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Privacy Policy

All lightheartedness and fun aside, we mean business when we say that we take your privacy and security seriously. 

If you're in need of Data Protection Trustmark (DPTM) certification services, why not head on over to our parent company's website for more details?  


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Last Modified: 11th May 2023


This Privacy Policy and its addendum(s) (“Privacy Policy”) describe how Affinite Solutions Pte. Ltd. and Purple Rewards, its respective subsidiaries, affiliates, associated companies and jointly controlled entities (collectively “Affinite”, “Purple”, “we”, “us”, or “our”) collect, use, process and disclose your Personal Data through the use of the Purple Platforms (including but not limited to, mobile applications and websites, respectively “Apps” and “Websites”), as well as products, features, and other services globally, operated by Affinite and Purple (collectively, “Services”).

This Privacy Policy applies to Purple users, Purple merchants, and any other agents, vendors, suppliers, partners, contractors, and service providers (collectively “you”, “your” or “yours”).

“Personal Data” is any information which can be used to identify you or from which you are identifiable. This includes but is not limited to your name, nationality, telephone number, bank and credit card details, personal interests, email address, your image, government-issued identification numbers, biometric data, race, date of birth, marital status, religion, health information, vehicle and insurance information, employment information and financial information.

We typically collect, use, disclose or otherwise process your Personal Data in accordance with this Privacy Policy with your consent, or in compliance with applicable laws, such as where:

  • It is required for us to comply with legal requirements;

  • It is required for us to enter into or perform a contract with you; and/or

  • For our legitimate interests or the legitimate interests of any other persons, including but not limited to for the purposes set forth in this Privacy Policy

Collection of Personal Data


We collect (and may combine) Personal Data about you in the ways listed below:

You provide your Personal Data to us

We collect your Personal Data when you provide it to us. For example, when you:

  • Complete a user profile or registration forms (such as your name, contact information, and other identification information where needed);

  • Provide information to assess your eligibility to provide services as a Purple merchant, or Purple employer (for e.g., such as background check results);

  • Interact with our social media pages (such as your social media account ID, profile photo and any other publicly available data);

  • Participate in contests or events organized by us (such as the pictures, audios, or videos you may submit, which may include images of yourself);

  • Verify your identity through various means (such as social media logins, submission of selfie images or independently verified payment card information);

  • Fill up demographic information in surveys (such as your age, gender, and other information you may volunteer such as your marital status, occupation, and income information);

  • Agree to purchase products and/or services at Purple merchants’ outlets with in-store audio and/or video recording features.  

When our Services are used


Personal Data may be collected through the normal operation or use of the Purple Platforms. Some examples are:

  • Your location information;

  • Feedback, ratings, and compliments;

  • Transaction information (such as payment method);

  • Information about how you interacted with the Purple Platforms (such as features used and content viewed);

  • Device information (such as hardware model and serial number, IP addresses), file and app names and versions, GPS location, IMEI number, and advertising identifiers or any information that may indicate device or app modification);

  • Personal data you enter in messages when you use our in-app communication features; and

  • Personal data that may be captured through your interaction with us, our merchants, and their stores.

Do note that some Purple merchants may install devices in the stores for their own purposes, which may result in your Personal Data being captured by them during the course of use of our Service. This practice is neither endorsed nor prohibited by Purple, and the collection, use, and disclosure of Personal Data obtained from their stores or interactions with you is the responsibility of the relevant partner. Please check with the relevant partner if you have any quires about their use of applications or devices.

From other sources

When we collect Personal Data, including but not limited to your name, contact information and other identification information where needed from other sources. Such sources include:

  • Referral programmes;

  • Our business partners, such as Purple merchants, payment providers, employers;

  • Insurance and financial providers;

  • Credit bureaus, alternative credit scoring agencies and any other credit reporting organisations;

  • Publicly available or governmental sources of data;

  • When our Purple users add you as an emergency contact;

  • When our Purple users add you as a recipient of beneficiary of any use of our Services;

  • When you use our in-app chat; and

  • Marketing services providers or partners

Sensitive Personal Data

Some of the Personal Data that we collect may be sensitive in nature. This may include Personal Data pertaining to your race, national ID information, religious beliefs, background information (including financial and criminal records, where legally permissible), health data, disability, marital status and biometric data, as applicable. We collect sensitive Personal Data only with your consent and/or in strict compliance with applicable laws. In the event that you are required to furnish any documentation or information to us for any Purpose which may contain such sensitive Personal Data (which is not required for that Purpose), you agree to redact such sensitive Personal Data before providing such documentation or information to us.

