For years, the world of rewards cards has been dominated by credit providers. Points and perks were reserved for those with spotless credit histories, complex interest rates and premium fees. But as a growing number of people turn away from credit altogether, a new generation of fintechs is reinventing what it means to be rewarded for everyday spending.
Among them is Yonder, a London-based company that believes the humble debit card should do more than simply move money. Instead, it should help people live a little better, from Friday night dinners to flights abroad.
A card built for living, not just spending
Yonder’s pitch is refreshingly simple: spend as you normally would, and earn rewards that are actually worth having. Whether it’s coffee on the commute, a weekly grocery shop or a last-minute weekend away, every pound spent earns points that can be redeemed on experiences.
Founded in 2022, Yonder originally launched as a credit-only product. But after hearing that not everyone wants or can access credit, the company introduced its Debit Card earlier this year. It’s already struck a chord with users: Yonder’s membership has grown from 20,000 to more than 50,000 since the launch, with new customers joining from cities including London, Manchester, Edinburgh, Birmingham, Bristol and Bath, with Glasgow launching soon.
Experiences, not air miles
Unlike traditional reward cards, Yonder’s points aren’t limited to obscure airline miles or niche online shops. Members can earn and redeem points at hundreds of local restaurants and partners, from Azzurra in London to Edinburgh gems like Sotto and Montrose.
There’s entertainment too: Yonder partners with TodayTix to offer theatre tickets to shows such as The Lion King and MJ The Musical, while nationwide platform ClassBento connects users with creative workshops and experiences across the UK.
For travellers, Yonder points can be used on any flight, without the blackout dates or restrictions that often frustrate traditional rewards users. A weekend trip to Seville? Simply pay with your Yonder card and redeem points for £100 off your Ryanair fare, all managed seamlessly in the app.
Full members also get worldwide travel insurance for themselves and their families – a benefit independently valued at £275 – along with no foreign exchange fees when spending abroad.
The rewards of everyday life
While Yonder’s travel and dining perks steal the headlines, the company is also tapping into the rhythm of everyday life. Members can now earn points on Trainline journeys, Lime bike rides, and even home comforts like LaundryHeap cleaning, Outln coffee subscriptions or Calo chef-cooked meals.
As the festive season approaches, Yonder’s partners span everything from British menswear label Percival to jewellery brand Missoma, allowing users to turn gift shopping into a way of earning towards their next weekend escape.
In essence, Yonder’s ecosystem feels less like a loyalty scheme and more like a curated city guide that rewards curiosity.
Debit done differently
Behind the slick app and associated partners lies a bigger shift in consumer behaviour. According to the Payments Association, contactless debit cards remain the UK’s most popular payment method, but expectations are changing. Younger users, especially urban professionals, are no longer satisfied with mere convenience. They want products that fit their values and lifestyles.
Yonder’s approach reflects this mindset. Powered by Mastercard, the card is accepted virtually everywhere, with seven-day in-app support and an ‘Excellent’ rating on Trustpilot. The membership model is simple: a Free Plan for those dipping their toe in, or a Full Plan (£15/month) that unlocks elevated rewards, travel perks and faster point-earning potential.
And while some fintech challengers chase scale with viral marketing or flashy features, Yonder seems to be building something subtler: a community. It’s a “membership built around experiences, not spreadsheets,” as the company puts it.
From fintech to feel-good finance
The success of brands like Yonder hints at a wider evolution in British banking. After years of financial apps focused on saving, tracking and restraint, there’s a growing appetite for tools that bring joy back into money.
For some, that might mean turning a weekly meal out into a weekend away. For others, it’s knowing that their debit card can handle global travel with zero FX fees or surprise charges. Either way, Yonder’s rise suggests that financial products can be practical and pleasurable.
Yonder Debit Card: 18+ and UK only. Membership fee may apply. T&Cs apply. Travel insurance cover subject to booking with your Yonder card, eligibility and exclusions. For more information please visit yonder.com
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