Turning Rewards Into Intelligent, Experience-First Journeys

Exclusive interview with Dhruv Verma, Founder & CEO Thriwe.

In today’s crowded loyalty and rewards ecosystem, how does Thriwe set itself apart and continue to stay ahead of the curve?

At Thriwe, we redefine loyalty by moving beyond traditional, transactional models to deliver experiences that truly matter. Our platform blends data intelligence, technology, and lifestyle insights to curate hyper-personalised rewards that resonate with today’s experience-driven consumers. From global travel assistance services like meet & greet, airport transfers, wellness, spa, luxury & premium experiences, fine dining and retail offers, every benefit is designed to add real value and relevance to our users’ lives. This experience-first approach helps brands foster authentic, lasting connections with their customers — making loyalty feel effortless, engaging, and genuinely rewarding.

With the recent launch of Thriwe Aina, how is the brand strengthening its technology-driven offerings and reshaping customer experiences?

Thriwe Aina represents the next step in our tech evolution an AI concierge that transforms customer interactions into seamless, personalised experiences. It integrates easily with existing systems, automates engagement, and provides real time, data-driven insights, empowering businesses to deliver smarter, more intuitive loyalty journeys.

Why were the UAE chosen as the launchpad for Thriwe Aina, and how does this move align with the region’s vision for innovation and technology-led solutions?

The UAE stands at the forefront of AI adoption and digital transformation. Its progressive vision for innovation makes it the ideal market to launch Thriwe Aina. By debuting here, we align with the nation’s mission to drive intelligent, tech-led solutions that enhance both business efficiency and customer experience. Post UAE we’re excited to expand our presence in KSA & Asia Pacific region as well.

You’ve spoken about the future of loyalty being “intelligent, seamless, and inclusive.” Can you elaborate on what that means for both businesses and consumers?

For businesses, Thriwe Aina delivers measurable impact by transforming routine customer interactions into meaningful, loyalty-building experiences. The platform integrates seamlessly with or replaces existing systems for faster adoption, automates query handling to reduce operational effort and costs, and provides smarter, data-driven recommendations by learning from customer history.

For customers, Thriwe Aina acts as a trusted companion, offering instant, round-the-clock assistance for managing benefits, anticipating preferences with personalized suggestions, and enabling natural, multilingual conversations to ensure inclusivity across regions.

As Thriwe expands its loyalty programs globally, what are some of the biggest challenges and opportunities you see in adapting solutions across diverse markets?

Every market has unique customer behaviours and expectations. The challenge lies in adapting while maintaining consistency. The opportunity, however, is immense, leveraging AI and data analytics to localise offerings, personalise engagement, and set new global standards in loyalty and customer experience.