When you provide Personal Data of other individuals to us

In some situations, you may provide Personal Data of other individuals (such as your spouse, family members or friends) to us. For example, you may add them as your emergency contact, when you use the in-app chat or when you add them as recipients or beneficiaries of any use of our Services. If you provide us with their Personal Data, you represent and warrant that you have obtained their consent for their Personal Data to be collected, used and disclosed as set out in this Privacy Policy.

Personal Data of minors

As a parent or legal guardian, please do not allow minors under your care to submit Personal Data to Purple Rewards. In the event that such Personal Data of a minor is disclosed to Purple Rewards, you hereby consent to the processing of the minor’s Personal Data and accept and agree to be bound by this Notice and take responsibility for his or her actions.


Use of Personal Data

Purple Rewards may use your Personal Data for the following purposes set out in the list below (“Purposes”). Additionally, if you use Purple Rewards in various capacities (for e.g., if you use multiple Purple Rewards Services, or if you are both a Purple Merchant, Purple Employer, and/or Purple User), we may link your Personal Data collected across your various capacities to facilitate your use of our Services and for the Purposes described below:

Providing services and features

Your Personal Data will be used to provide, personalise, maintain and improve the Purple Platforms. This includes using your Personal Data to:

  • Engage you to provide you with Services across our various business verticals;

  • Create, administer and update your account;

  • Process, manage or verify your eligibility for or application of Services, promotions, rewards and subscriptions with Purple Rewards;

  • Conduct due diligence checks and risk assessments and/or analysis;

  • Verify your identity and age (where necessary);

  • Validate your purchases and process payments;

  • Offer, obtain, provide, facilitate or maintain insurance or financing solutions;

  • Monitor your voucher-redemption journey and detect abnormal variations;

  • Personalise your Apps experience (such as to recommend products and services relevant to you, identify your preferences or otherwise personalise your experience with Purple Rewards);

  • Make your experience more seamless, such as automatically filling in your registration information (such as your name or phone number) from one Service to another Service or when you participate in our surveys;

  • Perform internal operations necessary to provide our Services, including troubleshooting software bugs and operational problems, conducting data analysis, testing and research, monitoring and analysing usage and activity trends;

  • Protect the security or integrity of the Services and any facilities or equipment used to make the Services available;

  • Enable communications between our users;

  • Invite you to participate in our surveys and studies;

  • Enable our partners to manage and allocate resources; and

  • Fulfil the services to you as a data processor, where you have provided consent to the data controller (i.e. the organisation you had purchased goods or services from, and for whom Purple Rewards is providing services on behalf of) for such services to be rendered. 

Safety and security

We use your data to ensure the safety and security of our Services and all users. This includes:

  • Screening Purple merchants and Purple users before enabling their use of our Services;

  • Identifying unsavoury behaviour such as fraudulent or dishonest conduct, transmission or communication of images or text constituting ethnic slurs, obscenities, sexually explicit material, inflammatory or derogatory comments, or anything else that may be construed as harassing or offensive, which is targeted at the Services, the Purple Platforms, our employees, contractors or agents, our merchant partners, or other users;

  • Verifying your identity when you log in to Purple Rewards;

  • Using device, location, profile, usage and other Personal Data to prevent, detect and combat fraud or unsavoury behaviour; and

  • Monitoring compliance with our terms and conditions and policies.

User support

We use Personal Data to resolve user support issues. For example, we may:

  • Investigate and address concerns;

  • Monitor and improve our user support responses;

  • Respond to questions, comments and feedback; and

  • Inform you about steps taken to resolve user support issues.

