Loyalty rewards have long sat idle on corporate ledgers — expiring quietly, trapped inside walled gardens. A new partnership between Fuze, a prominent digital asset infrastructure firm, and Gennius Global Hub, a rewards tokenization specialist, aims to liberate them, turning once-stagnant points into tradable liquid assets with universal acceptance.
At the heart of this collaboration is a simple idea: rewards should work like money. Through the deal, Fuze's institutional-grade infrastructure, swap and trading technology will be embedded into Gennius's GMIX One Token platforms. Gennius, for its part, will extend its tokenization engine — already transforming loyalty balances across 80 banks in 37 countries — into Fuze's ecosystem, creating a bridge between traditional banking rewards and the open digital economy.
The numbers already hint at scale. Gennius' platforms manage 13.2 billion GMIX utility tokens — equivalent to around $144 million — from 499 loyalty programs, serving roughly three million active users. In an industry notorious for breakage and customer apathy, these figures mark a rare bright spot.
"This partnership accelerates the convergence of traditional rewards value and next-generation digital assets. Together with Gennius, we are creating a seamless pathway for millions of users to unlock, spend, and grow their assets globally — with security and simplicity at the core."— Mohammed Ali Yusuf, CEO and Co-Founder, Fuze
The partnership plans to enable users to buy, hold and swap tokenized rewards directly from Gennius' applications, unlocking access to 150 million online, contactless and Web3-enabled merchants. In theory, a rewards point earned in Dubai could fund a coffee in London, a concert ticket in Vienna, a purchase on Amazon, a booking on Expedia, or even a digital collectible traded on a blockchain marketplace.
Unlike traditional loyalty schemes, which encourage spending inside tight circles, Gennius proposes a model where rewards float freely, much like any digital currency. The GMIX One Token framework reimagines loyalty points as universal financial instruments — spendable, tradable, and in the future, perhaps even investable.
"At Gennius, we believe real-world assets should be accessible and usable by everyone, everywhere. We have already tokenized billions in value. Now, with Fuze, we are expanding the power of reward-backed digital currencies across traditional banking, loyalty, and Web3 ecosystems — connecting value to real-world freedom."— Sergio Arana, CPO and Founder, Gennius Global Hub
Of course, ambitions are often limited by regulation and market inertia. Many banks and merchants have little incentive to see points treated as cash equivalents — loyalty programs were designed, after all, to create stickiness, not liquidity. But that perception is changing quickly as banks see the benefits of hyper-digital engagement from consumers.
Timing is on the side of this partnership. With governments scrutinizing digital asset innovation and crypto adoption broadening beyond speculative trading, tokenized rewards could find new legitimacy. If loyalty points are destined to be financial assets, better they be transparent, regulated, and user-controlled. For now, Fuze and Gennius are betting that loyalty will no longer mean loyalty to issuers, but to value itself.
Further announcements — including new co-branded loyalty-to-crypto products and regional expansions across the MENA region and beyond — are expected in the coming months. As for the old model of locked-up points? Its expiration date may finally be approaching.
Fuze is MENA's first-of-its-kind regulated digital assets infrastructure provider, offering financial institutions and businesses cutting-edge tools to integrate digital asset services securely and efficiently. Driven by a solutions-based approach, Fuze helps financial services providers strategise, organise and implement digital assets infrastructure and quickly, securely launch regulated, world-class products across wealth and payments.
Fuze was founded by an expert team of fintech, traditional finance (TradFi) and decentralized finance (DeFi) leaders: Mohammed Ali Yusuf (CEO) has held prominent roles at Checkout.com and Visa; Arpit Mehta (COO) was previously in the leadership team at Simpl and Clear; Srijan Shetty (CTO) built algorithmic trading systems at Goldman Sachs and worked at Microsoft.
Fuze offers a Digital-Assets-as-a-Service infrastructure platform enabling banks and fintechs to embed regulated digital asset products in a B2B2C fashion, alongside an OTC service supporting institutions, funds, and high-net-worth individuals. Visit fuze.finance
Founded in 2017, Gennius XYZ is a pioneer in digital engagement and loyalty technology, delivering immersive experiences across eCommerce and Web3 ecosystems. The company specializes in asset tokenization and high-value consumer interactions, serving banks, fintechs, digital wallets, OTAs, airlines and more. By combining cutting-edge innovation with a human-centered design approach, Gennius XYZ empowers organizations to unlock new revenue streams, increase customer loyalty, and lead the way in the evolving landscape of digital commerce. Visit gennius.xyz
