Ally Financial (NYSE: ALLY) has launched Loyally, a rewards program available to its bank and auto customers, the company announced Sept. 22, 2026.

The program carries no fees, no minimum balance requirements, and no point systems. Customers can access the program through the Ally app. New customers can join by opening an eligible Ally account.

Loyally offers individual savings and discounts valued at up to $1,000 per year, along with access to VIP experiences valued at up to $10,000. Benefits include discounts and subscriptions through partnerships with Spotify, Instacart+, Booking.com, Calm, Trust & Will, WithJoy.com, Airvet, and the Hendrick Motorsports Team Store. The program also includes opportunities for tickets and VIP access to sporting and entertainment events, as well as cash rewards from customer referrals and new account openings.

"We built Loyally to be more than a transactional rewards program," said Andrea Brimmer, chief marketing and public relations officer at Ally. "This is our vision for the future of loyalty—delivering the real value and seamless experiences people are looking for right now."

Ally piloted the program earlier in 2026 before the full launch. The company said it plans to continue adding partners and experiences across entertainment, travel, dining, and other lifestyle categories.

Detroit-based Ally Financial reported $200 billion in assets and 9.6 million customers as of June 30, 2026.