Diners Club Singapore rebrands to DCS Card Centre amidst product expansion

The financial company formally known as Diners Club Singapore, will now be known as DCS Card Centre (DCS) in what will be the brand's biggest rebrand since being founded in 1973.

Under its new tagline “A fintech with heritage”, DCS aims to transform itself into a fintech company with innovative payment solutions while leveraging its network and the experience it has built.

Previously set up as a franchise of Diners Club International as its sole issuer and acquirer in Singapore, the rebrand goes beyond cosmetic factors as the name change is required to support product expansion with other global card schemes including Mastercard, UnionPay and Visa.

The rebrand will also see the launch of a new mobile app that allows its merchants to access valuable transaction data in real-time, as well as new-to-market services such as instant settlement and loans.

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“In recent years, technological advancements and the influx of fintechs operating out of Singapore have vastly disrupted how consumers and businesses manage payments, and accelerated market demand for quicker, cheaper and more convenient payment solutions,” said Karen Low, CEO DCS.

“Payments has never been at a more exciting crossroad and there are tremendous growth opportunities for DCS, as we progress with our rapid transformation towards operating like a fintech with agility and innovation,” she added.

DCS also plans to add other global payment networks, such as JCB to its network of partners and will provide card acquiring services along with Alipay, SG QR and Wechat Pay payment solutions to its customers.

As part of the rebrand, DCS has also launched the DCS Ultimate Platinum Cards with both Mastercard and UnionPay with new corporate products and services targeted at SMEs and supply chain financing to be launched.

To focus its efforts to meet the evolving needs of customers in the payment landscape, the brand has launched the DCS Virtual Account (VA) that generates a unique account for a cardholder to receive funds from any bank account.

“As an institution focused on leading payments innovation, we are committed to offer incubation and enablement services to accelerate the access to payments solutions that are swift, seamless and secure for consumers and businesses,” Low continued.

DCS will also work with its appointed agency SPRG Singapore to develop marketing campaign concepts, creatives for the rebrand and all associated products.

As card payment companies expand their offerings, recently, Mastercard launched Mastercard Strive Malaysia to support Malaysia’s growth and digitalisation priorities. Malaysia is the second country to launch the Strive programme in the Southeast Asia region. 

In collaboration with The Asia Foundation, the programme aims to digitalise and support the growth of 100,000 micro-and small enterprises (MSEs), focusing on women-owned and women-led businesses. The programme, according to Mastercard, strives to meet the evolving needs of Malaysian small businesses by providing them access to essential tools, networks, and resources while cultivating a more supportive business ecosystem.

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