Thriwe Launches All-in-One Rewards App in Saudi Arabia

Thriwe, the global B2B2C lifestyle benefits platform, has rolled out its all-in-one rewards app for businesses in Saudi Arabia, adding fresh momentum to the Kingdom’s growing customer engagement market. The idea is simple on paper: help banks, card networks and enterprises upgrade their customer value proposition by offering curated lifestyle and wellness benefits through one digital platform. In practice, that can be a bit of a game changer.

Unlike traditional loyalty schemes, where customers collect points for months only to realise the reward is… well, not quite worth it, Thriwe leans into experiences from day one. Through the app, businesses can offer travel perks, dining offers, fitness packages and sports access across more than 30 cities in Saudi Arabia. It’s less about ticking boxes and more about creating moments people actually remember.

Dhruv Verma, CEO and Founder of Thriwe, has described Saudi Arabia as a fast-evolving market for customer engagement solutions. He said the app is designed to help businesses deliver meaningful experiences that build long-term loyalty rather than short-term transactions. Given how competitive banking and fintech have become in the Kingdom, that sounds spot on.

One detail that caught my eye is the DIY ecosystem behind the platform. Companies can embed the reward system into their own apps without deep tech integration or complex data sharing. Anyone who has worked inside a startup trying to plug into a large bank’s infrastructure knows that integrations can be a proper headache. This approach, if it works as promised, could remove a lot of that faff.

The app complies with Saudi regulations, including data localisation and PCI DSS standards. That’s not a small point. In a market where regulatory alignment is crucial, especially around payments and personal data, being compliant from the start makes expansion smoother.

Thriwe’s reach goes beyond Saudi borders. Globally, it works with partners in over 130 countries, giving clients access to brands such as Amazon, Uber, Careem, Spotify and Nahdi Medical Company, all through one interface. For regional banks or telecom operators, that kind of global merchant network can help them compete with international players.

Interestingly, the platform has been tailored to local cultural rhythms. It includes family-centred benefits and seasonal offers, including Ramadan-specific services like Umrah support and hotel access near the Haram area. In a market where family spending is a key driver, that localisation feels more considered than a one-size-fits-all import.

In Saudi Arabia, Thriwe operates through a joint venture with Masarrah Investment Company, part of the Al Mutlaq Group. This local partnership seems to be a strategic move to accelerate merchant onboarding and deepen relationships across the Kingdom. Vision 2030, with its strong focus on tourism, lifestyle and digital infrastructure, provides a wide runway. The company has already signalled plans to extend its portfolio into emerging destinations such as NEOM and The Red Sea Project.

The platform targets three broad customer segments: young professionals aged 25 to 40, affluent families, and premium clients. For aspirational professionals who are tired of generic cashback schemes, experience-led perks can feel more relevant. Families, meanwhile, are offered travel upgrades and leisure experiences that speak to household decision-making, not just individual spending. And at the premium end, white-labelled concierge services add a layer of personalisation for high-net-worth individuals.

Covering more than 30 cities in the Kingdom is ambiitous, especially given the regional differences in consumer behaviour. But if executed well, it could help partners move beyond transactional loyalty and build something a bit more lasting. I’ve seen across the MENA startup scene how quickly customers switch brands when rewards feel hollow. Offering tangible, lifestyle-based benefits may not be magic, but it definately shifts the conversation.

For readers who follow Arageek, the bigger picture is also worth noting. Saudi Arabia’s fintech and enterprise tech sectors are maturing fast, and infrastructure plays like this often sit quietly in the background, powering the flashy front-end apps we all download. They might not grab headlines in the same way as a unicorn funding round, but they’re the plumbing that keeps the ecosystem flowing.

And believe it or not, it’s often these behind-the-scenes platforms that end up shaping how millions of people experience their banks, telcos and insurers day to day. Whether Thriwe can carve out a lasting space in such a competitive market remains to be seen. That said, its timing in Saudi Arabia appears well judged. In a region racing towards digital-first everything, experience is quickly becoming the real currency.

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