Let’s face it, debit and credit cards aren’t just pieces of plastic anymore.
Cards are digital experiences, lifestyle tools, and brand ambassadors all rolled into one. If you’re running a card program today, you’re not just managing transactions – you’re curating a relationship.
How do you keep your program modern, relevant, and buzzworthy to increase cardholder engagement?
It’s not just about flashy rewards or low interest rates. It’s about building a product that feels intuitive, secure, and – most importantly – designed for the way people live today: fast, efficient, and mobile-first.
Think Like a Cardholder, Not a Financial Institution
Start by flipping your perspective.
What motivates someone to use a credit or debit card? How does it fit into their life not just their wallet? When users select a card, they’re not just choosing a financial product. They’re choosing a tool that quietly shapes their daily habits, spending decisions, and even their sense of identity. They’re asking themselves:
- Will this card make my life easier?
- Will it reward me for the things I already do?
- Will it protect me when something goes wrong?
- If something does go wrong, will I be stranded?
They’re not thinking about your APR disclosures or fraud detection algorithms or what credit card strategy you’re using. They’re thinking about how your card shows up in their life.
Instant Gratification for Staying Power
Waiting seven to 10 business days for a physical card? That’s ancient history.
Accountholders want digital cards issued instantly, ready to use with Apple Pay™ or Google Pay™ before the plastic shows up in their mailbox. If you can’t deliver that, you’re already behind.
Case in point, the classic cardholder traveling scenario: while out of town, their card is compromised and immediately closed. Because everyone is taught to have a backup, they simply switch to the next card down in their wallet to make it through the trip. Now, have you ever wondered how often that backup becomes the new “top-of-wallet,” as we love to say?
Change the narrative and maintain favorite card status! Give your cardholders the power to get a replacement ready in minutes through self-service options in your app.
Turn Fraud Into a Brand-Building Moment
Card fraud is more than a transaction gone bad. It’s a moment of vulnerability for cardholders.
The better you’re able to guide them through a quick resolution, the more your brand will gain trust – not to mention back-office efficiency. What used to be a two- to three-week analog process can now be resolved in just two to three minutes using digital engagement and modern technology.
Let’s walk through the digitally streamlined journey:
- Fraud Alert Received: Jack Henry’s Card Fraud Center captures fraud at the point of authorization. In real time, the cardholder receives a text message, confirms the fraud, and identifies suspicious transactions.
- Card Blocked Instantly: The compromised card is blocked or captured, preventing further activity.
- Dispute Filed Automatically: The Dispute Center reviews the fraud transaction, provides provisional credit, sends a confirmation letter, and begins processing. Non-fraud claims are supported too, thanks to Jack Henry’s end-to-end dispute and chargeback service. With full-service disputes, you can leverage sophisticated technology to fully automate the entire disputes workflow – reducing friction and increasing cardholder satisfaction.
- Replacement Requested in App: The cardholder requests a new card via their financial institution’s app. It’s delivered to their digital wallet, ready for in-store or online use. Full card credentials are available today, and soon cardholders will be able to set or verify their PIN digitally.
- Carry on: The cardholder, confident that the fraud has been addressed and with a new digital card ready, can continue to make purchases.
Empowerment Through Card Controls
This is the perfect moment to invite cardholders into the fraud prevention process.
By giving them tools to set controls based on how they want to use their card, you reduce risk and increase engagement. Your cardholders expect:
- Instant lock/unlock
- Custom spend limits
- Merchant and category restrictions
- Location-based security
- Real-time alerts for every transaction
These aren’t just security features – they’re brand touchpoints.
Every time a user takes control, they’re interacting with your app, your experience, and your values. It’s a triple win for a financial institution – less fraud, more participation, and increased brand awareness.
Financial Wellness Tools That Build Loyalty
Digital-first cardholders want more than protection, they want insight. They want to:
- Set personal daily and monthly transaction limits
- Track spending in real time
- Get immediate answers when something looks suspicious
- Understand where their money is going and how to improve budgeting
These features don’t just help users, they position your card as a trusted financial companion.
Card Rewards That Feel Like a Win
Now that your card fits seamlessly into the lives of your accountholders – supporting their habits, values, and day-to-day decisions – it’s time to go a step further.
Convenience alone doesn’t spark loyalty. What really gets users talking, sharing, and sticking around? Rewards that feel like they were made just for them. A card that gives 3% back on gas isn’t helpful to someone who doesn’t drive. But 5% back on streaming services for a media junkie? That’s a win they’ll appreciate every month. The best cards feel like they “get” the user’s lifestyle and reward them for living it.
When banks and credit unions choose Jack Henry Loyalty and Rewards™, they deliver personalized, relevant perks that drive engagement and retention.
A Card Program That Builds Loyalty – by Design
The digital generation gap is closing fast.
Along with that change, expectations for card experiences are evolving. Everyone, across all age groups, want more than just a payment method. They want a card that lives where they live: on their phones, in their apps, and in the flow of their daily routines – and even rewards them!
From mobile wallets to tokenized credentials, a card’s digital presence is critical to maintaining top-of-wallet (or top-of-phone) status. If your card isn’t instantly accessible, customizable, and seamlessly integrated into users’ digital lives, it risks being replaced by one that is.
At Jack Henry, our card processing solutions are helping financial institutions meet this moment.
With native integration into our Jack Henry cores and open API access for non-Jack Henry cores, we deliver a modern card experience that’s secure, intuitive, and built for the way people live now. This means you’ll have access to everything from fraud alerts and digital issuance to card controls and lifestyle rewards – which helps you stay top-of-wallet, top-of-phone, and top-of-mind.
Because in 2025 and beyond, loyalty won’t be earned through perks alone. It’ll be built through seamless, digital-first experiences that feel like they were made just for your cardholders.
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