What Maximum does

Maximum is a credit-card and loyalty program operated as a flagship product line of Türkiye İş Bankası A.Ş. (Borsa İstanbul: ISCTR), Turkey's largest private bank, with the program itself founded in 2001 and currently celebrating its 25th anniversary. The offering centers on the MaxiPuan reward-points currency — 1 MaxiPuan equals 1 TL — earned and redeemed across a stated 440,000+ individual and 400,000+ business member-merchant network within Turkey, with international acceptance on VISA/MasterCard/Discover/Diners Club plus the domestic TROY scheme. The portfolio spans seven base card tiers (Maximum Kart, Gold requiring 150,000 TL minimum limit, Platinum requiring 200,000 TL minimum limit, Genç for ages 18–25, Aidatsız for no-fee users, Sanal as a zero-balance virtual card, and Pati for pet-spend), 15+ co-branded affinity cards (sports clubs including Fenerbahçe, Trabzonspor, Göztepe, Samsunspor, Karşıyaka, Büyük Kulüp, MÜGEV; professional associations including three bar associations, the Turkish Dentists Association, and the Turkish Medical Association; and the TEMA environmental foundation), and a commercial Maximum Business line including İhracatçı, Vergi, and TROY-rail tax/SGK cards. Underlying technology includes NFC contactless (transactions up to 1,500 TL PIN-free), QR-code (Karekod) payments, a Dynamic Güvenlik Kodu, an automated Sanal Kart limit-scheduling engine, and the Maximum Mobil super-app distributed across Google Play, App Store, and Huawei AppGallery.

Maximum monetizes the program through five identifiable streams: (i) annual card fees on most tiers with explicit fee-free exceptions including Maximum Aidatsız, student Maximum Genç, and Maximum Pati during promotional periods; (ii) interest on cash advances and installment cash advances with 3-month terms; (iii) interchange on installment (taksitli) transactions across the merchant network, with premium tiers driving higher transaction volumes; (iv) foreign-exchange margin on cross-border transactions billable in TL, USD, EUR, or GBP; and (v) interchange generated by digital-channel features such as virtual cards and QR payments that lift card-usage frequency. Distribution is exclusively direct-to-consumer through Türkiye İş Bankası's nationwide infrastructure — 1,000+ physical branches, 6,500+ ATMs, İşCep and Maximum Mobil mobile apps, the Internet Branch (İnternet Şubesi), Phone Branch at 0850 724 0 724, an SMS application channel (MAXIMUM [TC ID] [DDMMYY] to 4402), and the Anında İşlem portal at anindaislem.isbank.com.tr for SME Maximum Business issuance. Merchant acceptance is supported through İşPOS terminals, QR POS, Linkle Tahsilat, POSum Cepte mobile POS, and the Maximum İşyerim merchant app. Customer segments are explicitly mass-market and segment-hybridized: general retail consumers (primary), SMEs and commercial entities (KOBİ), young adults aged 18–25, sports fans, environmentally conscious consumers (TEMA), pet owners, and prepaid/budget-focused users including minors aged 12+ on parent-controlled MaxiPara cards. No separate legal entity, capital structure, funding history, or standalone financials exist for the program; all program economics sit inside the publicly traded parent bank's consolidated statements, which the input notes are not broken out at the program level.

Acquisition cost is structurally subsidized by the parent's existing retail-customer base and branch footprint; a referral mechanic ('İş Bankası'nı arkadaşınıza önerin') layers 500 MaxiPuan incentives on both referrer and referee for an additional viral-growth channel. International use cases are limited to card-network acceptance (no separate geographic expansion), and operating geographies are explicitly Turkey-only. Maximum carries no disclosed patents, regulatory actions, M&A, restructurings, leadership changes, or AI/ML product capabilities within the available data — the program's differentiation rests on network scale, brand tenure, parent-bank distribution, and the MaxiPuan acceptance ecosystem rather than on proprietary technology, capital markets activity, or AI-driven product features.

Name

Maximum

Legal name

Türkiye İş Bankası A.Ş.

Website

https://maximum.com.tr

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Maximum is the flagship credit-card and MaxiPuan loyalty program of Türkiye İş Bankası A.Ş., Turkey's largest private bank. It serves mass-market retail consumers, SMEs, youth, sports fans, and affinity segments across a 440,000+ member-merchant network in Turkey, monetizing annual fees, interchange, cash-advance interest, and FX margin.

