A seamless digital journey and BetterBanking Rewards loyalty platform are strengthening the bank’s overall strategy bydriving redemptions, usage and operational efficiency
As digital engagement becomes the cornerstone of modern retail banking, customer loyalty is being reshaped by convenience, transparency and immediate value. For Security Bank in the Philippines, rethinking how rewards are delivered and how clients interact with them has become a priority in the face of shifting customer expectations and increased competition in card-based products.
Loyalty redefined
Launched in July 2024, the BetterBanking Rewards platform is Security Bank’s flagship initiative to overhaul the customer rewards journey. Designed as an end-to-end digital experience, the platform enables cardholders to redeem, track and manage rewards in real-time. Its consolidated dashboard and user-centric features, including non-expiring points, points transfer to airline partners and gamified experiential offers, mark a substantial leap forward from the bank’s previous rewards system.
Engagement through simplicity
Key to the platform’s success is its seamless design and automation. Customers benefit from a simplified registration and redemption process, instant updates on points balance and a streamlined rewards catalogue, all of which are accessible through an intuitive interface. This ease of use has translated into a 46% increase in customer redemptions and a 26% rise in card billings, reflecting the programme’s success in fostering deeper engagement and repeat usage.
Multi-channel visibility
A robust communications strategy helped accelerate customer adoption. Launch promotions were delivered across Viber, SMS and email, while video content, including TikTok and Instagram reels, showcased instructions on how to use the platform. Billboard and digital campaigns extended reach beyond existing customers, supporting Security Bank’s broader digital engagement goals.
Operational uplift
Beyond customer satisfaction, the BetterBanking Rewards programme has yielded internal efficiencies. Automation of the previously manual redemption process has reduced error rates, lowered operational costs and freed up resources, thus aligning with Security Bank’s sustainability and digitisation goals.
The programme’s design also allows targeted spend-based campaigns, enabling greater agility in offer delivery. Promotional campaigns across digital, social and out-of-home media, including video content and PR, supported widespread adoption from launch.
These strategic advances in loyalty have earned Security Bank recognition for transforming the cardholder rewards experience, securing the bank the Best Advance in Loyalty/Rewards Programme title at the Retail Banker International Asia Trailblazer Awards 2025.