Beginning July 2025, eligible users of SBI's credit cards—including those issued through its SBI Shinsei Bank and SBI Sumishin Net Bank partnerships—can exchange accumulated reward points for cryptocurrency. Points accrued from everyday spending can now be transformed into digital assets, offering members greater flexibility and investment potential.
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GLOIn a move set to redefine the intersection of loyalty and digital assets, Japan’s SBI Holdings has launched a new service allowing credit card users to convert their loyalty points into leading cryptocurrencies—Bitcoin (BTC), Ether (ETH), and XRP. This initiative signals a major shift in how financial institutions are enhancing reward ecosystems to appeal to modern, digitally savvy consumers.
A New Era for Loyalty Points
Beginning July 2025, eligible users of SBI’s credit cards—including those issued through its SBI Shinsei Bank and SBI Sumishin Net Bank partnerships—can exchange accumulated reward points for cryptocurrency. Points accrued from everyday spending can now be transformed into digital assets, offering members greater flexibility and investment potential.
This development follows growing demand among younger consumers for more versatile and value-retaining redemption options within loyalty programmes. Traditional catalogues and vouchers are giving way to more dynamic, tech-integrated offerings—and SBI is leading that transformation in Japan.
How It Works
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Eligible Cards: Currently available to holders of select SBI-issued credit cards with loyalty points linked to the V Points system.
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Supported Crypto Assets: Bitcoin (BTC), Ether (ETH), and XRP.
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Conversion Rules: Customers must convert a minimum of 1,000 points, with points exchanged at rates tied to real-time crypto market prices.
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No Conversion Fees: As of launch, SBI has waived transaction fees to encourage adoption.
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Crypto Wallets: The converted crypto is transferred to SBI’s own crypto wallet platform, SBI VC Trade, which supports seamless custody and optional trading features.
Loyalty Meets Web3
This launch reflects a broader loyalty trend where points are no longer confined to closed-loop ecosystems. Instead, they are being treated as digital assets with tangible value—transferable, tradable, and potentially appreciating over time.
“SBI’s move highlights how loyalty is becoming part of the digital finance conversation,” said a regional loyalty consultant. “For consumers, it’s about unlocking value in a currency they believe in. For brands, it’s about remaining relevant in an era of decentralised finance.”
Industry Implications
By blending loyalty and blockchain, SBI is not only attracting crypto-curious customers but also reinforcing brand stickiness. The option to convert points to crypto adds a new emotional layer to rewards—appealing to aspirational and investment-minded segments.
This approach may also inspire other financial institutions to follow suit, particularly in markets where crypto is gaining regulatory clarity. For loyalty professionals, the key takeaway is clear: future-proof programmes are open, flexible, and aligned with how customers want to store and spend value.
Conclusion
With the launch of its point-to-crypto conversion service, SBI is expanding the value proposition of loyalty. In doing so, it sets a new benchmark for what rewards programmes can offer—real-world utility, digital relevance, and financial empowerment.
Source: SBI – comment by GLO
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