Swapi logo


Swapi is the brainchild of entrepreneur Pete Howroyd, who has worked in retail loyalty for over 15 years with brands such as Harvey Nichols and Harrods in the UK, and Myer in the Australian retail market.


Far too often, brand loyalty systems lack innovation and the rewards and discounts on offer are not appealing and engaging enough for modern customers.


A brand-new loyalty e-wallet platform which has launched on all app stores today. Swapi allows consumers to spend loyalty points across hundreds of brands and also promises to help them redeem their expired loyalty points with their favourite brands and retailers.


Users accumulate ‘Swapi Points’ when they shop at any of the 300 affiliated brands – including Sky, eBay, Selfridges, HelloFresh, Deliveroo,, Last and Elizabeth Arden. These points can be redeemed for exclusive rewards such as products, experiences and gift cards from the brands in its marketplace. Expired points can also be swapped for the in-app currency.

A huge USP for retailers is the ‘direct to customer’ route the integrated solution provides, allowing retailers to reward valued customers for their purchases without the cost or time required to implement their own in-house loyalty scheme.


Swapi is based in London.


They say:

CEO Howroyd: “I am extremely proud of the product we have created as a team, and I am sure we will see customers and retailers soon reaping the rewards following the much-anticipated launch of our app. We already have so many great partners working with us and are excited to continue to work with exciting, innovative household name brands and retailers to provide the best possible loyalty programme solution for all. With the Swapi app launch, we are certain it will positively impact consumers and retailers while setting the stage for our upcoming seed round in December. With our next funding round, we are hoping to raise £2 million to further build out the app and capitalise on the international interest to make it available globally to benefit as many consumers and retailers as possible, and will continue to pioneer a unique and exciting range of partnerships shaping the future of brand loyalty.”