Share Rewards

What Share Rewards does

SHARE Rewards is a UAE-based consumer loyalty and rewards programme operated by Majid Al Futtaim Rewards LLC, a wholly-owned subsidiary of Majid Al Futtaim Holding. The programme operates as a unified points-based ecosystem across 17 Majid Al Futtaim shopping malls and 5,000+ associated stores and brands, including flagship assets such as Mall of the Emirates, the City Centre mall network, Carrefour grocery, VOX Cinemas, Ski Dubai, and lifestyle brands (THAT, CB2, Lululemon). Members access the programme primarily through a mobile app on iOS and Android, which integrates a digital wallet (SHAREPay) supporting Apple Pay, Samsung Pay, and Google Pay, plus Tabby buy-now-pay-later functionality. A three-tier membership structure (SHARE Classic, Plus, VIP) and family-group pooling of up to nine members provide engagement depth.

Underlying technology consists of a mobile-first loyalty platform with digital-wallet capabilities, receipt scanning, account linking for partner ecosystems (Etihad Guest, Smiles), and a co-branded credit card portfolio with First Abu Dhabi Bank (FAB SHARE Signature, Platinum, and Rewards tiers). Revenue is generated through credit-card partnership economics with FAB, merchant redemption fees when members spend points at participating retailers, premium-tier annual membership fees on the co-branded cards, partner and brand-marketing fees, and a points top-up feature where members can purchase SHARE points with real money. Distribution is primarily through the mobile app, MAF's physical mall footprint, FAB's banking channels, and digital-wallet integrations; the entity operates exclusively in the UAE with no disclosed geographic expansion.

Name

Share Rewards

Legal name

Majid Al Futtaim Rewards LLC

Website

https://sharerewards.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

SHARE Rewards is Majid Al Futtaim's UAE loyalty programme, serving 1M+ members across 17 malls and 5,000+ stores with a mobile app, digital wallet, and co-branded FAB credit cards.

Ownership category

akta.pro rank

Product category

Customer Loyalty Platform

NAICS

Credit Card Issuing (522210)

SIC

Finance Services (6199), Personal Credit Institutions (6141)

akta.pro primary industry

Rewards, Incentives & Gift Card Program Services (MPAAAIAG)

akta.pro secondary industries

Rewards & Loyalty Credit Cards (FSAKABAH), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC), Loyalty, Points Currency & Stored Value Payments (THALAHAK), BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG)

Keywords

• Customer loyalty program
• Mobile rewards platform
• Co-branded credit cards
• Digital wallet payments
• Points-based marketing

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Credit Card Partnership Revenue: Revenue generated through the FAB SHARE co-branded credit card partnership. SHARE earns points based on card spend, with interchange fees and partnership arrangements with First Abu Dhabi Bank.
2. Point Redemption Revenue: Revenue from merchants when customers redeem SHARE points at their stores. Merchants pay a fee for the loyalty service.
3. Membership Fees: Premium tiers may include subscription fees. FAB SHARE Credit Cards generate annual membership fees (AED 1,000-1,500 + VAT for premium tiers) that contribute to the program.
4. Partnership and Marketing Fees: Fees received from brand partners and merchants for inclusion in the SHARE program and promotional campaigns.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Share Rewards operates a mobile-first consumer loyalty program that lets UAE residents earn and redeem SHARE Points across 5,000+ stores in 17 Majid Al Futtaim malls, partner retailers, and entertainment venues. The platform combines a mobile app with the SHAREPay digital wallet (Apple Pay, Samsung Pay, Google Pay), tiered membership (Classic, Plus, VIP), receipt scanning, family point pooling, Tabby BNPL integration, and co-branded FAB SHARE Credit Cards. Members can also convert points to Etihad Guest Miles, Smiles points, and Booking.com hotel rewards.

Product overview

Share Rewards is a comprehensive loyalty and rewards ecosystem operated by Majid Al Futtaim Rewards LLC, encompassing a multi-tiered loyalty programme (SHARE Classic, SHARE Plus, SHARE VIP), a mobile application with integrated digital wallet (SHAREPay), and co-branded FAB SHARE Credit Cards. The programme connects members to 17 shopping malls across the UAE (including Mall of the Emirates and City Centre network), leisure and entertainment venues (VOX Cinemas, Ski Dubai, Magic Planet, iFly, Dreamscape, Little Explorers), grocery (Carrefour), lifestyle brands (THAT, CB2, Lululemon), and travel/hospitality partners (Booking.com, Etihad Guest, Carasti, Smiles). The portfolio also includes neobank-style payment features (SHAREPay with Tabby BNPL integration) and the FAB SHARE credit card portfolio for enhanced earning rates.

Differentiator

Problem solved

Functional benefit

Brands

• SHARE Classic: Introductory tier that rewards members on every purchase in all stores, brands and experiences in Majid Al Futtaim malls.
• SHARE Plus
• SHARE VIP
• SHAREPay

Products and services

• SHARE Rewards Programme Majid Al Futtaim's flagship loyalty and rewards programme enabling members to earn and redeem points across 5,000+ stores in 17 shopping malls, entertainment venues, grocery, and partner brands throughout the UAE. Designed for UAE residents and mall shoppers as a unified shopping companion.
• SHARE App Mobile application (iOS and Android) serving as the primary interface for the SHARE Rewards programme; enables members to earn and redeem points, scan receipts, manage family groups, access digital wallet, and link partner accounts.
• SHAREPay Digital wallet feature within the SHARE App that enables contactless payment, instant earning and redemption of SHARE points in one tap. Integrates with Apple Pay, Samsung Pay, Google Pay, and Tabby BNPL, and supports linking of debit, credit, and prepaid cards.
• FAB SHARE Credit Cards Co-branded credit card portfolio issued with First Abu Dhabi Bank comprising FAB SHARE Signature (AED 30,000+ minimum income, AED 1,500+VAT annual fee, up to 6.5% at Carrefour), FAB SHARE Platinum (AED 10,000+ minimum income, AED 1,000+VAT, up to 5% at Carrefour), and FAB SHARE Standard (AED 5,000+ minimum income, no annual fee, up to 3% at Carrefour). Cardholders are automatically enrolled in SHARE and earn accelerated points on MAF brand spending.

