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UTU has developed a cross-border rewards and loyalty platform for the global market

Earn reward points at a Starbucks outlet in Thailand, then use those points to get special offers at a major supermarket chain in Singapore seamlessly.

This is what Singapore-based cross-border loyalty and rewards platform, UTU (pronounced “you too”) aims to accomplish.

Today, it has launched an app that allows consumers to earn and consolidate all rewards points across all their credit/debit cards (up to 5), and redeem them at any UTU merchant outlet worldwide.

Additionally, the platform also features a merchant portal that allows brands to set up their own promotions, optimise campaigns and track their return on engagement.

Current physical card-based loyalty programmes are clunky and can only be used for can only be used locally, or within a hotel or airline group, due to tax implications and forex. Thus, shoppers not only have to stuff their wallets with cards, they also have to monitor reward points across multiple portals.

So, by going cardless and mobile, UTU said it has built a highly scalable rewards model, allowing merchants to integrate their loyalty and rewards programme easily and achieve increased speed to market across multiple countries on one platform.

Also Read: Cashback sites are all the rage but not in Thailand; this startup aims to fill the gap

UTU is also accessible to both online and brick & mortar merchants locally and with a regional presence.

It will launch in Thailand in November first, before expanding into other Asian markets. It expects to roll out in the UK, Europe and US by 2017.

According to a press release, UTU picked Thailand because of its “deep loyalty culture”.

“As of August 2016 over 70 million credit and debit cards were in circulation in the country; Thais carry an average of seven loyalty cards each; and brand rewards programs are the country’s most popular Google search category,” stated the press release.

Brand partners at launch include Visa Thailand, the Tourism Authority of Thailand, RSH Limited (Royal Sporting House) and Singapore’s NTUC Link. Consumers in Thailand will also be able to redeem points at outlets including Zara, Starbucks, Boots, Tom N Toms and HomePro.

UTU was founded by a father-and-son team Asad and Ameer Jumabhoy, and Jeremy Tan.

Two of the co-founders come equipped with extensive experience in the retail rewards and loyalty background. Asad Jumabhoy presently helms tourist VAT refund and payments technology company The Scotts Group, while Tan is the executive chairman of loyalty platform management Korvac Holdings.

If the startup’s name sounds peculiar, that is because it is taken from the Māori term for reciprocation or balance, as well as the name of the Sumerian Sun God of truth, justice, and righteousness.

“We take the more light hearted approach as a reciprocation to a friendly greeting such as, I say, ‘have a good day’ and you say ‘you too.’ said a UTU spokesperson.

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Image Credit: UTU

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