Case Study: China Minsheng Bank achieves faster approvals, 10–15% higher response rates and personalized marketing with FICO Blaze Advisor

China Minsheng Bank Credit Card Center Grows Credit Card Business Using Intelligent Marketing and Instant Approvals

China Minsheng Bank Credit Card Center, one of APAC’s top 10 card issuers with over 35 million cardholders and 366 card products, needed to digitalize marketing as customer behavior shifted to mobile and competition intensified. The bank’s goal was to move from broad, product‑centric campaigns to precise, customer‑centric segmentation and fully automated decisioning to boost response rates, reduce costs and speed time‑to‑market.

Using FICO® Blaze Advisor® to build an Intelligent Marketing System, Minsheng implemented personalized offers and automated approvals with a fully automated campaign lifecycle. The initiative cut campaign launch time from one month to 2–5 days, increased response rates by 10–15% (initial transaction rate +14%), improved cost effectiveness and agility, and strengthened customer loyalty.

China Minsheng Bank

Jinqiao Yu

Director of Technology