NRMA is an Australian mutual member-owned organisation founded in 1920. Originally established to support motorists, it has evolved into a diversified group under a broader corporate umbrella, spanning roadside assistance, insurance, travel, motoring services and member benefits, while retaining a strong heritage in advocacy, community support and member value across Australia.
Challenge
NRMA had diversified beyond motoring into parks, marine, expeditions and Sixt (as the Australian franchisee), but membership remained historically tied to roadside. It had a goal of growing from 2.7m to 5m members, engage more members across group businesses, evolve NRMA Blue and build a purpose-led, behaviour-driven program supporting loyalty, ESG, community impact and overall growth. NRMA also needed to strengthen governance and reporting for its membership program, creating clear structures, responsibilities, KPI monitoring and risk controls across Membership, shared services and business units.
Solution
Loyalty & Reward Co was engaged to turn NRMA’s high-level membership program concept into a detailed loyalty strategy ready for implementation. The included using stakeholder workshops, service design, operational requirements, use cases, business rules, phasing definition and program documentation for implementation alignment. To address, the governance and reporting requirements, Loyalty & Reward Co defined an enhanced governance and reporting scope covering operating model structure, roles and responsibilities, build and run processes, reporting metrics, risk mitigation, QBR agendas and member lifecycle marketing strategy.
Impact
The existing NRMA Blue program was successfully relaunched as MyNRMA and program members have increased to 3.5 million. The program now serves all of NRMA’s key businesses and the North Star vision continues to be rolled out over time.
