In today’s highly competitive credit card landscape, issuers must do more than simply issue a card, they must earn top-of-wallet status to drive card usage and customer loyalty. You have to win the wallet. For banks, credit unions, and fintechs, earning top-of-wallet status has become a strategic imperative – a true championship strategy. It’s not just about being present in a consumer’s physical or digital wallet, it’s about being their first choice, securing top position.
That choice translates to real financial value: U.S. consumers carry average balances of nearly $2,000 on their primary card, compared to just over $1,200 on their second-choice and $900 on their third. This dynamic isn’t static, and neither are the factors that drive it – the track conditions are constantly shifting. The path to top-of-wallet status is increasingly shaped by personalization: not just offering rewards or low rates but delivering tailored experiences that meet consumers where they are.
How Gen Z and Millennials are Changing Credit Card Usage and Expectations
Gen Z and millennials are rewriting the rules of engagement. They tend to carry fewer cards than older generations but rely more heavily on their primary card’s credit limit. Gen Zers, for example, use nearly 30% of their credit line each month, the highest of any age group, while millennials lead in monthly spend, averaging over $2,000 per month in spend on their primary card. In addition to usage, this age group also expects more. Younger consumers want credit products that feel more like tools for their journey than mere transactions.
Nearly half of Gen Z cardholders said they would increase usage of their primary card if they could control how they pay at the point of sale, such as choosing between paying now, later, or in installments. That level of real-time control is no longer a nice-to-have. It’s becoming table stakes suggested: Real-time payment control is becoming a standard expectation in modern credit card offerings – an essential feature for any winning vehicle. To stay relevant, issuers must move beyond static offerings to deliver real-time configurability, embedded flexibility, and personalized control.
Why Credit Card Personalization Drives Top-of-Wallet Success
The idea that rewards alone drive card preference is outdated thinking. While 48% of cardholders say rewards or discounts influenced their decision to sign up for their primary card, that doesn’t mean it’s the only, or most important, factor. In fact, when asked to name the single most important reason they chose their primary card, nearly 70% of consumers pointed to other features, such as higher credit limits, strong customer service, lower interest rates, or the ability to build credit history. For issuers, the takeaway is clear: rewards may open the garage door, but personalized features are what keep a card at the top of the wallet , in pole position.
And the importance of these features shifts based on how consumers use their cards:
- Everyday spenders prioritize rewards and ease of use.
- Bill payers value security and transparency.
- Emergency users care most about lower interest rates.
Top-of-wallet is no longer won with a blanket offer. It’s earned through personalization. That means knowing your driver, anticipating their needs, and delivering a product experience that reflects how they will actually use their card.
More Credit. More Control. More Customization – The Ultimate Performance Upgrades.
When asked what would increase their primary card usage, consumers didn’t mention gadgets or gimmicks but asked for substance. One in three consumers said this would push them to use their card more frequently, including 28% who named it the most important factor. But, for Gen Z, the desire goes deeper. They’re also looking for the ability to preset spending limits, receive personalized usage insights, and make payment decisions on their own terms.
This is where traditional infrastructure often falls short of the finish line and where i2c steps in to provide the turbo boost.
How to Achieve and Maintain Top-of-Wallet Status in a Competitive Credit Market
Top-of-wallet cards don’t just win more transactions. They become the foundation of a consumer’s financial behavior. That’s why securing and sustaining that status should be a strategic priority for credit issuers, and why many leading institutions are turning to partners to help get them there.
At i2c, we believe modern credit products should be as dynamic and nuanced as the people using them. Our unified platform empowers issuers to rapidly design, deploy, and evolve personalized credit experiences that respond to real-time behavior and customer expectations. Whether you’re a regional bank or credit union launching a modernized card program or a fintech focused on delivering flexible installment options, i2c’s composable, building block solutions and human-centered design helps you stand out and stay on top of the podium.
Top-of-wallet isn’t just a revenue strategy but a relationship strategy. And it starts with personalization.
i2c is a global provider of highly configurable banking and payment solutions. Using proprietary building block technology, clients can easily, quickly and cost-effectively create, launch and manage a comprehensive set of solutions for banking, credit, debit, and prepaid programs. i2c delivers unparalleled flexibility, agility, security and reliability from a global, unified banking and payments platform. Founded in 2001 and headquartered in Silicon Valley, its next-generation technology supports millions of users in more than 200 countries/ territories and across all time zones.
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