Project Overview & Headline

 

This case study details the strategic pitch that resulted in Solaris being chosen as the new issuing partner for the automobile club credit card, Germany's largest co-branding card program with over 1.3 million cardholders. The core of the successful proposal was a two-part strategy: first, a seamless and secure migration plan to earn the trust of ADAC and its members; second, a compelling vision for modernizing the product with features like mobile payments and flexible financing.​

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The Context & Challenge

 

The club, with over 21 million members, is one of Germany's most trusted institutions. Their branded credit card is a key pillar of their member benefits program. For years, the portfolio was managed by a traditional incumbent bank, Landesbank Berlin (LBB). To bring the product into the digital age and offer its members a modern financial experience, the club sought a new partner.

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This presented a monumental opportunity, but also immense challenges:

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• The Migration Risk: The primary challenge was the sheer scale and sensitivity of migrating 1.3 million active credit card accounts. Any friction in the process would risk damaging the deep trust between ADAC and its members. The pitch had to prioritize reliability and a seamless user experience above all else.

• Overcoming Incumbent Trust: Competing against established banks for a partnership of this magnitude required proving that a modern tech platform could offer superior security, stability, and service than a traditional provider.

• Modernization Imperative: The winning proposal needed to present a clear, compelling vision for the future of the ADAC credit card, moving it from a simple piece of plastic to an integrated digital financial tool.

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The Process & The Role

 

A highly strategic, trust-based process was designed to address ADAC's unique needs as a member-centric organization.

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Phase 1: Deep Partner & Member Analysis

 

The project began with a deep analysis of ADAC's brand, its member base, and the existing credit card offering. The key insight was that for ADAC members, trust and simplicity were paramount. This meant the pitch had to lead with a message of security and continuity before introducing new, innovative features. A thorough review of the incumbent's offering identified key areas for modernization, such as the lack of mobile payment integration and inflexible repayment options.

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Phase 2: Crafting the "Seamless Migration & Modernization" Pitch

 

The core of the strategy was to build a narrative around a two-stage value proposition based on the insights from the analysis.

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• Pitching the Seamless Migration: The first part of the pitch focused entirely on the operational plan for a smooth and frictionless transition for existing cardholders. This detailed a clear communication plan, a dedicated support structure, and a technical migration strategy that would ensure zero disruption for members. This was designed to build foundational trust.

• Pitching the Modernized Product Vision: Once trust was established, the second part of the pitch unveiled the vision for the new product. This included the integration of highly-demanded features like Apple Pay & Google Pay, and the introduction of Solaris’s flexible "Splitpay" (Buy Now, Pay Later) functionality directly within the card experience. This demonstrated how Solaris could elevate the product from a payment tool to a modern financial companion.

• Creating the Bespoke Proposal: A detailed proposal and pitch deck were created that spoke directly to ADAC's values. It emphasized partnership, member-centricity, and a shared vision for the future, backed by a robust technical and operational plan.

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The Results & Impact

 

The strategic, trust-first approach was successful, resulting in Solaris winning the most significant co-branding credit card portfolio in Germany.

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• Secured Germany's Largest Credit Card Portfolio: Successfully won the mandate to become the new issuer for the ADAC credit card program with its 1.3 million members.

• Displaced a Major Incumbent Bank: The win demonstrated that a modern, technology-first platform could provide a more compelling and trustworthy offer for a large-scale enterprise partner than a traditional bank.

• Enabled a Modern Product Offering: The partnership allows ADAC to offer its members a vastly improved, modern credit card experience with features like seamless mobile payments and flexible financing options.

• Forged a Landmark Strategic Partnership: The deal established a long-term partnership with one of Germany's most respected brands, cementing Solaris's position as the leading platform for enterprise-level embedded finance.

• Showcased Scalability and Trust: Winning this competitive tender provided definitive proof of the platform's ability to handle complex migrations and serve millions of end-customers reliably and securely.