Top 50 Debit Card Issuers
Loyalty and Rewards Programs 2010 – Year in Review

Boston, MA As interchange fee regulations become clear, one of the main areas of consumer debit card benefits – the rewards program – is almost certainly heading towards a mid-term correction. The industry has already seen one major issuer, JPMorgan Chase, signal their intention to sunset certain debit card rewards programs and we anticipate there will be more to follow.

From this market perspective, Mercator Advisory Group is issuing their annual Top 50 Debit Card Issuers Loyalty and Rewards Program, 2010 Year in Review report. This 25-page report defines and analyzes the programs of the largest debit issuers in the country. In addition, Mercator examines the impact of current regulations, such as the Dodd-Frank/Durbin Amendment and presents some near-term opinions on the types of changes these rewards programs will most likely see in 2011.

“Looking at this 2010 version of our Annual Top 50 Debit Issuers Rewards Programs Review, one might not think that the debit issuing industry is going through a major business transition. It is truly a testament to the importance of rewards programs, at least in the mind of many consumers that issuers continue to enhance and invest in these strategies even in the face of material economic changes,” Patricia Hewitt, Director of Mercator Advisory Group’s Debit Advisory Service comments. “The American consumer has been long accustomed to being rewarded for doing business with a company and that includes financial institutions. In 2011, some consumers will continue to be rewarded and for others, those benefits may disappear, or perhaps shift to other forms.”

Highlights of this report Include:


A detailed matrix of the top 50 debit card issuers — rewards and loyalty programs (including characteristics and qualifications for participation).


Commentary on notable changes in programs from 2009 to 2010.

A discussion of debit reward program trends.

Changes that may take place within the debit rewards industry as a result of recent legislation and decreases interchange fee income.

A glossary of reward terms.

This report contains 25 pages and five exhibits.

Companies Mentioned in This Report Include:
Visa, MasterCard, Bank of America, Citibank, Wells Fargo, JPMorgan Chase, SunTrust, Fifth Third, M&T Bank, Comerica, Zions Bank, and Harris Bank.


Members of Mercator Advisory Group have access to this report as well as the upcoming research for the year ahead, presentations, analyst access and other membership benefits.

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About Mercator Advisory Group

Mercator Advisory Group is the leading, independent research and advisory services firm exclusively focused on the payments and banking industries. We deliver pragmatic and timely research and advice designed to help our clients uncover the most lucrative opportunities to maximize revenue growth and contain costs. Our clients range from the world’s largest payment issuers, acquirers, processors, merchants and associations to leading technology providers and investors.