Research and development and security


We may use the Personal Data we collect for testing, research, analysis and product development. This allows us to understand and analyse your needs and preferences, protect your Personal Data, improve and enhance the safety and security of our Services, develop new features, products and services, and facilitate development of insurance and finance solutions.

Legal purposes

We may use the Personal Data we collect for legal purposes, such as to investigate and resolve claims or disputes, detect/prevent/prosecute crime, or as allowed or required by applicable law.

We may also use your Personal Data when we are required, advised, recommended, expected or requested to do so by our legal advisors or any local or foreign legal, regulatory, governmental or other authority.

For example, we may use your Personal Data to:

  • comply with court orders or other legal, governmental or regulatory requirements;

  • enforce our Terms of Service or other agreements; and

  • protect our rights or property in the event of a claim or dispute.


Marketing and promotions

We may use your Personal Data to send you marketing communications relating to customised products or services (that may be of interest or relevance based on your profile), or Purple Rewards’ partners’, sponsors’ and advertisers’ products, services, events or promotions. For example, we may:

  • send you special offers that may be of interest or relevance to you across all of Purple's service offerings, including but not limited to Megazine;

  • send you alerts, newsletters, updates, mailers, promotional materials, special privileges, festive greetings; and

  • notify, invite and manage your participation in our events or activities.


We may communicate such marketing to you by various means, where applicable (including by SMS, chat applications (e.g. WhatsApp, Telegram, LINE, Viber, WeChat, Zalo), push notifications, calls, and by email).


If you wish to unsubscribe to the receiving of such marketing communications, please click on the unsubscribe link in the relevant email or message. Alternatively, you may also update your preferences in our Apps settings. Please note that while you may opt out of marketing or promotion communications, Purple Rewards may still send you service-related messages (such as information on your transactions, rewards, etc.).


User Published Content

If you publish content (such as a review or comment) on Purple Rewards’ platform, it will be shown publicly along with your personal data (such as profile name, uploaded photo(s)), and other information you choose to include in your content. For more information, please view our Terms of Service available at


Disclosure of Personal Data

We need to share Personal Data with various parties for the Purposes. These parties include:


Other users

For example:

  • If you are a Purple user, we may share your username, voucher redemption locations with our Purple merchants fulfilling your Service request;

  • If you are a Purple merchant, we may share your Personal Data with your consumers including your business’ name, location, and average rating;

With third-parties related to your use of Purple Rewards’ services

For example:

  • If you are a Purple user under the employee benefits scheme, we may share your personal data with insurance companies and/or insurance agencies for the purpose of submission of insurance claims.


With the owner of Purple Rewards’ accounts that you may use


For example, your employer may receive transaction data or account balance information when the Purple user is under the employee benefits scheme.

With subsidiaries and affiliates

We share Personal Data with our subsidiaries, associated companies, jointly controlled entities and affiliates. Affinite and its subsidiaries share resources, such as infrastructure and technology, with each other to provide you with a consistent, relevant and secure experience when you use our Services, and for the Purposes set out in this Privacy Policy.


For example, we do this to make your experience more seamless, such as by automatically completing your registration information from your use of one Affinite’s Service when you sign up for a new Affinite Service.


With Affinite’s service providers and business partners

We may provide Personal Data to our vendors, consultants, marketing partners, research firms, and other service providers or business partners. This includes:

  • Payment processors and facilitators;

  • Debt collectors;      

  • Credit bureaus, alternative credit scoring agencies and any other credit reporting organisations;

  • Background check and anti-money laundering service providers;

  • Cloud storage providers;

  • Advertising and marketing partners and platform providers;

  • Data analytics providers;

  • Research partners, including those performing surveys or research projects in partnership with Affinite or on Affinite’s behalf;

  • Educational and training institute partners;

  • Fleet and merchant partners;

  • Insurance and financing partners;

  • Third party intermediaries involved in the managed investment of funds, such as brokers, asset managers, and custodians;

  • Service providers who perform identity verification services; and

  • Vehicle solutions partners, vendors or third-party vehicle suppliers.

For example:

  • If you requested a service through a Purple merchant or used a promotion provided by a Purple merchant, Purple Rewards may share your Personal Data with that Purple merchant partner.

