42Flows is deepening its cooperation with Oschadbank and moving to the next stage of developing the bank’s loyalty infrastructure. Our partnership is focused on building a foundation for the bank’s long-term loyalty strategy.
Cashback is often the most visible part of a loyalty program. Most retail banks treat it as a quick solution to attract users, launching isolated promotions or offering flat payouts. From the customer’s perspective, a loyalty program appears simple: make a purchase, receive a reward, and see the benefit in the banking app.
But cashback itself is only the surface layer of a more complex system.
Behind an effective loyalty program, a bank needs to understand client behavior, distinguish between customer segments, run event-based rewards, and enable automated reporting and performance tracking.
Without this backend, cashback remains an unmanaged expense rather than a business instrument, and loyalty becomes a collection of isolated promotions.
A one-off campaign may cause a temporary spike in activity, but it fails to change habits. In addition, it’s difficult to manage consistently, optimize over time, or connect to broader product and business goals.
To turn cashback into a growth driver, banks have to shift from temporary perks to a scalable system. The real value is not to launch more offers. It’s to build an infrastructure that allows the bank to adapt loyalty mechanics without rebuilding the entire process each time.
New loyalty scenarios can be created within a consistent framework, and internal teams receive a clearer structure for managing program rules, partners, and business priorities.
A controlled backend allows banks to test business hypotheses, compare different mechanics, and optimize based on real data. It creates the conditions needed to increase product activation, boost transaction frequency, and deepen customer engagement.
As a result, the bank gains a foundation for long-term development.
42Flows helps retail banks move away from short-term campaigns. We don’t view loyalty as a marketing feature. Our focus is on building bank-owned loyalty infrastructure that keeps control over reward logic, data, and economics firmly inside the institution.
The bank sees which actions should be encouraged, which customers should receive incentives, and how the program should develop over time.
Instead of relying on third-party setups, the bank keeps control over its customer journeys and business goals. It can adapt to market shifts, test new triggers, and manage reward rules on its own terms.
Our continued cooperation with Oschadbank reflects their confidence in this approach. We are expanding their capabilities to give the bank greater flexibility and strategic control over how loyalty mechanics are designed, managed, and evaluated.
“We’ve successfully passed pre-prod testing. There is still a lot of work ahead, but I’m happy to collaborate with Oschadbank. Thanks to the team for the trust.”
— Maksym Popov, CEO at 42Flows
The future of banking loyalty won’t be defined by how many promotions a bank can launch. It lies in owning customer relationships and the technology that powers them. One-off promos deliver quick bursts, but only bank-owned infrastructure creates sustained value.
“We are not building another cashback campaign. We are building the infrastructure that allows a bank to understand customer behavior, reward the actions that drive sales, and measure the business result.”
— Maksym Popov, CEO at 42Flows
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