In the years preceding 2019, credit cards were yet to gain widespread adoption among Vietnamese users, and the card market primarily operated through a traditional model. The products available were often complex, laden with various fees, and lacked optimized user experiences. Recognizing the burgeoning trend of cashless payments and the immense opportunity to revolutionize the market, VIB embarked on a transformation journey for its credit card segment, laying the groundwork for its “Leading the Card Trend” strategy.
VIB’s journey in transforming its credit card business commenced with a strategic repositioning, shifting its focus from issuing conventional cards to crafting a diverse, personalized card ecosystem deeply integrated into its users’ digital lives. This strategy was underpinned by three main pillars: Technology, Experience, and Benefits.
Taking a Leading Leap with Technological Breakthroughs
VIB’s “Leading the Card Trend” strategy is intrinsically linked to the bank’s robust digital transformation journey. Identifying technology as a pivotal lever, VIB boldly invested in and adopted cutting-edge technologies, leaving an indelible mark on the market.
VIB pioneered the application of Big Data and AI in its card approval process as early as 2020. This technology enabled the automated and precise analysis and evaluation of customer profiles, remarkably reducing the card issuance time from days to just 15-30 minutes. Consequently, users could apply for credit cards on their computers or mobile devices without income proof or branch visits.
As the first bank to introduce a line of cards allowing users to select their features, VIB empowered cardholders to design their unique cards. Cardholders could customize various aspects, including cashback categories, statement dates, minimum payment percentages, and even choose the last five digits of their card numbers.
VIB also made strides as the inaugural bank to utilize information from the electronic identification and authentication system, with citizen consent, for online credit card applications via the VNeID app, commencing on October 17, 2024. This initiative streamlined the application process, ensuring convenience and information security for both citizens and banking operations.
The bank also harnessed augmented reality (AR) technology to create a “talking card” and GenAI for personalized card designs, transcending the conventional payment functionality.
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Milestones in VIB’s card technology journey.
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Pioneering Experiential Innovations through Customer Empathy
VIB conducted an in-depth study of user behaviors and preferences to create a diverse card collection, catering to essential needs and offering elevated experiences. Regardless of their identities, incomes, ages, or interests, VIB’s ten specialized credit card lines met their spending requirements, encompassing shopping (Cash Back, Super Card, Online Plus 2in1), travel (Travel Élite, Premier Boundless), family and education (Family Link, Ivy Card), and business financing (Business Card).
While customers were accustomed to credit cards with predefined features, VIB spearheaded the trend of personalization, empowering them to tailor products according to their unique needs. With Super Card, customers could customize card features, Super Cash offered flexible solutions for credit limit adjustments and cash loans of up to VND 1 billion, and Super Pay provided proactive transaction management.
Leveraging its superior technology foundation, VIB focused on crafting a seamless and simplified customer experience journey, ensuring that every touchpoint left a lasting impression. The MyVIB digital banking application emerged as the ecosystem’s epicenter, empowering customers to effortlessly manage all card-related aspects: from card activation and locking/unlocking to statement viewing, debt repayment, interest-free installment plan registration, and the conversion of reward points into cash, vouchers, or annual fees. These functionalities were accessible with just a few taps, maximizing convenience and user autonomy.
Transcending mere feature enhancements, VIB crafted distinctive experiences by infusing augmented reality (AR) into its credit cards, transforming the physical cards into “talking cards” that visually communicated promotional information. AI-powered card designs allowed customers to personalize their cards with unique appearances and colors.
Notably, instead of implementing blanket policies, VIB introduced tailored promotions that aligned with customers’ spending habits, optimizing benefits for diverse customer segments.
1 Million Cards, 1 Million Memorable Customer Journeys
Commenting on the milestone of reaching 1 million cards, Ms. Tuong Nguyen, Vice President of VIB, shared: “In the dynamic landscape of cashless payments, attaining the 1 million card milestone holds significant importance, not only for VIB but also in the broader context. This achievement transcends growth charts; it finds its true meaning in the everyday lives of our customers. It signifies the countless stories, journeys, and memorable experiences of our customers, encompassing their daily expenses, shopping, dining, and the realization of grand plans such as travel, education, and building their dream homes.”
For VIB, reaching 1 million cards is not just a starting point but also a validation of its strategic direction. The bank is committed to expanding its ecosystem, elevating digital experiences, and setting new standards to maintain its position as the pioneering bank “Leading the Card Trend” in Vietnam.
The Great Banking Staff Cull: Who’s Spending Big on Employees Amidst the Bloodbath?
In the first half of 2025, the wave of digital transformation swept through the banking industry, leading to the closure of physical branches and staff reductions. However, despite these cost-cutting measures, personnel expenses at banks continued to rise compared to the beginning of the year.
“Techcombank: Showcasing Excellence at the Country’s Achievement Exhibition”
On the morning of August 28th, a grand opening ceremony was held at the Vietnam Exhibition Center for the exhibition titled “80 Years of Independence, Freedom and Happiness.” This event not only celebrated the country’s proud history but also aimed to inspire patriotism, national pride, and a desire to strive for progress. The exhibition showcased Vietnam’s potential and its rising stature on the path of renewal, integration, and sustainable development.
“VIB and the ‘Trendsetting Card Strategy’: From Vision to Vanguard.”
International Bank (VIB) has reached a remarkable milestone of 1 million credit cards, a testament to the success of its enduring “Leading the Card Trend” strategy implemented over the past 7 years.
Contactless Payments by VPBank: A Standout Feature in the Banking Industry
The exhibition, celebrating 80 years of Vietnam’s economic achievements, showcased VPBank’s remarkable journey and its groundbreaking digital financial solutions. This event highlighted the bank’s innovative spirit and its significant contributions to the country’s economic progress.
“MSB Mastercard Family Card Wins at the London Design Awards 2025”
Introducing the MSB Mastercard Family card – a unique and innovative financial product that goes beyond just being a payment tool. This card is designed to be a powerful ally for families in managing their finances and making smart spending decisions. But it’s also so much more – it’s a celebration of Vietnamese family values and a source of inspiration. With its distinctive design, the MSB Mastercard Family card becomes a symbol of the modern Vietnamese family, helping them navigate their financial journey with ease and style.
