Mastercard Max: the latest AI assistant for cardholders that makes benefits easy to discover, understand and use
Initially launching with C6 Bank in Brazil, a new AI-powered benefits assistant helps cardholders discover, understand and use their benefits, while helping issuers turn existing offerings into deeper engagement and loyalty.
Card benefits are a powerful way to build engagement and loyalty, but much of their value can go unused if people don’t know what they have or how to use them. Mastercard is introducing Mastercard Max, “a new AI-powered benefits assistant that helps people get more value from the cards they carry. Cardholders no longer need to search for benefits on their own – Mastercard Max surfaces relevant benefits, provides timely guidance and helps them take action in the moments that matter most, all in one place and through the issuer’s direct channel.” – according to the press release.
Imagine you’re planning a trip. As you book travel, Mastercard Max identifies the travel benefits and experiences available through your card. On the way to the airport, it can remind you about airport lounge access or Fast Track services, explain what’s included and guide you how to use them. Once you arrive, it can highlight nearby dining, entertainment or other eligible experiences, helping you get more value from your card wherever your journey takes you.
Issuers can embed it directly into their digital channels, giving cardholders access to their benefits alongside the banking and card services they already use. The experience evolves with the customer, and its recommendations adjust to their card, eligibility, location and context. For issuers, this turns benefits from a static list into a more dynamic cardholder experience.
C6 Bank, one of Brazil’s leading digital banks, is among the first issuers bringing Mastercard Max to cardholders. SNB Group, Nedbank, I&M Bank, and Attijariwafa Bank are also working to offer the benefits assistant to their customers. Together, this will provide access across multiple markets, reflecting growing interest in more intuitive and personalized benefits experiences. Additionally, Citi is exploring opportunities to bring Mastercard Max to its customers in Singapore and Hong Kong.
Turning benefits into experiences people actually use
Benefits increasingly influence how consumers choose and engage with their cards. According to a CardRates survey, 83% of cardholders say benefits influence their decision when selecting a new preferred credit card, while Mastercard research reveals that 68% of affluent millennials say they would use their card more if they knew more about their available benefits.
“Mastercard Max brings together conversational AI and benefit content from both Mastercard and the issuer to create a more intelligent and personalized experience. Cardholders can ask about their benefits in their own words and get clear, relevant answers and helpful guidance on what their card offers.” – the company said.
“Mastercard Max unlocks more value for cardholders from the benefits they already have while helping issuers turning everyday spend into deeper relationships,” said Bunita Sawhney, Mastercard’s chief consumer product officer. “By making benefits a more active part of the customer experience, issuers can also strengthen engagement and create new cross-sell opportunities.”
For issuers, Mastercard Max offers a simpler way to activate the benefits they already provide. The solution is designed to integrate easily with existing issuer experiences while minimizing development effort. Mastercard manages the agent models, content and orchestration that power the experience, enabling issuers to deliver an intelligent benefits assistant without the burden of building and maintaining it themselves. Designed with privacy, security and responsible data practices at its core, Mastercard Max can be embedded within mobile banking applications or connected to existing issuer assistants through agent-to-agent capabilities, allowing interactions to be delivered through channels cardholders already use and know well.
“Consumers shouldn’t have to dig through multiple apps or websites to understand their card benefits. At C6 Bank, we already use artificial intelligence to simplify customer experience, with AI agents each performing a specialized and specific function. Mastercard Max will be integrated into this experience to answer questions and help cardholders find the most relevant benefits when they matter most, at home or abroad,” said Gustavo Torres, Head of Innovation at C6 Bank.
