SYDNEY: Xamble Group Limited (ASX:XGL), a prominent Southeast Asian influencer technology platform, has announced a strategic investment in B Infinite, one of Malaysia’s top lifestyle-based customer loyalty programs.
The investment, made alongside a consortium led by 7-Eleven Malaysia, positions Xamble to further enhance its influencer marketing and social commerce ecosystem.
The consortium, comprising Xamble, 7-Eleven Malaysia, Commerce.Asia, Sorb Ventures, and Swee Ing Sdn. Bhd., has subscribed to 255 million new shares in Bioyalty Sdn Bhd, the owner and operator of B Infinite, for a total cash consideration of approximately A$918,966 (MYR2,550,000). This grants the consortium an 85% majority stake in Bioyalty, with Xamble holding a direct 19% equity interest.
The acquisition aligns with Xamble’s vision to deepen customer engagement and expand its platform’s value. By integrating B Infinite’s loyalty infrastructure, Xamble aims to introduce innovative engagement mechanisms across its influencer and ecommerce platforms.
Jason Thoe, CEO of Xamble, emphasized the strategic importance of the deal: “Influencer marketing is no longer just about visibility; it’s about trust, community, and repeat engagement. This investment allows us to foster loyalty and drive long-term value creation for our partners.”
Established in 2010, B Infinite (formerly BCard) boasts over 20 merchant partners and more than 1,000 retail locations in Malaysia. Key partners include Chevron Malaysia (Caltex), Starbucks Coffee, Cosway, Kenny Rogers Roasters, and Malaysia Airlines.
As of March 2025, the platform has issued over 4.6 million loyalty cards and maintains a database of 2.6 million valid email addresses. B Infinite is an indirect subsidiary of Berjaya Corporation Berhad, a major Malaysian conglomerate with diverse operations across retail, hospitality, and property sectors.
The collaboration unlocks new revenue streams for Xamble, including self-service loyalty modules for SMEs, plug-and-play integrations with digital storefronts, and enhanced data monetization. The deal also provides access to Berjaya Corporation’s extensive merchant network, opening doors for influencer marketing and social commerce solutions.
7-Eleven Malaysia, with its 2,400 outlets, plans to integrate B Infinite as a loyalty partner, significantly boosting adoption. Commerce.Asia, controlled by Xamble Chairman Ganesh Kumar Bangah, will embed B Infinite’s loyalty infrastructure across its eCommerce ecosystem, further expanding its digital reach.
Xamble’s investment of ~A$205,418 (MYR570,000) will be funded from existing cash reserves and is expected to be completed by 30 June 2025, subject to predefined conditions.
Listed on the ASX and headquartered in Malaysia, Xamble Group is a leading influencer-centric digital marketing platform in Southeast Asia, offering end-to-end solutions in influencer marketing, social media marketing, and social commerce.