Ownership category

akta.pro rank

Product category

Consumer Credit Cards

NAICS

Credit Card Issuing (52221), Credit Card Issuing (522210)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Co-Branded Credit Cards (FSAKABAB)

akta.pro secondary industries

Rewards & Loyalty Credit Cards (FSAKABAH), QR Code Payments Wallets (FSAMAEAC)

Keywords

• Credit card services
• Loyalty rewards program
• Consumer payment cards
• Co-branded credit cards
• Merchant payment network

Headquarters

HQ city

Besiktas

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Card Annual Fees (Kart Ücreti): Most Maximum credit cards generate annual fee revenue. Exceptions include Maximum Aidatsız Kart (no annual fee), Maximum Genç Kart for students (free always) and working young adults (first 6 months free), and Maximum Pati Kart for pet-related spending with promotional periods.
2. Cash Advance Interest and Fees: Revenue is generated from interest charges on cash advances (nakit avans) and installment cash advances (taksitli nakit avans) with 3-month repayment terms, per the bank's published interest rate schedule.
3. Installment (Taksit) Revenue: The bank earns interchange revenue on installment (taksitli) transactions processed through the Maximum merchant network. Premium tier cards with higher limits drive larger transaction volumes and associated interchange income.
4. Foreign Exchange Margin on International Transactions: Cross-border transaction revenue through foreign exchange conversion spreads when cardholders use cards internationally, with billing available in USD, EUR, or GBP per the bank's published FX conversion rates.
5. Virtual Card and Digital Services: Digital channel features (virtual cards, QR payments, NFC) drive increased card usage frequency and transaction volume, generating interchange revenue while deepening customer lock-in to İş Bankası's digital ecosystem.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

Maximum is a credit card loyalty program and payment card brand operated by Türkiye İş Bankası A.Ş., issuing tiered consumer credit cards (Maximum Kart, Gold, Platinum, Genç, Aidatsız, Sanal, Pati) along with prepaid cards (MaxiPara, Dijital Bankamatik), business cards (Maximum Business, İşim Kart, İhracatçı Kart), and co-branded affinity cards with major Turkish sports clubs. All cards are integrated with the MaxiPuan rewards currency, redeemable at over 440,000 merchants nationwide, with each MaxiPuan worth 1 TL in redemption value.

Product overview

Maximum is a comprehensive credit card loyalty ecosystem operated by Türkiye İş Bankası, offering multiple card tiers and co-branded products. The portfolio centers on Maximum Kart as the flagship credit card with MaxiPuan rewards at 440,000+ partner merchants, supplemented by tiered products (Maximum Gold Kart and Maximum Platinum Kart with enhanced benefits and insurance), segment-specific cards (Maximum Genç Kart for youth, Maximum Aidatsız Kart for no-fee users, Maximum Pati Kart for pet owners), virtual and prepaid cards (Maximum Sanal Kart, MaxiPara Kart, Maximum Gaming Kart, Dijital Bankamatik Kartı), and 15+ co-branded cards with sports clubs (Fenerbahçe, Trabzonspor, Göztepe, Samsunspor, Karşıyaka), professional associations (Ankara/İstanbul/İzmir Barosu, Türk Dişhekimleri Birliği, Türk Tabipleri Birliği), and causes (TEMA, Büyük Kulüp, MÜGEV). Business offerings include Maximum Business Kart with variants for exporters and tax payments. Key features include MaxiPuan loyalty rewards (1 TL value), contactless/NFC payments, mobile app (Maximum Mobil), and merchant services (İşPOS, Maximum İşyerim).

Differentiator

Problem solved

Functional benefit

Brands

• Maximum Gold Kart: A premium credit card within the Maximum family with enhanced benefits and services including travel assistance, accommodation, and professional home services.
• Maximum Platinum Kart
• Maximum Genç Kart
• Maximum Aidatsız Kart
• Maximum Sanal Kart
• Maximum Pati Kart
• Maximum Gaming Kart
• Maximum TEMA Kart
• Maximum Fenerbahçe Kart
• Maximum Trabzonspor Kart
• Maximum Göztepe Kart
• Maximum Samsunspor Kart
• Büyük Kulüp Platinum Kart
• MÜGEV Maximum Kart
• Maximum Karşıyaka Kart
• MaxiPara Kart
• Dijital Bankamatik Kartı
• Maximum Business
• İşPOS

