BInfinite loyalty relaunches with support from Xamble Group, 7-Eleven, Commerce.Asia

• Loyalty programme aims to expand ecosystem to empower Malaysian businesses
• Help merchants build sustainable data-powered engagement with customers

BInfinite (formerly BCard), a lifestyle loyalty programme established in 2010 under BLoyalty Sdn Bhd, has officially relaunched with a renewed strategy to toward becoming a digital loyalty platform that unifies rewards, business and technology ecosystem designed to support businesses of all sizes.

The move reflects BInfinite’s ambition to champion local businesses through loyalty-led digital engagement, supported by strategic shareholders 7-Eleven Malaysia Holdings Berhad (7-Eleven), Xamble Group Limited (Xamble) and Commerce.Asia Group (Commerce.Asia). The US$650,000 (RM2.55 million) investment by the consortium for an 85% stake was announced in May 2025 with Xamble owning 19%,  7-Eleven 30% and Commerce.Asia 16%. Two existing shareholders of BInfinite, Sorb Ventures Sdn Bhd, and Swee Ing Sdn Bhd hold 15% and 5% respectively. Ganesh Kumar Bangah, the founder of Commerce.Asia is also non-executive chairman of the ASX listed Xamble.

The 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 members base. BInfinite’s shareholders have collectively invested to accelerate digital innovation, expand merchant capabilities, and power a smarter, more connected loyalty ecosystem across Malaysia.

With a growing ecosystem of more than 1,200 merchant outlets and 4.5 million members base, BInfinite connects consumers with a merchant network spanning fuel, F&B, retail, and hospitality. Notable names include Caltex, Starbucks Coffee, Krispy Kreme Doughnuts, Kenny Rogers ROASTERS, Milk & Barley, VCars Malaysia, and Berjaya Hotels & Golf Clubs, and Stryv.

BInfinite Biz: A plug-and-play loyalty platform for Malaysian businesses

As part of its relaunch, BInfinite has 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 insights on lifetime value through this simple solution.

The launch of BInfinite Biz is driven by a team focused on building practical, scalable loyalty solutions for Malaysian SMEs; from product development and customer onboarding to 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 Kevin Wong, CEO of BInfinite. “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.”

Xamble’s CEO, Jason Thoe, said the collaboration exemplifies how technology and loyalty marketing can combine strategically to strengthen Malaysia’s SME ecosystem.

“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 Wong Wai Keong, 7-Eleven Malaysia’s co-CEO.

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 introducing initiatives and campaigns to accelerate member engagements and merchant transactions. A nationwide “Earn & Win” campaign is now running throughout 2026, designed to reward engagements across BInfinite’s merchant network.