For more than 30 years, Axis Bank has been synonymous with banking excellence and sustainable growth, consistently delivering value through innovation and change. As India’s third largest private sector bank, its commitment to inclusivity and an open approach to new opportunities and partnerships has enabled it to stay ahead of the curve.

FIS® Total Issuing™ Solutions has partnered with Axis Bank for two decades, supporting its mission of customer service excellence. Our innovative payments stack, FIS® Total Issuing™ PRIME, seamlessly integrated with Axis Bank's broader ecosystem, partners and channels.

Powered by Total Issuing™ Solution’s flexible and API-driven technology, Axis Bank has continuously rolled out innovative solutions that support responsible credit and digital payments on the go. This agility has enabled the bank to meet the evolving needs of “Digital India,” an initiative of the government of India to transform the country into a digitally empowered society.

Axis Bank has been instrumental in launching Lifestyle innovation products such as:

• Co-branded contactless IndianOil Axis Bank RuPay credit card improving customer experiences and unlocking digital transaction options for fuel and mobility outside of metros
• Co-branded credit card with e-commerce marketplace Flipkart, designed to cater to credit-worthy Indians, as well as extended reach to the underbanked
• FIBE AXIS BANK credit card showcases India’s first-ever numberless credit card intended for tech-savvy Gen Zs, which is also RuPay-based, allowing for UPI Credit Payments
• Samsung Axis Bank Signature Credit Card including rewards and benefits such as discounts and cashback on Samsung purchases

In 2023, Axis Bank completed the acquisition of Citibank India’s consumer business. Currently, Axis Bank is a Top 4 credit card player in India with a cards in force market share of 13.7% running on PRIME payments stack.¹

How did Axis Bank consolidate one of India’s largest credit card portfolios?

Total Issuing™ Solution’s modern architecture enables scalability and resilience for partners using the power of PRIME and has proven to be the obvious platform for Axis when acquiring and consolidating the Citibank consumer credit portfolio.

Drawing on Total Issuing™ Solution’s migration expertise, interoperability and data mapping model, the team at Axis Bank was able to avoid any impactful disruptions to Citibank customers and ensure a robust customer experience while migrating from Citibank’s legacy platform.

Citi cards and associated rewards were seamlessly migrated²

Existing product names

• Citi Rewards Credit Card
• IndianOil Citi Credit Card
• Citi PremierMiles Credit Card
• Citi Cash Back Credit Card
• First Citizen Citi Credit Card
• Citi Prestige Credit Card
• Citi Business Credit Card
• CitiBusiness IOC Credit Card
• IKEA Family Credit Card by Citi

New product names

• Axis Bank REWARDS Credit Card
• Axis Bank HORIZON Citi Credit Card
• Axis Bank CASHBACK Credit Card
• AXIS BANK SHOPPERS STOP Credit Card
• Axis Bank OLYMPUS Credit Card
• Axis Bank REWARDS Credit Card
• INDIANOIL AXIS BANK PREMIUM Credit Card
• IKEA Family Credit Card by Axis Bank

What does a digital-first strategy look like for sustainable banking?

Axis Bank launched its “Growth, Profitability and Sustainability” strategy, which combines sustainable banking practices with innovative and intuitive technology solutions to extend its digital capabilities and reach to the unbanked and underbanked.

While organic growth is a key pillar of the bank’s strategy, its commitment to sustainability and ESG holds the utmost priority. This aligns with Total Issuing™ Solutions' continuous innovation to deliver positive change, reinforced by Total Issuing’s gold score status in the EcoVadis global sustainability vendor rating.

WhatsApp, Meta’s free instant messaging and Voice over Internet Protocol service, presented a strategic personalization engine for a broader audience and an accessible tool to deepen customer relationships. WhatsApp has since been fully integrated with Axis Bank cards on PRIME, along with an array of other Axis Bank products, including integration with the bank’s chatbot for FAQ handling.

Integrated cardholder experiences have also been enhanced with cardholder controls through the Axis Mobile app, one of the highest-rated mobile banking apps globally on the Google Play Store. Axis Bank’s digital-first approach is driving financial inclusion and a differentiated customer experience, an approach that Total Issuing™ Solutions, with its API-centric architecture, is primed to support.

How can MACH architecture power your bank's future growth?

With India poised to become the third-largest economy in the world in just three years, this growth has led to a significant accumulation of wealth among high-net-worth individuals. In response, Axis Bank launched PRIMUS, the first credit card for ultra-high-net-worth individuals. The offering delivers a diversity of financial services to enhance customer lifestyles with a suite of personalized benefits.

Continuing its fast-paced agility to keep forging ahead, Axis Bank has also been actively transitioning to MACH – microservices, API-first, cloud-native and headless architectures. This is an area where Total Issuing™ Solution’s own modernized architecture and PRIME’s digital framework can amplify the bank’s sustainable future growth strategy with diversified payment products, industry collaborations and evolving digital customer journeys.

Disclaimers:

¹ Axis Bank, Integrated Annual Report, 2024-2025
² Axis Bank, Migration of Citibank customers onto Axis Bank digital platforms