How myAlfred Turned Insurance Renewals Into a Daily App Habit

About myAlfred: The UAE Super App Built on Insurance

Insurance, bill payments, mobile recharge and a 150+ brand rewards catalogue, in one app

myAlfred is a UAE super app from Alfred Holdings, built out from InsuranceMarket.ae, one of the country's largest insurance platforms. Members buy and manage motor, home, health, travel and device cover, settle bills across 14+ countries, top up mobile numbers in 125+ countries, and shop offers from more than 150 partner brands, all from the same account.

The app is available on iOS, Android and Huawei AppGallery, and the whole experience is wrapped in a mascot-led brand that most UAE residents would recognise before they could name the insurer behind it.

The Challenge

myAlfred had the audience, the catalogue and the app. What it did not have was a reason for anyone to open it.

1. Insurance is the lowest frequency relationship in consumer finance

A motor or home policy is bought once and touched again twelve months later, usually at the moment the customer is most open to switching. Between those two events there is no natural reason to log in. Every renewal season therefore starts with a customer who has not seen the brand in a year, which is the worst possible position from which to defend a price.

2. A super app is only a super app if people use more than one part of it

Bill payments, mobile recharge and a 150+ brand offer catalogue were all live, but a customer who arrived for insurance had no prompt to discover any of them. The catalogue was a shop nobody browsed.

3. Discounts alone do not build a habit

Partner offers are transactional. A member uses one when they happen to need what it discounts, then leaves. There was no mechanism that made the app worth a visit on a day when the member needed nothing at all.

4. The program had to live inside myAlfred's own interface

myAlfred has a strong brand with its own mascot, illustration style and layout conventions. A generic loyalty widget dropped into the app would have looked like a different product. Whatever ran the program had to be invisible, exposing its logic through APIs while myAlfred built the screens.

The Solution

myAlfred partnered with Gameball to launch AlfredCoins, one rewards currency earned everywhere in the super app and spendable across the whole partner network. Gameball runs the ledger, the campaign engine and the automations. myAlfred builds every screen the member sees.

Inside AlfredCoins

AlfredCoins is deliberately plain. There is a number, there is a rate, and there is a list of places to spend it. Nothing about the currency needs explaining twice.

A published rate, printed under the balance

100 AlfredCoins is worth 1 AED, and the app prints the AED equivalent directly under the coin count rather than making members work it out. The same rate appears again on the payment screen. New members start with a 500 coin welcome bonus, so the wallet is worth something on the first session rather than after the first purchase.

Seven ways to earn, only one of which is a policy

Four games, one currency

The Play and Win tray carries four games: Shoot and earn, Drive and earn, Spin the Wheel and Slot Machine. They are short, they are branded around the myAlfred mascot, and critically they all pay out in the same AlfredCoins that a policy renewal pays. A member who wins ten coins on a spin is holding the same currency as a member who earned them on a motor policy, which is what keeps the game from feeling like a separate toy bolted onto the app.

The wheel is honest about its odds. Half the slices award coins and half say try again, and the app tells the member how many spins are left. A game that always pays teaches members that the reward is meaningless.

A World Cup Predict and Win

During the 2026 FIFA World Cup, myAlfred ran a Predict and Win campaign on Gameball. Members called match results inside the app for a chance to win rewards, which turned every fixture of the tournament into a fresh reason to open myAlfred. The campaign ran through June and July, the same stretch in which monthly earning activity stepped up.

Somewhere worth spending them

Coins are redeemed two ways. Online, members apply them against offers from the partner catalogue. In store, the member opens a payment QR code, the merchant scans it, and the coins come off the bill. Part payment is supported, so a member can cover some of a purchase in coins and the rest by card rather than having to save up for a full redemption.

The catalogue spans fashion, grocery, beauty, home services, automotive, dining and entertainment. Because the currency is the same everywhere, browsing the catalogue is itself a reason to open the app, which closes the loop the app visit reward opened.

A rewards marketplace members actually browse

The partner network is not a static list of logos. myAlfred's Rewards page is laid out like a shopping app: a banner carousel of headline offers at the top, category tabs for Shopping, Gifting and Occasions, Food and Dining, Home Services, Cars and Health and Fitness, and a stack of themed collections underneath, each one a swipeable row of partner brands. Every tile opens that partner's offer, and the same AlfredCoins balance applies across all of them.

