KUALA LUMPUR: BInfinite, Malaysia’s lifestyle loyalty programme under BLoyalty Sdn Bhd, has officially relaunched with a renewed strategy to become a digital loyalty platform that unifies rewards, business and technology ecosystems designed to support and empower businesses of all sizes nationwide.
The move reflects BInfinite’s ambition to champion local businesses through loyalty-led digital engagement, supported by strategic shareholders 7-Eleven Malaysia Holdings Bhd, Xamble Group Ltd, and Commerce.Asia Group.
With a growing ecosystem of more than 1,200 merchant outlets and a 4.5 million-member base, BInfinite connects consumers with a dynamic merchant network spanning fuel, F&B, retail, and hospitality – from neighbourhood favourites to regional brands.
Notable names include Caltex, Starbucks Coffee, Krispy Kreme Doughnuts, Kenny Rogers ROASTERS, Milk & Barley, VCars Malaysia, Berjaya Hotels & Golf Clubs, and Stryv.
As part of its relaunch, BInfinite has officially introduced BInfinite Biz (BIB) – a self-service, plug-and-play digital loyalty platform built specifically for Malaysian SMEs to set up and manage loyalty programmes quickly, without complex integrations or high upfront costs.
Merchants can track customer behaviour, reward repeat visits, and gain insights into lifetime value through this simple solution.
The launch of BInfinite Biz is driven by a dedicated local team focused on building practical, scalable loyalty solutions for Malaysian SMEs, spanning product development, customer onboarding, and performance optimisation.
“Our goal is to enable every business – whether big or small – to participate and thrive in today’s fast-growing digital economy. We strive to not only empower them to understand their consumers better but also empower them to engage in more thoughtful and meaningful ways,” said BInfinite CEO Kevin Wong.
“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.”
The brand’s refreshed strategy follows recent investment and strategic alignment with Xamble, 7-Eleven and Commerce.Asia to expand BInfinite’s merchant offerings, technology stack, and growing member base.
BInfinite’s shareholders have collectively invested to accelerate digital innovation, expand merchant capabilities, and power a smarter, more connected loyalty ecosystem across Malaysia.
Xamble CEO Jason Thoe said the collaboration exemplifies how technology and loyalty marketing can combine strategically to strengthen Malaysia’s SME ecosystem.
“We are proud to be a part of this new chapter of BInfinite’s growth journey. This reflects our commitment to scaling technology that empowers Malaysian entrepreneurs and SMEs. Loyalty today isn’t just about points, but about data-led, personalised engagement.
“By bringing Xamble’s creator-driven social commerce and audience intelligence together with BInfinite’s loyalty infrastructure, we’re enabling brands and merchants to build deeper relationships and convert engagement into measurable growth,” said Thoe.
“As one of Malaysia’s most familiar convenience retailers, we see value in BInfinite’s ability to bridge brands, merchants and consumers through meaningful rewards. Our partnership reflects a shared vision to support local businesses and digital-driven commerce in Malaysia,” said 7-Eleven Malaysia Co-CEO Wong Wai Keong.
The relaunch also brings to life BInfinite’s O2O (Online-to-Offline and Offline-to-Online) focus, allowing members to earn and redeem BPoints seamlessly across online stores and physical outlets.
“By linking merchant websites and in-store POS systems to a single loyalty platform, BInfinite helps brands deliver consistent customer experiences while gathering valuable purchase insights that drive smarter marketing and engagement,” said Wong.
As part of the relaunch efforts, BInfinite is also introducing tactical initiatives and campaigns to accelerate member engagements and merchant transactions.
One of the initiatives is a nationwide “Earn & Win” campaign running throughout 2026, designed to reward engagements across BInfinite’s merchant network.
Members earn entries simply by earning BPoints when they transact at merchant outlets.
Prizes include Free Petrol, Coffee, Slurpee, and millions of BPoints to be won. This initiative reinforces BInfinite’s commitment to make loyalty meaningful and rewarding for both consumers and businesses.
