The Humble Beginnings of a University Dream

When James Courtney, a business student at the University of Bath, founded LuxRewards, he had no idea it would one day make him a millionaire. What started as a simple idea—a platform connecting customers with restaurants offering loyalty rewards—would later turn into a multimillion-dollar company.

Courtney, now 30, credits much of his success to Bristol’s thriving startup community. “The independent ethos in Bristol was really helpful,” he said. “I was 21 when I started, and I never met anyone who talked down to me.”

But success didn’t come overnight. The first five years were tough, filled with countless rejections and financial losses. Courtney spent years knocking on the doors of hundreds of restaurants in Bristol and Bath, trying to convince them to sign up. Despite his efforts, LuxRewards struggled to gain traction.

 

A Pandemic Pivot That Changed Everything

Everything changed when Courtney decided to shift his focus. During the pandemic, he realized that instead of targeting small restaurants one by one, he needed to partner with bigger brands. This strategic pivot proved to be a game-changer.

After years of setbacks, a breakthrough deal with Barclaycard catapulted LuxRewards from 1,000 customers to a staggering 400,000—practically overnight. From there, the company continued to grow, forming partnerships with banks, airlines, and employee benefit platforms.

Today, LuxRewards boasts a customer base of over 105 million, a remarkable feat for a business that once struggled to stay afloat.

 

A Multimillion-Dollar Exit

Now, in what many entrepreneurs dream of, Courtney has sold LuxRewards to global software company Enigmatic Smile for an undisclosed eight-figure sum. The deal has officially made him a millionaire, but he remains grounded, remembering the journey that led him here.

“The University of Bath was really supportive throughout the whole thing,” Courtney shared. “They even let me work on my own business instead of doing work experience at an established company.”

His university experience wasn’t just about academics—it played a crucial role in his entrepreneurial journey. Winning multiple awards at Bath gave him access to mentorship and funding, helping him sustain and grow his startup post-graduation.

 

Lessons from a Self-Made Success

Courtney’s story is a testament to resilience, adaptability, and the power of community support. From knocking on doors to signing game-changing deals, he proved that persistence and smart pivots can turn a struggling startup into a thriving business.

For aspiring entrepreneurs, his journey serves as a powerful lesson: success rarely happens overnight, but with the right mindset and support, even a university project can turn into a multimillion-dollar empire.