The Issuers Pulling Ahead Are Building Into Customers’ Money Flows

The competition among card issuers is no longer centered only on rewards rates or promotional offers. Increasingly, it is about whether an issuer can become embedded deeply enough in a customer’s daily financial activity that the relationship becomes difficult to displace. That is one of the clearest conclusions from “The Issuer’s Customer Lifetime Value Report,” from PYMNTS Intelligence and Visa, which found that the share of issuers generating high customer lifetime value declined to 17% in 20