  • If you have used any of our services, we may share relevant information (e.g. the status of your account, applicable incentives/promotions, your purchasing statistics) for collaborative efforts (e.g. create new incentives and benefits for you or improving supply of Purple merchants).


With our legal advisors and governmental authorities


We may share your Personal Data with our legal advisors, law enforcement officials, government authorities and other third parties. This may take place to fulfil the legal purposes (mentioned above), or any of the following circumstances:

  • Where it is necessary to respond to an emergency that threatens the life, health or safety of a person; or

  • Where it is necessary in the public interest (e.g. in a public health crisis, for contact tracing purposes and safeguarding our community).


Business transfers


We may share your Personal Data with other parties, in connection with any acquisitions, sales, mergers, joint ventures, consolidation, restructuring, financing or any other type of business transactions. Your Personal Data will however remain subject to our obligations made in any pre-existing Privacy Policy that you have agreed to.

Retention of Personal Data

We retain your Personal Data for the period necessary to fulfill the Purposes outlined in this Privacy Policy unless a longer retention period is required or allowed by law. Once your Personal Data is no longer necessary for the Services or Purposes, or we no longer have a legal or business purpose for retaining your Personal Data, we take steps to erase, destroy, anonymise or prevent access or use of such Personal Data for any purpose other than compliance with this Privacy Policy, or for purposes of safety, security, fraud prevention and detection, in accordance with the requirements of applicable laws.​

International Transfers of Data

Your Personal Data may be transferred from country, state and city (“Home Country”) in which you are present while using our Services to another country, state and city (“Alternate Country”).

When we transfer your Personal Data from your Home Country to the Alternate Country, we will comply with our legal and regulatory obligations in relation to your Personal Data, including having a lawful basis for transferring Personal Data and putting appropriate safeguards in place to ensure an adequate level of protection for the Personal Data. We will also ensure that the recipient in Alternate Country is obliged to protect your Personal Data at a standard of protection comparable to the protection under applicable laws.

Our lawful basis will be either consent (i.e. we may ask for your consent to transfer your Personal Data from your Home Country to the Alternate Country at the time you provide your Personal Data) or one of the safeguards permissible by laws.

Cookies and Advertising on Third-Party Platforms




Affinite, Purple Rewards, and third-parties with whom we partner, may use cookies, web beacons, tags, scripts, local shared objects such as HTML5, advertising identifiers and similar technologies (collectively, “Cookies”) in connection with your use of the Websites and Apps, which may be persistent or stored only during an individual session on your browsers or devices.

Cookies may have unique identifiers, and reside, among other places, on your computer or mobile device, in emails we send to you, and on our web pages. Cookies may be used for various purposes such as to:

  • Provide the essential, basic functions of the use of our Websites, Services or Apps;

  • Authenticate you, or remember your user preferences and settings;

  • Delivering and measuring the effectiveness of advertising campaigns, such as by measuring number of views or clickthroughs;

  • Analyse site traffic and trends;

  • Serve you relevant advertisements across other apps and websites owned by other companies (whether by us or by other advertisers); and

  • Enhance user interface and experience by generally understanding the online behaviors and interests of users who interact with our Website, Services or Apps.


Affinite may allow third parties to use Cookies on the Websites and Apps to collect the same type of Personal Data for the same purposes Affinite does for itself. Third parties may be able to associate the Personal Data they collect with other Personal Data they have about you from other sources. We do not necessarily have access to or control over the Cookies they use.

Disabling the collection of cookies on our websites 


You have the right to choose to disable, block or deactivate cookies. Please note that however refusal or removal of some cookies could affect the availability, functionality or use of our Website, Services or Apps.

You may adjust your internet browser settings to disable, block or deactivate cookies, delete your browsing history or clear the cache from your internet browser. The settings may be contained within the “History”, “Preferences”, “Settings” or “Privacy” section of your internet browsers, or you may otherwise consult the help section of your internet browser for more information.

Disabling the display of Targeted Ads through our App 

We may facilitate the display of targeted advertising on other platforms, such as on other online platforms that you may be a user of.

