HOME-GROWN lifestyle loyalty programme BInfinite has officially been relaunched with a renewed strategy towards becoming a digital loyalty platform that unifies rewards, business and technology ecosystem 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 the Commerce.Asia Group.
With a growing ecosystem of more than 1,200 merchant outlets and 4.5 million members base, BInfinite connects consumers with a dynamic merchant network spanning fuel, F&B (food & beverage), retail and hospitality.
Its network spans from neighbourhood favourites to regional brands with notable names, including Caltex, Starbucks Coffee, Krispy Kreme Doughnuts, Kenny Rogers ROASTERS, Milk & Barley, VCars Malaysia, Berjaya Hotels & Golf Clubs and Stryv.
Plug-and-play loyalty platform
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 insights on lifetime value through this simple solution.
BInfinite Biz’s relaunch is driven by a dedicated local 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,” enthused BInfinite’s CEO Kevin Wong.
“We strive to not only empower them to understand their consumers better but also empower them to engage in more thoughtful and meaningful ways.”
Added Wong: “We’re not just about rewarding on spend anymore but 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 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.
The relaunch also brings to life BInfinite’s O2O (online-to-offline and offline-to-online) focus, thus 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,” revealed 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 which is designed to reward engagements across BInfinite’s merchant network.
Members earn entries simply by earning BPoints when they transact at merchants’ 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. – Feb 12, 2026
