diff --git a/lib/promo-codes.js b/lib/loyalty.js
similarity index 51%
rename from lib/promo-codes.js
rename to lib/loyalty.js
index 9bc52d85..ec61c594 100644
--- a/lib/promo-codes.js
+++ b/lib/loyalty.js
@@ -26,4 +26,28 @@ function getNumberOfAvailablePromoCodes () {
   return db.one(sql).then(res => res.count)
 }
 
-module.exports = { getAvailablePromoCodes, getPromoCode, createPromoCode, deletePromoCode, getNumberOfAvailablePromoCodes }
+function getAvailableIndividualDiscounts () {
+  const sql = `SELECT * from individual_discounts WHERE soft_deleted=false`
+  return db.any(sql)
+}
+
+function createIndividualDiscount (idType, value, discount) {
+  const sql = `INSERT INTO individual_discounts (id, identification, value, discount) VALUES ($1, $2, $3, $4) RETURNING *`
+  return db.one(sql, [uuid.v4(), idType, value, discount])
+}
+
+function deleteIndividualDiscount (id) {
+  const sql = `UPDATE individual_discounts SET soft_deleted=true WHERE id=$1`
+  return db.none(sql, [id])
+}
+
+module.exports = {
+  getAvailablePromoCodes,
+  getPromoCode,
+  createPromoCode,
+  deletePromoCode,
+  getNumberOfAvailablePromoCodes,
+  getAvailableIndividualDiscounts,
+  createIndividualDiscount,
+  deleteIndividualDiscount
+}
diff --git a/lib/new-admin/graphql/resolvers/index.js b/lib/new-admin/graphql/resolvers/index.js
index cbea1123..033593d7 100644
--- a/lib/new-admin/graphql/resolvers/index.js
+++ b/lib/new-admin/graphql/resolvers/index.js
@@ -8,10 +8,10 @@ const currency = require('./currency.resolver')
 const customer = require('./customer.resolver')
 const funding = require('./funding.resolver')
 const log = require('./log.resolver')
+const loyalty = require('./loyalty.resolver')
 const machine = require('./machine.resolver')
 const notification = require('./notification.resolver')
 const pairing = require('./pairing.resolver')
-const promo = require('./promo.resolver')
 const rates = require('./rates.resolver')
 const scalar = require('./scalar.resolver')
 const settings = require('./settings.resolver')
@@ -29,10 +29,10 @@ const resolvers = [
   customer,
   funding,
   log,
+  loyalty,
   machine,
   notification,
   pairing,
-  promo,
   rates,
   scalar,
   settings,
diff --git a/lib/new-admin/graphql/resolvers/loyalty.resolver.js b/lib/new-admin/graphql/resolvers/loyalty.resolver.js
new file mode 100644
index 00000000..9a621451
--- /dev/null
+++ b/lib/new-admin/graphql/resolvers/loyalty.resolver.js
@@ -0,0 +1,16 @@
+const loyalty = require('../../../loyalty')
+
+const resolvers = {
+  Query: {
+    promoCodes: () => loyalty.getAvailablePromoCodes(),
+    individualDiscounts: () => loyalty.getAvailableIndividualDiscounts()
+  },
+  Mutation: {
+    createPromoCode: (...[, { code, discount }]) => loyalty.createPromoCode(code, discount),
+    deletePromoCode: (...[, { codeId }]) => loyalty.deletePromoCode(codeId),
+    createIndividualDiscount: (...[, { identificationType, value, discount }]) => loyalty.createIndividualDiscount(identificationType, value, discount),
+    deleteIndividualDiscount: (...[, { discountId }]) => loyalty.deleteIndividualDiscount(discountId)
+  }
+}
+
+module.exports = resolvers
diff --git a/lib/new-admin/graphql/resolvers/promo.resolver.js b/lib/new-admin/graphql/resolvers/promo.resolver.js
deleted file mode 100644
index 8e9bd337..00000000
--- a/lib/new-admin/graphql/resolvers/promo.resolver.js
+++ /dev/null
@@ -1,13 +0,0 @@
