Comperemedia’s Chief Insights Officer, Andrew Davidson is well known for sharing the latest insights on financial services products and marketing strategies/innovations on his LinkedIn, as an event speaker and as a host on Mintel’s Little Conversation podcast. In this bi-weekly recap, he will provide you with the latest news and insights happening in the financial services industry.
Here are the 5 things you need to know:
1. Nibbles launches a premium credit card with free pet insurance
The Nibbles Rewards Credit Card is one of the more intriguing card launches I’ve seen lately — a premium card with a $249 annual fee and built-in pet insurance.
Pet parents can earn rewards and get up to $10,000 in annual accident and illness coverage.
It’s an ambitious attempt to fuse two emotionally resonant but traditionally separate categories: pet insurance and premium credit cards.
But here’s the thing: Great ideas still need great marketing.
💡Big on benefits, but can they break through?
- Two categories, one bold idea. Credit cards are tricky to market. So is pet insurance. Combine them, and it’s a real challenge, especially when no one is actively searching for this pairing. But the pain point is real: unexpected vet bills cause financial and emotional strain. Nibbles needs storytelling, education, and influencer credibility to spark interest and build understanding.
- An underserved opportunity. The pet insurance category hit $4.27B in premiums in 2023, up 21.9% YoY, driven by rising vet costs and greater enrollment. Yet, only 22% of pet owners are covered. Huge growth, low penetration—perfect for innovation.
- A premium card that’s not about travel. “Premium” has long meant travel perks. Nibbles redefines it around lifestyle spending: food, grooming, vet bills. Forget airports, this is emotional relevance. It may kick off a new era of lifestyle cards built for passion, not boarding passes.
- Will Nibbles get the word out? Nibbles needs to thread the needle between insurance and credit card rewards and earn trust in both categories at once. Can they break through the noise of the card market? Can they resonate with FinTok and PetTok? If they do, this won’t just be a quirky product, it could be the model for a new kind of emotionally resonant premium credit card.
2. Trump tariffs: How brands can navigate the fallout
Following President Trump’s Liberation Day tariffs announcement, global markets plunged, consumer anxiety surged, and economic uncertainty approached levels not seen since COVID-19.
Everyday goods are projected to become more expensive, disproportionately impacting lower-income households.
Consumer confidence, already declining, is now compounded by market losses and fears of a negative wealth effect.
I wrote a blog on the topic, and you can find a ton of up-to-date content on the impact of the tariffs on consumers in the US and countries across the globe on our website (client link only).
💡Brands can’t control geopolitics, but they can control how they respond:
- Lead with value. With price concerns mounting, value becomes paramount. Brands must lean into pricing strategies, promotions, and loyalty programs that help consumers feel financially supported. Affordable alternatives, smart bundling, and budget-conscious innovations can build trust and loyalty while easing pressure on strained wallets.
- Invest in relevant innovation. Messaging that emphasizes “Made in America,” domestic resilience, or economic security—like price guarantees or flexible payment plans—will stand out. Times of uncertainty can fuel iconic innovation. Those that align with consumer sentiment and realities are better positioned for whatever comes next.
- Communicate with clarity and confidence. Transparent, empathetic messaging was a pandemic-era necessity—it remains so today. Clear, responsive communication sustains consumer trust and helps brands lead through uncertainty.
- Scenario plan for prolonged disruption. Whether this is a short-term shock or the start of stagflation, brands need flexible strategies that adapt to shifting demand and behaviors. Scenario planning is no longer optional—it’s a core tool for resilience.
- One more thing. In uncertain times, clarity is more valuable than certainty. Brands that stay close to their consumers by listening and adapting will not just survive but thrive.
3. CCBank and Deserve launch the first co-branded credit card for rugby fans
CCBank – a community bank with six branches headquartered in Pleasant Grove, Utah – recently announced the launch of three new credit cards, including the first co-branded rugby card in the U.S. in partnership with the Utah Warriors Rugby, a Major League Rugby (MLR) team.
The Utah Warriors Rugby Credit Card is issued by CCBank but is powered by Deserve and runs on the Mastercard network.
