Founded in the U.S. in 2008, Cardlytics enables banks and retailers to provide timely offers to customers in a precisely targeted way; based on their individual, past purchases. Up until now, offers have been available to customers via their online and mobile bank statements, and via e-mail.
This latest innovation will allow partner banks to deploy a Facebook App that integrates with the Cardlytics reward platform. The App will let consumers privately see their offers and rewards while using Facebook. Crucially for the consumer, no personal banking information is entered or shared anywhere in this process. The Cardlytics software uses the Facebook API to create a link from an anonymous token ID at the bank to their individual Facebook ID.
The firm works closely with thousands of businesses, sourcing marketing offers from retailing, restaurants and other consumer-facing brands with plans to launch in the U.K. market in 2013.
“Extending our reward program to Facebook is a really exciting development,” said Jason Brooks, U.K. managing director of Cardlytics. “This functionality will increase engagement between banks and their customers. Now banks have an option to interact with their customers in new media like Facebook, without compromising any principles on security and data protection.”
There are increasing calls for the use of open banking APIs from industry groups and even the UK Treasury. It is clear that this market shift is inevitable, but while this openness will facilitate innovation and drive competition, there is uncertainty.
The European Banking Authority (EBA) has published the long-awaited draft of the Regulatory Technical Standards (RTS) covering Secure Customer Authentication (SCA) and secure communication. Tom Hay, head of payments at Icon Solutions shares his thoughts on whether they will be effective.
In another big deal for the global payments industry this week, credit card firm Visa has inked a partnership with digital payments processor PayPal.
The five fintech startups joining credit card company’s Capital One’s new fintech accelerator in Nottingham have been named, including Credit Kudos, Multisense, Pariti, Warwick Analytics and WealRo.