we.yan has signed a strategic partnership with Dsquares, a frontrunner in loyalty, rewards and buyer engagement throughout the Middle East and Africa, to construct loyalty instantly into we.yan’s infrastructure in Nigeria. The signing got here as we.yan Founder and Chief Executive Officer, Tamer Bahgat joined Dsquares’ Loyalize 2026 panel in Cairo, Loyalty Beyond Industry Boundaries: Becoming Part of Daily Life, the place he set out a transparent view of the place loyalty is heading.
“The future of loyalty is not about rewarding people for spending more,” Bahgat advised the viewers. “It is about making their everyday lives more valuable.”
One thread throughout each expertise
we.yan builds infrastructure with an ecosystem that mixes finance, communication and commerce. A dialog leads to a commerce, the commerce leads to a fee, and the fee frees up cash to save or make investments. The similar ecosystem Nigerians use to high up airtime has been chosen as a digital retail channel for the Dangote Refinery Initial Public Offering.
Loyalty ties these experiences collectively. With Dsquares’ expertise built-in into the infrastructure, the partnership goals to make rewards helpful past a single transaction or service provider. What a buyer earns paying a invoice may turn into helpful when shopping for from one other service provider. Every expertise within the ecosystem has the potential to make the subsequent another rewarding.
“Consumers hold points across dozens of businesses, and most of that value is trapped,” Bahgat stated. “The future is not more loyalty programs. It is interoperable loyalty.”
Rewarding requirements, not luxuries
Bahgat argued that the subsequent era of rewards might be constructed across the moments folks return to each week: airtime, information, payments and cash despatched house. Rewarding requirements creates frequency, and frequency builds behavior. In a market the place costs transfer quick, a reward that covers tomorrow’s information bundle is price greater than a reduction on one thing you weren’t going to purchase.
As loyalty expertise evolves, these rewards may additionally turn into invisible: utilized robotically on the proper second, with no separate program to be part of and no factors to monitor.
“The best loyalty program of the future is the one customers never realise they are using,” Bahgat stated.
Shared rewards for retailers
For retailers, the partnership creates a possibility to develop shared rewards throughout the ecosystem. Small companies may acquire entry to loyalty instruments constructed instantly into the infrastructure, with out the fee or complexity of creating their very own applications. As extra retailers take part, every stands to profit from the exercise generated throughout the broader community.
“If I give someone ten dollars to generate five dollars of value, I have not built a loyalty strategy. I have built a subsidy,” Bahgat stated. “When the cost of rewards is shared across businesses that benefit, loyalty becomes more economically sustainable.”
Built for Nigeria, prepared for Africa
“For decades, brands have paid people to come back. We are building infrastructure that makes every interaction more valuable,” stated Bahgat. “Loyalty is not a program you open; it is a layer woven into daily life. When payments, conversations and commerce live together, every interaction becomes an opportunity to create value.”
Marwan Kenawy, Founder and Chief Executive Officer of Dsquares, stated: “Nigeria is one of the most dynamic digital markets in the world, and we.yan is building exactly the kind of connected ecosystem its consumers deserve. By bringing our loyalty and engagement expertise to the platform, we can help we.yan grow with its community and give people more reasons to stay connected. This partnership marks the beginning of our journey in Nigeria, and a foundation for what we will build across Africa.”
The partnership lays the muse for interoperable rewards throughout the retailers, companions and providers within the we.yan ecosystem.
About we.yan
we.yan builds infrastructure with an ecosystem that mixes finance, communication and commerce. Users and retailers pay, save, make investments, chat and commerce in a single place. we.yan is reside in Nigeria constructing in direction of connecting folks, companies and markets throughout Africa and all over the world. Learn extra at weyan.app.
About Dsquares
Dsquares is a high B2B loyalty and rewards options supplier, working with Fortune 500 corporations and multinational firms throughout Africa, the GCC, and Eastern Europe. With experience in loyalty applications for varied sectors, together with banking, telecom, retail, FMCGs, hospitality, automotive, petroleum, and e-commerce, they provide a strong portfolio of over 75 personalized applications. Dsquares has facilitated over 2.5 billion transactions, serving 150 million finish customers via a community spanning 21,000 service provider branches, solidifying their place as a trusted accomplice in driving buyer engagement and retention.
