Bank of Queensland’s consumer banking subsidiary Virgin Money Australia has signed up global rewards program specialist Ascenda to develop a “market-leading” loyalty program.

Ascenda said in a media release that “Virgin Money will look to reward customers for positive behaviours beyond transactional spend or upfront bonuses that traditional programs focus on.”

“Positive behaviours” will include things like achieving savings goals and staying within a spending target.

Ascenda claims that its cloud-based API delivers “speed to market, the flexibility to continuously innovate and operational efficiencies.”

According to its website, its clients include American Express, Visa, Citi, HSBC, Commonwealth Bank and Barclays, as well as a large number of airlines.