Novus Loyalty Opens Dubai Office to Enhance GCC Market Engagement

Novus Loyalty Limited has officially opened its office in Dubai, marking a significant milestone in its strategy to enhance engagement across the Gulf Cooperation Council (GCC) and Middle East and North Africa (MENA) regions. This move aims to strengthen partnerships with banks, fintech companies, and payment networks, while also expanding its AI-powered loyalty technology offerings.

Expansion into the UAE Market

The establishment of Novus Loyalty’s UAE entity is a strategic step in its international growth, allowing the company to engage directly with key players in the financial and retail sectors. Jay Shah has been appointed as President of International Business and Strategy, bringing over 15 years of experience in loyalty and rewards, banking, and fintech. His role will focus on building relationships and expanding strategic partnerships within the region.

Key facts

• Novus Loyalty Limited is a BSE-listed company specializing in AI-powered enterprise loyalty and customer engagement technology.
• The company serves over 100 enterprise customers and processes more than 400 million transactions monthly.
• Its platform supports over 40 million consumers across various sectors, including banking, retail, and healthcare.
• Novus Loyalty’s technology offers integrated solutions for loyalty programs, merchant engagement, and rewards marketplaces.
• The GCC is increasingly recognized as a vital market for enterprise technology and customer experience innovation.

Implications for Businesses in the UAE

The opening of Novus Loyalty’s Dubai office is poised to benefit UAE businesses by providing access to advanced loyalty and customer engagement solutions. As companies in the region seek to modernize their customer engagement strategies, Novus Loyalty’s AI-enabled platform can help them create personalized and meaningful experiences for their customers. This is particularly relevant as businesses move away from traditional points-based loyalty programs towards more integrated and customer-centric approaches.

With a focus on building sustainable partnerships, Novus Loyalty aims to connect banks, merchants, and technology ecosystems, establishing itself as a trusted partner for enterprises in the region. This aligns with the growing demand for scalable loyalty infrastructures that can enhance customer retention and engagement across both digital and physical channels.

What happens next

• Novus Loyalty will focus on identifying growth opportunities within the GCC.
• The company plans to optimize investments and build a robust regional business model.
• Jay Shah will lead efforts to strengthen enterprise relationships and expand partnerships.

With its new presence in Dubai, Novus Loyalty is set to play a pivotal role in transforming customer engagement strategies across the GCC and MENA regions.