Products and services

• Maximum Kart Core flagship credit card of the Maximum brand, issued by Türkiye İş Bankası to individual consumers for everyday spending with MaxiPuan rewards accumulation and redemption at 440,000+ merchants.
• Maximum Gold Kart Mid-tier Maximum-branded credit card targeted at higher-spending individual consumers seeking enhanced MaxiPuan earnings and Gold-tier benefits over the core Maximum Kart.
• Maximum Platinum Kart Premium-tier Maximum-branded credit card for high-spending individual consumers, positioned at the top of the consumer card range with elevated MaxiPuan earning and Platinum-tier benefits.
• Maximum Genç Kart Youth-focused Maximum-branded credit card targeting students and young adults, with entry-level access to MaxiPuan rewards and the broader Maximum ecosystem.
• Maximum Aidatsız Kart No-annual-fee (aidatsız) Maximum-branded credit card for price-sensitive individual consumers who want MaxiPuan rewards without paying recurring card fees.
• Maximum Sanal Kart Virtual Maximum-branded card issued for secure online and digital transactions, allowing cardholders to generate disposable virtual card numbers linked to their primary Maximum account.
• Maximum Pati Kart Themed Maximum-branded credit card targeted at pet owners and animal-welfare supporters, integrated with MaxiPuan rewards like the rest of the Maximum consumer range.
• Maximum Gaming Kart Gaming-focused Maximum-branded credit card targeting gamers and digital entertainment spend categories, with rewards positioned around gaming and digital content purchases.
• Maximum Business Kart Commercial Maximum-branded credit card for SMEs and businesses, used for corporate expense management, supplier payments, and business spend with MaxiPuan rewards.
• İşim Kart Commercial Maximum-branded card targeted at small businesses and tradespeople for everyday business purchasing within the Maximum commercial suite.
• İhracatçı Kart Exporter-focused Maximum-branded commercial card for Turkish exporting businesses, supporting foreign currency and international transaction needs within the Maximum commercial suite.
• MaxiPara Kart Prepaid Maximum-branded card for consumers and users who want a Maximum-issued payment instrument without a revolving credit line or full credit-card underwriting.
• Dijital Bankamatik Kartı Digital ATM (Bankamatik) card product within the Maximum range, providing ATM cash withdrawal and basic payment functionality without a full credit-card relationship.
• Maximum Beşiktaşlı Kartlar (Beşiktaş co-branded card) Co-branded Maximum credit card for supporters of Beşiktaş JK, integrating MaxiPuan rewards with the Beşiktaş football club brand.
• Maximum Fenerbahçeli Kartlar (Fenerbahçe co-branded card) Co-branded Maximum credit card for supporters of Fenerbahçe SK, integrating MaxiPuan rewards with the Fenerbahçe football club brand.
• Maximum Galatasaraylı Kartlar (Galatasaray co-branded card) Co-branded Maximum credit card for supporters of Galatasaray SK, integrating MaxiPuan rewards with the Galatasaray football club brand.
• Maximum Trabzonsporlu Kartlar (Trabzonspor co-branded card)

Quantifiable outcome

• 1 MaxiPuan = 1 TL redemption value across 440,000+ Maximum member merchants
• +6 more outcomes

Segments7 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature8 records

Partnerships

15 partnerships are on record, tiered core, minor and support.

