HeyMax acquires krip to expand in Asia

By Vriti Gothi

HeyMax, has acquired krip, a FinTech platform to transform everyday spending into meaningful travel experiences for consumers across Asia.

Founded in 2022, krip has redefined how consumers interact with their credit cards by simplifying access to rewards and benefits. Its platform aggregates over 6,000 credit card deals from more than 3,000 merchants, delivering a highly personalised experience that empowers users to maximise the value of their spending. By enabling financial institutions to deepen customer loyalty and engagement, krip has supported an estimated $7.4 billion in additional annual card spend through partnerships with leading players such as livi Bank and Grantit.

As part of the integration, Wang will assume the role of Global Head of Loyalty Partnerships and General Manager of Hong Kong at HeyMax, spearheading local strategy and supporting the expansion of global partnerships. In addition, Benjamin Quinlan, CEO & Managing Partner of Quinlan & Associates and former Chairman of krip, has been appointed Senior Advisor of Financial Services Partnerships, strengthening HeyMax’s strategic capabilities across the region’s financial services landscape.

The krip brand will be fully integrated into HeyMax, with all existing users invited to join the HeyMax ecosystem. As part of this transition, krip users will receive complimentary Max Miles, unlocking immediate access to HeyMax’s growing network of travel and rewards partners.

This acquisition also underscores the vitality of Hong Kong’s FinTech ecosystem. krip’s journey was supported by Cyberport’s Incubation Programme, which provided critical funding, talent access, and partnership opportunities to fuel its growth and overseas expansion.

Looking ahead, HeyMax’s enhanced presence in Hong Kong will pave the way for new partnerships with banks, FinTechs, and consumer brands, driving greater value and flexibility for both local consumers and international travellers. The company’s official launch in Hong Kong is scheduled in the coming months, with a dedicated waitlist now open to early adopters who will receive priority access and exclusive rewards upon launch.

David B. Wang, former CEO and founder of krip, said, “At krip, our mission has always been to empower consumers to spend smarter. By helping consumers realise more value from their everyday spend, we have unlocked new ways for financial institutions, retail merchants and consumers can better interact with each other to maximise engagement and loyalty in the digital age. Joining forces with HeyMax opens up exciting opportunities for us to deliver on our mission and to realise our mutual vision to bring greater value to consumers at scale.”

Joe Lu, CEO and cofounder of HeyMax, said, “This is a strategic step forward in our mission to make travel more accessible through everyday spending. The krip team brings deep domain expertise in Hong Kong’s loyalty and rewards space, along with strong local relationships and B2B insights that are critical as we expand across the region. With Hong Kong and Singapore as core markets, this acquisition accelerates our presence in a key financial and travel hub, and sets the foundation for new global partnerships that bring even more value to consumers across Asia.”