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Because individuals will be revealing their needs and desires voluntarily in return for rewards that match them, organisations will not need to invest as much money in marketing their goods or services to people who don't want or need them, and this will save them time and money and help them to become focused on real and actual demand in real time. It reduces guesswork.

Such information will get to the very heart of what people want and help these organisations to build deeper and more meaningful relationships with customers who value the convenience of a system that helps them make life choices that make them healthier, wealthier or happier.

Being able to accurately measure the effect on their sales that a specific incentive being offered has will help them to fine tune their marketing efforts and so save money.

Helping local people and local businesses succeed will create a feel good factor and help organisations stand out from the crowd.

Organisations like the health service will be able to work with other partners like sports retailers to deliver rewards that people value, and so achieve their objectives faster and cheaper.