Novus Loyalty Limited (Novus) has entered into a master services agreement with Hero Housing Finance Limited (HHFL) to provide loyalty technology and programme design services, the company said in a filing on fourth August, 2026. Novus will act as the loyalty technology and programme design partner responsible for designing, configuring, implementing, integrating and enabling a connector loyalty and rewards ecosystem for HHFL. The engagement covers loyalty strategy and programme design, platform deployment, points accrual engine, referral programmes, contest and milestone management, gamification and rewards marketplace.

It also includes an engagement and nudge engine, leaderboards, an administration portal and management information systems and analytics to support activation, engagement and lead generation. The collaboration aims to drive disbursement growth, referrals and customer retention for HHFL while supporting operational oversight through analytics. Deployment is scheduled within two weeks and the agreement term is three years.

The agreement follows a recurring, usage-linked revenue model in addition to a one-time setup fee, providing Novus a scalable, annuity-like revenue stream that grows with platform adoption. Because the recurring revenue will expand with HHFL's growth, the precise aggregate value cannot be fixed at this stage. The order has been awarded by a domestic entity and does not involve any interest of the promoter group.

Novus confirmed the contract will not constitute a related party transaction and that it has been executed at arm's length. The company has filed the requisite disclosure with BSE Limited (BSE) on its SME platform and requested the update be taken on record. The compliance officer authorised the submission for public disclosure.

The implementation will include integration with HHFL's customer touchpoints and ongoing optimisation driven by performance metrics and analytics. Novus will provide regular management information reports and support for campaign adjustments to sustain engagement and loyalty outcomes.