Loyalty Has a New Home: The Mobile Wallet

How wallet-first loyalty is reshaping consumer engagement

Just a few years ago, mobile wallets were a novelty. Today, they're the new normal.

According to recent data, more than 70% of Australians now use digital wallets like Apple Pay, Google Wallet or Samsung Pay and adoption is growing rapidly across every age group. From cafes to car dealerships, Australians are no longer reaching for their wallets, they’re reaching for their phones.

And it's not just changing how we pay.
It’s redefining how we connect, reward and build loyalty.

From plastic points to smart, real-time moments

The old loyalty playbook of points programs, clunky apps is showing its age. Consumers today expect experiences that are:

• Instant (not delayed by account logins or emails)
• Frictionless (no app downloads or portals)
• Personalised (not one-size-fits-all)
• Memorable (delightful, not transactional)

And there’s one place all of that can happen: The mobile wallet.

Wallets are no longer just for payments, they’re the always-on, trusted home for real-world loyalty, rewards, and recognition.
That’s why we've made it a core part of our approach at Fronterly.

What Fronterly is building: Wallet-first Loyalty

At Fronterly, we believe the future of loyalty isn’t hidden inside apps or locked behind logins or platforms, it’s unlocked with a single tap.

That’s why we build wallet-native customer experiences that allow businesses to:

• Deliver branded, digital reward passes directly into a customer’s mobile wallet
• Trigger real-time gifting, incentives or recognition in person, on the spot
• Track engagement, redemptions and feedback seamlessly
• Delight customers where they already are inside their phone

We call it wallet-first loyalty and it’s changing the way brands engage with people across retail, real estate, events, and beyond.

Why this matters for brands

Consumers already trust their mobile wallet for payments.
Now, they’re ready to trust it with rewards.

If your loyalty strategy still depends on email links or clunky apps, you’re not just behind the curve, you’re missing a moment to create real, in-person magic.

The brands that win next won’t just give more.
They’ll give smarter, faster and right where it matters most — inside the mobile wallet.

Want to explore what wallet-first loyalty could look like for your business?
Contact us and let's reimagine rewards together.