Cover for the August 2026 PYMNTS Intelligence and Visa DPS Issuer Engagement Playbook. New PYMNTS Intelligence and Visa DPS data shows how issuers can remove friction, improve retention and increase customer lifetime value.

63% of Top Card Issuers Grew Customer Lifetime Value

The Issuer Engagement Playbook: Erasing Friction, Driving Engagement

PYMNTS Intelligence surveyed 500 U.S. card issuer executives to learn why some portfolios keep gaining value while others fall behind. The report, produced with Visa DPS, finds that the gap can open the moment a new card reaches a customer’s wallet.

Inside the August Playbook

  • Instant card issuance to digital wallets rose from 32% to 59% in one year. Among issuers whose processor offers this, 67% now consider its availability when choosing a processor.
  • High CLTV issuers are nearly three times as likely as low performers to target enterprise payroll programs, reach gig workers and issue cards within platforms customers already use.
  • Sixty-three percent of high customer lifetime value issuers increased that value in 2025. Only 37% of low performers did the same.

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