Co-Branded Credit Cards 2024: Top Issuer Market Review

Co-branded credit cards, a significant segment of the U.S. consumer credit market, are poised for further growth. These products are not just popular but also essential, attracting consumers eager to enhance their relationships with partner merchants. An analysis of 12 large issuers' portfolios reveals that co-brands make up a substantial 62% of consumer credit card products, attracting willing partners among issuers and merchants and drawing in consumers with reward programs. 

This Javelin Strategy & Research report takes a wide-angle look at this segment of the credit card market, examining how the partnerships benefit issuers and merchants, how the cards are positioned in the marketplace, which consumers are attracted to the programs, and regulatory scrutiny that has zeroed in on aspects of the underlying reward programs.

Key questions discussed in this report: 

• How important are co-branded cards to the U.S. consumer credit market? 
• Which segments find co-branded cards attractive? 
• What are the current offerings by major issuers for co-branded cards?

Companies Mentioned: 

Amazon, AMC, American Airlines, American Express, Apple, Bank of America, Bankrate, Barclays, Best Buy, Breeze Airways, Capital One, Capital One, CFPB, Charles Schwab, Citi, Comenity, Delta Airlines, Deserve, Dillons, Discover, DOT, General Motors, Goldman Sachs, Instacart, King Soopers, Kroger, M1 Finance, Marriot, Mastercard, Morgan Stanley, NFL, NHL, REI, Rocket, Target, TD Bank, U.S. Bank, United Airlines, USAA, Visa, Wells Fargo