Lagos, Nigeria – Access Bank, Nigeria’s largest financial institution, has entered a strategic partnership with the Novare Group to roll out enhanced loyalty and lifestyle benefits for shoppers across Nigeria.
The partnership focuses on Novare Loyalty and Rewards, which offers a rapidly expanding, multi-tiered digital customer rewards platform that can be used at the company’s shopping centres.
Through this collaboration, Novare is transforming the retail experience by integrating financial technology with real-time data analytics. Shoppers at Novare Malls can now link their profiles to a smart loyalty platform, unlocking access to NOVAS points, personalised deals, cashback rewards, and exclusive early-bird promotions.
This data-driven ecosystem not only drives deeper customer engagement and retention but also empowers merchants with actionable insights to boost sales and optimise marketing. By turning everyday shopping into a value-rich experience, Novare is positioning itself at the forefront of retail innovation in Africa.
Shoppers would be able to obtain various financial products provided by Access Bank, including a digital wallet, loans, insurance and cards.
“We’re excited to work with Novare to make everyday spending more rewarding for our customers,” said Iyabo Soji-Okusanya, Executive Director for Corporate and Investment Banking at Access Bank. “Whether they’re buying groceries, fashion or tech, we want them to earn something extra with every purchase.”
With a footprint in every Nigerian state and operations in about 15 African markets outside Nigeria, Access Bank brings unmatched scale to the partnership. The bank serves more than 60 million customers across the continent, operating through over 700 branches and digital channels, which gives it one of the broadest retail footprints in sub-Saharan Africa.
The NOVAS app will be launched in Novare’s four malls – including Novare Lekki Mall in Lagos and Novare Apo, Gateway, and Central Malls in Abuja. These centres anchor premium retail, entertainment and dining experiences in key urban nodes, with tenants such as Shoprite, MTN and Domino’s.
Novare’s retail footprint in Nigeria spans more than 50,000 square metres of developed mall space, serving millions of visitors annually. Beyond Nigeria, the group has also delivered high-profile retail projects in Mozambique and Zambia, further advancing its pan-African development ambitions.
“Access Bank’s reach and technology enable us to take our loyalty and rewards business and benefits to the next level,” said Prof. Fabian Ajogwu SAN, Chairman of Novare Group Nigeria. “This is about more than rewards – we’re reshaping how shoppers interact with retailers and financial services under one unified platform.”
The rewards programme is built around a mobile and merchant app ecosystem, powered by a centralised data management system that personalises the customer journey. Shoppers earn points from purchases and engagement, which can be redeemed for offers. Merchants benefit from insights into customer preferences and the ability to run targeted promotions and loyalty campaigns.
Now, with Access Bank onboard, the programme will begin integrating digital banking features – such as seamless account linking, payments and value-added services – that align with broader goals of financial inclusion.
According to a report released by Research and Markets in February, Nigeria’s loyalty programmes market is valued at just over $241 million and is projected to grow at an annual rate of 16%, reaching $437 million by 2029. The sector grew by nearly 21% annually between 2020 and 2024, driven by increasing demand for digital-first rewards, personalised engagement, and fintech-backed innovation – all trends reflected in the NOVAS strategy.
The partnership is scheduled to go live this summer.
Access Bank
Access Bank, a subsidiary of Access Holdings Plc, is one of Africa’s largest retail banks. It provides a full range of financial services to individuals, SMEs and corporates. With operations in over 15 African countries, the UK and the UAE, the bank serves more than 60 million customers across 700+ branches and digital platforms, making it a continental leader in financial innovation and inclusion.
Novare Loyalty and Rewards
NOVAS is the flagship digital rewards programme of Novare Loyalty & Rewards Ltd, built to enhance the shopping experience at Novare’s mall portfolio in Nigeria and beyond. The platform combines mobile app convenience, merchant technology and customer data to drive engagement, insights and loyalty, delivering benefits to both consumers and brands.
