News
October 29, 2025
Beyond the card: How Mastercard delivers what money can’t buy
On the sidelines of the Global Fintech Fest 2025, Lavani Agarwal, Vice President and Head of Marketing and Communications, South Asia at Mastercard, spoke about the company’s ‘trilemma’, the relevance of the influencer economy, and AI-driven MarTech.
**Beyond the card: How Mastercard delivers what money can’t buy**
Mumbai, India – Mastercard is evolving beyond just being a payment processor. At the recently concluded Global Fintech Fest 2025, Lavani Agarwal, Vice President and Head of Marketing and Communications, South Asia at Mastercard, shed light on the company's strategic vision that extends far beyond simple transactions, delving into the realms of experience, connection, and trust.
Agarwal addressed what she termed Mastercard's "trilemma," a challenge to balance technological innovation, evolving consumer expectations, and the imperative of building sustainable, inclusive growth. This trilemma, she explained, fuels Mastercard’s drive to offer value that transcends mere monetary exchange. The company is actively exploring avenues to enhance customer loyalty and engagement through personalized experiences and value-added services.
A key area of focus is harnessing the power of the influencer economy. Agarwal emphasized the increasing relevance of authentic voices and trusted personalities in shaping consumer behavior. Mastercard aims to collaborate with influencers to create meaningful connections with its target audiences, building brand advocacy and trust through relatable narratives. This strategy recognizes that consumers are increasingly influenced by recommendations from people they admire and trust, rather than traditional advertising.
Furthermore, Mastercard is heavily investing in AI-driven MarTech (Marketing Technology) to personalize customer experiences and optimize marketing campaigns. Agarwal highlighted the potential of AI to analyze vast amounts of data, enabling the company to deliver targeted and relevant content to individual consumers. This includes personalized offers, customized loyalty programs, and proactive customer service. By leveraging AI, Mastercard aims to anticipate customer needs and provide seamless, intuitive experiences across all touchpoints.
Agarwal concluded by stating that Mastercard's future success lies not just in facilitating payments, but in creating value that money simply cannot buy. This involves building trust, fostering connections, and delivering personalized experiences that resonate with consumers on a deeper level. The company’s commitment to innovation, combined with a keen understanding of the evolving digital landscape, positions Mastercard to remain a leader in the fintech industry for years to come.
Mumbai, India – Mastercard is evolving beyond just being a payment processor. At the recently concluded Global Fintech Fest 2025, Lavani Agarwal, Vice President and Head of Marketing and Communications, South Asia at Mastercard, shed light on the company's strategic vision that extends far beyond simple transactions, delving into the realms of experience, connection, and trust.
Agarwal addressed what she termed Mastercard's "trilemma," a challenge to balance technological innovation, evolving consumer expectations, and the imperative of building sustainable, inclusive growth. This trilemma, she explained, fuels Mastercard’s drive to offer value that transcends mere monetary exchange. The company is actively exploring avenues to enhance customer loyalty and engagement through personalized experiences and value-added services.
A key area of focus is harnessing the power of the influencer economy. Agarwal emphasized the increasing relevance of authentic voices and trusted personalities in shaping consumer behavior. Mastercard aims to collaborate with influencers to create meaningful connections with its target audiences, building brand advocacy and trust through relatable narratives. This strategy recognizes that consumers are increasingly influenced by recommendations from people they admire and trust, rather than traditional advertising.
Furthermore, Mastercard is heavily investing in AI-driven MarTech (Marketing Technology) to personalize customer experiences and optimize marketing campaigns. Agarwal highlighted the potential of AI to analyze vast amounts of data, enabling the company to deliver targeted and relevant content to individual consumers. This includes personalized offers, customized loyalty programs, and proactive customer service. By leveraging AI, Mastercard aims to anticipate customer needs and provide seamless, intuitive experiences across all touchpoints.
Agarwal concluded by stating that Mastercard's future success lies not just in facilitating payments, but in creating value that money simply cannot buy. This involves building trust, fostering connections, and delivering personalized experiences that resonate with consumers on a deeper level. The company’s commitment to innovation, combined with a keen understanding of the evolving digital landscape, positions Mastercard to remain a leader in the fintech industry for years to come.
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