-const promoCodeManager = require('../../../promo-codes')
-
-const resolvers = {
-  Query: {
-    promoCodes: () => promoCodeManager.getAvailablePromoCodes()
-  },
-  Mutation: {
-    createPromoCode: (...[, { code, discount }]) => promoCodeManager.createPromoCode(code, discount),
-    deletePromoCode: (...[, { codeId }]) => promoCodeManager.deletePromoCode(codeId)
-  }
-}
-
-module.exports = resolvers
diff --git a/lib/new-admin/graphql/types/index.js b/lib/new-admin/graphql/types/index.js
index 0d60c2ba..8745bdb3 100644
--- a/lib/new-admin/graphql/types/index.js
+++ b/lib/new-admin/graphql/types/index.js
@@ -8,10 +8,10 @@ const currency = require('./currency.type')
 const customer = require('./customer.type')
 const funding = require('./funding.type')
 const log = require('./log.type')
+const loyalty = require('./loyalty.type')
 const machine = require('./machine.type')
 const notification = require('./notification.type')
 const pairing = require('./pairing.type')
-const promo = require('./promo.type')
 const rates = require('./rates.type')
 const scalar = require('./scalar.type')
 const settings = require('./settings.type')
@@ -29,10 +29,10 @@ const types = [
   customer,
   funding,
   log,
+  loyalty,
   machine,
   notification,
   pairing,
-  promo,
   rates,
   scalar,
   settings,
diff --git a/lib/new-admin/graphql/types/loyalty.type.js b/lib/new-admin/graphql/types/loyalty.type.js
new file mode 100644
index 00000000..ba84e032
--- /dev/null
+++ b/lib/new-admin/graphql/types/loyalty.type.js
@@ -0,0 +1,35 @@
+const { gql } = require('apollo-server-express')
+
+const typeDef = gql`
+  type IndividualDiscount {
+    id: ID!
+    identificationType: DiscountIdentificationType
+    value: String!
+    discount: Int
+  }
+
+  enum DiscountIdentificationType {
+    phone
+    idCard
+  }
+
+  type PromoCode {
+    id: ID!
+    code: String!
+    discount: Int
+  }
+
+  type Query {
+    promoCodes: [PromoCode] @auth
+    individualDiscounts: [IndividualDiscount] @auth
+  }
+
+  type Mutation {
+    createPromoCode(code: String!, discount: Int!): PromoCode @auth
+    deletePromoCode(codeId: ID!): PromoCode @auth
+    createIndividualDiscount(identificationType: DiscountIdentificationType!, value: String!, discount: Int!): IndividualDiscount @auth
+    deleteIndividualDiscount(discountId: ID!): IndividualDiscount @auth
+  }
+`
+
+module.exports = typeDef
diff --git a/lib/new-admin/graphql/types/promo.type.js b/lib/new-admin/graphql/types/promo.type.js
deleted file mode 100644
index 2c9fb3be..00000000
--- a/lib/new-admin/graphql/types/promo.type.js
+++ /dev/null
@@ -1,20 +0,0 @@
-const { gql } = require('apollo-server-express')
-
-const typeDef = gql`
-  type PromoCode {
-    id: ID!
-    code: String!
-    discount: Int
-  }
-
-  type Query {
-    promoCodes: [PromoCode] @auth
-  }
-
-  type Mutation {
-    createPromoCode(code: String!, discount: Int!): PromoCode @auth
-    deletePromoCode(codeId: ID!): PromoCode @auth
-  }
-`
-
-module.exports = typeDef
diff --git a/lib/plugins.js b/lib/plugins.js
index f273c240..2bce6972 100644
--- a/lib/plugins.js
+++ b/lib/plugins.js
@@ -20,7 +20,7 @@ const cashOutHelper = require('./cash-out/cash-out-helper')
 const machineLoader = require('./machine-loader')
 const customers = require('./customers')
 const commissionMath = require('./commission-math')
-const promoCodes = require('./promo-codes')
+const loyalty = require('./loyalty')
 
