4 actionable insights for credit card program managers

A new consumer report from PYMNTS Intelligence and Elan finds that 1 in 3 consumers opened a new credit card in the last 12 months, with most choosing a general-purpose option over co-branded options. Although financial stability influences credit card choice, consumer spending remains consistent regardless of income level and motivation for seeking a new card.

As you refine your credit card strategy for 2025 and beyond, consider these actionable insights.

1. Understanding which consumers are drawn to which cards can help financial institutions hone their marketing. New card users overwhelmingly prefer general-purpose cards to co-branded cards, at 86% and 31%, respectively, while repeat card users showed more balanced interest between general-purpose cards and co-branded cards, at 62% and 55%, respectively. Financial institutions that align their marketing with these preferences may be able to capture and retain greater shares of these segments.

 

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