Case Study Maybank

MAYBANK: Every TRANSACTION EARNS A REWARD

How TLC and Maybank humanize everyday banking with lifestyle perks that go beyond banking.

MAYBANK: Every TRANSACTION EARNS A REWARD

How TLC and Maybank humanize everyday banking with lifestyle perks that go beyond banking.

SECTOR

Financial Services

CLIENT

Maybank

SOLUTION

Loyalty Programs

LOCATION

Philippines

SECTOR

Financial Services

CLIENT

Maybank

SOLUTION

Loyalty Programs

LOCATION

Philippines

THE CHALLENGE

Maybank Philippines aims to re-engage inactive M2U app users, and new banking customers, by making rewards feel relevant. The challenge: a broad, diverse customer base with everyday banking habits (bill payments, transfers, top-ups) that needed the right push to drive consistent app usage.

THE OPPORTUNITY

Inactivity represents untapped engagement waiting to be unlocked, with the perfect trigger to turn routine banking into rewarding moments.

WHY TLC

Ferrero partners with TLC for:

• Strategies a creative idea that aligned with their customer behavior

• Operate seamlessly across multiple international airports

• Deliver a globally redeemable reward with high perceived value
• Make redemption easy for travelers anywhere in the world

TLC's global travel rewards platform allowed customers to book hotel stays easily across 1 million hotels globally, making the reward genuinely valueable

Maybank partners with TLC for:

Customer-first loyalty expertise
Relevant rewards for diverse audiences, redeemable instantly
Scalable execution across the customer journey
Value-driven loyalty that reduces dependence on discounting

THE CHALLENGE

Maybank Philippines aims to re-engage inactive M2U app users, and new banking customers, by making rewards feel relevant. The challenge: a broad, diverse customer base with everyday banking habits (bill payments, transfers, top-ups) that needed the right push to drive consistent app usage.

THE OPPORTUNITY

Inactivity represents untapped engagement waiting to be unlocked, with the perfect trigger to turn routine banking into rewarding moments.

WHY TLC

Maybank partners with TLC for:

Customer-first loyalty expertise
Relevant rewards for diverse audiences, redeemable instantly
Scalable execution across the customer journey
Value-driven loyalty that reduces dependence on discounting

THE APPROACH

TLC and Maybank Philippines co-created a points-based programme pilot targeting existing M2U users, nudging them toward broader banking activity while attracting new account sign-ups.

Running from April 2026, customers earned points through everyday actions: savings deposits, card spending, personal loans, mortgage payments, and bill payments via the M2U app. The more they bank, the more points they earned.

The membership points unlock a curated suite of lifestyle rewards spanning across dining and activities in the Philippines, with bonus travel credits; giving customers a genuine reason to stay engaged, and new users a compelling reason to join.

THE APPROACH

TLC and Maybank Philippines co-created a points-based programme pilot targeting existing M2U users, nudging them toward broader banking activity while attracting new account sign-ups.

Running from April 2026, customers earned points through everyday actions: savings deposits, card spending, personal loans, mortgage payments, and bill payments via the M2U app. The more they bank, the more points they earned.

The membership points unlock a curated suite of lifestyle rewards spanning across dining and activities in the Philippines, with bonus travel credits; giving customers a genuine reason to stay engaged, and new users a compelling reason to join.

PROVEN PERFORMANCE

Within just a few weeks of launch, the rewarding campaign delivered:

PROVEN PERFORMANCE

Within just a few weeks of launch, the rewarding campaign delivered:

+30%

New Registered Users

+72%

Repeat Activities & Transactions

Surpassed Forcasted
Targets from Launch

+30%

New Registered Customers

+72%

Repeat Activities & Transactions

Surpassed Forcasted
Targets from Launch

By turning everyday routine banking into meaningful experiences, Maybank has cemented its place as the front-of-wallet choice for customers across the Philippines.

HEAR DIRECTLY
FROM THE CLIENT

"These promising results were made possible with the support of the TLC team. From promo conceptualization to implementation, the TLC team have been instrumental in ensuring that business requirements are met for the timely launch”

– Digital Products Head, Maybank Philippines

HEAR DIRECTLY FROM THE CLIENT

" These promising results were made possible with the support of the TLC team. From promo conceptualization to implementation, the TLC team have been instrumental in ensuring that business requirements are met for the timely launch”

– Digital Products Head, Maybank Philippines

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