Research, thinking, and practical ideas from the team building the nudge engine for card-issuing banks.
The psychology of perceived value explains why a $5 cashback offer outperforms a 5% discount, even when the maths is identical. Here's what that means for card issuers.
Most banks treat interchange as a fixed income line. The issuers growing fastest treat it as a controllable variable, and use behavioural data to move it.
At the point of sale, cardholders make a near-instant decision about which card to reach for. Understanding what drives that moment is the most underrated opportunity in card marketing.
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