Credit card loyalty is waning, making feature innovation the new battleground. Even among satisfied cardholders, 72% plan to apply for a new card within the next year, per Marqeta, as 36 million new accounts open digitally in 2025. The real differentiator will be which features issuers deliver—and how well those align with consumer demand.

This deck covers:

• Our fifth annual study of what emerging credit card features US prospective cash-back credit card users value most.
• How the top US no-annual-fee cash-back credit cards stack up against in terms of these features.
• Which features can set card programs apart and help them gain top-of-wallet status.