BInfinite Relaunches As Data-Led Loyalty Platform With Xamble And 7-Eleven Support

Malaysia’s lifestyle loyalty programme BInfinite has relaunched with a refreshed strategy and the backing of strategic shareholders Xamble Group Limited, 7-Eleven Malaysia Holdings Berhad and Commerce.Asia Group, as it pivots towards becoming a broader, data-driven loyalty and engagement platform for brands and merchants.

The relaunch marks a shift from a traditional points-based rewards programme to a unified ecosystem that connects consumers, merchants and technology.

BInfinite said it now works with more than 1,200 merchant outlets and serves a member base of about 4.5 million, spanning fuel, food and beverage, retail and hospitality. Its merchant network includes brands such as Caltex, Starbucks Coffee, Krispy Kreme Doughnuts, Kenny Rogers ROASTERS, Milk & Barley, VCars Malaysia, Berjaya Hotels & Golf Clubs and Stryv.

A central feature of the relaunch is the introduction of BInfinite Biz, a self-service, plug-and-play digital loyalty platform aimed at small and medium enterprises. The platform is designed to let merchants set up and manage loyalty programmes quickly, without complex integrations or high upfront costs, while giving them access to insights such as customer behaviour, repeat visits and lifetime value.

BInfinite chief executive officer Kevin Wong (centre in pic) said the company’s focus is on helping businesses move beyond transactional rewards towards more meaningful engagement. “We’re not just about rewarding on spend anymore. We want to help merchants build sustainable, data-powered engagement with customers in a fast-changing retail environment,” he said.

The company said the refreshed strategy follows recent investments and closer strategic alignment with Xamble, 7-Eleven and Commerce.Asia, aimed at expanding its merchant offerings, strengthening its technology stack and growing its member base. The shareholders have committed funding to accelerate product development and scale BInfinite’s digital loyalty capabilities across Malaysia.

Xamble chief executive officer Jason Thoe said the partnership reflects how loyalty, data and social commerce are converging in modern marketing. He said combining Xamble’s creator-driven social commerce and audience intelligence with BInfinite’s loyalty infrastructure would enable brands and merchants to build deeper customer relationships and translate engagement into measurable growth.

From a retailer’s perspective, 7-Eleven Malaysia co-chief executive officer Wong Wai Keong said the group sees value in BInfinite’s ability to bridge brands, merchants and consumers through digital rewards and engagement, adding that the partnership supports a shared ambition to strengthen local businesses in an increasingly digital retail environment.

The relaunch also reinforces BInfinite’s online-to-offline strategy, allowing members to earn and redeem BPoints across both e-commerce channels and physical stores. By linking merchant websites and in-store point-of-sale systems to a single loyalty platform, the company aims to give brands a more consistent view of the customer journey and more actionable purchase data for marketing and engagement.

To drive adoption and usage, BInfinite is rolling out a nationwide “Earn & Win” campaign throughout 2026, rewarding members for transactions across its merchant network with prizes including fuel, beverages and BPoints, as part of a broader push to make loyalty programmes more relevant and impactful for both consumers and merchants.

For more information on how to participate in the “Earn & Win” campaign or to explore partnership opportunities, visit www.binfinite.com.my or follow @binfiniterewards on Instagram and Facebook.