BoB Card is shifting its credit card strategy from general offerings to specialized products targeting specific customer segments like Gen Z, women, professionals, and uniformed personnel. This approach focuses on benefits related to health, insurance, and customized perks, moving away from a one-size-fits-all model. The company aims to address rising medical costs and changing preferences by partnering with healthcare and insurance providers, exemplified by its new women-centric Tiara credit card offering health benefits and lifestyle perks.