KUALA LUMPUR: BInfinite, Malaysia’s lifestyle loyalty programme under BLoyalty Sdn Bhd, has relaunched with a new strategy backed by strategic shareholders Xamble Group Limited, 7-Eleven Malaysia Holdings Berhad and Commerce.Asia Group, as it moves to position itself as a broader digital loyalty and engagement platform for businesses nationwide.
The relaunch signals a shift beyond a traditional points-based rewards programme towards a platform that connects merchants, consumers and technology in a single ecosystem designed to support businesses of all sizes.
BInfinite currently counts more than 1,200 merchant outlets and a member base of about 4.5 million, spanning sectors such as 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.
As part of the relaunch, BInfinite has introduced BInfiniteBiz, a self-service, plug-and-play digital loyalty platform aimed at small and medium enterprises. The platform allows merchants to set up and manage loyalty programmes without complex integrations or high upfront costs, while providing tools to track customer behaviour, repeat visits and customer lifetime value.
BInfinite chief executive officer Kevin Wong said the company’s goal is to help businesses use data and digital tools to build more meaningful relationships with customers.
“We’re not just about rewarding on spend anymore. We aim to help merchants build sustainable, data-powered engagement with customers in a fast-changing retail environment,” he said.
The refreshed strategy follows recent investments and closer strategic alignment with Xamble, 7-Eleven and Commerce.Asia to expand BInfinite’s merchant offerings, technology stack and member base. The shareholders have committed capital to accelerate digital innovation and strengthen the platform’s capabilities across Malaysia’s retail and services sectors.
Xamble chief executive officer Jason Thoe said the collaboration reflects a broader push to combine technology, data and loyalty marketing to support Malaysian entrepreneurs and SMEs. He said integrating Xamble’screator-driven social commerce and audience intelligence with BInfinite’s loyalty infrastructure would help merchants convert engagement into measurable business growth.
7-Eleven Malaysia co-chief executive officer Wong Wai Keong said the convenience retailer sees value in BInfinite’sability to connect brands, merchants and consumers through rewards and digital engagement, adding that the partnership reflects a shared focus on supporting local businesses and digital commerce.
The relaunch also strengthens BInfinite’s online-to-offline strategy, allowing members to earn and redeem BPointsacross both e-commerce platforms and physical stores. By linking merchant websites and in-store point-of-sale systems to a single loyalty platform, the company aims to help brands deliver more consistent customer experiences while gathering purchase data to support marketing and engagement efforts.
To drive adoption, BInfinite is rolling out a nationwide “Earn & Win” campaign running throughout 2026. The campaign is designed to reward members for transactions across participating merchants, with prizes including fuel, beverages and BPoints, in an effort to boost both consumer engagement and merchant activity across the network.