• TEMA Vakfı (TEMA Foundation)coreStrategic or Co-development Partnerİş Bankası and TEMA Vakfı have a long-standing environmental partnership. The Maximum TEMA Kart is made from recycled plastic and a portion of spending benefits TEMA's reforestation and soil conservation initiatives. Together with the Ministry of Agriculture and Forestry, they conducted the '81 İlde 81 Orman' (81 Forests in 81 Provinces) project, planting 2,205,000 saplings. The Geleceğe Orman (Forest for the Future) carbon offset program via İşCep further extends this partnership.
• Fenerbahçe Spor Kulübü (Fenerbahçe Sports Club)coreStrategic or Co-development PartnerMaximum Fenerbahçe Kart combines credit card functionality with official Fenerbahçe Fan Card benefits. The 1907-prefixed card number serves as the official fan card. İş Bankası contributes to the club with each transaction (at no cost to the cardholder). Exclusive benefits include Fenerium store discounts, Topuk Yaylası Resort discounts, priority ticket purchasing, and club support through spending. The 1907 Fenerbahçe Maximum Gaming Kart extends this partnership to esports.
• Göztepe Spor Kulübü (Göztepe Sports Club)minorStrategic or Co-development PartnerMaximum Göztepe Kart enables fans to support the club through daily spending. Card benefits include Maximum's standard rewards (MaxiPuan, installments) plus exclusive stadium museum discounts at Gürsel Aksel Stadium.
• SamsunsporminorStrategic or Co-development PartnerMaximum Samsunspor Kart allows fans to support the club through purchases. Cardholders receive 10% discount at Store 55 physical locations plus all standard Maximum features.
• TrabzonsporminorStrategic or Co-development PartnerMaximum Trabzonspor Kart enables fan support through spending. Benefits include 10% MaxiPuan at TS Club stores, 10% discount on season tickets, and exclusive discounts at 30+ local Trabzon businesses listed on the Maximum website.
• Karşıyaka Spor Kulübü (Karsiyaka Sports Club)minorStrategic or Co-development PartnerMaximum Karşıyaka Kart serves the club's fan base with Maximum card features and club support through spending.
• Büyük KulüpminorStrategic or Co-development PartnerBüyük Kulüp Platinum Kart provides Büyük Kulüp members with all Maximum Platinum features plus club-specific privileges, combining high-limit credit with exclusive member benefits.
• Mersin Üniversitesini Geliştirme Vakfı (MÜGEV)minorStrategic or Co-development PartnerMÜGEV Maximum Kart supports Mersin University through spending. İş Bankası contributes to scientific projects at the university with each transaction. Cardholders also receive 20% instant discount at İş Kültür Yayınları sales points.
• Tur AssistsupportTechnology or IntegrationTur Assist provides the road assistance, travel assistance, and concierge services for Maximum Platinum and Gold cardholders, including vehicle towing, accommodation during breakdowns, professional driver services, and medical evacuation coordination.
• TÜV TÜRK (Traffic Inspection Services)supportTechnology or IntegrationTÜV TÜRK provides vehicle inspection (trafik muayene) services for Maximum Platinum cardholders in Istanbul, Ankara, Izmir, Bursa, Antalya, and Adana, with cardholders able to delegate the entire inspection process including vehicle collection and return.
• ETS TurcoreGTM or Marketing PartnerETS Tur (travel agency) partners with Maximum on exclusive campaigns offering up to 7,500 TL in MaxiPuan for hotel stays and tours booked at ETS through Maximum.
• PazaramacoreGTM or Marketing PartnerPazarama is Maximum's online shopping platform integration, allowing cardholders to use MaxiPuan and participate in platform-exclusive promotions. Maximum Pati Kart provides additional discounts on Pazarama's pet supplies section.
• Migros, Trendyol (via Pazarama)minorGTM or Marketing PartnerMajor retail and e-commerce platforms integrated with Maximum's Pazarama ecosystem, enabling MaxiPuan redemption and campaign participation at Migros (supermarket) and Trendyol (e-commerce) through the Maximum online shopping menu.
• TROY (Turkish Payment System)coreTechnology or IntegrationTROY is Turkey's domestic card scheme (BKM - Bankalararası Kart Merkezi). Maximum Business uses TROY for SGK (social security) and tax payments with 2-month installment terms, a unique feature leveraging the domestic payment network for government payment processing.
• SGK (Sosyal Güvenlik Kurumu)coreGTM or Marketing PartnerMaximum Business TROY enables SGK premium payments with up to 2-month installment terms, allowing business customers to manage social security contributions flexibly. Campaign valid for limited periods.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Visa: Global card network on which Maximum cards are issued internationally. While not a direct competitor, Visa's network, acceptance infrastructure, and rewards programs shape the competitive context for co-branded card issuers like Maximum.
• Mastercard: Global card network on which Maximum cards are issued internationally. Mastercard's World, Platinum, and rewards programs create competitive benchmarks that Maximum's tiered card structure must match for international acceptance.

Direct peers

• World Card (Yapı Kredi): Yapı Kredi's flagship credit card program with WorldPoints rewards, installment features, and merchant network comparable to Maximum. Directly competes on consumer credit card acquisition and loyalty engagement in Turkey.
• Bonus Card (Garanti BBVA): Garanti BBVA's co-branded credit card program and loyalty platform with a similar merchant network, point-based rewards (Bonus), installment structure, and co-branded sports club cards (e.g., Beşiktaş). It is Maximum's closest head-to-head competitor in the Turkish credit card market.
• CardFinans (QNB Finansbank): QNB Finansbank's credit card program with CardFinans points and installment structure, operating in the same consumer credit card segment with similar merchant partnerships and tier structure as Maximum.
• BankKart (HSBC Turkey / ING): Turkish credit card program originally from HSBC Turkey, now operated through a different bank structure, offering comparable loyalty rewards, installment features, and merchant acceptance in the same domestic market.
• Paraf Card (Halkbank): Halkbank's co-branded credit card program with Paraf points and a national merchant network. Comparable to Maximum in structure, rewards mechanics, and target segments, including public sector affinity positioning.
• Axess (Akbank): Akbank's co-branded credit card program with Axess points, ChipParmak contactless, and Axess sponsored sports partnerships. A direct competitor serving similar consumer and SME segments with comparable card products and loyalty mechanics.
• Advantage Card (DenizBank): DenizBank's credit card program with Advantage points, installment features, and merchant acceptance. Another direct Turkish competitor with similar tier structure and consumer targeting as Maximum.

Others

• TROY (BKM): Turkey's domestic card payment scheme operated by Bankalararası Kart Merkezi. Maximum Business uses TROY for SGK and tax payments with installment terms. TROY represents both an enabling infrastructure and a potential competitive vector against Visa/Mastercard-anchored programs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MaximumKart
• YouTubeyoutube.com/user/maximumkart
• Facebookfacebook.com/maximum
• Instagraminstagram.com/maximumkart
• Pinterestpinterest.com/maximumkart

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maximum