Editor’s note, May 2026: This article was first published in May 2022, before CommBank Yello was fully rolled out. This update reflects the current CommBank Yello program, including eligibility, benefit tiers, personalised offers, app access and the expansion of CommBank Yello for Business.
CBA has continued its rapid digital transformation to enhance the customer experience across the banking business. When CBA first announced CommBank Yello in 2022, it positioned the program as a customer recognition program built around personalised benefits and offers. Since then, the program has launched, expanded and evolved into one of Australia’s largest customer recognition programs.
When did it launch?
CBA announced the program in 2022 and launched it in 2023. It has since expanded through the CommBank app, where eligible customers can check their status and access personalised offers through the CBA Yello hub.
Who is eligible?
The program is available to eligible CommBank customers through the CommBank app. CBA said the program expanded to more than 8 million customers in November 2023, making it one of Australia’s largest customer recognition programs.
The current program has four recognition levels:
- CommBank Yello
- CommBank Yello Plus
- CommBank Yello Gold
- CommBank Yello Diamond
CBA assesses eligibility regularly, using factors such as whether customers have an eligible CommBank transaction account, complete the required number of eligible transactions and, for higher levels, meet eligible balance or home loan criteria.
This means the program has moved from the original broad customer groupings into a clearer tier-style structure.
What are the benefits?
Current program benefits include cashback, discounts, early access and selected banking-related benefits. These vary by eligibility level and may include:
- cashback on CommBank products
- cashback and discounts with participating brands
- presale and preferred tickets to selected events
- access to exclusive events and money-can’t-buy experiences for higher levels
- travel credits through CommBank Travel Booking
- selected home, energy, mobile, internet and car finance offers
- personalised property reports for higher levels
The benefits have evolved significantly since launch. CommBank now positions Yello as a personalised customer recognition program, with offers and benefits accessed through the CommBank app.
The CommBank Yello design
The design is still simple, but the structure has changed since the program was first announced. CommBank Yello now uses four clear recognition levels, with increasing benefits available as customers meet more eligibility criteria.
This is not a traditional points-based banking rewards program. Instead, it is built around recognition, personalised offers, cashback, discounts and access to relevant services through the CommBank app.
The personalisation CBA is striving for reflects a broader shift in banking loyalty. Customers are not just looking for points; they increasingly expect relevant offers, digital convenience and some sense of recognition for the relationship they have with their bank.
CommBank has also stated that customer insights and AI capabilities help it share personalised offers based on what customers are likely to value. This keeps the program closely tied to the broader CommBank app experience.
How has CommBank Yello evolved?
CommBank Yello has moved well beyond its original launch announcement. By 2024, CBA said the program was being actively used by more than 5.1 million retail customers, with more than 6 million offers activated and over $34 million distributed through prize draws, product cashbacks and partner offers.
The program has also expanded into business banking through CommBank Yello for Business, giving eligible small business customers access to discounts and benefits across areas such as telecommunications, technology, advertising, equipment hire and workwear.
The program is now a much more developed loyalty play than when it was first announced. Only time will tell whether it will be as long-lasting and iconic as Coldplay’s version of Yello.
Want to keep your members engaged and coming back for more? Let us help you design a loyalty program that will keep them singing your praises. We offer a range of loyalty consultant services. Contact us to discuss your loyalty consulting needs.