- 1.5% cash back on all purchases
- 5% back on Utah Warriors tickets, gear, and concessions
- Priority Pass airport lounge access 🤯(no details provided on per-visit fees)
- No annual or foreign transaction fees
- APR: 17.5% -28.5%
💡Micro opportunties:
- A rugby credit card? The popularity of rugby has been growing steadily in Utah, culminating in a record attendance of 11,000 for the Warriors at the final game of the 2024 season. Nationally, the numbers also show momentum: According to Mintel, 11% of U.S. consumers now watch rugby, and 4.5% participate. It’s still niche but rising. Viewership is accelerating among the 18–54 demographic, with 18–34-year-olds showing the sharpest uptick in frequency over the past year. In the legacy world of co-branded credit, only large audiences made financial sense. Deserve is flipping that model—enabling efficient acquisition and servicing for micro-affinities. Rugby fans today. Pickleballers tomorrow?
- A new era of affinity cards. In the old model, a small community bank like CCBank would’ve white-labeled a cookie-cutter card through a big issuer, but with Deserve’s card-as-a-service mode, small banks have the tools to launch competitive, targeted programs with real brand DNA and data ownership. The result? A powerful case study in how community banks and fintech partners can unlock pockets of high-value engagement that legacy systems would overlook. This isn’t just a rugby card. It’s a proof point that in a highly competitive credit market, small banks can compete. The future of credit isn’t mass market—it’s meaningfully micro.
4. Is a Sam’s Club Mastercard refresh imminent?
- 46% of consumers shopped at Sam’s Club in the past year, according to Mintel—trailing Costco (56%) but far ahead of BJ’s (19%)
- Sam’s Club plans to double its membership over the next 8–10 years (Investor Day)
- CEO Chris Nicholas told CNBC: “In times of plenty, we do well. But in tough times, we do well,” highlighting the club’s strength during economic downturns
- Synchrony renewed its 30-year credit card partnership with Sam’s Club in January, signaling long-term commitment
In a category where Citi/Costco and Capital One/BJ’s outspend Synchrony/Sam’s Club by 6–7x on marketing, recent moves—like Citi raising gas rewards to 5% and the 2023 launch of BJ’s One Mastercard—show how the pressure is on to add value and boost engagement.
💡 All signs point to yes:
- Warehouse clubs in the spotlight. Warehouse clubs have gained importance as consumers face economic challenges such as inflation. With concerns about rising prices, consumers are more inclined to seek value and deals, making warehouse clubs an attractive option due to their bulk purchasing benefits and cost savings.
- Here’s my prediction: Sam’s Club and Synchrony will roll out a refreshed credit card lineup and significantly ramp up marketing. They have to. The gap is too wide, the timing is right, and the competition isn’t slowing down.
5. Navy Federal Credit Union launches a new secured credit card
Navy Federal Credit Union has launched the cashRewards Secured credit card – a NO ANNUAL FEE CASH BACK SECURED CARD.
Acquisition emails began hitting member inboxes in early April, and Navy’s nRewards Secured cardholders got an automatic upgrade.
Target: Navy Federal members looking to build/rebuild credit
- No annual fee
- 1% cash back
- Minimum deposit of $200
- Credit line review after 3 months
- Potential for an unsecured card upgrade after 6 months
- Dividends on the deposit
- 18.00% APR (vs the card industry average of 23.00%)
- No foreign transaction fees
Source: Mintel ePerformance [04/01/2025 – 04/09/2025] as of 04/11/2025
💡The evolution of secured cards:
- We’re seeing a shift. More issuers are adding rewards and removing fees on secured cards, blurring the line between starter cards and mainstream products. From national to regional banks and credit unions, consumers no longer have to settle for bare-bones just to build credit.
- Meeting consumer needs. Secured cards are evolving from “last resort” to smart financial tools/solutions, and 2025 is shaping up to be a breakout year. Fintechs led the charge, bringing secured cards out of the shadows and now banks and credit unions are playing catch-up as they respond to the number one motivation for opening a credit card: building credit.
