Top Performers Prove Speed and Security Define Best-in-Class Card Issuing

How Leading Issuers Build Long-Term Customer Value

In the fast-moving world of payments, card issuers are often measured by the breadth of their product offerings or the strength of their marketing campaigns. However, the latest data shows that real success comes from something deeper: a focus on speed and security.

According to PYMNTS Intelligence, in collaboration with Visa DPS, the “Customer Metrics Define the Anatomy of Excellence for Card Issuing” study surveyed more than 450 U.S. payment executives. The findings reveal that issuers who achieve higher customer lifetime value (CLTV) consistently outperform their peers by prioritizing agility, protection, and technology-led innovation.

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High CLTV Defines Excellence

CLTV, defined as generating more than $2,500 per cardholder over their total tenure, emerged as a key measure of best-in-class performance.

Issuers with high CLTV were twice as likely to report strong overall business results compared to those with lower CLTV. The data shows a clear connection between long-term customer relationships and operational excellence, with 44 percent of high-CLTV issuers reporting robust growth versus just 22 percent of their lower-performing peers.

The insight is clear: retaining and engaging cardholders over time creates a stronger, more sustainable base for profitability.

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Speed and Security Drive Success

The research highlights that leading issuers share a common set of priorities. High-performing FinTechs and banks are advancing their technology and customer experiences around three core capabilities:

1. Speed in Digital Issuance

One-third of high-performing FinTechs now use instant issuance directly to digital wallets. This enables customers to start spending immediately, offering convenience and enhancing satisfaction at the moment of onboarding.

2. Analytics for Efficiency and Protection

Two-thirds of issuers identify predictive analytics and performance tracking as essential for top-tier operations. These tools not only improve decision-making and fraud detection but also create operational speed by automating risk and compliance workflows.

3. Seamless and Secure Access

High-CLTV issuers are exploring flex credentials, with 10 percent naming this as a key focus for the coming year. Flex credentials allow secure, real-time access across multiple devices and shopping channels, aligning convenience with advanced digital protection.

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Diversifying Revenue and Building Loyalty

High-CLTV issuers also excel at monetisation. On average, they employ 7.5 revenue strategies, from co-branding and cross-border fees to loyalty-driven late fee structures. Banks and credit unions tend to prioritize co-branding partnerships, while FinTechs focus on direct issuance and customer acquisition speed.

This diversification ensures that high-performing issuers generate consistent returns while meeting a wide range of customer needs. It also demonstrates how innovation, when coupled with efficiency, drives stronger long-term relationships.

The best card issuers are not simply adding new products or features. They are re-engineering their operations around speed, data, and security — creating experiences that deliver immediate utility while building lasting trust.

In today’s digital-first environment, the issuers who can deliver secure, frictionless, and fast payment experiences are the ones that will shape the future of card issuance.

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Payment Solutions with Kubera Payments

At Kubera Payments, we help businesses across North America move millions of dollars daily, whether in-store, online, or on mobile.

Our team of payment experts is here to guide you through the complexities of payment processing, ensuring your transactions are secure, reliable, and PCI-compliant. We have strong relationships with a wide network of acquirers and technology partners to help you implement the right front-end and back-end solutions for growth.

Get expert advice on optimising your payments.

Contact our team at sales@kuberapayments.com or 604-484-9278.

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