Image for Antavo announces launch of Inside Edge loyalty program by BMW news article

Antavo Empowers BMW Inside Edge Rewards Program

March 8, 2022

Antavo has been working together with BMW (UK) Ltd on Inside Edge, a highly innovative, industry-first, B2B loyalty program. 

Powered by Antavo’s loyalty technology, Inside Edge offers company drivers a revolving selection of rewards to help them save time, save money, and enjoy the ride, including free coffee, complimentary skincare, access to apps and thought leadership content that facilitates their work, and more.

The loyalty program also serves to help build a better relationship with drivers and keep the BMW brand top-of-mind when the key moment arrives for drivers to consider their next vehicle for professional or personal use.

“BMW Inside Edge is the first of its kind in the car industry. So, we’re one step ahead in trying to become more than just a manufacturer to our customers. It’s about helping BMW Company Car Drivers get more from their car. And as we get to know them better through the programme, we can tailor the benefits.” – Michelle Roberts, Marketing Director, BMW UK

The program is a collaboration between the premium automobile brand and multiple agencies, with the technology provided by Antavo’s Loyalty Management Platform. The result is a loyalty program that is the first of its kind in the luxury automobile space, which has made it possible for BMW to connect with company car drivers — an audience which has traditionally been more difficult to reach.

Knowing that this audience has a unique set of needs, Inside Edge offers exciting work-related benefits, such as free access to Expensify so drivers can track and manage receipts, as well as Peptalk, an app that lets drivers listen to motivational speakers on their way to and from the office.

“It’s an amazing opportunity to work with BMW UK on a truly innovative loyalty program. Inside Edge demonstrates the power of community-centric, reward-driven loyalty systems that build true connection with the brand. Luckily, loyalty technologies, like Antavo, are rapidly advancing, and they enable more and more creative loyalty concepts for brand and retailers.” – Attila Kecsmar, CEO & Co-founder of Antavo


The BMW Group

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 31 production and assembly facilities in 15 countries; the company has a global sales network in more than 140 countries.

In 2021, the BMW Group sold over 2.5 million passenger vehicles and more than 194,000 motorcycles worldwide. The profit before tax in the financial year 2020 was € 5.222 billion on revenues amounting to € 98.990 billion. As of 31 December 2020, the BMW Group had a workforce of 120,726 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products.

About Antavo

Antavo is a pure-play loyalty technology provider that builds comprehensive loyalty programs to foster brand love and change customer behavior for brands, retailers, and shopping malls. With a scalable and holistic loyalty logic, Antavo supercharges the marketing strategy of omnichannel and e-commerce companies, and delivers a next-level shopping experience with best-in-class in-store capabilities. Antavo was listed as a Representative Vendor in Gartner’s 2020 Market Guide for Loyalty Management and was included in Forrester’s Now Tech: Loyalty Marketing Q4 2020, and Now Tech: Promotions And Offer Management Providers, Q3 2021 reports. As a global company, Antavo empowers clients like BMW, Lagardere, Benetton Group, Jimmy Jazz, Telarus, Luisaviaroma, the N Brown Group and BrewDog. For more information, visit

Media Contacts


Helen Wilson

Senior Press Officer

07815 372 480

[email protected]


Eva Bacsi

Marketing Director

[email protected]