Users prioritize digital banking platforms based on the applicability of bonus points
Customers are not only interested in banks with points accumulation programs, but also in whether that point is easy to accumulate, easy to exchange and what benefits can be exchanged. Mibrand's survey shows that 63% of respondents have used bonus points to exchange for gifts, but 34.7% rarely access the loyal customer section. This shows that the point accumulation - gift exchange mechanism has become popular, but only becomes a habit when creating clear and practical value.
This trend is clearly shown in needs associated with daily life. Users prioritize accumulating points from bank transfers 59.2%, scanning QR codes at stores 56.5% and paying utility bills 53.8%. On the reward exchange side, they are most interested in F&B discounts 51.8%, e-commerce vouchers 41.7% and supermarket discounts 37.9%. Therefore, bonus points are only attractive when they can be converted into specific benefits in expenses, instead of just lying idle in the application.
MB Top 1 in number of members, leading in reward exchange experience
According to the survey results, MB ranked Top 1 in terms of the number of members of the Loyal Customer program within the research scope, with 41.3% of respondents confirming to be participating. The next positions include Vietcombank with 40.4% and BIDV with 34.5%.
A noteworthy point is that MB is not only leading in the number of members, but is also rated Top 1 in the portfolio of vouchers and diverse gifts. These two results are closely linked. For users, an attractive loyalty platform not only needs many participants, but also needs to bring the feeling of "your bonus points can be used for real".
When the gift portfolio is rich, users can choose benefits according to personal needs. Eating lovers may be interested in F&B vouchers. Online shoppers can choose e-commerce offers. This diversity helps the gift ecosystem not to be limited to a single group of needs, but can go into many different consumption situations.
From the perspective of customer experience, this is an important factor to help explain why MB can attract a large number of members in the survey. When bonus points are easily associated with life, customers have more motivation to participate, exchange gifts and continue to use banking services. Corresponding to each valid transaction, MB customers are given MB Star membership points - a gift of gratitude MB sends to its members with the message "Special Thanks And Rewards". Bonus points are worth converted into vouchers, gifts at thousands of partners, along with a mechanism to give points to relatives and friends.
When the point accumulation - gift exchange platform is no longer a "plus utility" - The game belongs to banks that know how to put themselves into user experience
A major barrier when using the platform is complexity. If users have to remember too many conditions or take many steps to exchange gifts, the program is easily overlooked. Therefore, to become a habit, the mechanism offered needs to be accompanied by simple operations, clear benefits and easy-to-feel benefits.
Mr. Lai Tien Manh, Director of Mibrand Vietnam, shared: "Customers are increasingly evaluating points-to-gift exchange platforms in a very practical way. They not only ask how many points they have, but also ask what that point can be exchanged for, whether it is easy to exchange and whether it is suitable for daily spending needs. The fact that MB leads in the number of members and is highly appreciated in the diverse voucher and gift portfolio shows that this platform is touching the true needs of users.
About surveys
The study, implemented by Mibrand Vietnam in April 2026, with 1,209 mobile banking users in Hanoi, Ho Chi Minh City and Da Nang, aged 18 to 60, focuses on measuring user behavior, level of participation and evaluating customer experience with the bank's loyalty programs on digital platforms.
