Strategically positioned for the emerging affluent in Singapore, HSBC’s Live+ Credit Card enhances lifestyle spending by offering rewards that reflect customer behaviour and preferences, both domestically and internationally. At the heart of Live+ is a straightforward cashback structure: 0.3% on all spending and a tiered up 8% cashback on three predefined lifestyle categories—dining, shopping and entertainment. These accelerated rewards apply for spends globally and are supported by relatively high cashback caps and low minimum spend thresholds, enhancing accessibility across a wide range of cardholders. Unlike many cashback cards that prioritise everyday categories or depend on limited merchant partnerships, Live+ applies its accelerated cashback across a broad spectrum of eligible merchant category codes. “Focusing on lifestyle categories delivers a refreshing alternative to everyday spending,” said Regina Lee, head of cards and unsecured loans at HSBC Singapore. This approach caters to consumers who prioritise experiences such as dining, shopping and entertainment over routine transactions. Since its launch, Live+ has accounted for approximately one-third of all new HSBC credit card sign-ups in Singapore. Early performance indicators—including high activation rates and above-average spending per card—demonstrate a strong product-market fit, validating the card’s customer-centric design. Simplified rewards driven by consumer insights In a credit card market often dominated by complex reward structures, HSBC has chosen simplicity without compromising on value. “What sets Live+ apart is its market-leading high earn rate on predefined categories, higher cashback caps, and lower minimum spend thresholds for both local and overseas transactions,” Lee noted. Lee elaborated that the card’s focus on lifestyle categories was informed by extensive customer research, which showed strong demand for predefined accelerated cashback options. “The 8% flat cashback across the three categories is simple and easy to remember,” she said, emphasising how the intuitive structure appeals to consumers seeking clear, hassle-free rewards without tracking multiple tiers. Compared to competitors, Live+ offers a balanced value proposition. While other cards may provide flat cashback with no minimum spend, or higher returns through a narrow set of partners, Live+ stands out by delivering flexibility across merchant categories along with competitive returns. Leveraging international network for key benefits Dining is a cornerstone of the Live+ proposition. “With dining experiences being a top priority for customers in the region, a key differentiator is our tailored dining programme that leverages HSBC’s international network,” Lee highlighted. Cardholders benefit from stacked rewards—up to 15% upfront discounts at partner restaurants, plus 8% cashback on eligible dining spend. This focus is supported by transaction data showing that food-related expenses consistently rank among the top three spend categories across HSBC’s Asia markets. Retail and entertainment are other strategic pillars. In Singapore, HSBC has forged partnerships with platforms such as Lazada, Shopee and Golden Village to align with everyday lifestyle spending. “Retail purchases remain a major category among our cardholders,” Lee said, underscoring HSBC’s strategy of aligning partnerships with real-world spending behaviour to drive daily card usage. The card’s core value proposition ties closely to HSBC’s global footprint. “The result is a lifestyle proposition that not only enhances the dining adventures of our internationally mobile customers but delivers meaningful cashback on shopping and entertainment to meet their perse needs, both at home and abroad,” said Lee. Commitment to continuous innovation Looking ahead, HSBC is committed to keeping Live+ relevant amid changing market dynamics. “We are committed to staying ahead of market trends and providing our customers with benefits that matter most,” Lee affirmed. This commitment extends beyond rewards to include enhancements in digital capabilities and overall customer experience. HSBC also plans to expand its global dining and lifestyle network. “We will continue leveraging our international connectivity to build partnerships with leading brands and merchants, ensuring our cardholders enjoy exclusive privileges worldwide,” Lee said. “Our focus remains on delivering tailored, real-time rewards that elevate our customers’ lifestyles and experiences—wherever they are in the world,” Lee concluded. Backed by HSBC’s global network, Live+ stands out with its streamlined, experience-driven rewards model. By delivering tangible value across dining, shopping and entertainment, both locally and internationally, HSBC positions Live+ as a leading lifestyle card for the emerging affluent in Asia Pacific.
