Flybuys may be gone—but your data might not be.

That’s the concern now facing millions of New Zealanders after the closure of loyalty programme Flybuys in 2024.

Founded in 1996, Flybuys grew to include 2.9 million members—representing nearly three-quarters of Kiwi households.

Members earned points from everyday purchases, while the company collected rich data on shopping habits, preferences, and behaviour.

But with Loyalty New Zealand now in liquidation, questions remain about what will happen to that sensitive customer database.

It’s not just names and emails—years of purchase histories and inferred profiles are potentially stored.

Despite assurances the data would be handled under the Privacy Act, there’s no confirmed plan to delete it.

Experts warn that unless liquidators commit to permanent deletion, the database could be treated as an asset and potentially sold.

That possibility is raising eyebrows, especially as privacy breaches grow more common worldwide.

In similar cases overseas, customer data has been transferred or sold during liquidation without clear consent.

While Flybuys Australia continues to operate under Coles and Wesfarmers, Flybuys New Zealand’s final chapter could shape future privacy standards both here and abroad.

If data is reused or sold without public oversight, Coasties and others who once trusted Flybuys with their personal details could be left in the dark.

This article is based on analysis by Dr Drew Franklin (University of Auckland), Isa M. Katerina Asher and Dr Raffaele F. Ciriello (University of Sydney), originally published via The Conversation.

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