Hyperface Helps Banks Double Credit Card Adoption with SaaS Platform on AWS

Hyperface was born out of a shared vision to redefine customer experiences through cutting-edge embedded finance solutions. With a focus on intuitive and inclusive user experiences, the company helps banks and brands launch and manage digital-first credit card programs with ease—while enhancing customer engagement and growth through behavioural insights.

Hyperface targets the untapped credit card market in India and Southeast Asia, where penetration is relatively low—for example, just five and a half percent in India. Its key offering is its Credit Cards-as-a-Service (CCaaS) solutions, which banks and brands use to launch credit cards and co-branded cards within months. “We want to give consumers in India and Southeast Asia the same range of choices available in mature markets like the US,” says Shubham Jain, director of Global Strategy and Partnerships at Hyperface.

To better serve these markets, Hyperface sought to develop a platform capable of handling millions of transactions with millisecond latency. “The platform also needed to scale rapidly for us to onboard customers which may already have a few million existing credit card holders,” says Jain. Moreover, it had to integrate easily with customers’ systems, including core banking systems, and ensure compliance with global and local governance and data privacy regulations.

Hyperface chose to build its CCaaS platform on AWS due to its performance, scalability, and reliability. “AWS provided the necessary security capabilities and compliance with multiple global and local standards,” comments Kumar Rahul Ghosh, engineering manager at Hyperface. The availability of AWS-skilled developers worldwide and the fact that many target bank customers were already using AWS further solidified the decision. “Banks are unlikely to change their cloud provider, so AWS was a natural choice for us,” adds Jain.

With guidance from an AWS technical team, Hyperface began building the infrastructure for its CCaaS solution, adhering to AWS best practices. The company deployed a modern, microservices-based architecture with Amazon Elastic Kubernetes Services (Amazon EKS) to orchestrate containerized applications. It also implemented Amazon Relational Database Service (Amazon RDS) for application databases and Amazon Simple Storage Service (Amazon S3) for object storage. For processing transaction data and other real-time workloads, the infrastructure features Amazon Managed Streaming for Apache Kafka (Amazon MSK). Multiple services support infrastructure security, including AWS Web Application Firewall (AWS WAF) and Amazon CloudWatch.

To maintain its focus on innovation, Hyperface aimed to automate workloads and utilize managed services where possible. As such, the company implemented AWS Amplify to deploy and host front-end assets in a single click and AWS CodeDeploy to automate software deployments. “With AWS managing our infrastructure, we save around 18–20 hours a week, giving us more time to develop our products and services,” says Ghosh.

For instance, Hyperface is now building the platform’s data analytics capabilities to help CCaaS users drive customer engagement. It created a data warehouse based on Amazon Redshift for customers to integrate data from multiple sources for insights on card-user behavior. “We’re continuing to add value to our platform, helping our customers find better ways to serve their users,” says Jain.

Since launching in 2022, the AWS-based CCaaS has met Hyperface’s expectations across several key performance indicators. The platform has maintained 99.998 percent availability while delivering 100–200 millisecond latency on more than 2.5 million daily transactions. Hyperface has onboarded customers in as little as two to three months, scaling its platform efficiently and maintaining close control over costs, thanks to AWS’s interoperability and pay-as-you-go model. Comments Jain, “We estimate we’ve reduced operational expense by around 30 percent by choosing AWS over an on-premises solution.”

By using AWS, Hyperface is addressing the need for CCaaS solutions in its target markets. “We’ve helped banks and brands launch co-brand credit card programs 10 times faster, reducing the launch time to 2 months compared to the industry average of 15 months with our AWS-based CCaaS platform,” says Jain. Today, the platform is supporting more than 7 million credit cards across India and Southeast Asia. “Thanks to the scalability and performance of AWS, we expect the number of credit cards on our platform to surpass 100 million in the next five years,” Jain adds.

One of Hyperface’s customers, a large Indian bank, adopted the CCaaS solution to address its growing credit card needs. Before adopting the solution, the bank had issued around 400,000 credit cards. However, to leverage growth opportunities, it sought to enhance its infrastructure through technological innovation while staying within the regulatory guardrails. “We brought the bank onto our AWS platform, and in just two years, we helped it increase the number of credit cards to over a million by assisting them in launching India’s first customizable credit card,” says Jain.

In addition to driving customer acquisition, Hyperface is now developing a Debit Card-as-a-Service platform to support banks. “There are around ten times more debit cards than credit cards in circulation in India,” Jain explains. “Our platform on AWS will help banks manage those cards more effectively, along with their entire portfolio of banking products.” Looking beyond India and Southeast Asia, Hyperface’s global strategy includes expanding into mature financial markets like Europe and the US. “AWS will play a crucial role in this strategy,” Jain concludes. “By using AWS, we’ll be able to provide the same high level of service around the world while meeting local compliance requirements.”