(2024)

ANZx Cashrewards Integration

Building a Scalable Cashback Experience for Partners that resulted in a 66% reduction in cost per MAU

Context

When ANZ Plus partnered with Cashrewards, the opportunity was clear - create an experience that felt like a natural extension of ANZ’s trusted brand, while giving members a clear, engaging introduction to cashback rewards.

As the lead product designer, my mission wasn’t just to make it functional. I wanted it to feel frictionless and future-ready - an integration that could deliver value from day one while setting the stage for innovation.

Background

From the start, this project was as much about education and trust as it was about design and technology.I worked at the intersection of marketing, product, and engineering across both companies, balancing ANZ’s brand integrity with Cashrewards’ need for member engagement.

The challenge was multi-layered:

• Create a scalable design framework that could adapt to multiple partners.

• Craft a journey that felt native to ANZ Plus while showcasing Cashrewards.

• Design for today’s launch, but anticipate tomorrow’s opportunities.

Discovery

The discovery phase focused on identifying what technical capabilities we could leverage to create a personalised, adaptable experience.

I explored how we could use tools like Braze to serve dynamic, journey-based messaging, and how a CMS-connected architecture could allow bespoke landing pages to be quickly spun up for other partners.

We looked at ways to suppress irrelevant content so that ANZ Plus members would only see information relevant to them, and I introduced future-state ideas like one-click enrolment to reduce friction and increase sign-ups.

Throughout this process, I worked closely with ANZ stakeholders to keep optimisation and long-term scalability front of mind.

The onboarding flow was designed to drive trust and education with our ANZ Plus audience.

Ideation

In design, I collaborated with the marketing team to create marketplace tile designs that could educate and engage simultaneously. These tiles displayed personalised, targeted messaging based on a member’s stage in the Cashrewards journey, guiding them through the process with clarity and relevance.

I also developed landing page concepts with exclusive ANZ Plus offers and personalisation logic — even though one of these pages was deprioritised, the underlying framework was ready for future activation.

Every decision was made to ensure the cross-platform journey remained cohesive, building trust from the moment a member engaged in the ANZ Plus app through to their experience on Cashrewards.

Multiple tile states allow targeted communication to our customers within ANZ Plus. This allows engagement at different parts of the customer lifecycle.

Approved landing page designs that provide a unique journey akin to a banking experience within the ANZ Plus app

Solution

The final experience delivered a personalised gateway between ANZ Plus and Cashrewards, with dynamic marketplace tiles acting as the central touchpoint. The seamless flow between the two platforms reinforced brand trust and kept engagement high.

Beyond launch, the CMS framework and suppression logic provided a scalable model for future partnerships, while the groundwork for frictionless enrolment positioned the product for ongoing optimisation.

This work not only strengthened the partnership between ANZ and Cashrewards but also demonstrated the value of design as a strategic driver in delivering meaningful, member-first experiences.

Metrics

The outcome was significant: we positioned this as a low-cost acquisition lever for strategic growth, integrated directly within banking and fintech platforms. The result was a 30% reduction in cost per FTA, a 66% reduction in cost per MAU, and growth in active users. Importantly, these members were also more valuable — they had +8% higher order value and +17% frequency compared to other cohorts."

The repeatability and scalability of the design of Cashrewards partner product allowed a quicker integration into Beem App.