Payit partners with Rewardz to strengthen its digital financial ecosystem.

The new rewards programme is now live and available to Payit users across the UAE.

Dubai: Payit, a leading UAE digital financial platform backed by First Abu Dhabi Bank, has partnered with Rewardz to launch its customer rewards programme, marking another milestone in Payit’s evolution into a broader digital financial ecosystem designed to help users send, spend, save, borrow, and manage their finances through a single app experience.

Powered by Rewardz’s advanced technology and rewards marketplace, the programme introduces a fully integrated rewards layer within the Payit app.

Customers can earn rewards through a range of activities on the platform, including transfers, payments, salary transfers, and promotional campaigns, with redemption options across lifestyle and retail categories, as well as Payit vouchers that can be used across services within the app.

As part of its broader evolution, Payit continues to expand beyond payments and remittances, offering digital accounts, salary accounts, lending services, rewards, and other banking features on a single secure and accessible platform.

Rewardz Co-founder and CEO for the Middle East, Jaya Maru, said: “We are proud to partner with Payit on this landmark initiative. This collaboration highlights the growing importance of embedded loyalty in fintech and shows how organisations can use scalable technology to drive meaningful customer engagement and business growth.”

This partnership reflects a broader shift in the fintech sector, where digital financial platforms are moving beyond transactional services to offer more integrated and value-driven customer experiences. Rewards and personalised engagement are increasingly becoming key differentiators in the digital banking and payments landscape.

At the same time, enterprises are increasingly recognising customer experience as a key growth driver. Behaviour-driven engagement strategies are replacing purely transactional models, with rewards playing a central role in shaping user behaviour and building long-term loyalty.

A key enabler of this shift is embedded rewards infrastructure. Through SPUR, its plug-and-play APIs and scalable technology stack, Rewardz enables companies like Payit to deploy advanced loyalty programmes quickly, without complex in-house development. This SaaS-driven model helps reduce operational complexity while speeding up time to market.

The launch also highlights the UAE’s position as a global hub for digital innovation. With strong government support for digital payments and fintech adoption, the market continues to grow rapidly and become increasingly competitive. In this environment, delivering differentiated customer experiences is becoming essential for long-term success.