Member Exclusive, Modern Marketing

Marketing Briefing: Turning a card into a key

  • As the pandemic eases its grip on hangout spots, credit card startups like Yonder are taking advantage with a unique take on card perks.
  • Meanwhile, consumers’ demands for better CX from financial services continue to climb.
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Marketing Briefing: Turning a card into a key

Yonder is a London-based credit card startup that aims to provide city dwellers with a feeling of exclusivity when they pay for things. For the most part, that manifests itself in card-linked discounts for certain places across London.

CEO and founder Tim Chong sums it up by saying it’s about making the card feel like a “financial accessory” to fun city life, rather than another bureaucratic bug you need to sort out. 

The origin story of Yonder starts with Chong’s personal life. Chong emigrated to London from Melbourne a little while back. He describes his experience as a mix of both the excitement of moving to a new city and the nerves surrounding getting set up financially.

“On the one hand, learning how the culture works, discovering the city, and meeting new friends is all super exciting. On the other hand, getting a bank account, a credit card, and your life admin set up as well is stressful,” said Chong.


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