Affinity Partnership

MBNA Canada Bank is a subsidiary of Bank of America, one of the world's largest financial institutions, serving individual consumers, small and middle market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk management products and services. We market our products through more than 5,000 endorsing organizations and financial institutions around the world. We believe that lending to high–quality individuals through affinity marketing offers a solid foundation for continued growth and performance in almost any market environment.

We work very hard to understand your objectives, then create a program that can help you meet them. Whether you want to attract new members, retain existing ones, drive incremental sales, or reinforce member or brand loyalty, we will work with you to help you achieve those goals.

What is affinity marketing?

The answer goes back more than 20 years with focus on a basic business strategy to "Get the right customers and keep them". To get the right customers, we developed a unique and powerful marketing proposition known as affinity marketing: selling to people with a strong common interest.

We identify organizations made up of people with a common interest, obtain their endorsements of our company and its products, and market to their members under the endorsement. We have been doing this for a long time, and we dominate the field with more than 5,000 affinity organizations including professional associations, colleges and universities, sports teams, financial institutions, and many other groups in Canada, the United States, and in serveral countries around the world.

MBNA Canada Bank's unique position in the Canadian consumer lending business rests on partnering with affinity organizations that people care about—organizations inspiring pride and passion among their members. We provide products and services that express loyalty and help organizations strengthen relationships with their members. MBNA works aggressively to understand people who share common interests and to design the financial products that meet their needs. We use diversified channels to market these products, including direct mail, telesales, Internet, event and point–of–sale marketing, and we market through partner bank branches, and more.

We back these marketing activities with service that generates a superior customer experience at every point of contact. In addition, our customers have the freedom and flexibility to choose from an innovative selection of rewards programs that reflect their pride, passion, and interests. MBNA combines the power of affinity relationships, the power of affinity rewards, and the power of the customer experience like no other company. The result is an experience that MBNA customers have come to appreciate and value.