Sber has unveiled a sweeping overhaul of its SberSpasibo loyalty program, aligned with the bank’s refreshed strategic direction. The move signals a major shift in how customers earn and redeem rewards, with the aim of delivering greater simplicity, flexibility, and value across the board.
The updated program eliminates all traditional caps, tiers, and restrictions on bonus cashback, making SberSpasibo more approachable for everyday use. This redesign places the customer at the center, enabling a more straightforward path to earning rewards without being tethered to predefined thresholds or onerous rules.
Under the new model, bonuses will be earned not only through card spending but also through a wider range of transactions connected to the bank’s services and its partner network. This broadens the ways customers can accrue value, turning ordinary banking activities into opportunities for rewards.
Looking ahead, Sber plans to extend bonus opportunities beyond banking alone. Customers may soon receive rewards for watching movies, using various bank products, and enjoying music, creating a more integrated and enjoyable experience across daily life and entertainment.
For purchases made with partner brands within Sber’s ecosystem, loyalty participants are expected to accumulate a substantial share of bonuses, with up to 70% of the value granted on select items at platforms like Megamarket, SberMarket, and Samokat, among others. This tiered advantage underscores the program’s emphasis on meaningful cashback while supporting commerce within the ecosystem.
Another key feature is the instant transfer of bonuses, with immediate usability for new purchases. This real-time capability aims to eliminate delays and ensure rewards serve as an immediate incentive for ongoing engagement with Sber’s services and partnerships.
During the summer, Sber will roll out promotions and services designed to maximize the benefits available through bonuses, aiming to deliver enhanced value and additional perks for customers who participate in the program.
Early testing of the updated framework began in April, with full availability anticipated over the summer. This phased rollout allows participants to experience the new mechanics firsthand while the bank refines the experience for broader audiences.
Kirill Tsarev, First Deputy Chairman of the Board of Directors at Sberbank, has described SberThanks as the largest loyalty program in the country, noting that millions participate. The bank’s leadership emphasizes a shift from simply chasing higher spend to building a loyalty model centered on the user, rewarding a wider array of actions across Sber’s services and those of its group partners, according to Tsarev.
Tsarev also highlighted that the program will deliver enhanced cashback for customers in the mass market segment, effectively doubling the potential rewards for typical users. This emphasis on broad accessibility reflects Sber’s goal of making loyalty meaningful for a large cross-section of customers, not just high-spend users.