Travel guru The Points Guy wants to revamp the luxury travel points system with Journey

What started as a nice-to-have bonus for traveling has ballooned into a sprawl of rewards grams and arcane conversions that requires an advanced degree in statistics to manage

Brian Kelly made a whole career off the cottage industry, parlaying a side hustle of maximizing credit card and travel rewards into a blog, The Points Guy, that became a verifiable franchise

Now he’s arguing that the points system has jumped the shark

Maybe this is too much of a first-world blem to care , but I’m sure plenty of this ’s readers were distraught when Chase announced an abstruse modification of their Sapphire Reserve credit card, or when Marriott acquired Starwood

Who doesn’t love fake internet money that can occasionally give you an airline upgrade or a free hotel night? John Sutton, the cofounder and CEO of Journey, thinks the system needs a revamp

A longtime entrepreneur, Sutton met Kelly while serving as the chief digital officer at Red Ventures, a media-focused investment firm that owns brands Bankrate, Lonely Planet, and eventually, The Points Guy

After exploring the idea of in short-term rentals Airbnb perties, he had the idea of building out a loyalty gram for travelers

After consulting with Kelly, he realized there was a broader blem—not only of short-term rentals and many independent hotels lacking the infrastructure to create rewards systems, but that points in general were increasingly broken. “They’ve been losing the magic of loyalty,” Kelly told me. “There’s a big opportunity to create a gram that people are excited .” Journey’s website looks a cross between a travel platform Booking.com (an online travel agency, in industry parlance) and an Instagram , with lush snippets of desert hideouts and jungle treehouses

Sutton says they’re not looking for certain price points (with perties ranging from several hundred to many thousand dollars per night) or stars, but whether they’ve “created something special that has a story to tell” (you can check out their portal, which just launched, to judge for yourself)

The upshot for visitors, Sutton and Kelly argue, is that the system is straightforward: You earn five points per dollar spent if you book directly through their platform, with each point worth two cents, equating to a 10% rebate, which can be instantly redeemed during stays. “Our gram is engineered so that you’re not being taken advantage of,” Kelly said

Journey is the type of consumer-forward, design-first duct that you don’t see much anymore—a simple concept executed with flair

The company has built tools that track visitor preferences and behavior, whether they’d prefer to be greeted with red wine or mineral water, to help perty managers customize the experience

And Journey is also building out a platform for influencers Kelly that matches them with perties

Eventually, the goal is to build out AI agents that will help tourists

Sutton says it will make platforms Expedia, where you find a hotel by ing for the top 10 hotels in Paris, look antiquated. “Travelers will be on a trust journey with us,” he told me

Leo SchwartzX: @leomschwartz: leo.schwartz@fortune.com Submit a deal for the Term Sheet here

Joey Abrams curated the deals section of today’s . here

Financial terms were not disclosed

Financial terms were not disclosed.- NDT Global acquired Entegra, an Indianapolis-based premium integrity and inspection company specializing in Ultra-High-Resolution Magnetic Flux Leakage in-line pipeline inspection services, from Amberjack Capital