Happy at Plug and Play Tirana Expo 2026: From loyalty platform to digital financial ecosystem

From loyalty programs to digital payments and financial services, Happy is preparing for a new chapter of growth. This was the vision shared by Daniela Malaj, CEO of Happy, at Plug and Play Tirana Expo 2026, an event that brought together startups, investors, and technology professionals to explore innovation and the future of business.

During her presentation, Daniela Malaj highlighted Happy’s journey and its ambition to evolve beyond a loyalty platform into a licensed electronic money institution, expanding the range of services and opportunities it offers to consumers and businesses.

At the heart of this transformation is the development of an integrated financial ecosystem that aims to bring together a digital wallet, Buy Now, Pay Later (BNPL) services, payment solutions for businesses, and electronic money services within a single platform. The goal is to make everyday transactions instant, simpler and more flexible for consumers, while helping businesses manage payments more efficiently and build stronger relationships with their customers.

“This is an important step for Happy. Building on our experience as a loyalty platform, we aim to develop digital financial services that offer consumers greater convenience and flexibility, while enabling businesses to manage payments more easily and strengthen customer relationships,” said Daniela Malaj.

Happy’s participation in Plug and Play Tirana Expo 2026 also provided an opportunity to share this vision with the innovation and entrepreneurship community, exchange ideas, and explore emerging opportunities in the financial technology sector.