EBL introduces Bangladesh’s first social currency prepaid card

Eastern Bank PLC (EBL) has launched the country's first social currency-based prepaid card—FlexEM—in collaboration with The Yours Truly Private Limited. The card aims to empower social media users by converting their digital influence into tangible rewards.

With the FlexEM prepaid card, users can earn social media currency (points) by tagging or mentioning their favourite brands on platforms such as Facebook, Instagram, and TikTok. These points can be redeemed for shopping and other lifestyle benefits.

Targeted at users with a significant follower base and a 'Creator Vibe', the FlexEM app allows eligible individuals to apply for and receive a prepaid card powered by Eastern Bank. The platform is a product of The Yours Truly, the parent company of Marvel Be You—Bangladesh's pioneering influencer marketing platform.

M Khorshed Anowar, Deputy Managing Director and Head of Retail and SME Banking at EBL, and M Jahangir Alam, Chairman of The Yours Truly, signed an agreement to this effect at a ceremony in Dhaka.

Also present were Mahzabin Ferdous, Managing Director of The Yours Truly; Breity Sabrin, Chief Executive Officer; Tasnim Hussain, Head of Cards at EBL; Md Sayem Mosthafa, Head of Corporate Cards Sales and Alliance; and Syed Ahasanur Karim Antor, Acting Head of Digital Marketing.

The partnership marks a new chapter in bridging fintech and the creator economy, offering social media users a practical way to monetise their online engagement.