Issuers Use Alerts to Win Gen Z Card Loyalty

Credit card apps have moved from a supporting function to a central position in how consumers engage with their financial lives.

The movement is most readily seen through the behavior of younger cardholders who treat the app as the card itself.

The latest PYMNTS Intelligence report on card usage, produced in collaboration with Elan Credit Card, finds mobile apps now play a decisive role in determining which card sits at the top of the wallet.

Nearly 7 in 10 cardholders say app quality influences their primary card choice, a figure that rises sharply among younger cohorts. Once adopted, the app becomes embedded in routine financial activity, from payments to spending decisions, with 54% of users saying app features such as reminders or autopay help them avoid late fees.

The stats herald a broader restructuring of how issuers approach these consumers. In a market where most consumers hold multiple cards, the app increasingly serves as the front line for engagement, shaping not only usage frequency but also the likelihood that a card remains active over time.

Poor digital experiences already carry measurable consequences, with nearly one-quarter of cardholders reducing or abandoning card use due to weak app performance.

Gen Z and the Rise of Always-on Engagement

Within this environment, Gen Z represents among the most consequential segment for issuers. The data shows that younger consumers are both more reliant on credit and more responsive to digital experiences, making them particularly sensitive to how card apps function in real time.

App influence reaches 87% among Gen Z, underscoring how closely card usage and digital interface are now intertwined. At the same time, this cohort is earlier in its credit lifecycle, holding fewer cards on average and forming habits that may persist for decades. That combination places a premium on engagement strategies that can establish early loyalty.

Gen Z cardholders are more likely to rely on automation, including autopay, to manage their accounts.

Alerts Become the Primary Interface

It is within this context that real-time alerts and notifications are emerging as a central mechanism of engagement. Rather than functioning as a peripheral feature, alerts increasingly operate as the connective tissue between issuer and cardholder, delivering information at the precise moment a financial decision is made.

Our data highlights the generational divide in how these features are adopted. Seventy-two percent of Gen Z users enable push notifications, compared with 65% of millennials and 66% of bridge millennials. The difference may appear modest in percentage terms, but it carries structural implications.

A higher propensity to enable alerts translates into more frequent touchpoints, greater visibility into spending behavior, and more opportunities for issuers to influence outcomes in real time.

Younger consumers’ willingness to accept these notifications reflects a broader comfort with continuous digital prompts across other aspects of their lives. For issuers, that acceptance creates a channel through which engagement can be sustained without requiring active effort from the user. Alerts can signal available credit, flag transactions, highlight rewards opportunities or warn of upcoming payments, each interaction reinforcing the card’s presence in everyday activity.

When a notification surfaces a rewards opportunity or signals available credit, it can influence the choice of payment method in real time. When it warns of a balance threshold or upcoming due date, it can alter repayment behavior.

The immediacy distinguishes alerts from other app features. Rewards dashboards and account summaries require users to seek out information. Alerts deliver it unprompted, aligning engagement with the timing of decisions rather than after the fact. In doing so, they function less as a convenience feature and more as a behavioral tool.

The strategic importance of alerts becomes clearer when viewed through the lens of customer lifetime value. Gen Z cardholders are at the beginning of what may be decades-long relationships. The engagement patterns established now will shape not only current spending but also future product adoption, cross-selling opportunities and retention.