Wells Fargo has launched a cashback rewards program called My Wells Fargo Deals, which offers cash back to credit or debit card customers using the online banking portal or mobile banking app to be rewarded for making purchases at participating merchants.

The program, which complements the bank's Wells Fargo Go Far Rewards program, allows customers using the Wells Fargo Online Banking or Wells Fargo Mobile app to activate special cash back deals that are based on a customer's personal purchase history.

"Consumers today want to receive more value for their everyday spending in a simple, easy-to-earn fashion," Sarah Phelps, head of loyalty solutions at the bank's card, retail and merchant services businesses, said in a press release. "My Wells Fargo Deals provides our customers a trusted and convenient way to earn cash back by shopping at many of their favorite local and national merchants."

The deals range from more traditional merchants like Starbucks and Petsmart to more experiential merchants like Airbnb. The deals are sourced by Cardlytics and American Express.

Customers with an American Express Wells Fargo credit card will have access to additional exclusive deals through the same portal, which has a dedicated "Amex Offers" link.