Cover for the PYMNTS Intelligence and Visa DPS report, A Practical Guide to Growing Customer Lifetime Value. Explore the importance of CLTV for card issuers seeking to enhance customer relationships and boost long-term revenue.

Only 17% of Issuers Turn Cards Into Growth Engines

A Practical Guide to Growing Customer Lifetime Value: The High CLTV Issuer Framework

“A Practical Guide to Growing Customer Lifetime Value: The High CLTV Issuer Framework,” a PYMNTS Intelligence and Visa DPS collaboration, is based on two years of PYMNTS Intelligence research covering nearly 1,000 U.S. card issuers, including banks, credit unions, FinTechs and digital-only banks. It examines which issuer capabilities most strongly correlate with higher customer lifetime value, stronger engagement and better retention.

Inside the June Report
  • Just 17% of issuers currently achieve high customer lifetime value. Data shows that adding more tools does not improve performance unless investments are sequenced correctly.
  • How high-performing issuers remove friction, build trust, create daily usage habits and monetize relationships through analytics, cross-sell and personalization.
  • Four issuer profiles—Architects, Fast Trackers, Challengers and Box Checkers—each face a different path to growth based on strategy, technology model and use of processor partnerships.

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