MetaMask taps theMiracle to power new rewards tab with targeted brand activations

MetaMask, the most widely used non-custodial crypto wallet, is rolling out a redesigned Rewards tab in partnership with theMiracle, a behavioral intelligence and distribution platform built for wallet ecosystems, the companies announced Wednesday.

The tab now features three new ways for users to earn and discover value. TheMiracle powers the Benefits section, where users can access brand activations and loyalty rewards based on the digital assets they hold. This marks the first integration of behavioral intelligence and distribution within a leading non-custodial wallet.

For years, crypto projects have created real value through airdrops, loyalty perks, ecosystem incentives, and access passes. The problem was that those rewards almost never found the right person. Benefits were scattered across Discord servers, Twitter threads, and obscure claim pages, which meant eligible users routinely missed out.

TheMiracle’s integration addresses this by reading on-chain behavior (what tokens you hold, what protocols you interact with, what transactions you execute) and matching that activity to relevant brand campaigns. The system then places those benefits inside MetaMask’s new Rewards tab, right next to the swaps and transactions users are already performing.

“Crypto wallets give a direct view and access into what people care about on-chain,” said Danilo Cerullo, CEO and co-founder of theMiracle. “When behavioral intelligence and distribution infrastructure live in the same system, wallets stay in a trusted environment, supporting meaningful and loyal connections with their users.”

The update brings personalized rewards directly into the environment where users already transact. Instead of searching across multiple platforms, users can now see relevant, claimable benefits within a trusted interface, according to theMiracle.

“The redesigned Rewards tab reflects where MetaMask is heading, from a place to hold assets to a place where owning and transacting unlocks new experiences and benefits,” said Christian Montoya, Director of Product at MetaMask.

For brands, it provides a direct way to reach users at key moments, the team noted. With 40 to 70 million active crypto users globally, wallets are increasingly central to discovery and engagement.

This partnership comes as wallets take on a bigger role in crypto. They’re no longer just places to store assets but are becoming environments for payments, identity, access, and rewards. The real challenge now is helping users discover what’s relevant to them without leaving their wallet.

MetaMask’s Rewards tab builds on everyday activities like trading and spending, while theMiracle helps turn those activities into meaningful, personalized benefits.