Credit card giant Credit Saison has launched a new business card, the Saison Cobalt Business American Express® Card, to join its existing lineup of Saison American Express® Cards. The new card, available from Tuesday, January 14, is designed to cater specifically to business needs, offering four times the usual points on purchases at 10 key merchants, including Amazon Web Services and Yahoo! Business Center. This marks the first new card in the Saison American Express® Card lineup in approximately 10 years, reflecting a significant investment of effort. We spoke with Shiho Aida from the company's Payment Business Department, who led the product design, to learn more about the meticulous considerations behind this new business card as it embarks on its journey into the cobalt blue sea of commerce.

First, could you tell us about the goals behind releasing the new Saison Cobalt Business American Express® Card (hereinafter referred to as the Cobalt Card)?

We have long enjoyed the patronage of many business users through our Saison Platinum Business American Express® Card. Amidst changing employment environments, such as the relaxation of副業 (side business) restrictions for large corporations and the increase in freelancers, we recognized a growing need to expand our lineup to meet the demands of sole proprietors and small businesses. The Saison Cobalt Business American Express® Card, released today, is a new product born from this initiative, designed to be a first business card for everyday business use.

Is the current state of the business card market also a factor in the creation of this new card?

Yes, it is. The business card market certainly has significant room for expansion compared to personal cards. However, there's still a prevailing sentiment among some small business owners that business cards are only for large corporations and that personal cards are sufficient for their needs. Yet, with the ability to pay corporate taxes via card and the government's push for cashless payments, there are increasing situations where using a business card is advantageous for small businesses. We sense a growing trend towards adopting business cards among small businesses, spurred by these developments.

The cobalt blue card face, featuring the new design of the "Centurion," American Express's visual identity, is striking even for existing users of the brand. Could you explain the meaning behind this concept color?

The cobalt blue color used for the card face evokes the image of a vast ocean. Just as "blue ocean" refers to unexplored markets in the business world, we've imbued this cobalt blue with the wish that the businesses of our cardholders will sail forth and widely expand into a vast, blue ocean.

What kind of challenges faced by small businesses does the Cobalt Card aim to solve?

We believe we can significantly support small businesses in areas such as revenue expansion, new customer acquisition, and fundraising. This includes contributing to revenue through cost reduction features, reallocating effort towards customer acquisition via operational efficiency improvements, and facilitating cash flow for business operations through flexible credit limits.

Could you elaborate on how cost reduction, operational efficiency, and cash flow management are achieved?

We are confident in our ability to help reduce costs, particularly through the special offer of four times the usual points (a 2.0% reward rate) on purchases at specific merchants highly utilized in the web domain, such as Amazon Web Services, Yahoo! Business Center, Sakura Internet, and CrowdWorks. Nowadays, even small businesses are increasingly placing advertisements on Amazon and Yahoo! JAPAN, and accounting for cloud services has become commonplace. MonotaRO is also a popular merchant among sole proprietors in the construction industry. Since credit card payments are standard for such purchases, these preferential services offer significant benefits that grow with increased usage. Additionally, a 10% discount on WeWork co-working space usage caters to the demand for new work styles, such as those of digital nomads.

Furthermore, this card is eligible for the government-led "Cashless, Payment Reward Program" targeting small businesses. By using it at participating stores and services, such as convenience stores and taxis*, you can benefit from the rewards, contributing to cost savings over time.
(*Some stores and services may not be eligible for the cashless payment rewards.)

The "Mugen Muryo" points system seems very versatile, allowing redemption for various goods beyond special offers, including gift certificates. With the high reward rate from preferential merchants, the accumulated points could significantly benefit the entire company when used strategically for business purposes.

Indeed. Many small businesses consist of just a few employees, including the owner. Points can be redeemed for office equipment like air purifiers or coffee makers, or converted into gift certificates for employee benefits. For family-run businesses, points can be exchanged for dining experiences or electronics. Furthermore, accumulated points can be used to offset card payments, reducing cash outflow.

What about operational efficiency and cash flow management?

In terms of operational efficiency, using a personal card for business expenses often leads to cumbersome reimbursement processes. By consolidating company expenses onto a business card, tedious sorting and accounting become unnecessary. Utilizing additional cards eliminates the need for employees to make personal advances and for subsequent reimbursement procedures, thereby shortening administrative time. This freed-up time can then be reallocated to business expansion, contributing to company growth. Moreover, additional cards are free of annual fees, imposing no extra cost on the company and being gentle on the company's finances.

