Credit Limit Denials Undermine Cardholder Trust

When consumers ask for more credit, they’re not just seeking spending power—they are testing trust. The new PYMNTS Intelligence and Elan Credit Card report reveals how a single “yes” or “no” can redefine customer loyalty, shape financial confidence and even shift market share. Behind every credit approval or denial is a data story about emotion, transparency and the future of credit relationships.

In this new report, you’ll learn:

Why transparency builds loyalty, even when the answer is no. Cardholders who feel fairly treated stay engaged, even when denied a credit increase. The report uncovers why communication now drives retention more than credit itself.

How credit limit decisions can divide generations and risk profiles. Younger and subprime consumers are asking for more—and being denied more—which reveals a widening gap between financial access and perception.

Where denials drive consumers next. Many cardholders don’t stop spending when they get turned down. They simply switch cards, switch issuers or turn to installment plans for flexibility and control.

The credit decision is more than just a number. It’s a moment of truth that defines trust, usage and long-term loyalty for consumers. When a single click can open a new account, issuers can’t afford to misunderstand the psychology behind “no.”

Download “Credit Limits: Understanding Requests, Denials and the Consumer Experience” and see what’s really at stake in every credit decision.

Download the Study Credit Limits: Understanding Requests, Denials and the Consumer Experience

About “Credit Limits: Understanding Requests, Denials and the Consumer Experience”

“Credit Limits: Understanding Requests, Denials and the Consumer Experience,” a PYMNTS Intelligence and Elan Credit Card collaboration, is based on a survey of 2,773 U.S. adult consumers that we conducted from August 13, 2025, to August 18, 2025. The report examines consumer behavior and preferences surrounding credit limit increases and requests. Our survey sample was balanced to match the current U.S. adult population by age, gender, education and income.