US Cash-Back Credit Card Emerging Features Benchmark 2023

How 10 Leading Cards Meet Prospects’ Demands

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.

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Table of Contents

  1. Executive Summary
  2. Introduction
  3. Leading Cash-Back Credit Card Programs in 2023
  4. Prospective Cardholders’ Most Valued Features in 2023
  5. No. 1: Security and Control
  6. No. 2: Earning Rewards
  1. No. 3: Cash Back
  2. No. 4: Shopping
  3. No. 5: Payment Flexibility
  4. No. 6: Redeeming Rewards
  5. No. 7: Advanced Digital Features
  6. Methodology
  1. Glossary
  2. Survey Demographics
  3. Sources
  4. Media Gallery

Charts in This Report

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First Published on Nov 3, 2023


David Morris


Chris Keating
Director, Research
Na Li
Director, Primary Research
Tiffani Montez
Principal Analyst, Banking
Jennifer Pearson
VP, Research