When reward tracking accuracy dropped to 22% across linked Visa cards, Card Maximiser stopped being a utility and started becoming a liability.
For a product that tells users how many miles they’re earning, accuracy isn’t a feature — it’s the foundation of trust. And without trust, engagement collapses.
At the same time, behaviour signalled strong demand:
• 80% of WAU searched for the best card weekly
• 26% of WAU actively viewed their linked card page
The problem wasn’t interest. It was credibility.
I led the rebuild of Card Maximiser to restore trust, increase engagement, and position it as a long-term monetisation surface for issuer partnerships.
Miles optimisation is notoriously complex: sub-caps, tiered minimum spends, MCC exclusions, bonus windows, category overlaps. Most users rely on spreadsheets or Telegram groups because no tool gets it fully right.
If you're curious about how complex it is, you can check
this article written by TheMileLion.
We had two options:
1. Simplify the model and remain partially inaccurate.
2. Embrace the complexity and rebuild our reward engine properly.
We chose the harder path.
Rather than layering features on top of unreliable data, I prioritised sequencing the rebuild in phases:
Phase 1 — Accuracy before growth
We focused on modelling real-world reward logic correctly. This meant supporting sub-caps, tiered logic, and multi-category overlaps. I worked closely with engineering to define how reward rules should be structured internally, and we built tooling to upload T&Cs, generate test cases, and review rule changes before publishing.
Accuracy improved from 22% to 80% of linked Visa cards — unlocking the foundation for trust.
Phase 2 — Make optimisation visible
Once data was reliable, we shifted from passive tracking to proactive management. Users now receive reminders for annual fees, cap progress, and benefits — reducing cognitive load and increasing daily relevance.
Phase 3 — Behavioural leverage (in progress)
With real-time transaction visibility and our own rewards currency, we’re positioned to recommend optimal cards, highlight missed miles, and drive issuer campaigns based on actual spend behaviour.
1. Accuracy first: Reliable data drives trust and engagement.
2. Complexity is opportunity: Supporting nuanced reward logic creates meaningful user value.
3. Visibility drives behavior: Clear bonus tracking changes how users spend.
Weekly unique card page viewers: 2.3k → 5.2k (+126%)
Daily cards linked: 75 → 200 (+167%)
New user W2 retention: 30% → 39%
MAU: 45k → 47k and trending up
Even after the initial spike, engagement sustained, proving that accurate tracking drives habit formation and trust.
External validation came from The Milelion, which highlighted our support for complex cards like UOB PPV and UOB VS as “a much better way of doing things” and “making life a lot easier” for mile chasers.
• AI-powered spend and card insights
• Card Maximiser as an ad platform for issuer campaigns
• Expand coverage to Mastercard and Amex
Card Maximiser is now a high-trust, high-engagement surface — a foundation for growth and monetisation.
