What B Infinite does

B Infinite is a multi-merchant customer loyalty program operated by BLoyalty Sdn Bhd, a wholly-owned subsidiary of Malaysian conglomerate Berjaya Corporation Berhad. Originally launched as BCard in December 2010 and rebranded in July 2016, the program serves individual consumers aged 18+ in Malaysia and Singapore through a free membership model, allowing members to earn a proprietary currency called BPoints (100 BPoints = RM1.00) across 130+ merchant partners and 4,000+ participating stores spanning F&B, fuel, retail, travel, health and beauty, leisure, insurance, and home services.

The platform is built on a mobile-first architecture supporting iOS, Android, and Huawei HarmonyOS devices, with core components including the B Infinite Mobile App, virtual and physical BCard issuance, a QR-based BI Pay e-wallet, ShopOnline! e-commerce aggregation portal, e-voucher redemption, and GPS-enabled partner discovery. Cross-border and cross-program interoperability is enabled through two-way points conversion partnerships with AirAsia MOVE (3,000 BPoints = 1,000 AirAsia Points) and Malaysia Airlines Enrich (2,000 BPoints = 300 Enrich Points), alongside integration with CaltexGo for fuel purchases. Points expire on a 36-month FIFO basis, with a 50,000 BPoint monthly redemption cap implemented in May 2024.

B Infinite generates revenue from merchant-side transaction commissions, points conversion fees, e-voucher sales, and data/marketing services, while consumer membership remains free with no joining or annual fees. The company operates a product-led, direct-to-consumer go-to-market motion with merchant acquisition via a website enquiry form and co-branded card distribution through partner outlets. As a subsidiary of Berjaya Corporation, B Infinite benefits from cross-promotion across the conglomerate's portfolio of McDonald's franchises, Berjaya Hotels & Resorts, lottery services, and other consumer businesses, while remaining a distinct operating brand.

Name

B Infinite

Legal name

BLoyalty Sdn Bhd

Website

https://binfinite.com.my

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

B Infinite is a multi-merchant loyalty platform operated by BLoyalty Sdn Bhd (a Berjaya Corporation subsidiary) that enables consumers in Malaysia and Singapore to earn a unified BPoints currency across 130+ merchant partners and 4,000+ stores, redeemable as cash or convertible to AirAsia and Malaysia Airlines miles.

Ownership category

akta.pro rank

Product category

Customer Loyalty Program

akta.pro primary industry

Merchant / Closed-Loop Wallets (Retail & Marketplace) (FSAMAEAF)

Keywords

• Customer loyalty program
• Multi-merchant rewards
• Loyalty points currency
• Mobile loyalty platform
• Merchant network rewards

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Transaction Commission from Merchants: B Infinite charges merchant partners a fee for each transaction where BPoints are earned or redeemed. The company earns a commission based on transaction value processed through the platform. This is the primary revenue stream, derived from the network of 130+ merchant partners across 4,000+ stores.
2. Points Conversion Fees: Revenue generated from points conversion partnerships with AirAsia and Malaysia Airlines Enrich. Members convert BPoints to partner currency (AirAsia Points or Enrich Points) at fixed conversion rates.
3. E-voucher Sales: B Infinite generates revenue through the sale of e-vouchers on its ShopOnline! platform and mobile app. Members purchase vouchers using BPoints or cash.
4. Data and Marketing Services: B Infinite collects and processes member data to enable targeted marketing for merchants and partners. The platform facilitates direct marketing communications to members on behalf of merchant partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

B Infinite operates a multi-merchant customer loyalty program in which members earn BPoints (a proprietary loyalty currency, where 100 BPoints = RM1) on purchases across 130+ merchant partners and 4,000+ stores in Malaysia and Singapore, and redeem those points as cash or for e-vouchers at partner outlets, through a mobile app, a ShopOnline! e-commerce portal, and a BI Pay e-wallet. Members also convert BPoints to AirAsia Points and Malaysia Airlines Enrich Points for travel redemptions.