Quantifiable outcome

• 1 million+ members reached within first year of launch
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

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

• Smiles (by Etisalat)coreStrategic or Co-development Partner · 1 January 2023Points conversion partnership between two UAE loyalty programs. Members can convert Smiles points to SHARE (15 Smiles = 1 SHARE) and vice versa (1 SHARE = 6 Smiles). Extends redemption options across both ecosystems.
• First Abu Dhabi Bank (FAB)flagshipGTM or Marketing Partner · 1 January 2022Co-branded FAB SHARE Credit Cards partnership. Three card tiers (Signature, Platinum, Rewards) offer enhanced SHARE point earning rates. Cardholders are automatically enrolled in SHARE program. Includes 'Win back your trolley' monthly draw and VOX Cinemas 2-for-1 ticket offer.
• Etihad GuestcoreStrategic or Co-development Partner · 1 January 2020Points/miles conversion partnership. Members can convert Etihad Guest Miles to SHARE points (5 miles = 1 SHARE point) and SHARE points to Etihad Guest Miles (1 SHARE = 1.5 Etihad Guest Miles). Enables travel rewards integration.
• Booking.comcoreGTM or Marketing PartnerHotel booking partnership allowing SHARE members to earn 3% of hotel booking amount back in SHARE points for stays worldwide and in UAE. Members also receive 3% off all hotel bookings made through the SHARE app.
• CarasticoreGTM or Marketing PartnerCar leasing partnership offering SHARE members up to 15% cashback in points on first month car lease and up to 4% every subsequent month. Members link accounts to earn points on monthly car subscriptions.
• Costa CoffeeminorGTM or Marketing PartnerEarn 5% cashback in SHARE points on all food and beverages at Costa Coffee locations in Mall of the Emirates, City Centre Mirdif, and City Centre Deira. Members can also earn on Costa Coffee Club simultaneously.
• Sensasia SpaminorGTM or Marketing PartnerEarn 3% cashback in SHARE points on spa treatments at Sensasia spa in Kempinski Hotel Mall of the Emirates. Members can also redeem points for spa treatments.
• TabbycoreTechnology or IntegrationBuy Now Pay Later integration with SHAREPay. Allows members to split payments into four interest-free installments for purchases at participating MAF merchants.
• Apple Pay, Samsung Pay, Google PaycoreTechnology or IntegrationDigital wallet integrations enabling SHAREPay functionality. Members can add SHAREPay Card to these wallets for contactless payments and instant point earning/redeeming.
• Xsight Future Solutions LLCminorOthersService provider for purchasing SHARE Points through the Top-up feature. Users can buy SHARE Points with real money. Minimum and maximum top-up amounts are pre-defined.
• Urban CompanyminorGTM or Marketing PartnerHome services partnership allowing members to earn and redeem SHARE points on cleaning and other home services booked through Urban Company.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Namshi: UAE-based fashion e-commerce platform with its own loyalty/rewards program. Competes with SHARE for share-of-wallet in fashion and lifestyle categories among UAE consumers.
• Careem Rewards: UAE-based super-app offering ride-hailing, delivery, and payments with its own rewards/credit feature. Competes for everyday UAE consumer engagement and could expand into broader retail rewards.

Broad incumbents

• Emirates Skywards: Airline-operated loyalty program from Emirates with extensive retail, dining, and travel redemption partners across the UAE. Significantly larger membership base than SHARE and broader redemption footprint, but more airline-centric.
• Etihad Guest: Airline loyalty program from Etihad Airways with retail, dining, and shopping earn partners. Already a SHARE points-conversion partner, indicating overlapping UAE consumer rewards competition.

Others

• Tabby: UAE-headquartered BNPL provider integrated into SHARE's SHAREPay. Not a direct loyalty competitor, but a payments adjacent that increasingly bundles consumer rewards and could compete for wallet attention.
• Loyalty Programs (LPG) / LoyaltyOne: UAE-based loyalty program operator and consultancy that designs and manages coalition and retailer loyalty programs. Comparable as a loyalty infrastructure peer rather than direct program competitor.

Direct peers

• Noon VIP: Major UAE-headquartered e-commerce platform with its own VIP loyalty program offering points and accelerated delivery. Competes with SHARE for share-of-wallet across online retail spending.
• Smiles by Etisalat: UAE-based multi-retailer loyalty program operated by telecom operator Etisalat. Directly competes with SHARE for UAE consumer mindshare, with overlap in dining, retail, and entertainment rewards; the two programs have established a points-conversion partnership, reflecting head-to-head competition.
• Carrefour MyClub (MAF): Pre-existing Carrefour grocery loyalty program that was superseded by SHARE after MAF unified its loyalty offerings. Illustrates the internal competition and consolidation dynamic between single-retailer and multi-retailer programs.
• Air Miles Middle East: Multi-retailer coalition loyalty program operating across the UAE and broader MENA. Competes with SHARE for coalition-loyalty partnerships and consumer cross-category point accumulation.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebooksharerewards.com/en/redirects/social-links/facebook
• Instagramsharerewards.com/en/redirects/social-links/instagram
• Xx.com/ShareTheRewards

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 Share Rewards