Abstract: A system and method for administering customized affinity and rewards programs enables businesses to consolidate, deploy and administer a variety of customizable and integrated affinity programs and reward points programs for their customers and/or employees. Using the system, businesses and other entities (“business partners”) may design, implement and manage both rewards and affinity programs for its employees and/or customers (“participants”). Customer service may be provided for access to the system both by each business partner and participant. Reporting, system access, and data analysis is also provided to enable the business partners and third parties, to assess the status of the programs, for example, to assess whether the programs are meeting defined goals and objectives of the business or the fulfillment provider. Data may be obtained from one or more third party sources, for example, through a data ETL process or via web service integration.