By Yayu E. Javier · Published on BusinessMirror September 11, 2025
ARE credit card rewards still meaningful; or have they all started to look the same?
For many customers, the rewards catalog has become a blur of identical offers. Discounts are recycled across cards, perks shift from one issuer to another, and benefits no longer feel exclusive. What was once a differentiator has now turned into a commodity.
This raises an important question: “Is loyalty in banking just about points and discounts?”
Loyalty as relationship, not currency
TRUE loyalty is not about stacking points: it’s about building trust and relationships. In banking, this matters more than in any other industry. People invest their money with institutions they believe will look after them. That trust, once lost, is hard to regain.
Unfortunately, many banks fail to maximize the most valuable asset in their loyalty programs which is customer data . Too often, programs stop at rewards catalogs without analyzing spending habits, life stages, or preferences. As a result, every loyalty card feels the same—impersonal and interchangeable.
What customers really want
BANKS can learn from leading non-bank loyalty programs that have moved beyond generic points. Retailers and digital platforms now use data to send personalized messages, recommend relevant offers, trigger upgrades based on actual purchase behavior, and promote the values that it stands for.
Take “H&M’s Conscious Loyalty program.” Members don’t just earn points for purchases—they’re rewarded for sustainable behaviors like recycling old clothes or bringing reusable bags and getting points for buying recycled clothes . The message is clear: loyalty is not just about spending; it’s about values.
Banks can apply the same principle. Imagine a loyalty program that doesn’t only reward transactions but also financially responsible choices—like saving regularly, paying loans on time, going paperless, or investing in sustainable funds. This approach deepens loyalty while enhance the bank’s support for sustainability.
Humanizing the digital experience
DIGITALIZATION has made banking more convenient but also less personal. Chatbots and automated responses often leave customers feeling unheard. While efficiency matters, banks can balance automation with proactive engagement for their most valuable customers—through personalized emails, tailored advice, or exclusive previews of new perks.
These small touches can make customers feel like they have a “relationship manager” behind their credit card—without the cost of assigning one to every account.
The future of loyalty in banking
BANKS and credit card issuers must “unlearn old loyalty models” and take inspiration from industries that value personalization and purpose. Points and perks will always have their place, but the real differentiator lies in how well a bank knows its customers, anticipates their needs, and aligns with their values.
Loyalty is not just about rewards—it’s about relationships and relevance. In a world where trust is the true currency, the banks that embrace this shift will win not just their customers’ wallets, but their lasting loyalty.
Yayu E. Javier is the CEO of Avanza, Inc., a tech-driven loyalty marketing and CRM company with international and local awards. Avanza provides end-to-end customer experience solutions, including platform development, campaign management, rewards fulfillment, merchant partnerships, CX training, and customer service. Connect: yayu.javier@avanza.ph.