• Jaja enhances customer engagement with data powered innovation
• Launch to Rewards ® gives customers the chance to earn, win and level up to reap more benefits from their credit card
• Customers can unlock benefits with credit card-focused missions

London: 2 July 2025 – Today, Jaja Finance (“Jaja”) is once again leading the way in tech innovation with the launch of its revolutionary ‘Launch to Rewards®’ interactive programme for Jaja Vanta Credit Card customers. As a leader in consumer lending, Jaja is offering customers personalised goals based on their credit card behaviours through its app, moving beyond the traditional spend-based approach.

In a move to encourage smarter financial choices and foster positive borrowing habits, Jaja is introducing credit card-focused missions that unlock exciting benefits along the way. Customers will receive three goals per month, such as ‘make your minimum payment,’ ‘set up a direct debit,’ or ‘make an Easy Bank payment.’ Once the customer completes their three goals they will receive their reward, but they will also receive stars, making the experience both engaging and rewarding.

Customers who collect enough stars will have the opportunity to move to a new level where they will receive richer rewards. Missions will reset every month, giving everyone a fresh chance to join in and collect all their stars.

Francesco Di Costanzo, Chief Executive Officer at Jaja Finance, said: “Our new Launch to Rewards® programme is one of the first of its kind in the UK consumer lending space. No other rewards programme offers customers the same level of experience, based solely on their credit card habits. Our mission is to provide simple, fair, and efficient credit, empowering our customers to manage their credit effectively while encouraging positive spending habits.

“This programme is designed to make managing credit not only easier but also rewarding. We are aiming to enhance customer engagement, motivate better credit management, and reward loyalty. Consequently, customers will enjoy greater financial control and the satisfaction of being rewarded for their responsible spending habits.”

In 2024, Jaja became one of the first UK fintechs to launch a GenAI chat assistant, Airi, using Anthropic’s state-of-the-art Claude 3 model family. Initially predicted to reduce customer response times by 65%, the digital lender has now reduced customer response times by 90%, answering customer enquiries in just under fifteen seconds, versus the three minutes it took prior to launch. Airi is now resolving 50% of customer enquiries, allowing customer service agents more time to deal with the more complex enquiries.

About Jaja Finance

Jaja Finance Ltd is a leading fintech company specialising in digitally-led credit card products that prioritise simplicity, functionality, service, and security. Headquartered in London and regulated by the FCA, Jaja Finance seamlessly integrates the technical and digital capabilities of a modern technology business with extensive experience in retail financial services and the credit card sector.

In 2022, Jaja Finance signed a partnership deal with Asda to provide digital reward credit cards to its 18 million customers, leading to the launch of the Asda Money Credit Card and Asda Money Select Credit Card. More recently, Jaja introduced its first-ever own brand credit card, the Jaja Vanta Credit Card, further expanding its product portfolio.

Jaja Finance is committed to empowering customers with simple, fair, and efficient credit solutions, leveraging advanced technology to enhance financial inclusion and customer experience.