Rami Levy Launches SuperFly Credit Card to Compete with El Al and CAL

Rami Levy is officially launching SuperFly, a new credit card and loyalty club created in partnership with Israir Airlines and Isracard, set to debut on Wednesday. Levy holds a 72% stake in the club, with Isracard owning 18% and Israir 10%. The initiative aims to challenge established players like El Al and CAL in the Israeli travel credit card market, especially targeting consumers before flights and vacations.

To attract initial customers, SuperFly offers an aggressive promotion: the first 10,000 new members will receive a free flight ticket to dozens of European destinations served by Israir, excluding London, including airport taxes and a personal carry-on bag. After this launch offer, new regular cardholders will earn 100 points (equivalent to $100), while premium cardholders will receive 120 points ($120). These points can be redeemed for flights and vacation packages with Israir.

The card rewards everyday purchases with points accumulation, one dollar for every 500 shekels spent on the basic card and one dollar per 333 shekels on premium cards. Purchases with Israir earn accelerated points at 30%, and some cards offer up to 25% extra points on foreign currency transactions. Unlike competitors, SuperFly integrates benefits from Rami Levy’s retail chain, including supermarkets, telecommunications, and online sales platforms.

Currently, Rami Levy’s credit card has about 183,000 customers, with plans to expand this base. The launch comes amid market upheaval since March, when El Al’s Fly Card moved from CAL to Isracard, prompting CAL to quickly introduce FlyAll with Issta, gaining 100,000 customers by mid-July. Isracard expects a temporary profit reduction of 110-150 million shekels in 2026 due to these competitive moves but anticipates long-term gains.

SuperFly’s launch is notable as Isracard now partners with two Israeli airlines, El Al and Israir, and has also introduced TimeOff, a travel platform offering flights, hotels, insurance, attractions, and eSIM services. This competitive environment highlights the growing importance of travel-related credit cards in Israel’s tourism sector.