[…] More than a quarter of all U.S. residents use co-branded credit cards to get discounts and other extras from brands they use regularly. But not all is rosy in the world of loyalty commerce. Major brands like Uber, Starbucks and Walmart have all pulled back from such projects over the years after failing to see the returns they were expecting. Now, tapping into the innovations of embedded finance, a startup called Cardless believes it has figured out how to make card schemes work better. […]