Scene+

What Scene+ does

Scene+ is a Canadian coalition loyalty rewards program operated by Scene Limited Partnership, a joint venture jointly owned by three large Canadian enterprises: Scotiabank (through Scotia Loyalty Ltd.), Cineplex Entertainment (through Galaxy Entertainment Inc.), and Empire Company Limited (parent of Sobeys). The program was formed in July 2021 by merging Cineplex's legacy SCENE program (originally launched in 2007) with Scotiabank's Scotia Rewards; Empire joined as a co-owner in 2022. Scene+ serves over 15 million members across Canada, enabling them to earn and redeem a unified points currency across grocery (Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Lawtons Drugs), entertainment (160+ Cineplex theatres, The Rec Room, Playdium), dining (700+ restaurants including Harvey's, Swiss Chalet, Montana's), travel (Scene+ Travel powered by Expedia), fuel (1,400+ Shell stations post-May 2026), home improvement (Home Hardware), and online retail (600+ Rakuten merchants) — coverage spanning all 10 Canadian provinces.

The underlying platform is a multi-partner loyalty technology stack with point-earning and redemption mechanics, a mobile application on iOS and Android, digital card storage in Apple Pay and Google Pay, card-linked offer capabilities (including Shell Go+ integration), and co-branded financial products including six Scotiabank credit cards and the Tangerine Rewards World Elite Mastercard. Members can redeem points for statement credits on eligible Scotiabank and Tangerine cards, movie tickets, groceries, fuel, travel bookings, and gift cards from 60+ brands. The technology differentiator emphasized is integration interoperability across partner point-of-sale systems and banking channels.

Scene+ generates revenue through interchange and transaction fees on point redemptions and partner network payments, partner sponsorship and promotional fees from brands paying for placements and co-marketing campaigns (Scotiabank, Empire, Cineplex, Shell, Tangerine, Home Hardware, Recipe Unlimited), and data and analytics services derived from cross-category member transaction data. Membership is free (freemium model), with monetization concentrated in co-marketing with financial institution partners whose cardholders earn accelerated points — the highest tier being Scotiabank Gold American Express (up to 6 points per $1 at Sobeys) at a $120 annual fee. The program's geographic footprint is restricted to Canada; international markets including the United States are explicitly excluded.

Name

Scene+

Legal name

Scene Limited Partnership

Website

https://sceneplus.ca

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Scene+ is a Canadian coalition loyalty rewards program jointly owned by Scotiabank, Cineplex, and Empire Company Limited, serving 15+ million members with unified points earning and redemption across grocery, entertainment, dining, travel, fuel, and banking.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Interchange and Transaction Fees: Scene LP earns revenue through transaction fees associated with point redemptions and payments processed through the loyalty network across banking, retail, and entertainment partners
2. Partner Sponsorships and Promotional Fees: Revenue generated from partner brands (Scotiabank, Empire/Sobeys, Cineplex, Shell, Tangerine, Home Hardware, restaurants) paying for promotional placements, bonus point offers, and co-marketing campaigns within the Scene+ ecosystem
3. Data and Analytics Services: Scene LP collects transaction and preference data from member activities across partner network, enabling targeted offers and insights for brand partners while maintaining privacy compliance

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Scene+ is a Canadian coalition loyalty program operated by Scene Limited Partnership that enables members to earn and redeem Scene+ points across multiple partner categories including groceries (Sobeys, Safeway, IGA, FreshCo), entertainment (Cineplex, The Rec Room, Playdium), dining (Harvey's, Swiss Chalet, Montana's), travel (Scene+ Travel powered by Expedia), fuel (Shell), home improvement (Home Hardware), and online retail (Scene+ Rakuten). The program is co-owned by Scotiabank, Empire Company (Sobeys), and Cineplex, and serves over 15 million members across Canada with redemption opportunities spanning 1,400+ Shell stations, 160+ Cineplex theatres, 700+ restaurants, and grocery banners in all 10 provinces.

Product overview

Scene+ is a Canadian coalition loyalty rewards program operated by Scene Limited Partnership (a joint venture between Scotiabank, Empire Company Limited, and Cineplex). The core platform enables over 15 million members to earn and redeem Scene+ points across multiple reward categories including groceries, movies, dining, travel, fuel, retail, banking, pharmacy, and home improvement. The product portfolio consists of the Scene+ Core Loyalty Program as the central platform, supplemented by the Scene+ Mobile App for account management, Scene+ Travel powered by Expedia for travel bookings, Scene+ Rakuten for online shopping rewards, and Scene+ Gift Cards for redemption flexibility. Financial integration products include multiple co-branded credit cards (Scotiabank Passport Visa Infinite+, Scotiabank Scene+ Visa, Scotiabank Gold American Express, Scotiabank Platinum American Express, Scotiabank Passport Visa Infinite Privilege, and Tangerine Rewards World Elite Mastercard) and the Scene+ ScotiaCard debit program, all earning accelerated points when linked to the Scene+ account.

