24. What are examples of marketing communications pieces for bank card deployment of Paymentflex^®?

A central compelling theme to the Paymentflex^® offering is that all customers always have the opportunity to choose an interest charge savings benefit.

It is The Ultimate Reward. Figures 7, 8 and 9, below, are examples of marketing communication ⁽¹⁾ pieces using the low interest rate benefit to explain and offer a program in which Paymentflex^® is positioned as a universal enhancement feature.

Additional deployment examples (including the cash back interest charge savings benefit) reflecting real in-market experience are available from Paymentflex Technologies, LLC to assist issuers.

⁽¹⁾ Examples only. [See FAQ 16: "What are the statement and disclosure requirements?"]



Figure 7 - Example Cardholder Communications - General Purpose



Figure 8 - Example Cardholder Communications - Small Business



Figure 9 - Example Cardholder Communications - Young Adults

Paymentflex Technologies, LLC's experiences and other research suggest that the marketing messages displayed in
Figure 10, below, have relevance and impact:



Figure 10 - Suggested Issuer Marketing Messages

In general, Paymentflex^® is an "aspirational" product that provides for powerful marketing and risk advantages. The card issuer controls and sets the payment tiers (alternatives) and corresponding interest charge savings benefits with a strategy that is program, segment and account-specific. The issuer sets the minimum payment contractual interest rate based on the risk profile of the customer, as it does today. The issuer may maintain existing penalty fee and re-pricing strategies permitted by current regulations that affect the minimum payment contractual interest rate, [while always allowing the customer to retain access to the Paymentflex^® program interest charge savings benefit(s) in any month whenever the required payment(s) is made].

Customers see the interest charge savings benefit opportunity as something they can get if they make the larger/largest payment(s). Each month, customers choose their payment and corresponding interest charge savings benefit based on their current financial situation. The customer is more accepting of the resulting outcome. Research shows, for revolvers, an "interest charge savings benefit" outranks all other product features including no annual fees and reward programs. An impressive 70 percent of surveyed revolvers reported that they would be likely to apply for a Paymentflex^® credit card (based on five independent research studies in North America).