UBB adds Firsty to its KateCoin loyalty programme
United Bulgarian Bank (UBB) has partnered with Firsty to bring eSIM travel data into KateCoin, its loyalty programme. UBB customers can now buy Firsty data plans for trips to 170 countries directly through KateCoin, earning rewards on the purchase or redeeming existing KateCoin balances against the cost.
For UBB, the partnership turns a recurring travel cost into a way for customers to earn and spend within KateCoin, rather than paying for data separately at the border or through a local SIM.
It's also part of a broader pattern. UBB is part of KBC Group, which has been rolling out similar connectivity partnerships across its other markets and Bulgaria is one of several KBC markets testing this model.
"UBB customers were already dealing with data one way or another when they travelled," said Vince Vissers, co-founder of Firsty. "This just moves it into a place they're already checking before a trip, and rewards them for it instead of charging them extra."
Firsty customers can activate their data plan before departure and use it as soon as they land, without swapping a physical SIM or hunting for local top-ups on arrival.
