The news: Bilt has stealthily been behind the vertical short-form social series Roomies, in a long-term game to broaden its brand recognition across Gen Z and millennial renters. The series has 66,000 and 80,600 followers on TikTok and Instagram. On TikTok, Roomies has passed 906,000 likes across 10 episodes. Our take: With 89.7% of Gen Z spending time on social media platforms, per our forecast, Bilt’s ability to capture the generation’s attention without drawing the “ick” could pay dividends in driving signs up to its upcoming card refresh.

The news: Bilt will launch the Bilt Card 2.0 in partnership with fintech Cardless in February 2026, per a press release, after Wells Fargo ended its deeply unprofitable co-brand partnership early. Our take: Bilt Card 2.0 appears to close some of the gaps that made its partnership with Wells Fargo so rocky. With yearly fees and new deals with major US landlords, Bilt is positioning itself to make the Bilt card more successful—and more profitable.

Banyan’s tech could help encourage Bilt cardholders to use their cards for more than rent—if the price is right.