Executive Summary

Cash back’s popularity among consumers has spawned a host of new card programs, escalating fierce issuer competition. This second-annual study reveals which of 10 leading cash-back credit cards are best positioned to attract and engage digitally demanding customers, based on our analysis of 49 emerging credit card features.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. What are the most important emerging cash-back credit card features US card issuers can offer?
2. Which features do cash-back credit card prospects value most, both overall and within key customer segments?
3. How do 10 leading cash-back credit card programs compare in their support for features that card prospects value most?

WHAT’S IN THIS REPORT? An analysis of the most in-demand emerging cash-back credit card features an issuer can offer to attract customers. This benchmark evaluates 10 cash-back credit cards, with no annual fee, across seven feature categories; it weights their scores according to the results of a survey of US cash-back credit card prospects. The findings pinpoint product development priorities and marketing opportunities for card issuers.

KEY STAT: Security and Control features are in demand among card prospects, with the top two most in-demand features falling into that category. By a wide margin, free identify theft insurance and Social Security number monitoring were the most valued.