PSB Business Cashback

Problem

Cashback already existed in the product, but it didn’t work as a value driver. Users didn’t understand how much they could earn or how the system actually worked. Inside the online bank, it looked like a secondary feature without clear motivation or usage scenario.

At the same time, there was a dual goal: to promote business cards and to explain the cashback mechanics — and these goals were competing for the user’s attention.

Process

For three years, our cashback section remained untouched—a functional MVP that no one had the resources to improve. During that time, we accumulated a wealth of user research and insights. We knew it was time for a change: not only to move away from legacy patterns but also to transform cashback into a growth driver by introducing upsells for business.

The landing page was structured to lead with value, then explain mechanics. Potential earnings come first, followed by how it works, and only then do we introduce the cards. The goal was to communicate value quickly without overwhelming users with unnecessary details.

Results

Cashback evolved from a hidden feature into a standalone product:
— the landing page explains and motivates
— the interface provides control and transparency

Additionally, we increase sales of corporate cards to 14%.