Firm Builds Digital Rewards Platform For Customer Appreciation

Bvndle Loyalty Limited has launched a digital rewards platform, the Bvndle Rewards Experience, to appreciate loyal customers and reshape customer engagement in Nigeria’s digital marketplace.

This platform is an innovative programme designed to reward loyal customers with points redeemable across a vast network of partner brands and platforms across Nigeria.

Speaking at the launch in Lagos on Thursday, the managing director of Bvndle Loyalty Limited, Ikechukwu Nwaguru said the company’s mission was to shift focus from rewarding purchases to rewarding participation and loyalty values, which he described as essential to the evolving consumer landscape.

“We noticed that typical loyalty programmes restrict customers to one business. At Bvndle, we wanted to give people flexibility. You should be able to use your reward points across all partners in our ecosystem”. For instance, when you earn points through a UBA or VBank transaction, you can use them to buy airtime, data, or even unlock free transfers. Loyalty should be practical, flexible, and rewarding,” he stressed.

He noted that, “I want to be able to use my reward points across different partners. So in building Bvndle, two things were important for us: creating an ecosystem of partners, but beyond just creating this ecosystem, people should have, customers should have flexibility in this ecosystem.”

Nwaguru revealed that the platform was developed after 13 months of intensive research involving focus groups and customer engagement studies across Nigeria’s commercial sectors.

“Technology is the enabler of this experience. We are building a digital rewards platform that connects customers and brands in meaningful ways. Technology is how we engage with our partners and reward customers who patronise them. Every interaction should be rewarding,” he added.

The two-day Bundle Rewards Festival, billed for December 8–9 in Lagos, will feature fireside chats, thought leadership sessions, exhibitions, games, and a rewards concert expected to attract more than 10,000 participants.

Several partner firms, including UBA, Konga, PwC, VFD Bank,and Purple, expressed enthusiasm about the initiative, describing it as a timely step toward redefining loyalty and customer appreciation in Nigeria.

Commenting, group head, Marketing at Konga, Ayobami Agbede, said the partnership offers customers a new level of engagement and reward. He said, “We don’t just offer convenience; we offer an experience, the economy is tough, but we want to reward those who have stayed with us for over 12 years. The festival allows our customers to physically experience our appreciation and benefit from their loyalty.”

On her part, group head of Customer Experience at UBA, Michelle Nwoga, described the festival as a commendable feat that aligns with the bank’s long-standing customer-first philosophy. “Rewards aren’t something many organisations do. “For UBA, trust and integrity have defined our 25-year legacy, but we also recognise that we wouldn’t exist without our customers. The Bundle Rewards Festival reflects our commitment to saying thank you and continuously innovating to make our customers feel valued,” Nwoga noted.

From the consultancy sector, Chinenye Peters, senior manager and head of Customer Experience Transformation at PwC Nigeria, commended the firm’s customer-centric approach and emphasised the growing importance of loyalty in modern business.

Also speaking, general manager, Products and Marketing at VFD Microfinance Bank, Adatugo Oyebanji, highlighted how the programme aligns with VBank’s digital vision. “We’re reimagining what customer success feels like. Our customers now earn reward points for every transaction, from airtime to bill payments. We see the Bundle partnership as setting a new standard for appreciation in Nigeria’s digital banking space,” he stated.

Also, the chief operating officer of Purple, Ope Adetiba, said, “The collaboration reflects shared values between both brands.“It’s more than just transactions; it’s about creating experiences that make customers want to come back. Bvndle’s approach to recognising loyalty resonates deeply with what we stand for at Purple.”