Differentiator

Problem solved

Functional benefit

Products and services

• Scene+ Core Loyalty Program

Quantifiable outcome

• 10 cents per litre in value at Shell stations with linked Scotiabank or Tangerine cards
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Tangerine BankflagshipStrategic or Co-development Partner · 25 February 2026Tangerine launched its first premium points-based rewards credit card in partnership with Scene+, expanding beyond cashback into points-based rewards. The Tangerine Rewards World Elite Mastercard integrates with Scene+ network, with rollout beginning in Alberta March 3, 2026 and nationwide May 26, 2026.
• Shell CanadaflagshipStrategic or Co-development Partner · 26 January 2026Shell Canada joined Scene+ as a fuel partner, enabling members to earn 1 point per litre of fuel plus redeem 1,000 points for $10 at over 1,400 Shell locations. Shell Go+ integration enables up to 10% bonus points and 10 cents per litre in value with linked Scotiabank/Tangerine cards. Launched in Alberta March 3, 2026 and nationwide May 26, 2026.
• Home HardwarecoreStrategic or Co-development Partner · 14 October 2025Home Hardware is a home improvement partner where members earn 50 points per $50 spent in-store and online, redeemable at 1,000 points for $10 off purchases.
• Expedia GroupcoreTechnology or Integration · 29 May 2025Scene+ Travel powered by Expedia enables members to book flights, hotels, car rentals, and activities while earning 3 points per $1 on hotels, car rentals, and things to do, with redemption at 100 points per $1. Launched travel packages in May 2025.
• Recipe Unlimited CorporationcoreStrategic or Co-development Partner · 14 May 2025Scene+ and Recipe Unlimited Corporation extended their partnership, enabling members to earn 1 point per $3 spent at over 700 restaurant locations including Harvey's, Swiss Chalet, East Side Mario's, Montana's, and Kelseys.
• RakutenminorGTM or Marketing Partner · 1 July 2023Scene+ Rakuten integration enables members to shop at over 600 online retailers and earn up to 20% cash back in Scene+ points through exclusive member offers. Cash back deposits automatically quarterly.
• Empire Company LimitedcoreStrategic or Co-development Partner · 1 July 2021Empire Company (parent of Sobeys Inc.) joined Scene+ as an owner, enabling members to earn and redeem points at Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Lawtons Drugs, and Voilà e-commerce across all 10 Canadian provinces.
• Cineplex EntertainmentcoreStrategic or Co-development Partner · 1 July 2021Cineplex co-owns Scene+ through subsidiary Galaxy Entertainment Inc. Members earn 3-6 points per $1 on movie tickets and concessions at 160+ Cineplex theatres, The Rec Room, and Playdium locations. The original SCENE loyalty program merged with Scotia Rewards to form Scene+.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Nexus: Canadian travel loyalty program pooling airline, hotel, and travel-agency partners; partially comparable as a Canadian coalition-style program in the travel vertical where Scene+ is expanding via Expedia.
• Drop Rewards: Canada-founded mobile loyalty app offering card-linked cash-back at retailers and integration with Scene+ for points conversion; comparable as a Canadian digital loyalty player that has actually partnered with Scene+, reflecting the broader ecosystem.

Broad incumbents

• BMO Rewards: Bank of Montreal's flexible points program redeemable for travel, merchandise, and statement credits; comparable as a Canadian bank loyalty program competing for the same mid-market cardholder wallet Scene+ targets through Scotiabank and Tangerine.
• TD Rewards: TD Bank's loyalty program linked to Aeroplan and TD-branded rewards cards; comparable as a major Canadian bank loyalty offering competing for card-linked consumer engagement alongside Scene+'s co-branded Scotiabank/Tangerine cards.
• CIBC Aventura: CIBC's travel-and-lifestyle points program with airline transfer partners and flexible redemptions; comparable as a Canadian bank loyalty program targeting similar everyday-spend and travel-redemption use cases.
• RBC Avion Rewards: Royal Bank of Canada's flagship loyalty currency linked to Avion cards and WestJet partnership; comparable as a bank-anchored Canadian loyalty program with cross-category redemption, though narrower on retail partners than Scene+.

Others

• PayBright / Affirm (Canada): Consumer finance/loyalty-adjacent ecosystem player operating at scale in Canada; included as an adjacent player in the Canadian consumer-engagement ecosystem rather than a direct loyalty competitor.

Direct peers

• Triangle Rewards: Canadian Tire's coalition loyalty program integrating CT, Sport Chek, Mark's, Party City, and gas (Petroleum) stations; comparable as a multi-vertical Canadian coalition program with retail, gas, and banking earn partners.
• PC Optimum: Loblaw Companies' coalition loyalty program offering points across grocery (Loblaws, No Frills, Shoppers Drug Mart), gas (Esso), and other partners; directly comparable as another large-scale Canadian coalition loyalty program competing for the same everyday-spend wallet.
• Aeroplan: Air Canada's loyalty currency, co-branded with TD, CIBC, and Amex in Canada; comparable as a major Canadian coalition loyalty program with banking, retail, and travel earn partners competing for the same cross-category consumer engagement.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Scene_Plus
• Facebookfacebook.com/ScenePlusRewards
• Instagraminstagram.com/sceneplusrewards

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Scene+