Bertelsmann to Discontinue Deutschland-Card Loyalty Program by Year-End
Bertelsmann has announced that it will shut down the Deutschland-Card loyalty program by the end of the year. The decision follows the exit of major partner Edeka and reflects a strategic shift after the initiative “did not lead to the hoped-for success,” according to reports.
The discontinuation of the loyalty scheme highlights the challenges of maintaining broad-scale consumer rewards programs in a shifting retail landscape. This move marks the end of a significant effort by the group to maintain a dominant presence in the German loyalty market.
Despite the wind-down of the Deutschland-Card, Bertelsmann continues to report strong overall financial performance. In the 2025 fiscal year, the company generated revenues of €19 billion and achieved a group profit exceeding €1 billion—marking the 11th consecutive year that profit has surpassed the billion-euro threshold.
The decision to exit the loyalty sector comes at a time of broader transformation for the group. Bertelsmann, which operates as a media, services and education company with more than 75,000 employees across roughly 50 countries, maintains a diversified portfolio. Its core holdings include the RTL Group, Penguin Random House, BMG, the Arvato Group, and the Bertelsmann Education Group.
As the company prepares for the 2026 financial year, executives have expressed expectations for stable revenues and earnings, with anticipated growth in continuing operations. This strategic pivot away from the Deutschland-Card underscores a focus on profitability and long-term digital and international diversification.
The shift is further evidenced by the group’s recent investment activity, which totaled more than €2 billion in economic investments during the 2025 period, including a 19 percent organic revenue growth within Bertelsmann Investments. The company’s recent moves, including the discontinuation of the loyalty program, suggest a disciplined approach to pruning underperforming assets to protect the group’s overall margins.