Product overview

B Infinite is a Malaysia-based customer loyalty program operated by BLoyalty Sdn Bhd (a wholly-owned subsidiary of Berjaya Corporation Berhad), featuring a multi-product ecosystem. The core offering is the BCard/B Infinite Card system with BPoints as the loyalty currency, complemented by a mobile app for iOS/Android, a web portal, ShopOnline! e-commerce portal, and BI Pay e-wallet. Members earn BPoints across 130+ merchant partners at 4,000+ stores and can redeem them as cash for purchases, convert to partner currencies (AirAsia Points, Malaysia Airlines Enrich Points), or use for e-vouchers. The program was originally launched as BCard in 2010, rebranded to B Infinite in July 2016, and expanded with digital capabilities including the mobile app, ShopOnline!, and BI Pay.

Differentiator

Problem solved

Functional benefit

Products and services

• BCard / B Infinite Card Primary membership card for the B Infinite loyalty program, available in physical and virtual formats. The physical card identifies members and tracks BPoints earning and redemption; the virtual card is delivered via the B Infinite Mobile App for instant activation.
• B Infinite Mobile App Mobile application for iOS and Android (and HarmonyOS via Huawei AppGallery) that serves as the central touchpoint for B Infinite members. Enables earning BPoints at physical outlets, online shopping via ShopOnline!, surveys, polls, check-ins, and receipt uploads, plus in-app e-voucher redemption.
• ShopOnline! Web-based shopping portal that awards BPoints for purchases made through partner brands and e-commerce sites such as Shopee, Lazada, Sephora, Watsons, Klook, and Malaysia Airlines. Access must be via the ShopOnline! portal to track purchases and award BPoints.
• BI Pay Built-in digital wallet within the B Infinite mobile app that enables cashless payments at participating merchant outlets using BPoints, supporting QR code display for redemption transactions.
• E-Vouchers Digital vouchers purchased or redeemed using BPoints through the B Infinite Mobile App or website, stored in a 'voucher backpack' within the app and activated at partner outlets or partner websites during checkout.

Quantifiable outcome

• BPoints expire 36 months from issuance on FIFO basis, ensuring continuous engagement and preventing liability accumulation
• +2 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

13 partnerships are on record, tiered major, core and minor.

• Biglife Sdn Bhd (AirAsia)majorStrategic or Co-development Partner · 20 January 2025Two-way points conversion partnership enabling B Infinite members to convert 3,000 BPoints to 1,000 AirAsia Points and vice versa. Conversions must be in blocks of 3,000 points. Monthly redemption limit of 50,000 BPoints applies. Partnership began 20 January 2025 with indefinite duration.
• Berjaya Corporation BerhadcoreOthers · 15 December 2010Berjaya Corporation Berhad is the ultimate parent company of B Infinite through its subsidiary BLoyalty Sdn Bhd. Berjaya's diverse business portfolio includes McDonald's franchises, lottery services, hotels, and retail operations. Founder Tan Sri Dato Seri Vincent Tan established the company vision of bringing possibilities to Malaysia since 1980.
• BLoyalty Sdn Bhd (Parent Company)coreOthers · 1 January 1986BLoyalty Sdn Bhd (Company No. 198601005410 (154570-W)) is the operating company that owns and manages the B Infinite loyalty program. It is a wholly-owned subsidiary of Berjaya Corporation Berhad. The company operates from Level 16, Menara Cosway, Kuala Lumpur.
• Malaysia Airlines Berhad (Enrich)majorStrategic or Co-development PartnerPoints conversion partnership with Malaysia Airlines' frequent flyer program. B Infinite members can convert 2,000 BPoints to 300 Enrich Points. Valid for flight redemptions to 1,000+ destinations, hotel stays, and lifestyle privileges.
• Caltex (Chevron subsidiary)majorChannel Partner/ Reseller/ DistributorFuel partner with Caltex Journey Card co-branding. Members earn BPoints on petrol purchases at all Caltex stations in Malaysia. Caltex with Techron fuel technology. Free Caltex Journey Card available at stations. Redemption for petrol or convenience store items.
• Starbucks MalaysiamajorChannel Partner/ Reseller/ DistributorF&B partner where members earn BPoints on all food and beverage purchases. Joint loyalty card integration allows earning on both Starbucks loyalty and BCard simultaneously.
• Berjaya Hotels & ResortsmajorChannel Partner/ Reseller/ DistributorBerjaya Group hotel properties including Berjaya Langkawi Resort, Berjaya Penang Hotel, Berjaya Times Square Hotel KL, and others. Members earn and redeem BPoints on hotel stays, dining, and amenities.
• GrabMaidminorChannel Partner/ Reseller/ DistributorHome cleaning services platform. Members earn 1 BPoint per RM1 spent on cleaning services booked through grabmaid.my. Service coverage includes 186 areas in Klang Valley.
• Kenny Rogers ROASTERSminorChannel Partner/ Reseller/ DistributorChicken restaurant chain where members earn BPoints on food purchases. Redemption rate: 100 BPoints = RM1.00.
• Krispy Kreme MalaysiaminorChannel Partner/ Reseller/ DistributorDoughnut chain. Members earn 1 BPoint per RM1 spent on doughnuts and beverages. Redemption available at outlets.
• Mazda MalaysiaminorChannel Partner/ Reseller/ DistributorAutomotive partner where members earn BPoints on servicing and spare parts purchases at participating Bermaz service centers across Malaysia.
• GoInsuranminorChannel Partner/ Reseller/ DistributorCar insurance platform backed by Tan Chong Group. Members earn BPoints using promo code GOBINFINITE at checkout. Redemption available for RM10, RM30, RM50, or RM100 vouchers.
• E-commerce Partners (ShopOnline!)majorChannel Partner/ Reseller/ DistributorExtended network of online shopping partners accessible through ShopOnline! portal including Shopee, Lazada, Malaysia Airlines, Klook, Sephora, Watsons, and 80+ other brands. Members earn BPoints on purchases made via the B Infinite shopping portal.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Touch 'n Go eWallet: Touch 'n Go eWallet is Malaysia's leading closed-loop digital payments wallet with embedded rewards/cashback across a large merchant network. Competes with B Infinite's BI Pay for the same consumer payment-and-redemption occasions.
• GrabPay (GrabRewards): GrabPay + GrabRewards is a SEA super-app wallet and loyalty program with broad merchant coverage in Malaysia. Overlaps with B Infinite on closed-loop wallet payments, point earning, and merchant-funded rewards.
• Boost eWallet: Boost is a Malaysian digital payments wallet offering cashback, deals and loyalty across F&B, retail and lifestyle partners. Competes directly with BI Pay in the same closed-loop payments and merchant-rewards category.

