Thriwe has launched an all-in-one benefits app for businesses in Saudi Arabia, giving banks, card networks, fintech firms, telecom operators, insurers and enterprises a single platform to offer lifestyle, travel, dining, wellness and fitness privileges to customers.
The launch marks a deeper push by the B2B2C benefits company into one of the region’s fastest-expanding customer engagement markets, where loyalty programmes are moving beyond points and cashback towards instant, experience-led rewards. The app is designed to help companies improve their customer value proposition without building complex rewards infrastructure or relying on long redemption cycles that often weaken customer interest.
The platform allows businesses to provide curated benefits across more than 30 Saudi cities, covering categories such as travel upgrades, restaurant offers, sports and fitness access, spa and wellness services, retail privileges, airport-related benefits and entertainment experiences. Thriwe is positioning the product as a ready-to-deploy ecosystem that can be embedded into partner brands’ customer journeys with limited technology integration.
Dhruv Verma, founder and chief executive of Thriwe, said Saudi Arabia represents a “dynamic and rapidly evolving market” for customer engagement solutions. He said the company aims to help businesses across the Kingdom deliver meaningful experiences that strengthen long-term loyalty and deepen customer relationships.
The app departs from conventional loyalty models that ask users to accumulate points over time before unlocking value. Instead, it gives businesses the ability to provide immediate benefits, a model increasingly favoured by younger consumers and premium customer segments that expect personalisation, convenience and visible value from financial and lifestyle brands.
Thriwe’s Saudi model is built around three core customer groups: aspirational professionals aged 25 to 40, affluent families, and premium clients. For younger professionals, the platform focuses on travel privileges, dining offers and lifestyle upgrades. For families, it offers hospitality, leisure and merchant-led experiences that allow businesses to engage the wider household rather than only the account holder. For premium customers, the platform includes white-labelled and concierge-led engagement layers intended to support more personalised brand relationships.
The company says its Saudi app has been developed around local consumer patterns, including family-oriented benefits and seasonal demand linked to Ramadan, Umrah travel and hospitality near the Holy Mosques. It also plans to expand its benefits portfolio into emerging tourism destinations such as NEOM and The Red Sea, aligning its Saudi growth strategy with the Kingdom’s broader push into tourism, entertainment and digital services under Vision 2030.
Compliance is likely to be a central test for the platform as financial institutions and telecom operators weigh third-party benefit ecosystems. Thriwe says the app is compliant with Saudi regulatory and statutory requirements, including data localisation and PCI DSS standards, a key consideration for banks, payment companies and enterprises handling sensitive customer information.
The company’s global partner network spans more than 130 countries, allowing Saudi businesses to offer customers access to domestic and international brands through one interface. Its ecosystem includes travel, retail, healthcare, entertainment and lifestyle partners, with benefits extending to well-known consumer names such as Amazon, Uber, Careem, Spotify and Nahdi Medical Company.
Saudi Arabia’s rewards and loyalty sector has become more competitive as banks, retailers, airlines, telecom operators and digital platforms seek stronger retention tools. The country’s loyalty market is estimated at more than $800 million in 2026 and is projected to cross $1.2 billion by 2030, supported by digital payments growth, higher consumer spending, stronger tourism flows and the expansion of app-based commerce.
The broader incentive and gift card market is also expanding, with spending expected to grow from about $11.5 billion in 2026 to more than $18 billion by 2031. This creates room for platforms that can combine corporate rewards, customer benefits, lifestyle offers and digital redemption into a single proposition.
Thriwe entered Saudi Arabia through a joint venture with Masarrah Investment Company, part of the Al Mutlaq Group, giving it local market access and a base for merchant partnerships. The company had earlier outlined ambitions to build Saudi Arabia into a major revenue market as it expanded across the Middle East.
The launch marks a deeper push by the B2B2C benefits company into one of the region’s fastest-expanding customer engagement markets, where loyalty programmes are moving beyond points and cashback towards instant, experience-led rewards. The app is designed to help companies improve their customer value proposition without building complex rewards infrastructure or relying on long redemption cycles that often weaken customer interest.
The platform allows businesses to provide curated benefits across more than 30 Saudi cities, covering categories such as travel upgrades, restaurant offers, sports and fitness access, spa and wellness services, retail privileges, airport-related benefits and entertainment experiences. Thriwe is positioning the product as a ready-to-deploy ecosystem that can be embedded into partner brands’ customer journeys with limited technology integration.
Dhruv Verma, founder and chief executive of Thriwe, said Saudi Arabia represents a “dynamic and rapidly evolving market” for customer engagement solutions. He said the company aims to help businesses across the Kingdom deliver meaningful experiences that strengthen long-term loyalty and deepen customer relationships.
The app departs from conventional loyalty models that ask users to accumulate points over time before unlocking value. Instead, it gives businesses the ability to provide immediate benefits, a model increasingly favoured by younger consumers and premium customer segments that expect personalisation, convenience and visible value from financial and lifestyle brands.
Thriwe’s Saudi model is built around three core customer groups: aspirational professionals aged 25 to 40, affluent families, and premium clients. For younger professionals, the platform focuses on travel privileges, dining offers and lifestyle upgrades. For families, it offers hospitality, leisure and merchant-led experiences that allow businesses to engage the wider household rather than only the account holder. For premium customers, the platform includes white-labelled and concierge-led engagement layers intended to support more personalised brand relationships.
The company says its Saudi app has been developed around local consumer patterns, including family-oriented benefits and seasonal demand linked to Ramadan, Umrah travel and hospitality near the Holy Mosques. It also plans to expand its benefits portfolio into emerging tourism destinations such as NEOM and The Red Sea, aligning its Saudi growth strategy with the Kingdom’s broader push into tourism, entertainment and digital services under Vision 2030.
Compliance is likely to be a central test for the platform as financial institutions and telecom operators weigh third-party benefit ecosystems. Thriwe says the app is compliant with Saudi regulatory and statutory requirements, including data localisation and PCI DSS standards, a key consideration for banks, payment companies and enterprises handling sensitive customer information.
The company’s global partner network spans more than 130 countries, allowing Saudi businesses to offer customers access to domestic and international brands through one interface. Its ecosystem includes travel, retail, healthcare, entertainment and lifestyle partners, with benefits extending to well-known consumer names such as Amazon, Uber, Careem, Spotify and Nahdi Medical Company.
Saudi Arabia’s rewards and loyalty sector has become more competitive as banks, retailers, airlines, telecom operators and digital platforms seek stronger retention tools. The country’s loyalty market is estimated at more than $800 million in 2026 and is projected to cross $1.2 billion by 2030, supported by digital payments growth, higher consumer spending, stronger tourism flows and the expansion of app-based commerce.
The broader incentive and gift card market is also expanding, with spending expected to grow from about $11.5 billion in 2026 to more than $18 billion by 2031. This creates room for platforms that can combine corporate rewards, customer benefits, lifestyle offers and digital redemption into a single proposition.
Thriwe entered Saudi Arabia through a joint venture with Masarrah Investment Company, part of the Al Mutlaq Group, giving it local market access and a base for merchant partnerships. The company had earlier outlined ambitions to build Saudi Arabia into a major revenue market as it expanded across the Middle East.
Topics
Saudi Arabia