The purpose of this research is to investigate the business issue of why a program offering free transactions isn't working as planned to increase customer loyalty and encourage the growth of Current Account Savings Accounts (CASA) in digital banking. Despite the program’s initial promise, preliminary findings indicate declining CASA balances and a negative return on investment, highlighting a critical need for strategic evaluation. The research uses a mix of quantitative and qualitative methods, looking at six months of internal banking data and talking to customers and people who aren't customers to get their opinions. Some of the biggest problems that have been identified are uneven program adoption across customer segments, low program penetration among high-value segments, and large program costs that are higher than expected benefits. This research presents a problem-solving methodology based on consumer segmentation, behavioral targeting, and operational efficiency. Recommendations entail refining the program's focus to high-value personas, implementing individualized incentives, and utilizing digital channels to augment engagement and cross-selling prospects. By resolving these deficiencies, the program can attain a more durable impact while fitting with the bank's strategic objectives. This research delivers practical insights into the fundamental difficulties hindering the program's effectiveness and establishes a basis for enhancing customer loyalty strategies in the competitive digital banking sector.