Abstract: A system and method for dynamically assigning a middle out loyalty is disclosed. The method and system obtains a number of customer specific characteristics for a co-brand account holder. In addition, one or more brand partners for a brand providing a co-brand account of the co-brand account holder is also obtained. The customer specific characteristics of the co-brand account holder are used in conjunction with the brand requirements to generate a dynamic middle out loyalty offer customized for the co-brand account holder. Automatically, and after a time period expires, using the customer specific characteristics of the co-brand account holder in conjunction with the brand requirements to dynamically generate a new middle out loyalty offer customized for the co-brand account holder.