Abstract: A service-related merchant may link its rewards program to a transaction account held by a consumer. Points may be awarded to the transaction account at an accelerated earning rate for various types of spend by the consumer, such as every day spend and direct spend. Additionally, points earned through any use of the transactional card are deposited directly into the rewards program offered by the service provider, rather than a generic rewards program offered by the transactional card company. Accumulated points in the rewards program may then be used directly in exchange for goods and services provided by the merchant. Such exchange occurs directly between the customer and the service provider. VIP status in the service provider's reward program may be earned solely on the basis of spend using the transactional card, and does not require a minimum amount of direct spend with the service provider.