[Review] WeWard, app that rewards Malaysians to walk

As a digital native, I’ve always seen ads for apps that claim to pay you for walking. These ads, which somehow usually get promoted by “meme pages” oftentimes come off as a scam.

That’s why when I got an email for a platform called WeWard, I initially brushed it off.

But something about it made me double back. The app, which originated from Europe, claimed to have 20 million users.

This free mobile app rewards people for walking, fuelled by a bigger mission to tackle “the inactivity epidemic” that affects the health of 1.8 billion adults around the world, the email read.

“To date, the company’s given over $10M to users, $1M to charities, and is shown to increase walk time by almost 25%,” the email also stated.

Paired with the fact that it was launching in Malaysia, I decided to reach out to learn more about the app from the co-founder and CEO himself, Yves Benchimol.

What is WeWard?

“My co-founders and I all come from engineering backgrounds, so we’re well aware of how staring at a computer all day without any motivation for exercise can take a toll on your physical and mental health,” Yves shared with Vulcan Post.

This motivated him to develop a product that disconnects people from their screens and connects them with their surroundings. He decided to focus on walking, which is already an integral part of people’s lives. Pedometers are also integrated into all smartphones, so it’s easy to measure people’s step count.

Inspired by classic cognitive science, WeWard encourages walking through three main pillars: Reward, Gamification, and Social.

In terms of rewards, users walk and earn Wards (digital coins) that can be converted into cash, charity donations, or retail gifts.

For the gamification aspect, much like in a video game, users partake in challenges and can level up. There’s also a collectible card game (WeCard). By walking to specific locations pinpointed on the app, users can collect digital assets to unlock more rewards. It’s a little bit like Pokémon GO.

For the social element, there are leaderboards that let you compete with your friends and community.

WeWard isn’t the only app in this “move-to-earn” space though. Yves recognises that there are competitors, but he said they tend to focus on running or high-intensity activities.

Meanwhile, WeWard aims to be more inclusive by rewarding people, even less athletic ones, simply for walking and increasing their step count.

“We want to be the app that encourages low-lift, high impact changes to your routine that technically anyone from any demographic can use,” Yves said.

Furthermore, he believes many competitors cater to tech-savvy users by using cryptocurrency for rewards. But WeWard strives to avoid any technological barriers, making the app accessible to everyone.

Since it’s a free app, though, you might be wondering how WeWard monetises. The answer is through in-app advertising and affiliate marketing. Partners include household brands, including Amazon, Adidas, L’Oreal, Netflix, Booking.com, and more. 

Another revenue stream is the collectible WeCards, which users can make in-app purchases for to complete different packs.

WeWard also works on special projects, such as promoting specific products for a brand campaign, working with an enterprise client that wants to implement a wellness programme with employees, or any public authority interested in preventative health. 

Walking into Malaysia

If you’re someone who commutes, you’ll know that Malaysia is not the most walking-friendly place.

“We are aware of the challenges Malaysian commuters face, such as weather conditions and limited pedestrian infrastructure,” Yves said to that. “At WeWard, we are committed to helping pedestrians find their routes by integrating with apps like Google Maps to recommend the best itineraries.”

He understands that not all areas in Malaysia will be walkable, but the goal is to encourage people to walk when they can and to opt for commuting by foot whenever possible due to the physical, mental, and environmental benefits it brings.

Regarding the WeCards’ locations, Yves said their technology is developed to maximise the chances of the cards being accessible and helping users discover surrounding areas.

That said, the WeCards are a relatively new feature, so there may still be work to do in terms of localisation and optimisation.

“We also rely on the community to pinpoint errors, leveraging social sharing to enhance our service, much like Waze does,” the CEO added.

Rewards are localised, too. For one, it’s made in the local currency. Yves also said that WeWard tries to ensure local users can get incentives that matter to them.

“We’re looking forward to developing new partnerships with local charities as our Malaysia rollout continues,” he added.

The team isn’t able to share numbers on local active users just yet, but just a few weeks into its launch, they’ve already entered the Top 20 ranked apps within the Health & Fitness category.

All that sounds great, but does it work?

WeTried WeWard

We managed to get six people from the Vulcan Post team onto the app. I must say, some of us are doing better than others—not necessarily in terms of our step count, but in the sense that some of us are taking converting our steps on WeWard more seriously than others.  

I personally have been dutifully using it for two whole weeks. At the time of writing, I’ve reached 15 days of streaks.

Compared to many move-to-earn apps I’ve come across, WeWard feels very legit with a relatively clean and refined interface. Yes, some things are glitchy, but nothing that can’t be worked around.

Is it lucrative for users? Well, no. We calculated that without all the additional games, surveys, ads, and challenges, it would take over 60 years of walking 17,000 steps per day to get an iPhone 15 Pro.

However, I’m not so much walking to get real money—the gamification of earning the coins simply works dopamine magic on me.

And the WeCard feature does incentivise me to use the app. Yes, these collectibles don’t really mean much, but my brain does somehow get thrilled when I collect a new card.

By the way, it is possible to access these cards in a moving vehicle. But, you can only get five WeCards at most per day.

Gamification aside, the fact that I can convert my steps into coins also makes me feel more motivated to take the train instead of copping out and getting a ride.

I’ve also been maximising the app by watching ads and filling surveys.

Thus far, I’ve entered the sweepstakes thrice. The sweepstakes rewards don’t look too bad, actually. I’m hoping to be one among 100 to get the gift cards valued at RM100.

The point is, I don’t think that the app is doing anything mind-blowing. However, it has revolutionised the way I check in with my own activity every day, with the social and gamified elements making me feel excited to walk more and convert my steps.

So, conclusion? No, it’s not going to be a substantial way of earning money. However, it might very well be the boost you need to live a healthier life.

• Learn more about WeWard here.
• Read other reviews we’ve written here.