Abu Dhabi Commercial Bank (ADCB) has introduced TouchPoints Flex, a digital payment card that allows customers to spend their TouchPoints loyalty balance directly in stores, bypassing the merchant restrictions and credit card requirements that typically govern rewards redemption.
The card runs on Jaywan, the UAE’s national card scheme, and can be activated through the ADCB Mobile Banking App. Once set up, customers can add it to a digital wallet and use it for in-store purchases anywhere across the UAE.
The distinction from conventional loyalty programmes is practical. Most reward schemes require customers to redeem points against a specific list of participating merchants, or to apply them as a statement credit on an existing card.
TouchPoints Flex draws from the points balance directly, treating accumulated rewards as a real-time payment method with no intermediary step.
TouchPoints, ADCB’s broader loyalty programme, allows customers to earn points on card spending, payments, savings and investments across a range of merchants.
The new card extends that by making the accumulated balance immediately spendable rather than redeemable against a fixed menu of options.
The bank framed the launch as a response to customer expectations around immediacy, with loyalty value increasingly expected to be available at the moment of purchase rather than through a separate redemption process.
