TPBank cards experience explosive growth with a sharp personalization strategy

With customer understanding as its guiding principle, TPBank applies a personalization strategy that celebrates the 'unique ME' in every experience, leveraging strengths in technology application and creative communication. These TPBank cards, with their distinct identity, have attracted millions of customers, driving continuous breakthrough growth, surpassing the billion-dollar annual revenue milestone, and securing a top spot in the market.

"I haven't carried cash in my wallet for a long time; I mostly use my credit card or banking app for spending," shared Ms. Dang Thanh (35, Hanoi). This has become the habit of the majority of consumers today, especially among Gen Y and Gen Z.

According to statistics from the Vietnam Banking Association, there are currently around 10.2 million credit cards in the country. It is clear that credit cards are becoming increasingly popular. The potential in this market in Vietnam is still vast, and with the government's and the State Bank of Vietnam's push for cashless transactions, the credit card market has become a "lucrative pie" that banks are eager to claim a larger share of. In this intense competition, TPBank has emerged as one of the "formidable" competitors with breakthrough products, consistently being a top choice for customers in card issuance.

The number of new credit cards issued by TPBank has been rapidly increasing over the years. This figure surged nearly 140% in 2023, bringing the transaction volume to 29 trillion VND. The total transaction volume grew by 190%. Just for TPBank Visa cards alone, the spending value exceeded 1 billion USD per year last year.

Recognizing TPBank's outstanding efforts, Visa honored the bank by ranking it among the Top 3 banks leading in credit card transaction growth. Notably, the TPBank Visa Signature, a premium card, was the only product to receive the award for the highest growth in international transaction volume, with a remarkable 340% increase compared to 2022.

JCB, a reputable international payment brand from Japan, also recognized TPBank in three key categories: Leading Bank in New Card Issuance in 2023; Leading Bank in Growth of Activated Accumulation Cards in 2023; Leading Bank in Credit Card Transaction Volume Growth Speed in 2023. This marks the third consecutive year that TPBank has had the honor of being featured in JCB’s annual awards ceremony, which celebrates prestigious strategic partners in the Vietnamese market.

Explaining the appeal and the competitive strength of TPBank’s credit card growth in the market, a bank representative said: "With the spirit of being ahead of the curve, TPBank has shifted its mindset from a 'product-centric' approach to a 'customer-centric' approach. We recognize the importance of ensuring customer satisfaction and have built and implemented a sharp personalization strategy for our products to suit each customer segment. Today, TPBank offers a diverse range of credit card products that meet the needs of our key customer groups."

Card Privileges Designed to Match Customer Profiles

Drawing from its in-depth understanding of customer characteristics, TPBank has designed personalized privileges and rewards based on the needs and preferences of each customer segment. As a result, every TPBank customer can easily choose the credit card that best suits them and develop a stronger bond with the card they select.

"We aim for TPBank credit cards to become a 'companion' that understands and satisfies our customers throughout their entire experience journey," shared the TPBank representative.

As a long-time customer of TPBank, Ms. Đặng Thanh shared: "Five years ago, when the first metal card—TPBank Visa Signature—was launched, I was immediately attracted by its luxurious design, which exuded a premium class that was hard to find in other cards at the time. Due to the nature of my work, which often requires long-haul flights between countries, the privileges of airport lounge access and low foreign exchange fees were a huge plus for me, alongside domestic offers."

Unlike Ms. Dang Thanh, Ms. Ha My (27, Da Nang) is particularly fond of the shopping, dining cashback, and reward points features of the TPBank JCB card: "I eat out, shop, and hang out with friends quite often each month, so the cashback and rewards offers on the TPBank card are really great value for me."

In addition to the lifetime privileges that come with each card, TPBank continually launches attractive promotions tailored to different customer groups at the right times. The goal of targeting the right audience at the right time and delivering the complete message is a consistent focus in the bank’s dynamic communication strategy.

Furthermore, aside from earning loyalty points for rewards, customers also have the chance to win big in the ongoing lucky draw promotions on the TPBank app. This type of promotion is especially appealing to TPBank's younger customer base through lively transaction challenges. From now until December 31, 2024, thousands of prizes will be awarded every week, with the grand prize of the entire program being a VF3 electric car, which has been creating a buzz among car enthusiasts recently.

Expressing "My Style" Through Card Designs

Not only does TPBank tailor the card experience, but it also showcases its personalized strategy through card designs. Rather than default, plain designs, each TPBank card features trendy, stylish, and eye-catching designs that attract the younger generation.

In 2019, TPBank made a splash with the first metal black card on the market – the TPBank VISA Signature. In 2023, with its diverse, unique, and visually striking design, TPBank’s VISA Flash 2in1 followed in the footsteps of its predecessor, creating a media frenzy with a "My Style" collection. The TPBank Flash 2in1 cards are available in different themes, allowing users to choose according to their preferences.

The designs, featuring vibrant and personalized colors, appeal to the youth, offering a variety of options to meet different needs: the Ngũ Hành (Five Elements) card for those into Feng Shui, the Tarot card with the lucky message "ask and you shall receive," and more.

Enhancing the Personalized Card Experience with Technology

As a young bank that has risen to the top of the market thanks to the power of technology, TPBank continuously applies new technology to provide an increasingly exceptional experience throughout the credit card usage process.

To make it easier for customers to own a card, TPBank has developed solutions allowing users to open cards via the TPBank app, website, and TPBank LiveBank 24/7, offering multiple options for card issuance that cater to different preferences. Mr. Đức Thuận (28, Ho Chi Minh City) shared: "After being introduced by friends, I opened a TPBank Visa credit card on the TPBank app and have been using it ever since. The process from registration to card issuance was surprisingly smooth and quick, which is perfect for someone like me who loves technology and digital convenience."

Continuously leading the way in partnerships with tech giants like Apple, Google, and Samsung, TPBank has taken credit card payments to a new level by enabling users to pay without needing to carry a physical card everywhere. Instead, TPBank cardholders simply add their card to Apple Wallet, Google Pay, or Samsung Pay in an instant and can make payments anywhere contactless payment devices are accepted.

In addition to superior card issuance and payment technologies, TPBank credit cardholders can also enjoy automatic credit limits based on trust built during their banking service usage. This feature is available on certain credit card products, especially the TPBank Visa Flash 2in1 card—a versatile card that combines both a credit card and an international ATM card in a single chip.

Creative Communication

TPBank brings a fresh breeze to the financial industry with its innovative, colorful, and customer-friendly bank image. The bank's large-scale communication campaigns regularly appear on top rankings across social media platforms.

The creative combination of eye-catching advertisements and product introduction activities—especially for its card products—along with multi-channel integration, has helped spread the "Bank Tím" brand across the country.

TPBank tạo nên một “điểm chạm” đến khách hàng đầy tinh tế, thú vị, đậm chất “Bank Tím” mà khó có ngân hàng nào sao chép được. Với sự đồng hành của bạn, TPBank tự tin hướng tới những cột mốc cao hơn nữa. 

“Vì chúng tôi hiểu bạn” TPBank luôn mong muốn khách hàng được lựa CHỌN từng trải nghiệm, sống TRỌN từng “chất TÔI” khi sử dụng bất cứ sản phẩm nào của ngân hàng.