In this episode of The Digital Executive, Brian Thomas interviews Esra Ozturk, Head of Product at Luffa, about how the company is transforming from a secure messaging platform into a decentralized loyalty and rewards network for creators, brands, and fans.

Drawing from her experience at Meta, Uber, Zillow, and Instacart, Esra shares the core product principles that have remained constant in her career—starting with the human, designing for multi-sided ecosystems, and establishing clear success metrics. She explains how Luffa is redefining loyalty by making rewards portable, privacy-preserving, and embedded directly within encrypted conversations.

Esra introduces the idea of a “fan passport,” a user-owned identity that travels across creator and brand ecosystems, enabling fans to be recognized for participation, advocacy, and engagement—not just spending. She also outlines the major technological shifts ahead: messaging becoming the primary OS for digital experiences, identity fading seamlessly into the background, and AI powering intelligent, respectful fan-brand interactions.

Looking to the future, she predicts fans will expect to be treated as partners rather than audiences, and creators will need to own their relationships instead of renting reach on major platforms. Luffa, she emphasizes, is building the encrypted, portable, and interoperable foundation to power this next era of decentralized communication and fan loyalty.

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