Abstract: Systems and methods encourage customer loyalty by providing an enhanced rewards program. A customer with an account with an account provider may receive a reward (e.g., cash back) for activity with respect to the account. To encourage loyalty, the customer may be asked whether they wish to save the reward, and the saved reward may be enhanced based at least in part on subsequent activity with respect to the account (e.g., maintaining the account in good standing for a predetermined time). The customer may be awarded the enhanced reward once the conditions of the subsequent activity have been satisfied. In one example embodiment, a customer may receive cash back as a reward for a purchase. As an incentive to remain with the financial institution, the customer may decline to redeem the cash back, and the cash back amount may increase by a multiple after a predetermined time.