Inside the Rewards page

Browse by moment, spend one balance

myalfred.com/rewards

The live myAlfred Rewards page, October 2026. Each collection scrolls sideways to reveal more partners.

Collections built around how members actually spend

Instead of sorting partners alphabetically, myAlfred groups them by the moment a member is in. That turns the catalogue into something closer to a lifestyle guide, and it means a member with a coin balance always has an obvious next place to use it.

For an insurance-led app this breadth is the point. Coins earned on a motor renewal can become a talabat order, a pair of PUMA trainers or a family day at Al Montazah Parks, all drawn from the same balance. Every new partner added to the page is another reason for a member to check their balance, which feeds straight back into the habit loop the earning side is trying to build.

Key Features Implemented

Built into myAlfred's own interface

Everything above runs behind screens myAlfred designed and built. Gameball exposes the balance, the transaction history and the campaign state through its mobile SDK and REST APIs, and myAlfred's team renders them in its own card layouts with its own mascot illustrations. The result is that nothing in the rewards experience looks like it came from somewhere else.

The Results

The program's job was to make a low-frequency app worth opening. The platform data says it does.

Monthly earning activity kept climbing after launch

AlfredCoins went live in mid-May 2026, so May holds only about two weeks of data and is not a fair baseline. Measured across full months, rewarded transactions rose from 15,800 in June to 18,000 in August, a 14% increase, with the World Cup Predict and Win campaign running through the June and July step up.

Underneath that curve sits a steady daily rhythm: roughly 305 members earning coins and 541 rewarded actions logged on an average day, worth around 191.9k AlfredCoins. That is a volume of daily activity an insurance app has no natural way to generate, and it exists only because the coin economy gives members something to come back for.

A growing share of earned coins is being redeemed

Members have redeemed coins on 2,974 occasions so far. The redemption rate, meaning the share of earned coins that members go on to redeem, improved by an average of 20.34% month over month. With 16.1M coins still sitting in member wallets, the spending side of the loop has room to run.

Why It Worked

1. The habit mechanic was separated from the purchase

Most insurance loyalty programs reward the policy and stop there, which means they inherit the policy's frequency. myAlfred put the app visit reward, the games and the campaign actions outside the purchase entirely. The policy is still the biggest earn, but it is no longer the only one, and that is the whole difference between a program that runs twice a year and one that runs every day.

2. One currency, not a pile of vouchers

A partner network can easily become a drawer of unrelated discount codes. Running everything through a single coin balance at a published rate means every earning action anywhere in the super app makes every redemption anywhere else more achievable. Insurance funds the coffee, the games fund the shoes.

3. The rate is legible

100 coins to 1 AED, printed under the balance and repeated on the payment screen. Members never have to guess what they are holding. Programs that obscure the conversion rate get low engagement because nobody chases a number they cannot value.

4. Redemption reaches the physical counter

The QR payment flow with part payment support means coins are spendable in the real world, not just against an online offer. A currency that only works in one narrow context is a coupon. A currency that works at the till is money.

5. The marketing team owns the program

189 campaigns built and 28 running concurrently is not a number a team reaches by filing engineering tickets. Gameball handles the logic so the myAlfred team can ship reward campaigns at the speed a super app's merchandising calendar actually moves, and a moment like the World Cup can become a campaign without a development sprint.

6. The platform stayed out of the brand's way

Gameball is invisible to the member. myAlfred built every screen against the SDK and APIs, which meant the program launched looking like myAlfred rather than looking like a loyalty vendor. For a brand carried by a mascot, that was not a nice-to-have.

The Takeaway

A blueprint for low-frequency categories

Insurance, utilities, telecoms and banking all share the same problem: the product is essential, the purchase is rare, and the customer relationship goes quiet in between. myAlfred's answer is not a better renewal email. It is a second economy running alongside the core product, with its own currency, its own daily reasons to engage, and its own place to spend.

For any brand looking at a long gap between purchases, the sequence myAlfred followed is worth copying:

1. Create one currency that every part of the business can pay into

2. Publish the conversion rate and print it where the balance lives

3. Put the habit mechanic outside the purchase, not inside it

4. Give the currency somewhere real to be spent, including at a physical counter

5. Put the campaign controls in the hands of the marketing team

6. Let the brand own the interface and let the platform stay behind it