“Can a rent-focused loyalty program become the primary financial identity layer for the 45M+ US renters — from first payment to first home?”
Founded in 2021, Bilt Rewards pioneered a loyalty program that lets renters earn points and build credit by paying rent — previously an uncredited and unrewarded expense. The company evolved beyond a simple rewards card to become a neighborhood-centric loyalty ecosystem, adding dining, grocery, and retail earn categories alongside its core rent vertical. The Bilt Homes service added a homeownership pathway, positioning Bilt as the financial platform for the full renter-to-owner journey. The 2025 Adyen partnership marked a significant step toward owning end-to-end payment infrastructure rather than relying solely on card network economics.