamwork is in our name and nature – both internally and in how we unite clients and partners.
Customer-Centricity
End-users' joy is our success metric; we design alliances that ultimately enrich people's lives.
Leadership Team
Meet the passionate experts leading our mission to build bridges between brands. Our team combines decades of experience in partnerships, marketing, and technology.
Richard Andrew
Founder & CEO
With 29+ years of experience, Richard is a visionary leader in building companies and brands. His track record of growth through collaborations has shaped TIE Alliances into the strategic partner it is today.
Rajesh Rana
Co-Founder & COO
Rajesh brings a decade of expertise in alliances and offers activation. He is known for building high-impact partnerships and driving innovation in the loyalty sector.
Ruchi Singh
Director of Alliances
With 8+ years of experience forging strategic partnerships, Ruchi is assertive and proactive in creating collaborations that unlock value for clients and partners alike.
Interested in joining our team? Check out ourcurrent openings.
Our Timeline
A journey of building partnerships and creating exceptional customer experiences
Foundation
TIE Alliances and Rewards begins its journey as an event management company, organizing corporate events and lifestyle experiences.
First Bank Partnership
We secure our first major banking client, creating exclusive offers program for their premium cardholders.
Digital Transformation
Amid the pandemic, we pivot to build digital solutions for our partners, launching our first reward redemption platform.
Expansion & Growth
Our portfolio grows to include 10+ banking clients and 20,000+ merchant partnerships across India.
Technology Integration
Launch of our API framework, enabling seamless integration with client systems for real-time offers and rewards.
ISO Certification
Achievement of ISO 27001 & 27701 certification, recognizing our commitment to information security and privacy.
Milestone Achieved
TIE Alliances and Rewards celebrates crossing 50,000 partnerships and expanding to new markets in Southeast Asia.
Ready to Partner With Us?
Join our team or explore how we can help your business create exceptional customer experiences.