Cembra Money Bank AG is enhancing the rewards program for its Certo! Mastercard credit cards, positioning the offering as unique within the Swiss market. The upgrade, announced on , aims to provide customers with more immediate and substantial benefits with each transaction.
Since the Certo! card family launched in , it has gained traction in Switzerland, according to the company. Cembra’s strategy centers on simplifying payments for consumers, and this expansion of the Mastercard benefits program is a key component of that effort.
The revamped program goes beyond traditional cashback rewards. Certo! cardholders will now have access to regularly changing promotions offered by retailers in sectors including fashion, lifestyle, and consumer electronics. Crucially, the cashback is applied automatically to purchases, eliminating the need for customers to register for promotions, enter discount codes, or redeem vouchers. Transaction details and available offers are accessible through the Cembra app, which also provides a range of features for secure and convenient card management.
This enhanced cashback program is designed to create a distinctive customer experience and open up new partnership opportunities for retailers. Participating merchants include established consumer brands, with Cembra actively adding new partners to the program.
“Our goal is to make using your Certo! card as rewarding and effortless as possible. You pay and benefit instantly,” said Christian Stolz, Business Unit Leader Payments and member of the Management Board at Cembra. “With our enhanced cashback proposition, we offer a seamless and intuitive digital experience that stands out in the market and delivers clear added value for our customers.”
Cembra’s move comes as competition intensifies in the Swiss credit card market. While the company doesn’t explicitly detail its competitive landscape, the emphasis on a simplified, automatic cashback system suggests a response to consumer demand for more transparent and easily accessible rewards. The Certo! Mastercard World, for example, currently offers 1% money back at Migros, Coop, and SBB, and 0.25% on all other purchases, without an annual fee. The new program builds on this foundation by adding dynamic retailer-specific promotions.
The company’s focus on the digital experience, highlighted by Stolz’s comments and the integration with the Cembra app, is also noteworthy. Mobile payment solutions and user-friendly apps are increasingly important differentiators in the financial services industry, as consumers expect seamless and convenient access to their financial information and rewards.
The success of the Certo! program will likely depend on the breadth and attractiveness of the retailer promotions. The ability to consistently offer compelling deals will be crucial to driving card usage and retaining customers. Cembra’s ongoing efforts to add new partners suggest an understanding of this dynamic.
Cembra’s strategy also reflects a broader trend in the financial services sector towards embedding rewards and benefits directly into the payment process. This approach contrasts with traditional loyalty programs that often require customers to actively participate and track their points or miles. By automating the cashback process, Cembra aims to remove friction and make rewards more accessible to a wider range of consumers.
The company’s existing card offerings, including the Certo! One Mastercard World, Cembra Mastercard Gold, and a range of co-branded cards with retailers like IKEA and SPAR, demonstrate a diversified approach to the credit card market. The enhancement of the Certo! program is likely intended to strengthen its position as a core offering within this portfolio.
While the long-term impact of the enhanced cashback program remains to be seen, Cembra’s investment signals a commitment to innovation and customer experience in the competitive Swiss financial landscape. The company’s ability to execute on its strategy and attract new retail partners will be key to realizing the full potential of this initiative.