JOURNAL ARTICLE

BofA Expands Rewards Program in a Bid to Lure More Customers.

  • Published In: Bloomberg.com, 2026. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Doherty, Katherine 3 of 3

Abstract

The article focuses on Bank of America Corp.'s expansion of its rewards program to attract more customers and enhance business engagement. The bank is now offering rewards and discounts to all checking account holders, eliminating the previous $20,000 balance requirement for initial rewards eligibility. The revamped program, set to launch in May, aims to double the consumer unit's profit to $20 billion by the end of the decade and is expected to add 30 million new clients. Additionally, the program includes tiered rewards that offer various benefits, such as discounts on mortgages and luxury lifestyle perks, to incentivize customer loyalty and retention. [Extracted from the article]

Additional Information

  • Source:Bloomberg.com. 2026/02, pN.PAG
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2026
  • Accession Number:191660692
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