You may be able to limit our use of your Personal Data to display targeted advertisements on behalf of our advertisers, by adjusting your preference through the Apps. Depending on the type of phone and operating software that you are using, you may be granted the option to disable our use of mobile identifiers (such as Apple’s IDFA or Google’s GAID) and the ability to track you across apps and websites owned by other companies by adjusting the settings available on your mobile devices. Through adjusting the settings on your device, you can typically reset, delete, limit and/or otherwise restrict the use of such mobile identifiers.

Although we will not use your Personal Data to show you such targeted advertisements on other platforms, you may still see generic ads that appear relevant to you. This may be because we have engaged third party advertisers / platforms to display ads to users of specific attributes or demographic makeups who may find them relevant. You may be able to limit seeing these advertisements through managing your preferences on these platforms.

Protection of Personal Data

We will take reasonable legal, organisational and technical measures to ensure that your Personal Data is protected. This includes measures to prevent Personal Data from getting lost, or used or accessed in an unauthorised way. We limit access to your Personal Data to our employees on a need to know basis. Those processing your Personal Data will only do so in an authorised manner and are required to treat your information with confidentiality.

Nevertheless, please understand that the transmission of information via the internet is not completely secure. Although we will do our best to protect your Personal Data, we cannot guarantee the security of your Personal Data transmitted through any online means, therefore, any transmission remains at your own risk.

Your Rights with Respect to Your Personal Data

In accordance with applicable laws and regulations, you may be entitled to:

  • Inquire about the processing of your Personal Data and be provided with a copy of it;

  • In some cases, request the correction and/or deletion of your Personal Data;

  • In some cases, request the restriction of or object to the processing of your Personal Data;

  • Withdraw your consent to the processing of your Personal Data (where we are processing your Personal Data based on your consent);

  • Request receipt or transmission to another organisation, in a machine-readable form, of the Personal Data that you have provided to us where we are using your Personal Data based on consent or performance of a contract; and

  • Complain to the relevant data privacy authority if your data privacy rights are violated, or if you have suffered detriment as a result of unlawful processing of your Personal Data.


Where you are given the option to share your Personal Data with us, you can always choose not to do so. If we have requested your consent to processing and you later choose to withdraw it, we will respect that choice in accordance with our legal obligations.


However, choosing not to share your Personal Data with us, withdrawing your consent to our use of it or to your agreement with our Privacy Policy could mean that we are unable to perform the actions necessary to achieve the purposes of processing described in Section II (Use of Personal Data) or that you are unable to make use of the Apps or the Services.

After you have chosen to withdraw your consent, we may be able to continue to process your Personal Data to the extent required or otherwise permitted by applicable laws and regulations.


We will screen and verify all requests beforehand. In order to verify your identity and/or authority to make the request, we may require you to provide supporting information or documentation to corroborate the request. Once verified, we will give effect to your request within the timelines prescribed by applicable laws.


Amendments and Updates

Affinite and Purple Rewards may modify, update or amend the terms in this Privacy Policy at any time. Such amendments shall be notified to you through the Apps and/or other appropriate means  at least five (5) business days before the effective date. The updated version will be posted on the website It is your responsibility to review the Privacy Policy regularly. Your continued use of the Apps, Websites or Services, or continuing to communicate or engage with Purple Rewards following the effective date of the modifications, updates or amendments to this Privacy Policy, whether or not reviewed by you, shall constitute your agreement to be bound by such amendments.


Contact Information

If you have any queries about this Privacy Policy or would like to exercise your rights set out in this Policy, please fill in the form on our "Contact" page on or direct your mail or email to our Data Protection Officer at the following addresses:

Name: Affinite Solutions Pte. Ltd.

Attention: Data Protection Officer


Address: 7 Harvey Road, Lebond, #10-02B, Singapore 369613

By submitting an email to us via, you acknowledge that you are initiating a legal process in good faith and understand that any fraudulent and/or abusive notice may result in legal consequences.

In order for us to attend to your queries expeditiously, we prefer that inquiries be made via the online form.

The original of this Notice is written in the English language. In the event of any conflict between the English and other language versions, the English version shall prevail.

Version 1.0
Last Updated: 11th May 2023

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