Private banking is getting a digital shake-up. HY10, a financial and lifestyle platform built for high-net-worth and ultra-high-net-worth individuals, has been named among the first participants in Visa's newly launched Infinite Private programme — an initiative that bundles unlimited-spend cards, concierge services and lifestyle management into one integrated ecosystem.

The programme was unveiled at the Visa Payments Forum in Paris, in front of an audience of more than 2,000 executives drawn from banks, fintechs and payment providers. For HY10, early admission is a statement of intent: a direct challenge to incumbent private banks, many of which have been slow to digitise how they serve the world's wealthiest and most internationally mobile clients.

Untangling a fragmented model

The problem HY10 is attacking is fragmentation. Wealthy individuals have long juggled a patchwork of providers — one for private banking, another for international payments, others still for travel and lifestyle services — with no single thread tying it all together.

HY10's answer is consolidation: a unified digital platform that pairs unlimited-spend cards with financial tools and a dedicated lifestyle manager, aiming to become the single point of contact for entrepreneurs and investors who operate across borders.

Co-founder Erekle Tokhosashvili argues the incumbent model has barely changed in a generation — leaving the wealthiest clients to stitch together separate providers for banking, payments, travel, concierge and lifestyle needs. HY10, he says, was built to strip out that complexity and replace it with one platform shaped around how modern global wealth actually operates.

Private banking has stood still for decades — HY10 exists to replace that patchwork with one platform. — Erekle Tokhosashvili, Co-Founder, HY10

Scaling on Visa's rails

The Visa partnership gives HY10 two things a young challenger can't easily build alone: speed to scale, and the security and institutional trust of a global payments network.

Rather than fighting incumbents on conventional banking products, the company is betting on convergence — the point where high-net-worth lifestyle services meet everyday financial functionality. Through Infinite Private, members unlock access to more than 2,000 curated services spanning travel, hospitality and luxury.

Fellow co-founder Otar Ramishvili frames the collaboration as something well beyond a premium card: in his telling, the two firms are assembling a combined financial and lifestyle platform that folds wealth, access and exceptional experiences into a single seamless membership.

Built for a new generation of wealth

Behind the launch sits a demographic shift. Digitally native wealth creators — tech founders, cross-border investors — are redrawing the high-net-worth landscape, and with them comes rising demand for integrated, digital-first platforms.

These clients expect private banking to feel as frictionless as the consumer fintech apps they use daily, without giving up the high spending capacity and personalised service that traditional institutions have always traded on. It's precisely that gap between expectation and incumbent reality that HY10 is moving into.

The firm is currently expanding across Europe, the Middle East and Asia. Headquartered in London, it serves a growing base of international entrepreneurs, investors and families looking for genuinely borderless financial solutions.