We are a team of experienced practitioners – representing a broad set of relevant domain expertise in loyalty strategy, pricing, operations, corporate finance, technology development, blockchain, and market operations – on a mission to unlock unparalleled value from and boost growth of the global loyalty ecosystem.

The ACE Board

Atanas Christov

  • Serial entrepreneur, seasoned executive, 27 years in relevant roles
  • Built a Loyalty Finance & Strategy advisory, Affinia Volo Inc. (New York)
  • Senior McKinsey consultant focusing on Airlines and Financial Institutions
  • Harvard Business School graduate

Jerry Baker

  • Entrepreneur with 33 years of experience in international insurance
  • Co-founder and Chairman of Benefit Architects, an insurance brokerage firm
  • Founder and CEO of LifeSpan Partners, a life insurance distribution company

Graham Williams

  • Global Head of Markets, UniCredit
  • 35 years of experience in Investment Banking, Sales & Trading
  • Past experience at Credit Agricole,
    Joint Dynamics Ltd


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