User Data & Identity
Securely managing user data and identities.
The base identity
At its core, Fruga identifies each user by a userRef — the stable identifier you supply when the widget authenticates. This is deliberately anonymous: Fruga does not require a name, email address, or any personal information to operate. The widget works, cashback is earned, and payouts are processed using nothing more than this reference.
This means you can integrate Relay and start rewarding users immediately, without any data-sharing agreements or enrichment setup. The anonymous identity is the default, and it is fully functional on its own.
Enriching the user record
When you choose to share additional data about a user, Fruga can do significantly more. Enriched user records unlock the ability for Fruga to engage with your users proactively — using cashback and offers as an incentive to drive actions that bring value back to your platform.
The following data points can be associated with a user record:
| Data | How it is used |
|---|---|
| First name, last name | Personalises communications — users receive messages addressed to them rather than generic outreach |
| Email address | Enables direct email communication to the user |
| Phone number | Enables SMS communication to the user |
| Policy details — product, cost, expiry date | Powers timely, context-aware outreach — for example, a renewal reminder sent before a policy expires, or an add-on offer triggered at the right moment in the policy lifecycle |
What this enables
The combination of user contact data and policy information allows Fruga to act as an engagement layer between you and your users. Rather than relying solely on users opening your app or visiting your platform, Fruga can reach out directly — at the right time, with a relevant offer — and bring them back to take action.
Common scenarios include a renewal reminder sent shortly before a policy expires, with a cashback incentive to renew; an add-on offer targeted to users whose policy profile suggests they would benefit from additional cover; and re-engagement messages for users who have been inactive for a period. In each case, the cashback catalogue serves as the hook, and your platform — where the policy action takes place — is where the value is ultimately realised.
Communication channels
Fruga supports two approaches to user communication, giving you flexibility over how messages are sent and what they look like to the recipient.
Fruga-managed communications
Fruga sends messages directly using its own email and SMS infrastructure. You provide the user data and define the triggers; Fruga handles the delivery. This is the fastest path to getting user engagement up and running with no additional configuration on your end.
Partner-managed communications
If you prefer messages to be sent through your own systems — using your own sending domain, email templates, or existing CRM — Fruga can be configured to use your infrastructure instead. You provide your SMTP settings or messaging service credentials, and Fruga sends on your behalf through your own channels. This means users receive communications that look and feel like they come from you, with full continuity across your existing brand and messaging.