The US credit card market is saturated with cash-back cards: Every major issuer offers one, and many now offer at least two. To acquire new cardholders, issuers should prioritize adding features that meet consumer demand and differentiate their cards. This study gives issuers the ammunition to do that.

Key Question: Which emerging cash-back credit card features do prospects value the most?

KEY STAT: US cash-back credit card prospects’ most-valued features enhance cardholders’ security, reward their loan payment behavior and loyalty, and provide them with payment flexibility.