In the article a loyalty programs for shareholders were presented on the basis of companies whose shares are quoted at the Australian Stock Exchange. Also in the article the issue of possibilities of implementing loyalty programs in Poland was analyzed. Therefore the structure banks' shareholders whose shares are noted at the Warsaw Stock Exchange (WSE) was presented. All of the banks have a strategic, dominating investor. In effect it influences their strategy related to individual shareholders and in particular those who has own less than 5% of equity capital or votes at the annual general meeting.

None of the banks whose shares are quoted at the WSE has a program of a relationship with investors based on dividend policy. Banks offer their shareholders only a wider information policy in the form of open meetings with the board, e-mail information service about banks activities and their financial results. It is so due to legal obligations of a public company.

Within none of the banks there is a shareholders club. There are no loyalty programs for shareholders offered either. Neither the loyalty programs for shareholders are offered. Moreover, none of the banks are planning to change their policy towards individual shareholders.

Therefore the actual implementation of loyalty programs for shareholders will be conducted by companies outside the banking sector, which do not have a strategic investor who would not be a dominating investors.

Results of survey conducted on the Author's request were presented. The results show the that Polish individual shareholders are simultaneously loyal consumers since 40% respondents admitted that at the moment of purchasing goods they prefer products of the company whose shares they own i.e. they, as a consumers, also support the market position of partially their firms.