Retail Loyalty Shifts From Closed Points to Direct Ownership

Retail loyalty programs were once built around closed systems where points stayed locked inside individual brands. That model is now changing, with a growing focus on direct ownership and transferable value rather than opaque balances and restrictive rules.

seQura Positions Smart Shopping Around User Control

During a recent Cointelegraph AMA, seQura chief revenue officer Adrián Escudé explained how the company’s smart shopping app combines flexible payments, purchase control and Bitcoin rewards. The goal is to give shoppers clearer value while helping merchants build stronger, longer-term relationships.

From Installments to a Full Commerce-Tech Platform

Escudé said seQura began as an installment payments provider in Southern Europe before expanding into a broader commerce-tech platform. Over time, the company added tools designed to improve conversion, deepen customer relationships and increase shopper value, eventually leading to the development of smart shopping technology and a direct-to-consumer app.

One App Unifies Discovery, Payments and Rewards

The smart shopping app brings product discovery, multiple payment options, buyer protection and rewards into a single interface. A built-in search and shopping agent helps users find products more efficiently, while the app aims to offer more transparent rewards and greater control over everyday spending.

Frustration With Traditional Cashback Drove the Design

The concept emerged from dissatisfaction with traditional cashback programs, where small balances are difficult to track and complex rules erode trust. Escudé said the team focused on building a product they would personally use, then refined it for a wider audience.

Bitcoin Rewards Redefine Loyalty Value

Instead of points, the app offers Bitcoin rewards sent directly to users’ wallets. Shoppers can choose between a euro balance for future purchases or Bitcoin, which is transferred once the return period ends. Early data from the November 11 launch shows about 40% of new users opting for Bitcoin rewards.

Non-Custodial Model Emphasizes True Ownership

Escudé stressed that rewards are sent directly to user-controlled wallets rather than held by the company. Educational guides help users set up supported wallets across major European providers, allowing users to earn Bitcoin through everyday spending without additional steps or exposure to trading risk.

Regulation Shapes the Product Architecture

Regulatory considerations influenced the decision to adopt a non-custodial model. Escudé said this approach required deeper legal work but aligned better with the principle of user ownership. Rewards are distributed through authorized providers after return periods, ensuring compliance while preserving control for users.

Roadmap Expands Use Cases and Adoption

Upcoming features include a travel portal offering flights and hotels with roughly 5% cashback, with reward values fixed at the time of purchase. The team is also expanding its smart search and shopping agent across more than 6,000 integrated stores.

Gradual Geographic Expansion Planned

The initial rollout targets Spain, followed by Southern Europe in early 2026 and potential expansion beyond Europe later in the year. Escudé noted that regulatory readiness will play a key role in determining the pace of expansion.

Lightning Integration Targets Everyday Bitcoin Use

Lightning Network support is planned for 2026 to enable fast, low-cost Bitcoin transfers for smaller rewards. Escudé said the long-term vision is to build a bridge between everyday retail spending and sound-money incentives, grounded in daily purchases rather than speculation.