As Uwin Iwin Incentives opens a London office, chief executive David Sand has called the UK “one of the biggest and most exciting incentive loyalty and incentive markets in the world”.

He said: “We are humbled and excited about this new chapter in our business. We have been dealing with northern hemisphere-based businesess and it just makes sense to be more accessible to our clients.”

Uwin Iwin opened in South Africa in 1994 and is a leading provider of inspirational recognition and reward, incentive, loyalty and performance improvement solutions. The London office comes after the previous 2 openings of the Nigerian and Brazilian offices in 2013.

Sand added that Uwin Iwin’s reward model of branded cash will differentiate the company from other reward scheme competitors in the UK.

“Most reward programmes make use of catalogues from which rewards can be chosen. Our data has shown that employees prefer the flexibility of deciding for themselves how to to spend their rewards,” he said.

Uwin Iwin has developed a branded cash system called that gives monetary rewards on a debit card, which can be used at any point of sales globally where Mastercard is accepted. It can therefore be used at a luxury design store or at a local pub, at the café around the corner or at a boutique. The choices are endless.

This branded cash system is a new value-add in the United Kingdom’s extensive reward system market. So far incentives in London and the UK mainly focused on catalogues. With the opening of Uwin Iwin’s new office in London, the reward programmes in the UK has another way of rewarding their customers.

“We saw a gap in the market and decided to use this opportunity to offer a global solution to the UK and the rest of Europe. From the new London office we will be able to sell our product to the European market and introduce a new dimension to the incentive programme oeuvre.”

Alongside Sand will be Uwin Iwin chief financial officer Manus Geyer, who will serve as MD of the London office. Former Microsoft China chief operating officer Gordon Frazer will be chairman of the board, while Uwin Iwin chief operating officer Huw Tuckett will act as a non-executive board member based in the UK.

The new London office expands the incentive firm’s global network, adding to its other offices in Mauritius, South Africa, India, Brazil, Kenia, Nigeria, Ghana and the USA.