Xamble Stakes 19% in Malaysia’s B Infinite to Revolutionize Loyalty Marketing

Strategic Acquisition in Southeast Asia’s Loyalty Landscape

Xamble Group Limited (ASX:XGL), a prominent influencer technology platform in Southeast Asia, has taken a significant step to bolster its marketing ecosystem by acquiring a 19% stake in B Infinite, Malaysia’s foremost lifestyle-based customer loyalty platform. This move is part of a broader consortium investment led by 7-Eleven Malaysia, which collectively will control 85% of Bloyalty Sdn Bhd, the company behind B Infinite.

Founded in 2010, B Infinite boasts a robust network of over 20 merchant partners and more than 1,000 retail locations across Malaysia, including household names like Chevron Malaysia, Starbucks, and Malaysia Airlines. With over 4.6 million loyalty cards issued and a database of approximately 2.6 million valid email addresses, B Infinite represents a valuable asset in the region’s consumer engagement space.

Enhancing Influencer Marketing Through Loyalty Integration

Xamble’s CEO, Jason Thoe, emphasised that influencer marketing is evolving beyond mere visibility to focus on trust, community, and sustained engagement. By integrating B Infinite’s loyalty infrastructure, Xamble aims to transform passive audiences into active participants, rewarding engagement with loyalty points that function as a new form of social currency.

This strategic investment aligns with Xamble’s vision to create a full-funnel influencer engagement platform, where loyalty programs are seamlessly embedded into livestreams, affiliate links, and checkout processes. The collaboration is expected to unlock new monetisation channels such as self-service loyalty modules tailored for small and medium enterprises, plug-and-play digital storefront integrations, and enhanced data monetisation through sophisticated user profiling.

Consortium Synergies and Market Reach

The consortium includes key players such as 7-Eleven Malaysia, which operates over 2,400 outlets nationwide and plans to integrate B Infinite’s loyalty program to drive widespread adoption. Commerce DotAsia Ventures, controlled by Xamble’s chairman Ganesh Kumar Bangah, will embed B Infinite’s loyalty infrastructure within its extensive eCommerce ecosystem, further amplifying reach.

Financial investors Sorb Ventures and Swee Ing Sdn Bhd complete the consortium, collectively bringing strategic and financial muscle to support B Infinite’s growth trajectory. The partnership not only broadens Xamble’s footprint but also opens doors to the larger Berjaya Corporation ecosystem, a diversified Malaysian conglomerate with interests spanning retail, hospitality, and digital services.

Funding and Forward Outlook

Xamble’s portion of the investment, approximately A$205,418, will be funded from existing cash reserves and is structured in two tranches, contingent on meeting certain conditions. The transaction is anticipated to close by the end of June 2025, marking a pivotal milestone in Xamble’s transformation into a comprehensive social commerce ecosystem.

As the influencer marketing landscape becomes increasingly competitive, Xamble’s integration of loyalty programs could set a new standard for engagement and monetisation in Southeast Asia. The company’s ability to leverage B Infinite’s established infrastructure and merchant network will be critical in driving sustained growth and delivering value to creators, brands, and consumers alike.