Novus Loyalty opens Dubai office to strengthen AI-powered enterprise loyalty across the GCC and MENA

Detailed summary

Novus Loyalty Limited, a BSE-listed, AI-powered enterprise loyalty and customer engagement technology company, has opened its Dubai office, marking a significant step in…

BSE-listed global technology company strengthens its regional footprint

Novus Loyalty Limited, a BSE-listed, AI-powered enterprise loyalty and customer engagement technology company, has opened its Dubai office, marking a significant step in strengthening its presence across the GCC and MENA region.

Founded in 2011 and headquartered in Gurugram, India, with an additional office in Mumbai, Novus Loyalty serves enterprise customers across the GCC, MENA, Africa and other international markets. Its Dubai office will strengthen relationships with regional enterprises, banks, payment networks, fintech companies and merchants, while supporting its international expansion strategy.

The Middle East loyalty market is forecast to grow from approximately $3.4 billion in 2026 to $5.6 billion by 2030, according to ResearchAndMarkets.com, driven by increasing investment in customer engagement, digital ecosystems and data-led loyalty strategies.

As part of its expansion, Novus Loyalty has appointed Jay Shah as President, International Business and Strategy. Bringing over 15 years of experience across loyalty, banking, fintech, strategic partnerships and international business development, he will lead international strategy, enterprise relationships and partnerships across priority markets. A qualified Chartered Accountant, Shah was recognised among the 30 Under 40 Rising Stars of Loyalty at the 2019 Loyalty Magazine Awards in the UK.

Jay Shah, President, International Business and Strategy, Novus Loyalty Limited, said: “The GCC offers significant opportunities as businesses increasingly look to create more connected and rewarding customer experiences. At Novus, we see strong potential to bring together our technology capabilities and regional expertise to help banks, payment networks, merchants and enterprises strengthen customer engagement, develop strategic partnerships and unlock new avenues for growth.

The GCC's expanding banking, financial services, retail, hospitality and travel…

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