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Southwest partnered with loyalty specialist in a program that enables businesses to purchase Rapid Rewards points for their employees.

The hope is that smaller businesses, which may not have loyalty programs of their own, will opt to buy Southwest Rapid Rewards points in bulk through as an incentive for companies’ employees. provides a business platform for airlines and other companies to manage their loyalty programs, and Southwest signed on last year to enable Rapid Rewards members to collect and share their points through the platform.