Abstract: A method and system for administering rewards is disclosed. Administering rewards comprises processing transaction data received from a transaction processor, the transaction data identifying a payment amount to be made from an account holder to a merchant; determining, at an administration processor, a reward amount of the payment amount based on an account holder profile, designee profile and a merchant profile; initiating a debit of the reward amount from an account associated with the payment to be made to the merchant; and initiating a credit of at least a portion of the reward amount to at least one different account designated by the account holder (or billing/debiting the merchant in a separate transaction).