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As filed with the Securities and Exchange Commission on September 21, 2021
File No. 001-40776​
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UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
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Amendment No. 1
to
FORM 10
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GENERAL FORM FOR REGISTRATION OF SECURITIES
PURSUANT TO SECTION 12(b) OR 12(g) OF
THE SECURITIES EXCHANGE ACT OF 1934
Loyalty Ventures Inc.
(Exact Name of Registrant as Specified in Its Charter)
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​ | Delaware (State or Other Jurisdiction of Incorporation or Organization) | ​ | ​ | 87-1353472 (I.R.S. Employer Identification No.) | ​
​ | c/o Alliance Data Systems Corporation 7500 Dallas Parkway, Suite 700 Plano, Texas (Address of Principal Executive Offices) | ​ | ​ | 75024 (Zip Code) | ​

(214) 494-3000
(Registrant’s telephone number, including area code)
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Copies to:
Louis L. Goldberg
John B. Meade
Davis Polk & Wardwell LLP
450 Lexington Avenue
New York, New York 10017
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Securities registered or to be registered pursuant to Section 12(b) of the Act:

​ | Title of each class to be so registered | ​ | ​ | Name of each exchange on which each class is to be registered | ​
​ | Common Stock, $0.01 par value | ​ | ​ | The Nasdaq Stock Market LLC | ​

Securities to be registered pursuant to Section 12(g) of the Act: None
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Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, smaller reporting company, or an emerging growth company. See the definitions of “large accelerated filer,” “accelerated filer,” “smaller reporting company,” and “emerging growth company” in Rule 12b-2 of the Exchange Act.

​ | Large accelerated filer ☐ ​ | ​ | ​ | Accelerated filer ☐ ​ | ​
​ | Non-accelerated filer ☒ ​ | ​ | ​ | Smaller reporting company ☐ ​ | ​
​ | ​ | ​ | ​ | Emerging growth company ☒ ​ | ​

