We're on the edge of FinTech, disrupting loyalty for the 21st Century.

Upgrade Pack is a new type of loyalty platform for the most valued customers and employees of some of the biggest and most innovative companies in the world.

We looked at what existed in customer loyalty and employee benefits and decided there must be a better way. London based, we work with clients and partners globally.

In a nutshell

As a Leadership Team, we've worked with the smartest and most innovative companies around the world. The biggest banks, the most dynamic credit card providers, and the fastest scaling employers. All of whom recognise loyalty as critical for growth. We set out to disrupt loyalty's status quo.

We've worked closely with the travel industry, observing its digital maturation - up to today where whole new technologies are enabling new ways of working. We set out to use these new ways to drive revenue growth; specifically at the front of the plane and in the best rooms in the hotel.

Combining both of these areas, we've created a first-to-market platform. We work with our corporate clients to create compelling loyalty mechanics for their most important and highest-value customers and employees; who, in turn, become the most important and highest-value customers of our travel partners.

Underpinning all of this is our commitment to building a new type of company. Our dedicated, specialist, in-house team combines industry expertise, deep technological depth, and a desire to build a simple and utilised platform that is reciprocally useful to all parties. All whilst having fun and being themselves at work.

Why we do what we do

For our partners

Be the world's best closed marketplace for premium inventory upgrades. We'll respect your brand, customer relationships, and need for pricing control.

For our users

Build the ultimate platform for upgrading their travel experiences. Whether upgrading one night or a round the world trip, we'll make it easy and affordable to upgrade.

For our people

An empowering company where everyone can be themselves at work every day. Where producing great work is enjoyable, rewarding, diverse, and collaborative.

For our clients

Create the reward platform most valued by your most valued customers and employees. We'll help you acquire, retain, and thank the people that keep your business thriving.

Where it all began

Every good story has a beginning. This is ours...

New York, 2015

Flying in to New York, our Founder and Group CEO - Craig Unsworth - hit on an idea.

He saw how to use marketplace technology to bring together three of his favourite subjects: people who love to travel; unsold airline and hotel inventory; and innovative companies seeking a new reward product.

He sketched out an initial idea for what would eventually become Upgrade Pack.

Geneva, 2016

As Chief Customer Officer at Global Blue, the tax free retail platform, Craig worked closely and extensively with travel providers and financial services brands.

He saw airlines and hotels consistently left with premium product capacity; and how banking brands wanted to invest in unique and innovative reward solutions for their most valuable customers.

Toronto, 2017

Now Chief Product Officer at Ten Group, a global provider of concierge services, Craig continued to be immersed in the loyalty and rewards sector.

Working with large banking and corporate clients, he was building technology platforms that rewarded the most valuable customers and employees of each. The idea from that New York flight never far from his thoughts.

Hong Kong, 2017

After Ten Group's IPO, Craig decided he wanted to build an entirely new type of company.

One that combined all of his previous experience - travel, technology, corporate loyalty, and employer benefits - to build something that hadn't been done before.

Over xiao long bao in Hong Kong, he decided to build Upgrade Pack.

London, 2018

It's lonely building a company.

When Craig looked for a Co-Founder, he knew exactly who to talk to. Having worked with Urchana Moudgil previously (when he was CIO and she was FD at Blue Rubicon, which was sold to Teneo), he knew she'd make the perfect Group COO partner.

Food playing its part again; a sushi dinner cemented their working partnership, the company was incorporated, and Upgrade Pack was born.

Richmond, 2018

A few months later the Upgrade Pack office was opened, the Leadership Team started their new roles, and the wider team started arriving.

First clients, first partners, and an incredible team of investors (creating a £1m Pre-Seed round) all backed Upgrade Pack, ready to see what 2019 holds for the company.

All in it together

Upgrade Pack made history in December 2018, becoming the UK's first technology company to give every employee equity.

Looking to the John Lewis and Waitrose model of employee ownership, we believe everyone involved in making Upgrade Pack successful should share in the company's success.

20 in 2019

As 2018 was closing, we had been hitting our launch targets and decided to bring forward our second recruitment drive across the business ensure we could continue this progress.

Six new faces joined the team in March, and we've raised our head count to twenty in the weeks since.

Sold out Beta

Our customers are at the heart of what we are building at Upgrade Pack, and to gauge broader public interest we designed and built a beta product; available outside of our banking and employee benefits packages.

Our Beta program was a huge success, and our customers formed part of our initial user testing group. With a highly engaged, relevant user base, we were able to iterate on our product to deliver the highest quality launch product.


Craig Unsworth

Group CEO

Former CPO at Ten Lifestyle Group plc. Prior: CCO at Global Blue, CIO at Blue Rubicon, and Global Digital Lead at WPP plc. Education: Harvard Business School (Executive) and MIT (Executive).

Urchana Moudgil

Group COO

Former Finance Director at SEEN Group, Shine Group. Group Financial Controller at Blue Rubicon and Freuds. Chartered Accountant (ACCA). Education: Edinburgh Napier University (Accounting).

David Brownlow CVO DL


Co-founder and Chairman at Havisham Group, Founder at Huntswood, Vice-Chairman of Campaigning for The Conservative Party. Commander of The Royal Victorian Order (CVO), Deputy to The Lord Lieutenant of The Royal County of Berkshire (DL).

Joe Norburn

Non-Executive Board Advisor

CEO at Recordsure. Former Managing Director and Executive Committee Member at Coutts. Prior: IdenTrust, RBS, NatWest, and IBM. Education: University College London (Economics & Geography) and Imperial College (MBA).

Jan-Pieter (JP) Lips

Non-Executive Board Advisor

Executive at Adyen. Former President EMEA at AIMIA. Mentor at Wayra. Prior: Nectar (Co-Founder), Loyalty Management Group, and Air Miles. Education: Harvard Business School (AMP) and Universiteit van Amsterdam (Business Economics).

Peter Dolukhanov

Non-Executive Board Advisor

Managing Director of Creative Futures and Group CTO at Karmarama (Accenture). Prior: Nice Agency (Founder), Adobe, TH_NK, and Hewlett Packard. Education: Newcastle University (Computing Science).

Leadership Team

Vicky Oakes

Chief of Staff

Former Business Director at DLKW Lowe (now Mullen Lowe). Prior: McCann Erickson (Managing Partner, CSD and Marketing Director), CHI & Partners (Client Partner), Rapier, TBWA Worldwide, Grey, and JWT.

Michaela Smith

Vice President of Product

Former SVP Production at Somo. Prior: Discovery Networks International, Scottish Media Group, NTL, and EMAP. Education: University College London (History specialising in Eastern Europe).

George Paterson

Vice President of Technology

Former Senior Technology Architect at Infosys. Prior: SapientNitro and LBi (both now Publicis Groupe). Education: Nottingham Trent University (Computer Science with Artificial Intelligence).

Transforming the way upgrades are attained by the most valued customers and employees of the world’s most innovative companies.