Thriwe
Thriwe is a Gurugram-based loyalty and consumer benefits marketplace providing banks, airlines, retailers, and enterprises with end-to-end loyalty program infrastructure, an AI-powered concierge (AINA), and access to 400K+ merchants across 120+ countries.
- Company typePrivate
- Founded2014
- HeadquartersDelhi, India
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Thriwe does
Thriwe is an India-headquartered consumer benefits marketplace and loyalty platform founded in 2014 (firmographic data also references 2011), operating across 120+ countries with regional offices in Dubai, Riyadh, and Singapore and a workforce of 251-500 employees. The company provides banks, financial institutions, airlines, hospitality groups, and large retailers with end-to-end loyalty program infrastructure, including point-based, tiered, coalition, and experiential reward mechanics, supported by a network of 400K+ merchants processing 3M+ transactions for 1M+ end consumers. Named enterprise clients include Axis Bank (Edge Rewards), HDFC Bank (Diners Club Rewards), IndiGo (6E Rewards), Marriott International (Bonvoy in India), Samsung (Smart Club), and Myntra (Insider, 6.8M members contributing 40% of sales).
The platform combines a core loyalty and benefits management engine with AINA, a 2025-launched AI-powered concierge that handles benefit discovery, redemption, and proactive management across 200K+ benefits in multiple languages, with company-disclosed claims of a 50% reduction in human support costs. Thriwe distributes primarily through enterprise field sales to banks and corporates, supplemented by strategic regional partnerships (Al Mutlaq in Saudi Arabia targeting $100M revenue over three years; HSBC Golf League across UAE, KSA, India), a consumer mobile app on iOS and Android, and inorganic growth via acquisitions including Alliances Galore (Rs 75 crore share-swap, 2022) and UCare (all-cash, 2023, sixth acquisition in six years) for prepaid card and wellness expansion.
Revenue mechanics span enterprise subscription licensing for the loyalty platform and transaction-based fees on benefit redemptions (travel, lifestyle, sports, dining, healthcare, digital), with deal sizes categorized at $10K-$50K, $50K-$250K, and $250K+ tiers. The company is privately held, backed by YourNest Venture Capital (including its Rs 400 crore Continuum Fund I in 2026), iSON Innovation, and strategic investor Al Mutlaq, with founder Dhruv Verma serving as CEO.
Thriwe firmographics
Firmographics- Name
- Thriwe
- Legal name
- Thriwe
- Website
- https://thriwe.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Thriwe is a Gurugram-based loyalty and consumer benefits marketplace providing banks, airlines, retailers, and enterprises with end-to-end loyalty program infrastructure, an AI-powered concierge (AINA), and access to 400K+ merchants across 120+ countries.
- Ownership category
- akta.pro rank
Thriwe industry classification
Industry- Product category
- Customer Loyalty and Benefits Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Financial Transactions Processing, Reserve, and Clearinghouse Activities (52232)
- SIC
- Services-Computer Integrated Systems Design (7373), Finance Services (6199)
- akta.pro primary industry
- UHNW Concierge & Lifestyle Services (FSAAABAL)
Keywords
Where Thriwe is headquartered
LocationHeadquarters
- HQ city
- Delhi
- HQ country
- India
- HQ region
- Asia
Offices4 records
Markets served
Thriwe business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Enterprise Loyalty Platform Licensing: Thriwe provides B2B loyalty program solutions to banks, financial institutions, and corporate clients. The platform enables these organizations to offer loyalty rewards, lifestyle benefits, and engagement solutions to their customers.
- Transaction-based Benefits: Thriwe earns transaction fees for facilitating benefit redemptions including travel (airport transfers, concierge), lifestyle (clubs, spas), sports (golf, padel), valet parking, dining, digital, and healthcare services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier - Custom pricing based on company size and needs |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Thriwe product offering
Product offeringCore offering
Thriwe sells an enterprise loyalty and benefits management platform to banks, financial institutions, airlines, hospitality chains, and retail brands, enabling them to design and operate customer loyalty and rewards programs. Its AI-powered concierge (AINA) provides automated discovery, redemption, and management of 200K+ lifestyle, travel, dining, sports, and healthcare benefits for end users, accessed via mobile apps and integrated digital touchpoints.
Product overview
Thriwe operates as a consumer benefits marketplace offering a comprehensive loyalty and rewards ecosystem. The core platform delivers seamless rewards, lifestyle benefits, and engagement solutions, supported by the AI-powered AINA concierge feature for intelligent benefits discovery and management. The platform serves enterprise clients across banking, financial services, and retail sectors with solutions spanning point-based programs, tiered loyalty structures, experiential rewards, and coalition loyalty management.
Differentiator
Problem solved
Functional benefit
Brands
- Aina: AI-powered benefits concierge platform that helps customers discover, redeem, and manage their card benefits effortlessly. Offers human-like intelligence for banking excellence and personalized experiences.
Products and services
- Thriwe Loyalty and Benefits Platform Enterprise SaaS platform that enables banks, financial institutions, airlines, hospitality, and retail brands to design, launch, and manage loyalty programs including point-based, tiered, coalition, experiential, and membership structures. It provides a unified benefits marketplace infrastructure across 120+ countries with 400K+ merchant partners and 3M+ processed transactions, serving enterprise clients such as Axis Bank, HDFC Bank, Marriott, Samsung, and Myntra.
- AINA - AI Concierge Platform AI-powered benefits concierge platform that helps customers discover, redeem, and manage card benefits through natural-language chat. It handles 200K+ benefits across golf, airport transfers, dining, lifestyle, and sports categories, supports multi-lingual and multi-regional interactions, and offers 24x7 automated orchestration with claimed 50% reduction in human support costs.
