Beyond Transactions: How Payit and Rewardz are Redefining Digital Loyalty in the UAE

The financial landscape in the UAE is shifting rapidly, and it is no longer enough for a digital wallet to simply process payments. Today, users want an all-in-one ecosystem that adds value to every dirham they spend. Recognizing this trend, Payit, the prominent digital financial platform backed by First Abu Dhabi Bank (FAB), has officially partnered with Rewardz to launch a comprehensive Customer Rewards Programme. This isn’t just a minor update; it is a strategic move in Payit’s evolution into a holistic digital financial ecosystem where users can send, spend, save, borrow, and manage their finances through a single, seamless interface.

A New Layer of Integrated Rewards

At the heart of this partnership is the integration of Rewardz’s sophisticated technology directly into the Payit app. By adding this rewards layer, Payit is transforming routine financial tasks into opportunities for gain. Users can now earn rewards for a variety of activities they are already doing, such as making international transfers, paying utility bills, or even setting up a salary transfer. These points aren't just numbers on a screen; they can be redeemed across a massive marketplace of lifestyle and retail categories, or even converted into Payit vouchers to be used for services within the app itself.

The Shift from Transactions to Engagement

This collaboration highlights a significant trend in the global fintech industry. We are seeing a move away from purely transactional models—where the relationship ends once the payment is made—toward behavior-driven engagement. In a competitive market like the UAE, personalized engagement is the new secret weapon. As Jaya Maru, Co-founder and CEO of Rewardz Middle East, puts it: “This collaboration highlights the growing importance of embedded loyalty in fintech and demonstrates how organisations can leverage scalable technology to drive meaningful customer engagement and business growth.” It’s about fostering long-term loyalty by rewarding the behaviors that matter most to the platform.

Powering Loyalty with SaaS and APIs

Building a rewards program from scratch is a monumental task for any financial institution. This is where Rewardz’s technical prowess comes into play. The programme is powered by SPUR, a plug-and-play API and scalable technology stack from Rewardz. This SaaS-driven approach allows Payit to deploy a sophisticated loyalty infrastructure almost instantly, without the need for years of in-house development. By reducing operational complexity and accelerating time-to-market, Payit can focus on what it does best: providing secure and accessible banking features to its growing user base.

The Vision for a Financial Super-App

Payit has come a long way from its roots as a simple remittance and payment tool. Backed by the stability of First Abu Dhabi Bank, it is now positioning itself as a comprehensive digital bank in your pocket. From the Payit Universal Account to the Payit Plus salary account, the platform offers instant borrowing, microfinance capabilities, and digital payment solutions tailored to the diverse needs of the UAE population. This rewards program is the latest piece of the puzzle, ensuring that financial inclusion feels rewarding rather than just functional.

Who is Rewardz?

Founded in 2012 in Singapore and active in the Middle East since 2015, Rewardz has established itself as a heavyweight in the B2B SaaS loyalty space. With a track record of serving over 350 clients and 1.5 million users, their reach is impressive. They operate two main product suites: CERRA, which focuses on employee recognition and flexible benefits, and SPUR, their rewards marketplace and integration engine. Their marketplace is truly global, spanning over 30 countries and featuring more than 20,000 brand partners. This scale ensures that when a Payit user wants to redeem their points, they have access to relevant and local rewards that actually mean something to them.

A Milestone for UAE Digital Innovation

The launch of this rewards program is also a testament to the UAE's status as a global hub for digital innovation. With strong government backing for fintech adoption and a tech-savvy population, the competition is fierce. By moving beyond basic transactions to offer a value-driven experience, Payit is setting a high bar for what customers should expect from their digital financial partners. The new rewards program is now live, marking a new chapter for Payit users across the Emirates who are looking for more than just a place to store their money.