Broad incumbents

• Enrich (Malaysia Airlines): Enrich is Malaysia Airlines' airline loyalty program, also a B Infinite conversion partner. Comparable as a major Malaysian loyalty currency with cross-merchant redemption and a long operating history.
• AirAsia BIG Loyalty: AirAsia BIG is a travel-anchored loyalty program with cross-merchant redemption across lifestyle partners. B Infinite has an active two-way points conversion partnership with BIG, putting the two programs in cooperative-competition as alternative points currencies.

Direct peers

• BonusLink: BonusLink is Malaysia's largest multi-merchant loyalty program, allowing members to earn and redeem points across a wide network of retail, F&B, fuel and travel partners. Closely mirrors B Infinite's horizontal loyalty-currency model and target consumer segment.
• Petronas Mesra Card: Petronas Mesra is Malaysia's longest-running fuel-anchored multi-merchant loyalty program, with points redeemable at partner retailers nationwide. Comparable to B Infinite as a horizontal, fuel-rooted multi-merchant loyalty currency competing for the same consumer wallet share.
• Treats by CIMB: Treats is a multi-bank multi-merchant loyalty program (CIMB, RHB, Public Bank, Bank Muamalat, Hong Leong) that lets consumers earn and redeem points across F&B, retail and travel partners. Directly comparable to B Infinite's earn-and-redeem-across-merchants model in Malaysia.

Regional players

• Shopee Coins (Shopee Pay): Shopee Coins is the embedded loyalty currency of Shopee's regional e-commerce super-app, redeemable across its SEA-wide merchant ecosystem. Comparable as a multi-merchant digital loyalty currency, though anchored in e-commerce rather than physical retail.
• Payback: Payback is one of the largest multi-merchant coalition loyalty programs (originating in Germany and scaled across India and other markets). Useful international analogue for B Infinite's horizontal multi-merchant currency model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights8 records

Customer concentration

• Xx.com/BInfiniteReward

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments1 record

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

Frequently asked questions about B Infinite