Financial services firm Chocolate Finance faced criticism after changes to its HeyMax Miles debit card rewards program.

The two-mile-per-dollar reward for all spending categories, including bill payments, attracted customers but became unsustainable due to increased bill payments through AXS cash payment service.

In response, Chocolate Finance disabled AXS bill payments but kept the two-mile-per-dollar reward for other categories.

Customers were frustrated by the sudden restriction, and the company’s poor communication worsened the backlash. An FAQ mistakenly suggested that AXS initiated the changes, leading to confusion and criticism.

Chocolate Finance clarified that customer funds are safe in segregated accounts, though instant liquidity withdrawals may be paused if liquidity buffers are depleted.

The company emphasized the importance of clear communication and sustainable offerings, with no plans to restore AXS compatibility.