台新銀行

What 台新銀行 does

Taishin Bank (台新銀行) operates commercially as Taishin International Commercial Bank, a Taiwanese commercial banking institution headquartered in Xinyi District, Taipei. Based on the available input, the company's retail consumer franchise is anchored in credit card products — including the flagship Taishin credit card line spanning Visa, Mastercard, and JCB networks, and the Richart digital sub-brand targeting younger consumers and parent-child segments. The product portfolio also includes a debit card (簽帳金融卡) and Taishin Pay+, a mobile payment service promoted with up to 19% offers, 3.8% cashback, no service fees, and no foreign-exchange risk for cross-border use. Eight core spending categories are explicitly supported through promotional programming: travel and overseas shopping, dining, fuel and transportation, department stores, online and 3C retail, hypermarkets and convenience stores, entertainment, and insurance and tax payments.

The bank's go-to-market centers on a digital promotional portal (mkp.taishinbank.com.tw) combined with social channels including LINE official accounts (both @taishin and Richart) and a Facebook promotions page (台新優惠市集). Distribution relies on a self-serve digital banking platform for cardholders and a wide merchant partner network for transaction acceptance. Pricing is not publicly disclosed in detail; observable signals include revolving credit interest rates of 2.88%-15%, a cash advance fee of 3.5% plus NT$150, promotional cashback rates up to 30% on overseas spending and up to 11% on select parent-child channels, and 0% APR installment plans.

Revenue mechanics derive primarily from credit card interest, interchange, merchant partnership economics, and ancillary fees, with monetization reinforced by dense travel-category partnerships (Klook, Marriott Vacation Club, Hotel COZZI Tainan Ximen, Ever Rich Duty Free, and multiple Taiwanese travel agencies including Xingjian, Eztrip, Wufu, and Southeast Travel). Customer service is supported by phone lines and an AI chatbot. The disclosed employee count of 191 is likely a partial or scoped figure rather than total institution headcount, and revenue, ownership, and listing data are not disclosed in the provided source.

Name

台新銀行

Legal name

台新國際商業銀行 (Taishin International Bank)

Website

https://mkp.taishinbank.com.tw

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Taishin Bank (Taishin International Commercial Bank) is a Taiwan-based commercial bank whose consumer business is anchored on credit cards, debit cards, and the Taishin Pay+ mobile payment product, served primarily through digital channels and an extensive merchant partner network spanning travel, dining, retail, and lifestyle categories.

Ownership category

akta.pro rank

Product category

Retail Banking

NAICS

Credit Card Issuing (52221), Commercial Banking (52211)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

BNPL Card / Virtual Card Programs (FSAKACAC)

akta.pro secondary industries

Alternative Payments & Digital Wallet Acceptance (A2A, RTP, wallets) (THALAHAH), Loyalty, Points Currency & Stored Value Payments (THALAHAK)

Keywords

• Retail banking services
• Consumer credit cards
• Debit card services
• Mobile payments
• Digital banking

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels2 records

Marketing channels3 records

Core offering

Taishin Bank (台新國際商業銀行, Taishin International Bank) is a Taiwan-based commercial bank that issues consumer credit cards, debit cards, and mobile payment services (Taishin Pay+). Its product portfolio spans Visa, Mastercard, and JCB card networks under the main Taishin brand and the Richart digital sub-brand, with spending rewards organized across eight categories: travel and overseas shopping, dining, fuel and transportation, department stores, online and 3C retail, hypermarkets and convenience stores, entertainment, and insurance/tax payments. The bank differentiates through merchant partnerships with travel agencies, duty-free shops, hotels, and platforms such as Klook.

Product overview

台新銀行的個人金融產品以信用卡為核心，搭配簽帳金融卡及行動支付（台新Pay+）形成多元支付矩陣。信用卡品牌包含 Richart（數位子品牌，主打年輕及親子族群）及一般Visa/Mastercard卡別，主要透過「台新信用卡加油卡」等通路頁面統一呈現行銷活動及優惠。產品以信用卡刷卡優惠為主要差異化策略，涵蓋旅遊、海外購物、美饌、交通、百貨、網購、娛樂、保險等八大消費場景，並與LINE、Klook、昇恆昌、萬豪度假會及多家旅行社（行健、易飛、五福、東南）建立商務合作關係。

Differentiator

Problem solved

Functional benefit

Brands

• Richart: Digital banking brand offering credit cards and financial services with promotional campaigns including travel and rewards.

