Super Premium Cards: Enhanced Products Try to Lock in Relationships

Table of Contents

• TABLE OF FIGURES
• Introduction

I. Sizing The Opportunity: Warm But Fuzzy Math

• Two View of The High Net Worth World
• The High Net Worth Market View
• The High Income Market View

II. The Card Networks Build Dedicated Products

• Bank Cards Take A New Path?
• World Elite MasterCard
• Visa Signature Preferred
• American Express Centurion, Platinum, and Network Cards
• Market Penetration: Snapshot of an Evolving Segment

III. Marketing Strategies Emerge To Leverage Relationships

• What Do You Give The Cardholder Who Has Everything?
• Financial Relationship Programs
• Not Exactly "Retail"
• Virtual Ownership

IV. Strategic Implications for an Emerging Segment

TABLE OF FIGURES

• Figure 1: 5.4 Million Households Over $1MM In Investable Assets Are Wealth Managers' Main Focus
• Figure 2: The $1MM-$4.9MM Asset Segment Has The Largest Estimated Credit Card Spend
• Figure 3: At Higher Wealth Levels, Not All Are Big Card Spenders
• Figure 4: Many Who Don' t Make The Asset Cut Are Still Big Card Spenders
• Figure 5: 4 Million Households Have Incomes Over $200k
• Figure 6: The More Numerous Near-Affluent Have A Higher Total Card Spend
• Figure 7: Even With High Incomes, A Minority Are Super Spenders
• Figure 8: Many Who Don' t Make The Income Cut Are Still Big Card Spenders
• Figure 9: Bank Card Product Platforms
• Figure 10: American Express Proprietary Product Platforms
• Figure 11: Bank Cards' Pre-Existing Premium Products Enjoy Leading High-Net-Worth Penetration
• Figure 12: Visa Signature Has Lead Penetration In The High-Income Segments
• Figure 13: Across All High-Spending Affluent Households, All Three Premium Card Brands Have Room To Grow
• Figure 14: Financial Relationship Programs
• Figure 15: "Retail" Co-Brand Programs
• Figure 16: Travel/Private Jet Focused Programs