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Ally Bank checking clients will say goodbye to the online bank’s debit rewards program, which provides customized deals and offers at select merchants. According to an email notice sent to consumers, the Ally Rewards program will terminate on Aug. 18, mentioning that the program wasn’t bringing adequate value to customers.

“Program utilization had declined considerably in the previous year, so we chose to cancel the program,” said an Ally Bank spokesperson. There was no lack of offers under the program, which is powered by edo Interactive, a card-linked offers platform provider. According to the bank, consumers were simply not taking advantage of the program.

“As the category leader in expanding card-linked offers market, edo continues to see extremely positive development of its platform on a nationwide level,” stated Ed Braswell, head of state and CEO of edo Interactive, in an e-mail statement. “We anticipate that by the end of 2013, through our bank partners, edo will have extended 5 times the number of offers vs. 2012 – we anticipate to hit 2.5 billion offers throughout nationwide and regional marketers.”

Braswell declined to comment on Ally’s decision to end Ally Advantage, which originally launch in June 2011.

The Ally Benefits program presents debit card individuals with cash back provides, commonly based on individuals’ past acquisitions and spending habits. For example, an Ally clients who utilizes his debit card to purchase electronics might later get a “Perk” providing $5 back on a $25 purchase at Finest Buy.

Other than fulfilling the spending requirement for an offer, there was no other action needed by Ally consumers to make the most of the program. After redeeming an offer, the cash back is issued to any Ally deposit account within 24 hours. Many customers did not even understand about these offers until they saw money back immediately transferred into their accounts, after unconsciously making a certifying purchase.

The diminishing program application of Ally Advantages may come as a shock to the financial sector, offered that numerous various other monetary business have presented similar programs. The leading UNITED STATE charge card companies, consisting of American Express, Capital One and Bank of America, have actually introduced their own personalized-deals programs.

Although Ally will cancel its card-linked offers, the online bank encourages consumers to make use of MasterCard Marketplace, which is a website that details nationwide and community offers. (MasterCard Marketplace can be used anonymously and a MasterCard isn’t needed.)

Meanwhile, Ally is keeping its eyes open. “We’ll always continue to want to enhance value for our customers,” the Ally spokesperson added.