Products and services

• Taishin Credit Cards (台新信用卡)
• Richart Card (Richart卡)
• Taishin Pay+ (台新Pay+)
• Taishin Debit Card (簽帳金融卡)

Quantifiable outcome

• Up to 30% discount on overseas consumption and Japan/Korea spending
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• 和逸飯店·台南西門館 (Hotel COZZI Tainan Ximen)minorGTM or Marketing Partner · 1 July 2026Partnership offering complimentary room upgrades for Taishin cardholders. Cardholders spending qualifying amounts receive up to 9.7% discount on bookings.
• 昇恆昌免稅店 (Ever Rich Duty Free)minorGTM or Marketing Partner · 1 July 2026Taishin cardholders receive complimentary 25-inch luggage and NT$3,000 cash credit when spending qualifying amounts at Ever Rich duty-free stores. Promotion runs through September 30, 2026.
• 萬豪度假會 (Marriott Vacation Club)minorGTM or Marketing Partner · 1 July 2026Taishin cardholders booking亚太区精选酒店 through Marriott Vacation Club receive rates starting from US$299. Promotion valid through October 31, 2026.
• 東南旅遊 (Southeast Travel)minorGTM or Marketing Partner · 1 July 2026Designated itineraries offer up to 5% discount with additional 3.3% cashback for card payments. Promotion runs from July to November 2026.
• KlookminorGTM or Marketing PartnerTaishin Richart cardholders receive up to 11% discount on Klook bookings plus an additional 3.3% cashback on transactions.
• 行健旅遊 (Xingjian Travel)minorGTM or Marketing PartnerRichart cardholders booking designated travel itineraries receive NT$1,000 discount plus 3.3% cashback. Promotion period from July 2026 to March 2027.
• 易飛旅遊 (Eztrip)minorGTM or Marketing PartnerRichart cardholders receive up to NT$3,500 discount plus 3.3% cashback on bookings through Eztrip travel agency.
• 五福旅遊 (Wufu Travel)minorGTM or Marketing PartnerTaishin cardholders booking designated itineraries receive NT$1,000 discount plus up to 3.3% cashback on specified card types.

Recent moves6 records

Expansion highlights5 records

Emerging players

• Rakuten International Commercial Bank: Digital bank operating in Taiwan with cashback-focused products. Represents emerging competition in Taiwan's digital banking and rewards-credit space where Taishin's Richart also competes.
• LINE Bank (連線商業銀行): Taiwan's leading digital-only bank, a competitor to Taishin's Richart digital brand. While not focused on travel rewards, it represents the emerging digital-first competition for younger Taiwanese banking customers.

Broad incumbents

• DBS Bank Taiwan: Singapore-based bank's Taiwan operation offering consumer credit cards and digital banking. Comparable in targeting affluent, high-spend cardholders with travel rewards.

Others

• LINE Pay (Taiwan): Taiwan's leading mobile payment wallet, competing directly with Taishin Pay+. While not a bank, it represents the alternative payment ecosystem that competes for the same transaction volume that drives Taishin's card revenue.
• JKO Pay (街口支付): Taiwan's mobile payment platform competing with Taishin Pay+ for consumer digital payment share. Relevant as ecosystem participant shaping the broader payment landscape Taishin operates within.

Direct peers

• Mega International Commercial Bank (兆豐國際商業銀行): Major Taiwanese commercial bank with consumer credit card products and similar travel/duty-free promotional activity. Comparable in scale and product mix within Taiwan's banking sector.
• Cathay United Bank (國泰世華商業銀行): One of Taiwan's top three credit card issuers with comparable travel/lifestyle rewards programs and merchant partnerships. Direct competitor for high-spending cardholders in Taiwan's credit card market.
• Fubon Bank (台北富邦銀行): Taiwanese bank with substantial credit card portfolio and travel rewards programs. Comparable in product range (cards, debit, digital banking) and target customer segments.
• E.SUN Commercial Bank (玉山商業銀行): Taiwanese commercial bank with a strong credit card franchise and travel rewards program. Competes head-to-head with Taishin on cashback tiers and overseas spending benefits for the same consumer base.
• CTBC Bank (中國信託商業銀行): Taiwan's largest credit card issuer and Taishin's closest direct competitor in credit card rewards and travel benefits. Both compete aggressively on cashback rates, merchant partnerships, and overseas spending rewards in the same Taiwan consumer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Taishinevent
• LinkedInlinkedin.com/company/%E5%8F%B0%E6%96%B0%E9%8A%80%E8%A1%8C

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 台新銀行