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐
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Loyalty Ventures Inc. (“Loyalty Ventures”)
INFORMATION REQUIRED IN REGISTRATION STATEMENT
CROSS REFERENCE SHEET BETWEEN INFORMATION STATEMENT AND
ITEMS OF FORM 10
Certain information required to be included herein is incorporated by reference to specifically identified portions of the body of the information statement filed herewith as Exhibit 99.1 (the “information statement”). None of the information contained in the information statement shall be incorporated by reference herein or deemed to be a part hereof unless such information is specifically incorporated by reference.
Item 1.
Business.
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The information required by this item is contained in the sections “Summary,” “Risk Factors,” “Special Note Regarding Forward-Looking Statements,” “The Separation,” “Capitalization,” “Unaudited Pro Forma Combined Financial Statements,” “Management’s Discussion and Analysis of Financial Condition and Results of Operations,” “Business,” “Executive Compensation,” “Management,” “Certain Relationships and Related Party Transactions,” “Where You Can Find More Information” and “Index to Financial Statements” ​(and the statements referenced therein) of the information statement. Those sections are incorporated herein by reference.
Item 1A.
Risk Factors.
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The information required by this item is contained in the sections “Risk Factors” and “Special Note Regarding Forward-Looking Statements” of the information statement. Those sections are incorporated herein by reference.
Item 2.
Financial Information.
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The information required by this item is contained in the sections “Summary,” “Risk Factors,” “Capitalization,” “Unaudited Pro Forma Combined Financial Statements,” “Management’s Discussion and Analysis of Financial Condition and Results of Operations” and “Index to Financial Statements” ​(and the statements referenced therein) of the information statement. Those sections are incorporated herein by reference.
Item 3.
Properties.
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The information required by this item is contained in the section “Business—Properties” of the information statement. That section is incorporated herein by reference.
Item 4.
Security Ownership of Certain Beneficial Owners and Management.
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The information required by this item is contained in the section “Ownership of Common Stock by Certain Beneficial Owners and Management” of the information statement. That section is incorporated herein by reference.
Item 5.
Directors and Executive Officers.
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The information required by this item is contained in the section “Management” of the information statement. That section is incorporated herein by reference.
Item 6.
Executive Compensation.
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The information required by this item is contained in the sections “Executive Compensation” and “Management” of the information statement. Those sections are incorporated herein by reference.
Item 7.
Certain Relationships and Related Transactions, and Director Independence.
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The information required by this item is contained in the sections “The Separation—Agreements with ADS,” “Certain Relationships and Related Party Transactions,” “Management,” “Executive Compensation”
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and “Ownership of Common Stock by Certain Beneficial Owners and Management” of the information statement. Those sections are incorporated herein by reference.
Item 8.
Legal Proceedings.
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The information required by this item is contained in the section “Business—Legal Proceedings” of the information statement. That section is incorporated herein by reference.
Item 9.
Market Price of and Dividends on the Registrant’s Common Equity and Related Stockholder Matters.
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The information required by this item is contained in the sections “Summary,” “Risk Factors,” “The Separation,” “Dividend Policy,” “Capitalization” and “Description of Capital Stock” of the information statement. Those sections are incorporated herein by reference.
Item 10.
Recent Sales of Unregistered Securities.
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The information required by this item is contained in the section “Description of Capital Stock—​Distributions of Securities” of the information statement. That section is incorporated herein by reference.
Item 11.
Description of Registrant’s Securities to Be Registered.
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The information required by this item is contained in the section “Description of Capital Stock” of the information statement. That section is incorporated herein by reference.
Item 12.
Indemnification of Directors and Officers.
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The information required by this item is contained in the section “Management” of the information statement. That section is incorporated herein by reference.
Item 13.
Financial Statements and Supplementary Data.
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The information required by this item is contained in the sections “Index to Financial Statements” (and the statements referenced therein) of the information statement. Those sections are incorporated herein by reference.
Item 14.
Changes in and Disagreements with Accountants on Accounting and Financial Disclosure.
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Not applicable.
Item 15.
Financial Statements and Exhibits.
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(a) Financial Statements
The information required by this item is contained in the sections “Index to Financial Statements” (and the statements referenced therein) of the information statement. That section is incorporated herein by reference.
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(b) Exhibits
The following documents are filed as exhibits hereto:

​ | Exhibit Number | ​ | ​ | Exhibit Title | ​
​ | 2.1* | ​ | ​ | Form of Separation and Distribution Agreement between Alliance Data Systems Corporation and Loyalty Ventures Inc. | ​
​ | 3.1 | ​ | ​ | Form of Amended and Restated Certificate of Incorporation of Loyalty Ventures Inc. | ​
​ | 3.2 | ​ | ​ | Form of Amended and Restated Bylaws of Loyalty Ventures Inc. | ​
​ | 10.1* | ​ | ​ | Form of Transition Services Agreement | ​
​ | 10.2* | ​ | ​ | Form of Tax Matters Agreement | ​
​ | 10.3* | ​ | ​ | Form of Employee Matters Agreement | ​
​ | 10.4* | ​ | ​ | Form of 2021 Omnibus Incentive Plan | ​
​ | 10.5** | ​ | ​ | Form of Indemnification Agreement for Officers and Directors | ​
​ | 10.6* | ​ | ​ | Form of 2021 Employee Stock Purchase Plan | ​
​ | 10.7* | ​ | ​ | Form of Registration Rights Agreement | ​
​ | 21.1 | ​ | ​ | Subsidiaries of the Registrant | ​
​ | 99.1 | ​ | ​ | Preliminary Information Statement dated September 21, 2021 | ​
​ | 99.2 | ​ | ​ | Form of Notice of Internet Availability of Information Statement Materials | ​

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*
To be filed by amendment.
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**
Previously filed.
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SIGNATURE
Pursuant to the requirements of Section 12 of the Securities Exchange Act of 1934, the registrant has duly caused this registration statement to be signed on its behalf by the undersigned, thereunto duly authorized.
LOYALTY VENTURES INC.
By:
/s/ Charles L. Horn
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Name: Charles L. Horn
Title: President and Chief Executive Officer
Date: September 21, 2021
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