Expert predicted record cashback payments to Russians

In 2025, banks will pay users of their loyalty programs from 400 to 500 billion rubles in the form of cashback, which may become a record for Russian consumers, said Georgy Gorshkov, Deputy President and Chairman of the Management Board of VTB.

According to his estimates, this year banks will continue to actively develop loyalty programs, stimulating the transaction activity of users. The higher the client's activity, the greater the amount of rewards he or she can receive, Gorshkov explained.

"The key trend in the market this year will be increased competition: banks will not only actively increase the amount of cashback, but also launch personalized offers and promotions to retain users. This will make it possible to offer services and products that best meet the needs of the client," said VTB Deputy President and Chairman of the Management Board.

Another important area will be gamification. Customers will be offered to choose additional categories in a game form to receive cacheback or earn increased interest.

In addition, this year banks will actively cooperate with various services such as delivery, transportation and online stores. Thanks to such joint projects, customers will be able to receive cashback not only for using bank products, but also for purchases from partners.

"Cashback remains the most important tool for attracting and retaining customers. Despite all market challenges, banks will continue to increase investments in their loyalty programs by developing new projects and increasing payouts," Gorshkov added.

According to him, after the update of VTB's loyalty program, the amount of ruble cacheback payments to customers doubled compared to 2023, when the bank paid it with multibonuses. The bank expects the trend to continue this year.