Issue where usage starts
Banks grow active cards by linking issuing to salary accounts, payroll programmes and digital onboarding, and by issuing instant virtual cards that work in wallets and online the same day. Tokenisation makes those cards safe to use on phones and in e-commerce, which drives early usage.
Grow acceptance alongside issuing
Partnerships with acquirers, SoftPOS and QR programmes and merchant incentives build spending options where customers actually shop, especially outside the major cities.
Measure what matters
Activation and usage, rather than cards issued, should drive targets, incentives and reporting. A smaller base of active, profitable cards is worth far more than a large base of dormant ones, and it builds the data a bank needs for credit and cross-selling.