Credit Card Marketing 2023

Emerging Opportunities to Combat Acquisition Headwinds

As US credit card digital account opening growth tapers, marketers will need to rethink acquisition strategies. Opportunities include credit card subscriptions, net worth analysis tools, and wallet-first cardholder experiences.

Key Question: How can card marketers leverage innovation to acquire customers amid headwinds?

Key Stat: The return of consumer risk to pre-pandemic levels has resulted in tightened credit card loan standards, crimping US credit card digital account opening growth—and calling for new thinking on how to acquire customers.

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Table of Contents

  1. Executive Summary
  2. Slowing acquisition growth means credit card marketers must innovate
  1. Marketers can boost acquisition via subscriptions, net worth analysis, and wallet-first cardholder experiences
  2. Sources
  1. Media Gallery

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David Morris


Grace Broadbent
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Amy Rotondo
Director, US Research

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