Deem Finance redefines credit card rewards with customer-first loyalty programme
Launched recently through the Deem Mobile App, the loyalty scheme allows cardholders to switch between two distinct reward options:
Joy: which offers guaranteed returns on lifestyle or travel spending.
Win: which gives users the chance to enter a grand prize draw of Dh 250,000.
The switch can be made once every month with no paperwork, no extra fees, and no long-winded terms and conditions.
"We noticed a gap in the market," said Chris Taylor, CEO of Deem Finance. "Most credit card rewards in the region are rigid. You either get fixed cashback or limited prize opportunities, with no real say in how you want to be rewarded."
The Joy-Win model was developed to address that exact gap by offering customers control and flexibility to shift between rewards based on their lifestyle, situation, and monthly goals. While Win mode caters to those who enjoy high-value, aspirational incentives with the excitement of a grand prize, Joy is designed for customers who prefer consistent, predictable value through everyday spending.
The development of the Joy-Win Credit Card was heavily shaped by customer feedback and behavioural insights. Surveys and digital touchpoints revealed that users were looking for greater clarity, simplicity, and the ability to choose how their rewards are earned. Recognising that some users prioritise guaranteed cashback while others are motivated by big-ticket draws, Deem built a product to serve both needs, with the added convenience of switching modes through a single mobile interface.
This launch signals more than just a product update; it reflects a broader strategy to align financial tools with evolving customer expectations in a digital-first, post-pandemic world. According to Taylor, Deem's mission is centred around simplicity, transparency, and choice, and the Joy-Win programme is a direct reflection of that philosophy. It moves away from one-size-fits-all solutions and offers a personalised experience built for modern lifestyles.
Since its rollout, the Joy-Win programme has gained notable traction, especially among millennials and Gen Z. These segments, known for their tech-driven habits and preference for personalisation, have responded positively to the ability to switch between reward models seamlessly.
'In a market where rewards often feel pre-decided for you,' said Taylor, 'we're handing the reins back to the customer.'
Customers can switch between JOY and WIN via the Deem Mobile App every month where JOY Mode offers guaranteed rewards on lifestyle or travel spend, up to Dh 1,000, depending on spend thresholds. WIN Mode earns users entries into an Dh 250,000 prize draw for every Dh 100 spent. The programme is available to all eligible Deem credit card users at no extra cost.
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