How Visa & HY10 Reshape High Net Worth Banking Services

The traditional private banking model is undergoing a digital reset.

HY10, a financial and lifestyle platform tailored to ultra-high-net-worth and high-net-worth individuals, has been named among the first participants in Visa’s newly launched Infinite Private programme.

Revealed at the Visa Payments Forum in Paris, the initiative unifies unlimited-spend payment cards, concierge offerings and lifestyle management within a single, integrated ecosystem.

Supported by Visa’s global payments network, the collaboration signals a meaningful evolution in how financial institutions cater to the world’s most affluent and globally mobile clients.

The announcement was made before an audience of more than 2,000 executives from banks, fintechs and payment providers at the forum.

HY10’s early inclusion underscores its intent to challenge incumbent private banks, many of which have been slow to modernise and digitise their services.

Simplifying wealth management

For years, wealth management has remained fragmented. High-net-worth individuals often depend on multiple providers to manage private banking, international payments, travel arrangements and lifestyle services.

HY10 is working to bring these elements together through a unified digital platform.

By pairing unlimited-spend cards with financial tools and a dedicated lifestyle manager, the fintech is positioning itself as a single point of contact for globally active entrepreneurs and investors.

"Private banking hasn't fundamentally evolved for decades,” says Erekle Tokhosashvili, Co-Founder of HY10. 

“The world's wealthiest individuals are still forced to piece together multiple providers for banking, payments, travel, concierge and lifestyle management.

“We built HY10 to replace that complexity with a single platform designed around how modern global wealth actually lives.”

A modern approach to private banking

Through its partnership with Visa, HY10 is able to scale quickly while leveraging the security and trust of a global payments infrastructure.

Rather than competing on conventional banking products alone, the company is targeting the convergence of high-net-worth lifestyle services and everyday financial functionality.

Members gain access to more than 2,000 curated services spanning travel, hospitality and luxury, delivered via Visa’s Infinite Private programme.

Otar Ramishvili, Co-Founder of HY10, adds: “We're proud of the work we've done alongside Visa.

“Together, we're building far more than a premium card. We're creating a financial and lifestyle platform that brings together wealth, access and extraordinary experiences in one seamless membership.”

As digitally native wealth creators – including tech founders and cross-border investors – reshape the high-net-worth landscape, demand for integrated, digital-first platforms continues to rise.

These clients increasingly expect private banking to mirror the seamless experience of consumer fintech apps, while still offering the high spending capacity and personalised service of traditional institutions.

HY10 is currently scaling across Europe, the Middle East and Asia. Headquartered in London, the firm serves an expanding base of international entrepreneurs, investors and families seeking borderless financial solutions.