eftpos today announced seasoned digital executive Mark Britt has joined the eftpos team as CEO of Beem It, hitting the ground with plans for a new national rewards platform for Australian consumers, which aims to take the Aussie-grown mobile wallet to the next level.
Mr Britt’s vision for the business is to extend the digital wallet experience into the physical world. While further details will be announced in the coming months, it can be revealed Beem It will soon enable discounts and offers, an all-in-one loyalty wallet, gamified social rewards, promotions supporting local businesses, and more.
eftpos through Beem It, has plans to build an Australian digital marketplace that aims to deliver on the unique needs of Australian consumers and merchants, and flourish through facilitating exceptional customer experiences.
eftpos CEO Stephen Benton said in addition to taking the job as Beem It CEO, Mr Britt would also lead eftpos’ new ventures business to drive commercial outcomes across the wider eftpos Group of businesses, including responsibility for its Digital Identity solution, connectID.
“Mark embraces the start-up mindset required to deliver the necessary speed to market and intensity of meeting customer needs. Which is critical as the eftpos Group has big aspirations for Beem It, both in terms of the role it will play in Australia as the lifestyle app for all Australians and for the eftpos Group broadly to progressively cover new ventures for the Group.
“Beem It, along with other eftpos assets such as connectID, will be utilised to create compelling innovations within a local ecosystem for consumers, Fintechs, merchants and banks to enhance digital commerce while leveraging existing industry investments to help compete with Big Tech,” Mr Benton said.
Former CEO of Nine Digital and spearheading Microsoft’s Consumer and Online business for the Asia Pacific region as General Manager, Mark also co-founded iflix, a video streaming service across Asia.
Mr Britt said he was looking forward to leading Beem It which is poised to embrace the take up of the use of digital wallets, as well as launch promotions supporting local businesses and each other.
“Beem It already has a loyal user base of over 1.4 million Australian members, with over 200 million social connections between them, so there is a great opporuntity to make Beem It available to more people with more services and features, whilst creating an Australian digital marketplace focused on delivering value for all users,” Mr Britt said.
“Australians are already using digital wallets to pay for everyday expenses and eftpos recognises the key growth opportunities are linked to how the value-added services that wrap around the digitised payment are achieved.”
In addition to previous roles at Ninemsn, PWC and representation on several Boards and charity organisations, Mark brings great consumer insights and deep experience in digital strategy, both building and leading successful tech businesses across the APAC region.
eftpos has an agnostic approach to mobile payments. eftpos mobile transactions grew more than 400% year on year in May 2021 across all supported mobile ecosystems and from April to May 2021 alone, there was 13% growth in eftpos mobile transactions.
Mobile and digital wallets are an important part of eftpos’ mobile strategy and with the continued rise of digital wallets and in store mobile initiated transactions as the most common types of contactless forms of paying.
eftpos purchased Beem It in November 2020, which was the logical move as a trusted Australian payments brand that has access to hundreds of thousands of Australian merchants, millions of consumers and is quickly moving into digital payments.