A platform for a loyalty program provides an interface allowing a consumer to create a benefit tailored for his/her needs. In one embodiment, a consumer accesses the platform via a web-based interface, and selects benefit/reward parameters including but not limited to the nature of the event triggering award of the benefit, the source (i.e. retailer) of the benefit, the nature of the benefit (i.e., discount based upon purchase price or accumulated loyalty points), and/or the events allowing accrual of loyalty points. The interface communicates the inputted parameter to an engine of the loyalty program. The platform would then check the inputted parameter against any constraints, such as parameters of an existing loyalty program in which the consumer is already enrolled.