Reduction of expense processing tasks and accurate tracking of expenditures
Expenses incurred with additional cards are paid in full along with the primary cardholder's expenses, eliminating the need for employee advances and reimbursement processes.
The statement clearly distinguishes expenses made with additional cards, allowing for precise tracking of employee spending.
Employee spending status can be accurately grasped.
Up to four additional cards can be issued annually at no charge.

Regarding cash flow management, many companies face challenges with the timing of sales revenue and payments. The card offers a payment grace period of up to 54 days from the purchase date to the payment due date, helping to bridge the gap between expense payments and sales receipts for efficient fund management. Additionally, the credit limit can be temporarily increased for significant payments, such as tax payments, offering an opportunity to earn a substantial amount of points at once.

Are there any other services you would like to highlight?

Typically, applying for a business card requires preparing documents such as financial statements and company registration certificates in addition to the application form, which can be time-consuming for customers. This Cobalt Card eliminates the need for such documentation; applications can be completed online via PC or smartphone, and the card can be delivered to customers in as little as three business days.

We highly recommend it, especially for busy business owners.

On the other hand, this card does not include typical credit card benefits like airport lounge access or travel insurance. Could you explain the reasoning behind this?

We considered the balance between services essential for business use and those that can be substituted by personal cards. Currently, the average person in Japan owns about three credit cards. Cardholders who also possess business cards often have premium cards with benefits like airport lounge access and travel insurance, which typically come with an annual fee.

Therefore, rather than listing redundant services that can be covered by personal cards, we concluded that specializing in services truly essential for business, such as preferential treatment at merchants with high business usage, would better meet the needs of business owners. Furthermore, while annual fees can be expensed, many business owners are mindful of them. By keeping the annual fee for this card at ¥1,000 and offering up to four additional cards free of charge, we believe we can gain the support of a wider range of business owners. In this regard, the Saison Cobalt Business American Express® Card may indeed set a new trend for business cards.

Given the solid design of these services, were there any dissenting opinions within the company?

To be honest, there were various opinions from management and employees who interact directly with customers regarding the service design of this card. The main point of contention was precisely where to focus the card's distinctiveness to gain customer support. For instance, regarding the annual fee, ¥1,000 for this card is a stark contrast to the ¥20,000 for the Saison Platinum Business American Express® Card. There were also diverse opinions on point rewards. However, by consolidating these perspectives and prioritizing what is most advantageous and appreciated by business users, our team has ultimately delivered a product that embodies our user-first philosophy.

What value does the partnership with American Express hold for Credit Saison?

American Express is a prestigious brand offering top-tier services among international card brands. Credit Saison was the first company in Japan to partner with them, and we have been developing services together for over 20 years. We are uniquely permitted in Japan to feature the "Centurion Design" on our card faces. The fact that we are the first partner globally to adopt this new design, a modern interpretation of traditional value, for this card further signifies the strong trust between our companies. We are partners who will continue to collaborate and move forward powerfully.

We understand this is the first new card in the Saison American Express® Card lineup in 10 years. What was the most challenging aspect for you as the project lead?

While the significance of this new card, the first in a decade for our lineup, was company-wide, designing a new card has been a personal dream of mine since joining the company 10 years ago. I spent a long time in sales, promoting the merits of our products to customers. However, when I took on the role of product design and became involved in various adjustments, I was surprised by the sheer number of employees working behind the scenes. Despite personal constraints as a working mother on a reduced schedule, I was entrusted with this significant responsibility. Driven by the desire for many businesses to utilize this card, our team united to release it. Our next goal is to have more customers use this card and feel the satisfaction of having chosen it.

Finally, as the person in charge, could you share your aspirations for the Saison Cobalt Business American Express® Card?

Credit Saison has achieved various innovations, such as offering credit cards with no annual fees, contactless payments, and a points program with no expiration date. With the Saison Cobalt Business American Express® Card, we aim to introduce a product that challenges conventional approaches, thereby broadening the base of business card users. In an era where the number of small businesses is rapidly increasing due to changing times, we will continue to provide services that encourage people to say, "Saison for business, too."

First, search for "Saison Cobalt"!!

American Express is a registered trademark of American Express.
Credit Saison Co., Ltd. uses this under license from American Express.