Gotham Bank
×VISA
Project Gotham GO+
A proposal to capture the next generation of global travelers.
The Challenge & The Opportunity
Gotham Bank has seen a significant decline in cross-border spend with younger consumers, who are turning to digital competitors.
The Problem
Key barriers prevent young travelers from using cards abroad:
Travelers worry about the cost of using cards, with 29% citing high charges and rates as a primary concern.
Uncertainty around exchange rates leads to distrust and avoidance.
A majority are concerned with payment card fraud while traveling.
Despite growth in travel, 3 in 5 travelers still take cash with them before a trip.
The Opportunity
Address these pain points to win back the 16-30 demographic:
Become the primary, trusted travel card for a new generation.
Leverage VISA's global network with a modern, fun interface.
Transform foreign spending from anxiety to delight.
Build long-term loyalty through transparency, engagement, and superior service.
The Solution: Gotham GO+
A unified, co-branded VISA credit card and mobile ecosystem designed from the ground up to be straightforward, rewarding, and distinctively fun.
The Four Pillars of GO+
Our solution directly addresses the core consumer needs by being built on four synergistic pillars.
Smart FX Engine
Tackles cost and clarity concerns with real-time comparisons and smart multi-currency wallets.
Globe Goals
A gamified layer of geo-based quests and shareable badges that makes spending fun and engaging.
Concierge+
Alleviates security anxiety with 24/7 support and proactive alerts, reinforcing trust.
Rewards Loop
Instant cashback and XP notifications create a powerful, positive feedback loop, making banking rewarding.
An Experience, Not Just an App
The Gotham GO+ app is the heart of the experience, bringing all pillars together in a seamless, intuitive, and engaging interface.
Out-of-the-Box Add-On:
Gotham Time Traveler
An innovative feature that transforms spending into digital storytelling, where every trip becomes a collectible memory.
Concept: The Trip Capsule
After each trip, the app auto-generates a visual "Trip Story" using VISA transaction data and AI. It's a personalized financial narrative that makes money emotional and shareable.
AI Memory Builder: Generates a map and timeline of purchases with highlights.
Collectible Badges: Each major trip becomes a "Travel Badge" stored in-app.
Time-Travel Challenge: Earn double XP for revisiting a country within 12 months.
Impact: Builds powerful emotional retention. Customers keep the app not just for finance, but for their memories and identity.
Marketing: Objective & Audience
To reignite engagement by positioning Gotham GO+ as the smartest, most rewarding, and fun way to spend abroad.
Young Professionals
(23-30)
Motivation: Convenience & Rewards.
Insight: They want tools that simplify global spending without hidden costs and drive immediate P&L impact.
Students & First-Timers
(16-22)
Motivation: Exploration & Reassurance.
Insight: They value fun, transparency, and a feeling of control, vital for long-term loyalty and brand virality.
Digital Nomads
(25-30)
Motivation: Efficiency & Service.
Insight: A premium subset desiring top-tier support and security with zero FX friction.
Positioning & Core Messaging
Defining our promise to the next generation of travelers, encapsulated by our tagline: Spend Smart • Play Global • Travel Fearless
Smart FX, Zero Headache
No hidden fees. Just global freedom.
Play to Earn
Turn every purchase into progress.
Concierge+ Confidence
Banking that travels with you.
Go-To-Market Phases
A phased approach to build buzz, drive conversion, and ensure long-term retention.
Phase 1
Tease
#GoWithGotham
Build intrigue with a social campaign, influencer "mystery quests," and a countdown landing page for early access.
Phase 2
Launch
#LaunchDay
Drive sign-ups via paid social, TikTok ads, and in-app launch quests. Activate with co-branded pop-ups at airports and universities.
Phase 3
Engage
#CommunityFirst
Sustain excitement with seasonal "World Tour" campaigns, user leaderboards, referral bonuses, and Concierge+ challenges.
Channels & Success Metrics
A multi-channel approach with clear targets to measure our success over the first 12 months.
Channel Strategy
TikTok & Instagram: Drive awareness and viral engagement with Gen Z audiences.
YouTube Shorts: Showcase authentic user stories and quest experiences.
In-App Push Notifications: Personalized engagement to maximize retention and activity.
VISA Merchant Network: Strategic partner offers to drive conversion and usage.
Physical Activation Hubs: On-ground presence at universities and travel hubs.
Key Performance Indicators
Adoption: +0 new app downloads in Year 1.
Usage: +0 YoY increase in cross-border transaction volume.
Engagement: 0 average quests completed per user monthly.
Retention: ≥ 0 active cardholders after 6 months.
Brand Health: +0 pts uplift in "Fun & Innovative" perception.
Partnership & Co-Brand Leverage
Combining our unique strengths to create an unmatched value proposition.
Gotham Contributions
Customer Intelligence & CRM: Deep customer insights, behavioral data analytics, and precision targeting capabilities for personalized experiences.
Award-Winning Service Infrastructure: Industry-leading customer support, compliance frameworks, and banking operations excellence.
Omnichannel Banking Ecosystem: Seamless integration across branch network, digital platforms, and mobile-first infrastructure.
VISA Contributions
Global Travel Merchant Network: Comprehensive access to worldwide merchant partnerships and travel ecosystem integrations.
Developer APIs & Technology: Cutting-edge gamification engines, real-time FX data, and transaction processing infrastructure.
Marketing Amplification: Global brand reach, co-marketing opportunities, and social media distribution across millions of followers.
Strategic Impact for Our Partnership
Gotham GO+ is more than a product; it's a strategic initiative that delivers compounding value to both Gotham Bank and VISA.
An Innovation Showcase
Positions our partnership at the forefront of fintech innovation, creating a powerful case study for modern co-branded products.
Deepened Gen Z Loyalty
Creates an ecosystem that resonates with younger consumers, making VISA and Gotham their default choice for travel.
Increased Cross-Border Spend
Drives higher transaction volume and frequency through gamified incentives and superior FX transparency.
Go Smart • Go Safe • Go Global
With Gotham GO+
Let's build the future of travel finance, together.
Powered by VISA
Strategic Partnership Proposal
Janique Smeets, MBA
janiquesmeets@gmail.com