Recent research from CompoSecure and Capuchin Behavioural Science demonstrates that metal cards are an exceptionally effective tool for acquiring high-value customers, retaining them, and driving the card to top of wallet.1
87% would be likely to select an offer that has a metal card if all rewards or benefits were equal.2
72% use their metal card more than other cards in their wallet.2
65% would be more likely to stay with their bank if it offered a metal card.2
This research highlights how today, metal cards are more popular and more in demand than they have ever been.
Amanda Gourbault
Chief Revenue Officer, CompoSecure
“Issuing a metal card would make me see a bank as ...”
Across all market segments and for a wide range of reasons, issuing a prestigious metal card creates a positive perception of the issuer’s brand.
Individuals with considerable financial wealth, a higher social status, and refined interests such as social causes. They tend to prefer traditional banks.3
Gen Z and Millennial consumers who are drawn to lifestyle, technology, new trends, and innovation. They typically lean towards FinTech providers.3
Young, well-educated individuals (primarily Gen Z) who have already achieved significant professional success and are status-conscious.4
Consumers around the world are captivated by the aesthetics of metal cards, the way they feel in hand, and the distinctive sound they make. Banks and FinTechs can leverage metal cards not only to improve acquisition, spend, and retention among selected segments like the Elite, the Innovators and the Up and Coming, but also to enhance the overall brand perception among all customer segments.
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Metal magnitude: premium touch to captivate high-value customers.
1 Sample size: 21,250 adults (18+) with a bank account; nationally representative across 17 markets worldwide (weighted by gender, age, income), 2024.
2 Among Ultra High Net Worth (UHNW) individuals (defined as those having assets greater than $10 million).
³ Elite and Innovator segments identified through cluster analysis.
⁴ People aged 18–34 in top-tier professions (e.g., CEO, doctor, lawyer).
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