Advanced loyalty applications for powered cards and devices

Advanced loyalty applications are provided to improve the functionality of cards and devices. For example, a user interface may be placed on a card (e.g., a physical button) or a telephonic device (e.g., a virtual button on a capacitive touch screen). Manual input provided to this user interface may, for example, cause a non-merchant product (e.g., insurance) to be purchased with a merchant purchase. The product can be paid for with debit, credit, gift card balance, or points. A code indicative of a user's desire to purchase the product may be communicated to a payment card reader (e.g., to a magnetic stripe reader via a magnetic stripe communications device). A display may be provided next to a button to allow a user to scroll, or toggle by pressing the button repeatedly, through different products (which may be merchant or non-merchant products).