Quantifiable outcome
- 50% reduction in human support costs through AI concierge
- +2 more outcomes
Companies that use Thriwe
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Thriwe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature1 record
Thriwe partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Al MutlaqcoreStrategic partnership for Saudi Arabia expansion with Al Mutlaq investing undisclosed amount to support market launch and operations. The partnership aims to generate USD 100 million in revenue over three years and enhance Thriwe's loyalty platform in the region.
- UCarecoreAcquisition of health and financial wellness platform UCare for undisclosed amount in all-cash deal, marking Thriwe's sixth acquisition in six years. The acquisition expands Thriwe into the growing prepaid card segment expected to reach $760 billion by 2028. UCare's team and founder join Thriwe's global expansion efforts.
- Alliances GaloreminorPlanned acquisition of Delhi-based Alliances Galore in share-swap deal valued at Rs 75 crore, pending NCLT approval by March 2022. Alliances Galore operates in over 20 countries with more than 100,000 merchant partners.
- HSBCcoreDynamic partnership with HSBC Golf League to provide golf benefits and sports-based loyalty rewards solutions in the UAE, KSA, and India regions.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Thriwe competitors and assessment
Company assessmentDirect peers
- Ten Lifestyle Group: Ten Lifestyle Group is a London-listed concierge and lifestyle services provider for financial institutions and premium customers. It directly parallels Thriwe's Aina concierge and bank-focused loyalty offering in target customer, use cases (travel, dining, lifestyle), and B2B2C distribution model.
- Antavo: Antavo is a loyalty cloud platform serving retail and lifestyle brands globally. It is comparable to Thriwe as an enterprise SaaS loyalty engine, though more retail-focused and without the deep UHNW concierge layer that Aina provides.
- Aimia Inc: Aimia is a loyalty analytics and program-management firm historically tied to the Air Miles coalition. It is comparable to Thriwe in operating enterprise loyalty platforms for financial and travel clients, including coalition-style reward programs.
- Kobie Marketing: Kobie Marketing is a long-standing loyalty management and technology provider for enterprise clients. It mirrors Thriwe's enterprise loyalty platform model, partnering with brands and financial institutions to design and run end-to-end rewards programs.
- Comarch Loyalty Solutions: Comarch offers a full loyalty management platform used by banks, telecoms, and retailers. It is comparable to Thriwe as a technology vendor running multi-vertical loyalty programs at global enterprises, though Comarch is a much larger IT services group.
- Eagle Eye Solutions: Eagle Eye provides a real-time personalization and loyalty platform for grocery, retail, and financial-services clients. It is comparable to Thriwe's API-led loyalty platform approach, particularly around digital offers and personalized benefit redemption.
- Brierley+Partners: Brierley+Partners is a US-based loyalty and CRM agency operating large-scale rewards programs for retailers and financial institutions. It is comparable to Thriwe as a long-tenured loyalty partner running enterprise programs end-to-end.
Broad incumbents
- Blackhawk Network: Blackhawk Network operates one of the world's largest prepaid gift and payment networks, including branded prepaid cards. It is comparable to Thriwe's UCare-anchored prepaid card business and merchant distribution, but at much greater scale across multiple geographies.
Regional players
- Yatra Online: Yatra is an India-focused online travel company with adjacent corporate and consumer travel benefits. It is comparable to Thriwe as an India-headquartered platform offering travel-related benefits and rewards to corporate clients and consumers, though Yatra is more travel-vertical.
- Pine Labs: Pine Labs is an India and South Asia merchant commerce and loyalty platform serving retailers and banks. It is comparable to Thriwe in targeting large retailers and financial institutions for point-of-sale and consumer engagement, particularly across India and Southeast Asia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Thriwe social profiles
Digital presenceThriwe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thriwe leadership team
Management profileNumber of profiles
Profiles6 records
Thriwe subsidiaries and ownership
Company hierarchySubsidiaries2 records
Thriwe funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thriwe M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thriwe
What does Thriwe do?
Thriwe sells an enterprise loyalty and benefits management platform to banks, financial institutions, airlines, hospitality chains, and retail brands, enabling them to design and operate customer loyalty and rewards programs. Its AI-powered concierge (AINA) provides automated discovery, redemption, and management of 200K+ lifestyle, travel, dining, sports, and healthcare benefits for end users, accessed via mobile apps and integrated digital touchpoints.
Is Thriwe a public or private company?
Thriwe is a private company. It is classified as venture growth investor backed and is currently operating.
When was Thriwe founded?
Thriwe was founded in 2014. It employs 251 to 500 people.
Where is Thriwe based?
Thriwe is headquartered in Delhi, India, in the Asia region.
How does Thriwe make money?
Two revenue lines are on record. Enterprise Loyalty Platform Licensing is the primary driver. The others are transaction-based Benefits.
Who are Thriwe's main competitors?
Direct peers on record are Ten Lifestyle Group, Antavo, Aimia Inc, Kobie Marketing, Comarch Loyalty Solutions, Eagle Eye Solutions and Brierley+Partners. Blackhawk Network is listed as a broad incumbent. Regional players are Yatra Online and Pine Labs.
Does Thriwe have an API?
No public API is recorded for Thriwe.
What industry is Thriwe in?
Thriwe's product category is Customer Loyalty and Benefits Management Software. Its primary akta.pro industry code is FSAAABAL, UHNW Concierge & Lifestyle Services. Its NAICS code is 518 and its SIC code is 7373.