Smaller Card Issuers Can Out-Compete the Giants, New Study Finds

Customer lifetime value has long been treated as an output metric, a way to judge whether a card portfolio performed well after the fact. Increasingly, issuers are using it as an operating discipline, measuring whether every decision improves the odds that a customer stays longer, spends more consistently and becomes harder to displace. That framing sits at the center of “ The Issuer’s Customer Lifetime Value Report: Annual Benchmark in U.S.