Top 17% of Card Issuers Build Value Through Smarter Sequencing

Customer lifetime value, or CLTV, measures the revenue potential of a cardholder relationship over time and has become a key gauge of retention, engagement and long-term profitability. Research by PYMNTS Intelligence and Visa DPS suggests that technology spending alone does not produce stronger economics. The higher-performing issuers distinguish themselves by deploying capabilities in the right order, first removing friction and building trust before encouraging habitual card use and pursuing monetization.

PYMNTS reported on July 17, 2026, that the two-year study of nearly 1,000 U.S. card issuers found only 17% generated high CLTV, down from 21% a year earlier despite continued investment in digital tools, artificial intelligence and embedded finance. The research defines high CLTV as at least $2,500 per customer. Its framework calls for issuers to make cards immediately usable, strengthen trust, establish everyday spending habits and only then expand revenue-generating features.