Global B2B2C platform Thriwe has officially launched its all-in-one lifestyle benefits application for businesses in Saudi Arabia, introducing an experience-led model designed to move beyond traditional points-based loyalty programs. The platform enables banks, enterprises, and card networks to enhance their customer value proposition by offering a curated selection of wellness and lifestyle perks through a single, integrated system.
Quick Facts
- New benefits app launched for businesses in Saudi Arabia.
- Offers curated experiences across more than 30 Saudi cities.
- Moves away from traditional points-based loyalty systems.
- Operates in KSA via a joint venture with Al Mutlaq Group.
A New Model for Customer Engagement
Unlike legacy loyalty models that require customers to accumulate points over time, Thriwe’s platform provides immediate access to rewards. Businesses can offer their customers curated travel, lifestyle, dining, sports, and fitness privileges. The company emphasizes a Do-It-Yourself (DIY) ecosystem that allows businesses to embed this experience-based reward system through the app without requiring deep technology integration or complex data sharing.
“Saudi Arabia represents a dynamic and rapidly evolving market for customer engagement solutions,” said Dhruv Verma, CEO & Founder at Thriwe. “With the launch of the Thriwe App, we aim to help businesses across the Kingdom deliver meaningful experiences to their customers as rewards to strengthen long-term engagement and loyalty.”
Tailored for the Saudi Market
The Thriwe app has been specifically designed to align with the cultural rhythms of the Saudi market. It incorporates family-centric benefits and seasonal offerings, including Ramadan-specific privileges such as Umrah support and access to hotels in the Haram area.
The platform targets three key customer segments: young aspirational professionals (ages 25-40), affluent families, and premium clients. For high-net-worth customers, Thriwe offers white-labelled, concierge-led services to add a more personalized dimension to the brand-customer relationship. Its partner network includes global names like Amazon, Uber, Careem, and Spotify, alongside regional players like Landmark Group and Nahdi Medical Company.
Aligning with Vision 2030
Thriwe has aligned its expansion strategy with Saudi Vision 2030, which is fueling rapid growth in the Kingdom’s lifestyle, tourism, and digital services sectors. As part of its long-term roadmap, the company plans to extend its benefits portfolio into emerging giga-projects such as NEOM and The Red Sea Project, connecting its business goals directly with the nation’s economic ambitions.
About Thriwe
Thriwe is a global B2B2C lifestyle benefits platform that helps businesses enhance customer engagement through curated experiences across travel, dining, wellness, retail, and entertainment. In Saudi Arabia, Thriwe operates through a joint venture with Masarrah Investment Company, part of the Al Mutlaq Group, to strengthen local partnerships and merchant coverage across the Kingdom.
Source: Zawya
