Managing entitlements to rewards from multiple entitlement programs includes receiving transaction data associated with a reward entity. The transaction data is generated by a computer application that is separate from an entitlement management component used to manage entitlements to rewards from multiple entitlement programs. One of the multiple entitlement programs that applies to the received transaction data is identified. Each entitlement program is associated with a type of reward and has an entitlement rule for determining, from transaction data, an amount of reward credit for the type of reward of the entitlement program. An entitlement rule of the identified entitlement program is used to determine an amount of reward credit to be provided to the reward entity associated with the received transaction data. The determined amount of reward credit is associated with the reward entity associated with the received transaction data.