President's Choice Financial Case Study

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President’s Choice Financial (PCF) customers will soon transition to CIBC’s new digital-only banking platform, Simplii. The move follows the end of a 19-year long PCF partnership of CIBC and grocery chain Loblaw Companies Ltd. CIBC has stated that the rebrand will start in early November this year. Current PCF customers will continue to access to their banking accounts in the same manner as before, irrespective of the rebranding. Customers will also have free usage of CIBC’s ATMs, as well as its online and mobile banking as under the PCF brand. Moreover, interest rates and the no-fee arrangement for daily banking remain unchanged, too. However, Simplii customers will not be able to collect any more points through Loblaw’s PC Plus loyalty
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