Emarat expands EmCan loyalty program via partnership with EtihadWE

New collaboration brings rewards to utility payments across the UAE.

Emarat is expanding the reach of its EmCan loyalty program through a new partnership with Etihad Water and Electricity (EtihadWE), the first time a UAE utility provider has integrated with a nationwide rewards platform.

Through this collaboration, EtihadWE customers will be able to earn EmCoins, EmCan’s loyalty points, simply by paying their utility bills on time. These points can be redeemed across Emarat service stations, convenience stores, and a wide network of EmCan retail, dining, and lifestyle partners.

“This partnership is a key milestone for EmCan as we extend our ecosystem into essential public services. By linking loyalty rewards to routine actions like bill payments, we’re broadening how and where customers can benefit from everyday transactions,” said Ali Khalifa Al Shamsi, CEO of Emarat.

The integration reflects Emarat’s commitment to building a more connected, value-driven experience for consumers across the UAE. It also highlights the company’s ambition to evolve EmCan into a comprehensive lifestyle rewards platform that supports convenience and engagement in new sectors.

Loyalty points will be awarded through EtihadWE’s digital platforms and approved payment channels, reinforcing both companies’ emphasis on secure, user-friendly services while incentivizing timely payments and responsible consumption.