Banking products are no longer just about storing or transferring money. They’re about personalization and making life easier: ordering online, paying in one click, saving on fees, and making payments abroad without extra hassle. And the better a bank listens to these needs, the better solutions it offers

In recent years, more people in Uzbekistan have started carrying multiple cards: one for transfers, another for public transport, a third for online shopping. Choosing the right card at checkout or an ATM, moving money between them, checking whether the terminal works — all of this adds complexity.

That’s how the demand for a universal card was born — with no unnecessary steps, no high fees, no compromises. VISA START SUM became the answer.

The goal was to create a product that would be convenient for everyone. No limits. No complications. No hidden conditions.

Why was it created?

The Ipak Yuli Bank team closely studied customers’ payment habits, card usage, and movement patterns. The data showed that many people uses HUMO or UZCARD for domestic transfers and salaries, and a separate VISA card for online or international payments. Meanwhile, public transport was often still paid in cash.

These insights revealed a market need for one simple, intuitive, and cost-effective card that combines all the essential functions. That’s exactly what VISA START SUM became.

What does VISA START SUM offer?/h3>

• - Public transport fare for just 990 UZS – compared to 1,700 UZS with a regular card or 3,000 UZS in cash
• - Free card-to-card transfers via the Ipak Yo‘li Mobile app
• - Cash withdrawals at just 0.5% commission at Ipak Yuli Bank ATMs
• - International transfers and online shopping worldwide
• - Free issuance and servicing
• - Access to Visa promotions and offers via visa.uz

What are the results?

The card launched in May 2024 and quickly gained popularity. Since then, over 240,000 cards have been issued.

The key value driver was the savings on public transport. In total, cardholders saved over 13 billion UZS (around $1 million) in this area alone.

VISA START SUM's success was also recognized at Visa’s annual Game Changers Awards. Ipak Yuli Bank received two awards — "Outstanding Growth in Issuing" and "Best Domestic Authorization Approval Rate" — for the successful launch and promotion of the product.

How was it built?

The product was fully developed in-house by the bank’s team. Real user data, behavioral patterns, and client feedback were at the core. Every detail — from features to design — went through rigorous testing and refinement.

While the card quickly gained traction among young users, it’s also popular with parents, frequent travelers, and anyone who values simplicity.

What’s next?

VISA START SUM continues to evolve. Upcoming improvements include:

• - Cashback rewards on purchases (coming soon)
• - Discounts within the bank’s partner network
• - Improvements to digital services
• - New formats for engaging with customers

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VISA START SUM is one card for all situations — at home or on the go, for shopping or sending money.
For students, parents, freelancers, and anyone who values convenience.

When a product truly simplifies life, it becomes essential. That’s exactly what VISA START SUM is.