 const { cassetteMaxCapacity } = require('./constants')
 
@@ -229,7 +229,7 @@ function plugins (settings, deviceId) {
     const testnetPromises = cryptoCodes.map(c => wallet.cryptoNetwork(settings, c))
     const pingPromise = recordPing(deviceTime, machineVersion, machineModel)
     const currentConfigVersionPromise = fetchCurrentConfigVersion()
-    const currentAvailablePromoCodes = promoCodes.getNumberOfAvailablePromoCodes()
+    const currentAvailablePromoCodes = loyalty.getNumberOfAvailablePromoCodes()
     const timezoneObj = { utcOffset: timezone[0], dstOffset: timezone[1] }
 
     const promises = [
diff --git a/lib/routes/verifyPromoCodeRoutes.js b/lib/routes/verifyPromoCodeRoutes.js
index 2a281694..6789a322 100644
--- a/lib/routes/verifyPromoCodeRoutes.js
+++ b/lib/routes/verifyPromoCodeRoutes.js
@@ -4,11 +4,11 @@ const router = express.Router()
 const BN = require('../bn')
 const commissionMath = require('../commission-math')
 const configManager = require('../new-config-manager')
-const promoCodes = require('../promo-codes')
+const loyalty = require('../loyalty')
 const respond = require('../respond')
 
 function verifyPromoCode (req, res, next) {
-  promoCodes.getPromoCode(req.body.codeInput)
+  loyalty.getPromoCode(req.body.codeInput)
     .then(promoCode => {
       if (!promoCode) return next()
 
diff --git a/migrations/1626891847835-add-individual-discounts.js b/migrations/1626891847835-add-individual-discounts.js
new file mode 100644
index 00000000..037ec658
--- /dev/null
+++ b/migrations/1626891847835-add-individual-discounts.js
@@ -0,0 +1,21 @@
+var db = require('./db')
+
+exports.up = function (next) {
+  var sql = [
+    `CREATE TYPE individual_discount_identification_type AS ENUM('phone', 'id_number')`,
+    `CREATE TABLE individual_discounts (
+      id UUID PRIMARY KEY,
+      identification individual_discount_identification_type NOT NULL,
+      value TEXT NOT NULL,
+      discount SMALLINT NOT NULL,
+      soft_deleted BOOLEAN DEFAULT false
+    )`,
+    `CREATE UNIQUE INDEX uq_individual_discount ON individual_discounts (value) WHERE NOT soft_deleted`
+  ]
+
+  db.multi(sql, next)
+}
+
+exports.down = function (next) {
+  next()
+}
diff --git a/new-lamassu-admin/src/pages/LoyaltyPanel/IndividualDiscounts.js b/new-lamassu-admin/src/pages/LoyaltyPanel/IndividualDiscounts.js
index 86abb547..e1c7806a 100644
--- a/new-lamassu-admin/src/pages/LoyaltyPanel/IndividualDiscounts.js
+++ b/new-lamassu-admin/src/pages/LoyaltyPanel/IndividualDiscounts.js
@@ -1,7 +1,19 @@
+import { Box } from '@material-ui/core'
 import React from 'react'
 
+import { Button } from 'src/components/buttons'
+import { Label3 } from 'src/components/typography'
+
 const IndividualDiscounts = () => {
-  return <></>
+  return (
+    <Box display="flex" alignItems="left" flexDirection="column">
+      <Label3>
+        It seems there are no active individual customer discounts on your
+        network.
+      </Label3>
+      <Button>Add individual discount</Button>
+    </Box>
+  )
 }
 
 export default IndividualDiscounts
diff --git a/new-lamassu-admin/src/pages/LoyaltyPanel/PromoCodes.js b/new-lamassu-admin/src/pages/LoyaltyPanel/PromoCodes.js
index 1d1fa9cb..22d91322 100644
--- a/new-lamassu-admin/src/pages/LoyaltyPanel/PromoCodes.js
+++ b/new-lamassu-admin/src/pages/LoyaltyPanel/PromoCodes.js
@@ -6,9 +6,8 @@ import React, { useState } from 'react'
 
 import { DeleteDialog } from 'src/components/DeleteDialog'
 import { Link, Button, IconButton } from 'src/components/buttons'
-import TitleSection from 'src/components/layout/TitleSection'
 import DataTable from 'src/components/tables/DataTable'
-import { H2, TL1 } from 'src/components/typography'
+import { Label3, TL1 } from 'src/components/typography'
 import { ReactComponent as DeleteIcon } from 'src/styling/icons/action/delete/enabled.svg'
 
 import styles from './PromoCodes.styles'
@@ -131,7 +130,6 @@ const PromoCodes = () => {
 
