Israel Goes Platinum—The Supporting-Israel Credit Card

If you could support Israel every time you made a purchase, would you? That’s the question two young CEOs have been asking Americans ever since they launched the first-ever affinity credit card in the U.S. that donates money to Israel charities while offering a competitive rewards program.

“The response has been overwhelming,” says CEO Zev Dobuler. “There are many people who want to help support Israel any way they can. This program offers a unique way for them to do so at no cost.”

There’s no question that he and Co-CEO Menachem Landau, both 28, have found their niche in the credit card market. The two started the company, Heritage Affinity Services (HAS), in 2003 and spent the next three years creating a solid business model. In January 2006, Dobuler and Landau launched their flagship product, the HAS Advantage Visa Platinum card, in partnership with U.S. Bank and Visa.

“We wanted to create a program in which Americans could get involved and stay connected to Israel every day,” Dobuler explains.

The card—which comes in four designs ranging from the Israeli flag to a picture of the Kotel to a more ambiguous blue and white background—has no annual fee and is the first of its kind to benefit Israel by supporting its charities, boosting its tourism and encouraging spending in Israel, while simultaneously accumulating reward points for the cardholder.

For every purchase made, HAS donates a percentage to any five Israeli charities of the cardholder’s choice from within the HAS network, including hospitals, social services, humanitarian causes, emergency services, and community development programs. There are currently 24 charities in partnership.

At the same time, HAS Advantage card members earn one point for every net dollar spent. Points are redeemable for domestic travel on any airline, as well as brand-name merchandise, Judaica, gift certificates, cash back and more. Cardholders can also fly roundtrip to Israel on EL AL Airlines for as few as 56,000 points, which is an offer unprecedented by any other rewards program in the nation.

“This gives HAS its competitive edge,” says Landau. “By offering a top-rate rewards program, we’re attracting savvy consumers who never before had the opportunity to support Israel through everyday spending.”

HAS teamed up with more than 150 merchants in Israel, including Budget and Hertz Rent-a-Car, the Sheraton Hotels & Resorts, and a slew of world-class restaurants, shops and cultural attractions, to offer card members exclusive discounts year-round.

The two entrepreneurs have big plans for the future of HAS. They’ve already introduced a HAS Advantage Visa Platinum card along with a College card designed for students, and are looking to introduce a Corporate card since businesses have turned to HAS with great interest. The HAS Advantage system will eventually be expanded to global markets such as Canada in the near future.

“The sky’s the limit for HAS,” says Dobuler, who jokes that HAS Advantage is the only credit card that lets you earn rewards points on the card, and in heaven, too.

And some say that’s the greatest reward of all.

Visit www.HASadvantage.com or call 866-6-ISRAEL to learn more about the HAS Advantage card.