Personal Credit Card Designs

Individualization is a trend that now is reflected in consumer behaviour.

Alliances between producers and consumers are made and the concept "prosumers" is seen more and more. The Danish financial company Nykredit has already taken a big step into this new era by introducing personal cards designed by the costumers themselves.

The era of individualization
Today's modern and active consumers want more and more to profile themselves as individuals. We experience how new habits and new ideas open up for a consumer culture that is becoming more innovative and creative. Seen in this context mass-produced products do not fit quite well in the rising demand for individualization. This is where the "prosumers" enter the ring.

"Prosumer" is a contraction of the words "producer" and "consumer". The phenomenon is seen in the market where the consumer is active in the production of consumer goods in order to create unique personalized products. A few examples of prosumer goods are sportswear from Nike, where the consumers now can design their personal running shoes. Also the toy industry has caught the idea making the kids able to create their own dolls from top to toe.

Personal designed cards - a success at Nykredit
And now personal card are becoming even more personal. One of Denmarks leading financial groups Nykredit have already great success offering personal cards designed by the customers themselves and thereby underlining the card holders indentity.

The whole operation is run via the internet. At Nykredits homepage the clients can send their photo or other design for the card, after which all data are sent to XPonCard. We handle the personalization, the production and the distribution of the cards. No doubt that the prosumer idea is a very, very strong loyalty building concept - designed for future business.

Nice and easy
At Nykredit's homepage it is easy for customers to create their very own personal Visa/Dankort, Dankort eller Visa Electron. A picture or illustration is inserted from the owners computer and with Nykredits designer tools, there is a playground for creativity.

After this procedure it don't take long before customers are equipped with their unique card. The personal card is free for all excisting and new customers with a pay account.

About Nykredit
Nykredit is one of Denmark's leading financial groups with activities ranging from mortgage banking and banking to insurance and estate agency services. The Nykredit Group is Denmark's largest mortgage provider with lending of DKK 684bn and a market share of 40.2% of total Danish mortgage lending at end-2005.

Total Group lending (banking and mortgage banking) amounts to DKK 748bn equal to a market share of 26% at end-2005. The Nykredit Group is the second largest lender and the largest mortgage provider in Denmark as well as one of the largest private bond issuers in Europe.

Klavs Thorbek, Senior Product Manager, Nykredit

The concept of individually-designed Visa cards is aperfect match for Nykredit's banking concept becauseit shows our customers that we can offer personalized products despite being an internet-based bank.