Railsbank and Yimba Announce Partnership and Digital Card Art To Boost Customer Engagement
Europe Paytech

Railsbank and Yimba Announce Partnership and Digital Card Art To Boost Customer Engagement

Yimba, a FAST (Fintech As a Service Technology) company, and Railsbank, the global Banking-as-a-Service (BaaS) platform, are joining forces to provide customers with products and services that will enhance their digital wallet experience with the likes of Apple Pay, Samsung Pay and Google Pay. Under a new strategic partnership between the two companies, all customers of Railsbank can benefit from Yimba’s state-of-the-art digital wallet marketing platform.

Yimba, launched in 2019, has developed an award-winning software platform that embraces the accelerated adoption of contactless payments to enhance the customer experience. It is supported by CRM and marketing capabilities that are uniquely delivered via a cloud-based system and integrated directly across the proprietary payment networks.

For Yimba, the partnership will provide complementary services to the growing number of products already provided by Railsbank and also rapidly expand partners utilising its services.

Commenting on the partnership, Yimba CEO Robert Dowd said: “The Yimba proposition has really struck a chord with our customers. We are working with multiple organisations and have support from the networks and wallets across the global marketplace. Moving forward, we aim to expand our portfolio of partners and also offer consumers a broader array of additional products and services. The partnership with Railsbank will greatly facilitate this growth.”

Louisa Murray, Railsbank COO UK and Europe, added: “We are delighted to be a partner of the Yimba team who, like us, are pioneers in the financial services arena. We have worked closely with them on this latest innovation and believe it will be welcomed by all financial sectors, including networks and digital wallet providers who will quickly see the potential of this new and compelling digital wallet-based marketing platform.”

Digital Card Art

Shortly following the partnership, Railsbank announced it was working together with Yimba, Mastercard and Google Pay to bring about the ability to personalise the digital card art for cards stored in a consumer’s digital wallet – a first of its kind personalisation service.

Soon consumers will be able to choose from a wide variety of media from sports teams, charities, professional associations and retail brands to personalise their cards.

Railsbank has announced its plan to drive the use of mobile wallets and boost stronger customer engagement.

Heather Ribbans, Railsbank Head of Channel Partnership Sales UK and Europe, said: ”Personalisation of card plastic is not new, from co-branded and affinity credit cards, through to store cards. The ability of a consumer to upload their own pictures onto cards, has been used by banks and retailers as a simple, yet very effective tool to engage their customers.

“However, it has not been possible for card art to be changed with digital wallets, until now. Railsbank, working with Yimba and other parties, has been able to overcome a number of interoperability and tech challenges, and has successfully demonstrated the solution as part of a recent market test.”

Railsbank believes that the payment network is becoming more and more open to fintech solutions, but connectivity across the marketplace still presents a significant challenge for businesses. The digital art solution offered now is a big step to increase customer engagement.

Yimba’s CEO Robert Dowd added: “The world represents personalised choices made by consumers, and for some, that choice extends to their bank and to the products they distribute. Financial institutions and retailers have already recognised that customers want to change their physical plastic, but have no means to extend that choice to their digital wallet.

“With the number of contactless transactions increasing daily, making the experience more engaging and personal should be an easy decision for them. Market tests have shown that there is strong user uptake when presented with the card personalisation option and we all look forward to delivering this solution and others to enhance the digital wallet experience for our partners.”

Railsbank is headquartered in London and has offices in Singapore, the US, Australia, Lithuania, Germany, the Philippines, Vietnam and Sri Lanka.


  • Francis is a journalist and our lead LatAm correspondent, with a BA in Classical Civilization, he has a specialist interest in North and South America.

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