PYMNTS Playbook April 2025
The Path to Top-of-Wallet Conversion
How credit unions can win preferred card status with consumers and small businesses.
How credit unions can win preferred card status with consumers and small businesses.
Credit unions have a clear opportunity to turn everyday transactions into lasting card preferences. This report shows how CU cardholders choose primary cards, where rural SMBs and Gen Z are leaning in, and why control features can matter as much as rewards.
Rural SMBs favor CU cards for purchases tied to everyday business spending.
Gen Z cardholders increasingly make their credit union card their primary choice.
Spending controls are outweighing rewards for a growing share of cardholders.
