Woolworths has introduced MyDifference Plus, a new rewards programme aimed at encouraging customers to build better financial habits while earning cashback and personalised rewards.
The programme, developed by Woolworths Financial Services, is an enhanced tier of the retailer's MyDifference loyalty platform and is exclusively available to Woolworths Credit Card and Store Card customers.
MyDifference Plus builds on the MyDifference programme, which launched in July 2025 to replace the retailer's previous WRewards and MySchool schemes. The older loyalty programme was phased out at the end of June 2026.
Unlike the standard MyDifference programme, which offers discount vouchers similar to other major retail loyalty schemes, MyDifference Plus rewards customers with cashback based on their shopping and account management behaviour.
Customers can earn cashback by completing personalised actions, including paying their accounts on time, shopping regularly using their Woolworths Credit Card or Store Card, engaging with the Woolworths app and setting up debit orders.
The programme also offers personalised shopping vouchers based on individual spending habits, as well as exclusive discounts on selected Woolworths products when purchases are made using a Woolworths Credit Card or Store Card.
Members can access the programme through the Woolworths app, where they can monitor their cashback earnings, track completed activities, view personalised goals and access exclusive promotions.
Woolworths Financial Services CEO Sivendran Pillay said the initiative represents a shift in how customer loyalty is rewarded.
"For years, loyalty has largely been about rewarding customers for what they buy. We're taking a bold step towards rewarding customers for how they build a better financial future," Pillay said.
"It's an innovation designed to help customers make smarter financial decisions, build positive payment habits, and be rewarded for behaviours that strengthen their financial wellbeing."
Pillay said the company aims to anticipate customers' needs rather than simply respond to them, adding that meaningful innovation is about solving real financial challenges.
"Imagine a world where every payment made on time, every smart financial decision, and every positive habit is recognised and rewarded. That's the future we're building," he said.
"We've created something that shifts loyalty from being transactional to transformational."
The programme has also drawn praise from leaders in the financial services sector.
GoTyme CEO Cheslyn Jacobs described the initiative as "a great shift in thinking," saying the strongest loyalty programmes are those that encourage customers to develop better financial habits over time.
Tyme Group founder Coen Jonker echoed those views, saying future loyalty programmes should focus on promoting behaviours that support customers' long-term financial wellbeing.