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Customer announcement

How Borrowell built a fintech loyalty program with Open Loyalty

With more than 4 million members, Borrowell's new program helps it deepen engagement and reward the habits that keep members coming back.
Heineken customer announcement

CASE STUDY

4 million
members across Canada
10 years
of free credit scores since 2016
1st
loyalty program, built with Open Loyalty

Since 2016, Borrowell has changed the Canadian financial landscape as the first company in the country to offer credit scores for free.

A decade later, more than 4 million Canadians - one in nine adults - trust Borrowell to help them understand and grow their credit, through free credit monitoring, personalized recommendations, and credit-building tools.

Checking a credit score, though, has long been a once-a-month habit. Borrowell wanted to change that, turning occasional visitors into engaged members who return often and stay on top of their finances.

That's why in 2026 Borrowell launched its first loyalty program, powered by Open Loyalty.

Two phones showing credit services: a gold rewards card with details and a credit builder offer from $5 biweekly.
Borrowell's app screens

The program is designed around a simple idea: reward the everyday habits that matter most, both to members and to Borrowell.

By recognizing engagement - logins, activity, and participation - the program encourages members to check in more often, stay on top of their finances, and get rewarded along the way.

It's an approach that keeps members active and engaged over time.

Illustration of glowing gift box with instructions to join a 4-million member giveaway by logging in and participating.
Borrowell celebrated the 4 million members milestone with a daily e-gift card giveaway

What the program does

Feature
What it does

Rewards for engagement

Members are recognized for staying active - logging in, taking part, and coming back - not just for spending.

Gamified experiences

Interactive mechanics like streaks, quizzes, and prize draws make everyday engagement rewarding and fun.

Self-serve campaigns

Borrowell's marketing team builds, schedules, and measures campaigns directly in Open Loyalty, with no engineering support needed.

Built to scale

A flexible foundation lets Borrowell expand rewards across the full member journey in the phases ahead.

Just as important, Borrowell's marketing team builds, schedules, and measures campaigns directly in Open Loyalty, giving them the freedom to experiment and scale without engineering support.

With this flexible foundation in place, Borrowell is ready to grow its program across the full member journey in the phases ahead.

Open Loyalty is proud to support Borrowell in helping millions of Canadians build healthier financial habits, and get rewarded along the way.

Let’s talk

Want to build a similar loyalty program?

Frequently asked questions

What is DAB Pumps?

DAB Pumps is an Italian water technology company founded in Padua in 1975. The company designs and manufactures systems for moving and managing water in homes, buildings, and cities, producing more than 2 million pumps every year and selling them worldwide.

Why did DAB Pumps launch a loyalty program?

DAB's products reach end customers through professional installers the people who recommend, install, and service its systems every day.

With DClub, DAB rewards this community for its work while building a direct relationship with its installer network and gaining visibility into which products get installed, where, and by whom.

What is an example of a B2B loyalty program for installers?

DClub by DAB Pumps is an example of a B2B loyalty program for professional installers. Launched in 2025, it rewards installers with DCoin points for QR-verified installations, cloud-connected products, trainings, and referrals  showing how manufacturers can build loyalty with the trade professionals who install and recommend their products.

What kind of loyalty program is DClub?

DClub is a points-based B2B loyalty program with membership levels. Installers earn DCoins by scanning a unique QR code after each installation, connecting pumps to DAB's service center via the app, attending trainings and events, completing surveys, and referring colleagues.

Higher levels unlock better rewards, from gift cards to exclusive services.

Who is DClub for?

DClub is dedicated to professional installers and plumbers who work with DAB systems.

The program launched in September 2025 and currently runs in the US, the Netherlands, and Italy, with more markets planned  creating an international network of engaged installers.

What can DAB Pumps do with Open Loyalty that it couldn't before?

Open Loyalty brings all member data, points, levels, and rewards together in one system. This lets DAB run a single program across multiple countries with market-specific rules and reward catalogs, track engagement from every installation in real time, and expand to new markets without rebuilding the program.

What loyalty platform does DAB Pumps use?

DAB Pumps uses Open Loyalty, an API-first loyalty platform, as the engine behind DClub. Open Loyalty powers the program's points (DCoins), membership levels, and rewards, while installers interact with the program through DAB's dedicated mobile app for iOS and Android.

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