diff --git a/enterprise_access/apps/api/v1/tests/test_subsidy_access_policy_views.py b/enterprise_access/apps/api/v1/tests/test_subsidy_access_policy_views.py
index 88d7c48b..a4259608 100644
--- a/enterprise_access/apps/api/v1/tests/test_subsidy_access_policy_views.py
+++ b/enterprise_access/apps/api/v1/tests/test_subsidy_access_policy_views.py
@@ -1711,21 +1711,34 @@ def mock_get_subsidy_content_data(*args):
     @mock.patch('enterprise_access.apps.subsidy_access_policy.subsidy_api.get_and_cache_transactions_for_learner')
     @mock.patch('enterprise_access.apps.api.v1.views.subsidy_access_policy.LmsApiClient', return_value=mock.MagicMock())
     @ddt.data(
-        {"has_admin_users": True},
-        {"has_admin_users": False},
+        {"has_admin_users": True,
+         "contact_email": 'edx@example.org',
+         "admin_users": [{
+             "email": 'frodo@example.org',
+             "lms_user_id": 12
+         }]},
+        {"has_admin_users": True,
+         "contact_email": None,
+         "admin_users": [{
+             "email": 'frodo@example.org',
+             "lms_user_id": 12,
+         }]},
+        {"has_admin_users": False,
+         "contact_email": None,
+         "admin_users": None}
     )
     @ddt.unpack
     def test_can_redeem_policy_none_redeemable(
-        self, mock_lms_client, mock_transactions_cache_for_learner, has_admin_users
+        self, mock_lms_client, mock_transactions_cache_for_learner, has_admin_users, contact_email, admin_users
     ):
         """
         Test that the can_redeem endpoint returns reasons for why each non-redeemable policy failed.
         """
         slug = 'sluggy'
-        admin_email = 'edx@example.org'
         mock_lms_client().get_enterprise_customer_data.return_value = {
             'slug': slug,
-            'admin_users': [{'email': admin_email}] if has_admin_users else [],
+            'admin_users': admin_users if has_admin_users else [],
+            'contact_email': contact_email
         }
 
         mock_transactions_cache_for_learner.return_value = {
@@ -1791,10 +1804,17 @@ def mock_get_subsidy_content_data(*args, **kwargs):
 
         expected_user_message = (
             MissingSubsidyAccessReasonUserMessages.ORGANIZATION_NO_FUNDS
-            if has_admin_users
+            if contact_email is not None or has_admin_users
             else MissingSubsidyAccessReasonUserMessages.ORGANIZATION_NO_FUNDS_NO_ADMINS
         )
-        expected_enterprise_admins = [{'email': admin_email}] if has_admin_users else []
+        expected_enterprise_admins = []
+        if contact_email is not None:
+            expected_enterprise_admins = [{
+                "email": contact_email,
+                "lms_user_id": None,
+            }]
+        elif has_admin_users:
+            expected_enterprise_admins = admin_users
 
         assert response_list[0]["reasons"] == [
             {
diff --git a/enterprise_access/apps/api/v1/views/subsidy_access_policy.py b/enterprise_access/apps/api/v1/views/subsidy_access_policy.py
index 31b5b4ef..ae002461 100644
--- a/enterprise_access/apps/api/v1/views/subsidy_access_policy.py
+++ b/enterprise_access/apps/api/v1/views/subsidy_access_policy.py
@@ -95,14 +95,14 @@ def _get_reasons_for_no_redeemable_policies(enterprise_customer_uuid, non_redeem
     reasons = []
     lms_client = LmsApiClient()
     enterprise_customer_data = lms_client.get_enterprise_customer_data(enterprise_customer_uuid)
-    enterprise_admin_users = enterprise_customer_data.get('admin_users')
+    admin_contact = _get_admin_contact_email(enterprise_customer_data)
 
     for reason, policies in non_redeemable_policies_by_reason.items():
         reasons.append({
             "reason": reason,
-            "user_message": _get_user_message_for_reason(reason, enterprise_admin_users),
+            "user_message": _get_user_message_for_reason(reason, admin_contact),
             "metadata": {
-                "enterprise_administrators": enterprise_admin_users,
+                "enterprise_administrators": admin_contact,
             },
             "policy_uuids": [policy.uuid for policy in policies],
         })
@@ -110,6 +110,18 @@ def _get_reasons_for_no_redeemable_policies(enterprise_customer_uuid, non_redeem
     return reasons
 
 
+def _get_admin_contact_email(enterprise_customer_data):
+    """
+    Return the point of contact email for an enterprise customer.
+    """
+    if admin_contact_email := enterprise_customer_data.get('contact_email'):
+        return [{
+            "email": admin_contact_email,
+            "lms_user_id": None,
+        }]
+    return enterprise_customer_data.get('admin_users', [])
+
+
 def _get_user_message_for_reason(reason_slug, enterprise_admin_users):
     """
     Return the user-facing message for a given reason slug.