"POINTX addresses a clear market need by solving the core challenges of point usage," said Krittee Manoleehagul, CEO of PointX Company Limited. "Throughout 2025, we strengthened our platform ecosystem by partnering with lifestyle brands and loyalty programs across retail, fuel, supermarkets, dining, online platforms, travel, airlines, hotels, and foundations. These partnerships, combined with ongoing promotions and campaigns, give users greater choice and flexibility to match their diverse lifestyles. Our goal is to enhance every aspect of the point experience—value, convenience, and flexibility. This success is reflected in the 330% increase in point usage between April and November compared to the same period in 2024."
Key Point Usage Behaviors in 2025
POINTX data from March to November 2025 shows users engaging with points across multiple features, with notable growth in newer usage methods such as QR code payments and SCB EASY mobile banking—reflecting a preference for convenient, real-time redemption in everyday life.
- Credit card payments - Users can redeem points for cashback credits or applied points directly to credit card bills via SCB EASY.
- Products and deals via XStore - Popular categories included IT and gadgets, electronics, and e-Coupons.
- Travel rewards - Users redeemed airline miles, hotel vouchers, and travel-related products.
- QR code payments* - A standout feature with over 128% growth since March 2025. Driven by ease of use that fits modern lifestyles, users appreciated the convenience of paying with points for dining, entertainment, shopping, and everyday purchases.
*Available at participating merchants with QR code payment acceptance. - Online platform purchases via SCB EASY - Transactions grew over 68% since March 2025, with popular use on e-marketplace and food delivery platforms such as Shopee, Lazada, TikTok Shop, LINE MAN, and Robinhood. Users value the ability to use any amount of points and combine them with platform discounts instantly, providing enhanced value alongside convenience.
- Cross-platform point usage grew. Cross-platform point usage continued to grow strongly this year, with point transfers from partner platforms into POINTX increasing by over 300% compared to the same period last year. This reflects consumers' growing demand for flexibility and their preference to consolidate points from multiple sources for practical use, rather than being limited to a single platform.
- More flexible usage patterns emerged. Users increasingly redeem points immediately when they perceive value, rather than saving them long-term. They prefer to use partial points in combination with account funds, spreading redemptions across multiple occasions rather than using all points in a single transaction.
Three Loyalty Point Trends to Watch in 2026
Based on 2025 user behaviors, POINTX forecasts that points will shift from "rewards" to "value creation tools," with three key trends shaping how consumers use loyalty points in 2026:
- Points as Financial Management Tools - Consumers will increasingly use points to offset bills such as credit cards, utilities, tuition, tolls, and more.
- Real-Time Point Usage - Consumers will redeem points instantly for everyday purchases, seeking easy, fast, and on-demand redemption at checkout, online shopping, or food delivery.
- Evolving Point Ecosystems - Consumers will prioritize flexibility, transferability, and liquidity as a currency over program loyalty, seeking platforms that better meet their lifestyle needs and enable efficient point management and maximum value.
"We believe loyalty points will evolve beyond purchase rewards into flexible, accessible assets that connect seamlessly across brands and platforms," Krittee added. "POINTX is committed to making points an integral part of everyday spending for all consumers, while strengthening our ecosystem to truly deliver the flexibility modern lifestyles demand."
