GE eyes new markets for ezyCash

Developed by 8Rewardsroad.com, which recently secured the business, the gemoney.com.sg site comes on the back of GE Money's successful launch of its ezyCash personal loan product. Featuring online application capabilities for ezyCash and auto loan, as well as information about repayment schemes, the website also includes calculators for customers to determine their monthly instalments. According to 8Rewardsroad.com chief marketer Chang Lu-Lyn, the key objective for the site was to enable greater reach into the heartlands for the product. "The product is targeted more at the lower end of the market," said Chang, adding that GE Money is looking to leverage its ezyCash distribution partnership with SingPost. "The site had to be very clean and information had to be very clearly organised," explained Chang. "A lot of information that other banks put upfront -- like the vision and mission -- were put in the background. It's a hardworking site." In a statement, GE Money head of marketing Mathili Khanolkar noted that the company hopes to exploit the online medium further to "broaden our reach and deliver better, faster and more relevant products to our customers". "We selected 8rewardsroad as a partner because of its solid experience in the financial services sector," said Khanolkar. "It very quickly understood our requirements."