Goldfish survives Barclaycard consolidation

Barclaycard is retaining the Goldfish credit card but scrapping the Morgan Stanley brand as part of a move to consolidate its portfolio of products. The financial services giant is reducing the number of cards it offers from 11 to nine.

The changes will see the Morgan Stanley Cashback card become the Barclaycard Cashback and the Morgan Stanley Non Cashback card become Barclaycard Platinum. Meanwhile, it is relaunching the Goldfish product as Barclaycard Goldfish. It will have a new card design (pictured) and an enhanced rewards programme.

The Barclaycard portfolio will also include Barclaycard Travel Rewards, which will replace the Buy & Fly card and the i24 card will become Barclaycard i24. Customers that have Liverpool Victoria and Goldfish Non Rewards will be moved to the Barclaycard.

The cards have been revamped by Harrison Design to reflect the changes to the names and offering. The company says it is not planning any advertising at present but Barclaycard incumbent Bartle Bogle Hegarty will handle the brands when that changes.

Gary Twelvetree, chief marketing officer for UK cards, says: “We have spent the last few months carefully developing a migration plan that would enable us to provide our customers with desirable and beneficial reward products under the Barclaycard brand.”

Customers will receive a new card, PIN information and a welcome booklet to help a smooth transition across different products.

The changes follow its £35m acquisition of 11 UK credit card brands, including Goldfish, from Discover Financial Services in March.


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