It's an interesting one. Despite having worked in the industry for half my career (but admittedly not recently) the BWW QF Transaction account is the one product I've never truly understood from the bank's perspective.
My guess is that as a smaller player they wanted better leverage in interchange arrangements by encouraging greater numbers of transactions but the account cancellations say otherwise. Whilst
@MEL_Traveller's point about transaction value vs cost is a good one, that would matter much more for a credit card product (where you are "banking" on a proportion of customers carrying over a balance plus interest).
It could be a reputational move, after Telstra and others got hit with millions of dollars of 1c charges which cost real money, perhaps at that point businesses saw it as BWA mobilising their customer base to cheat them out of transaction fees by incentivising this, but why hone in on
@awaywithfairies who has barely utilized it? (Answer most likely from my experience is... Grad bus analyst was told to pick off accounts with repeat low value transactions, sorted in excel from least to most and is making their way down the list)
It could also be simply a ploy to get people to use the account as their primary transaction account as a lead-in to profitable products. The issue there is the reward at 3 ppt is low enough to make almost no impact. They could have worked around this by tiering it so the larger the txn the more points up to a total of a handful of points but they never did so that doesn't seem to be it either.
It gets even weirder when you consider the parent is CBA, I am not sure you'd even need the leverage for interchange if you had CBAs leverage however more than likely the separate banking licenses would mandate separation there and so it still could possibly be the reason.
Would love to hear any ideas on what we think it is about. I was stunned recently when BWA dropped the ceiling for deposits... That seemed insane to me. Money in reserve is a super tangible and valuable asset for banks, especially if you convince people to deposit beyond government guaranteed sums, transactions seem less so, yet transactions weren't capped at the same time.