GyFTR, a digital rewards and gifting infrastructure platform, has partnered with AU Small Finance Bank to power AU Rewardz, a unified rewards marketplace designed to simplify how customers earn, manage and redeem reward points across everyday spending categories.
AU Rewardz brings together multiple redemption use cases within a single interface, enabling reward points to function as a flexible digital value rather than a limited, category-bound benefit. The platform integrates shopping, travel, utilities and lifestyle redemptions, reflecting a broader shift in the rewards industry toward utility-led, transaction-based engagement models.
Through AU Rewardz, customers can redeem points across a wide selection of digital gift vouchers spanning e-commerce, fashion, dining, grocery, entertainment and travel. In addition, the platform enables customers to book domestic and international flights and hotels, pay utility bills such as electricity, water, gas, mobile recharges and FASTag and purchase premium merchandise including electronics and home appliances. Redemption can be completed using reward points, AU credit cards, or a combination of both, offering flexibility in how value is utilised.
The launch reflects how rewards platforms are increasingly being positioned as ongoing engagement tools rather than episodic loyalty programmes. As banks and financial institutions look to deepen customer relationships, rewards ecosystems are evolving to support higher-frequency, real-world use cases that extend beyond traditional cashback or catalogue-led redemptions.
Commenting on the development, Arvind Prabhakar, CEO, GyFTR, said “The rewards industry is moving toward platforms that enable continuous, everyday utility rather than
one-time incentives. Integrations such as AU Rewardz demonstrate how digital rewards can be embedded more deeply into financial behaviour, creating sustainable engagement while maintaining regulatory and operational discipline.”
Kapil Garg, Promoter Managing Director, LKP Finance, added,“As the rewards and gifting ecosystem matures, the focus is shifting from scale alone to relevance, flexibility and usability. Platforms like AU Rewardz represent the next phase of rewards infrastructure, where points become programmable value instruments that can be applied across travel, utilities and commerce in a seamless manner.”
In parallel, rewards and benefits have increasingly become a core expectation among customers, particularly in the banking and financial services sector. Customers today evaluate financial products not only on pricing and service but also on the value-added benefits that accompany everyday usage. As transaction volumes rise across digital channels, rewards have evolved into a practical tool for encouraging usage, retention and long-term engagement. This shift has led to a growing demand for rewards programmes that are flexible, easy to redeem and integrated into daily financial behaviour, rather than limited to periodic or catalogue-based offerings.
By integrating a rewards marketplace within a regulated banking environment, this collaboration reflects the growing convergence of rewards, payments and everyday financial behaviour. AU Rewardz positions rewards as a functional extension of banking usage, enabling more frequent, utility-driven interactions rather than episodic incentives. The approach is expected to support broader use cases across customer engagement, loyalty, and long-term value creation, reinforcing the role of rewards platforms as essential infrastructure within India’s evolving digital financial ecosystem.
