Samsung Pay has launched Samsung Pay Card, a new Mastercard digital debit card for U.K. customers. Samsung Pay Card uses startup Curve’s card consolidation tools to allow consumers to use Samsung Pay Card for all purchases, supported by an underlying payment card of their choice.

Why should we care?
The new digital card offers features to encourage adoption, including 5% cash back on Samsung.com purchases and other cash back rewards, along with the ability to “go back in time” to switch an underlying payment card after a purchase has been made. The timing for the new card launch is telling, given the momentum for digital payments during the pandemic. Consumer payment habits only change as a result of a meaningful enough catalyst, and with an aversion to use of shared surfaces, Samsung is betting on the pandemic as an adoption driver. It’s unclear whether Samsung will launch similar capabilities in the U.S., but the company recently partnered with SoFi on a card for U.S. customers, and Curve is planning a U.S. launch.