In our crowded, hyper-competitive market, a well-run credit card issuing program can be a high-return growth engine for banks. With the right strategy and partnerships, credit card issuing can generate more income, deepen customer relationships and unlock valuable cardholder data.

“How Can My Bank Build a Successful Issuing Program?”

1. Modernize issuance and infrastructure. Today, bank customers across all generations and demographics are looking for a future-ready, end-to-end banking experience. Juniper Research predicts modern, digital card issuing platforms will issue 35% of all payment cards by 2029. Your card program has to feel as seamless as the national brands. Instant issuance (physical and virtual), robust controls, alerts and a seamless customer experience are critical. Now is the time to get ahead of your competitors and implement your own credit card program. Find partnerships and tools that get you ahead of the game.
2. Prioritize your most profitable segment: commercial customers. Commercial customers are constantly seeking ways to drive innovation and growth, and this starts with their financial tools. Purchasing cards, corporate cards and fleet cards are the cornerstone of commercial spending. Commercial customers seeking credit are significantly more likely to turn to bankers they know and trust, and they benefit from frictionless business administration and expense reporting.
3. Leverage customer data and relationships to promote a sales culture. Relationship lending is a proven strategy for reducing credit risk, enhancing returns and fostering customer loyalty. A 2024 ICBA study found that 95% of small business owners reported satisfaction with community banks, with 90% highlighting local understanding, customized product offerings and personalization as primary reasons for opting for community banks over big banks or fintechs. Leverage the advantage your bank has in its existing customer data to promote sales and deepen customer relationships.
4. Find an issuing partner that does the heavy lifting. The scope of implementing a compliant and successful credit card issuing program can feel massive. There are operational intricacies to navigate, team members to hire and train, frameworks to construct, multiple vendors to orchestrate and more. But there are partners out there who can build, implement and manage your credit card issuing program without requiring your bank to add staff or infrastructure, while letting you own the full economics of the credit card portfolio. Take the time to explore what partners are out there. Your community bank may be capable of building and hosting a self-issuing program, but hybrid or agent bank partners can guide you through the process.

A profitable credit card issuing program is not reserved just for the largest banks. With the right strategy, community banks can deliver national-issuer experiences, win commercial relationships, and own the data and economics.