   return (
     <>
-      <TitleSection title="Promo Codes"></TitleSection>
       {!loading && !R.isEmpty(codeResponse.promoCodes) && (
         <Box
           marginBottom={4}
@@ -166,7 +164,9 @@ const PromoCodes = () => {
       )}
       {!loading && R.isEmpty(codeResponse.promoCodes) && (
         <Box display="flex" alignItems="left" flexDirection="column">
-          <H2>Currently, there are no active promo codes on your network.</H2>
+          <Label3>
+            Currently, there are no active promo codes on your network.
+          </Label3>
           <Button onClick={toggleModal}>Add Code</Button>
         </Box>
       )}
diff --git a/new-lamassu-admin/src/routing/lamassu.routes.js b/new-lamassu-admin/src/routing/lamassu.routes.js
index 0769488e..1e8e1ff3 100644
--- a/new-lamassu-admin/src/routing/lamassu.routes.js
+++ b/new-lamassu-admin/src/routing/lamassu.routes.js
@@ -7,6 +7,7 @@ import Commissions from 'src/pages/Commissions'
 import { Customers, CustomerProfile } from 'src/pages/Customers'
 import Funding from 'src/pages/Funding'
 import Locales from 'src/pages/Locales'
+import IndividualDiscounts from 'src/pages/LoyaltyPanel/IndividualDiscounts'
 import PromoCodes from 'src/pages/LoyaltyPanel/PromoCodes'
 import MachineLogs from 'src/pages/MachineLogs'
 import CashCassettes from 'src/pages/Maintenance/CashCassettes'
@@ -212,11 +213,37 @@ const getLamassuRoutes = () => [
         component: Blacklist
       },
       {
-        key: 'promo-codes',
-        label: 'Promo Codes',
-        route: '/compliance/loyalty/codes',
+        key: 'loyalty',
+        label: 'Loyalty',
+        route: '/compliance/loyalty',
+        title: 'Loyalty Panel',
         allowedRoles: [ROLES.USER, ROLES.SUPERUSER],
-        component: PromoCodes
+        get component() {
+          return () => (
+            <Redirect
+              to={{
+                pathname: this.children[0].route,
+                state: { prev: this.state?.prev }
+              }}
+            />
+          )
+        },
+        children: [
+          {
+            key: 'individual-discounts',
+            label: 'Individual Discounts',
+            route: '/compliance/loyalty/individual-discounts',
+            allowedRoles: [ROLES.USER, ROLES.SUPERUSER],
+            component: IndividualDiscounts
+          },
+          {
+            key: 'promo-codes',
+            label: 'Promo Codes',
+            route: '/compliance/loyalty/codes',
+            allowedRoles: [ROLES.USER, ROLES.SUPERUSER],
+            component: PromoCodes
+          }
+        ]
       },
       {
         key: 'customer',
diff --git a/new-lamassu-admin/src/routing/pazuz.routes.js b/new-lamassu-admin/src/routing/pazuz.routes.js
index 092ee0c7..81cf8c36 100644
--- a/new-lamassu-admin/src/routing/pazuz.routes.js
+++ b/new-lamassu-admin/src/routing/pazuz.routes.js
@@ -10,6 +10,7 @@ import Commissions from 'src/pages/Commissions'
 import { Customers, CustomerProfile } from 'src/pages/Customers'
 import Funding from 'src/pages/Funding'
 import Locales from 'src/pages/Locales'
+import IndividualDiscounts from 'src/pages/LoyaltyPanel/IndividualDiscounts'
 import PromoCodes from 'src/pages/LoyaltyPanel/PromoCodes'
 import MachineLogs from 'src/pages/MachineLogs'
 import CashCassettes from 'src/pages/Maintenance/CashCassettes'
@@ -207,11 +208,36 @@ const getPazuzRoutes = () => [
         component: Blacklist
       },
       {
-        key: 'promo-codes',
-        label: 'Promo Codes',
-        route: '/compliance/loyalty/codes',
+        key: 'loyalty',
+        label: 'Loyalty',
+        route: '/compliance/loyalty',
         allowedRoles: [ROLES.USER, ROLES.SUPERUSER],
-        component: PromoCodes
+        get component() {
+          return () => (
+            <Redirect
+              to={{
+                pathname: this.children[0].route,
+                state: { prev: this.state?.prev }
+              }}
+            />
+          )
+        },
+        children: [
+          {
+            key: 'individual-discounts',
+            label: 'Individual Discounts',
+            route: '/compliance/loyalty/individual-discounts',
+            allowedRoles: [ROLES.USER, ROLES.SUPERUSER],
+            component: IndividualDiscounts
+          },
+          {
+            key: 'promo-codes',
+            label: 'Promo Codes',
+            route: '/compliance/loyalty/codes',
+            allowedRoles: [ROLES.USER, ROLES.SUPERUSER],
+            component: PromoCodes
+          }
+        ]
       },
       {
         key: 'customer',