From Chase’s bold new ad campaign for the refreshed Sapphire Reserve card to SoFi’s innovative lending strategies, Comperemedia’s Chief Insights Officer, Andrew Davidson, breaks down the key developments redefining the financial services industry. He also examines Bilt’s partnership with Cardless to launch new credit card offerings, Citi’s much-anticipated Strata Elite World Legend Mastercard, and Caesars’ newest premium rewards card.
Want to discover more of Andrew’s cutting-edge insights on financial products, marketing strategies, and industry innovations? Follow him on LinkedIn, or listen to him as the host of Mintel’s Little Conversation podcast.
Here are the 5 things you need to know:
1. Chase takes a swipe at Amex in new ad
In its Summer 2025 campaign promoting the refreshed Chase Sapphire Reserve card, Chase featured a cast of high-profile personalities across entertainment, culinary, and music to bring the updated value proposition to life.
In one spot, actor and director Ben Stiller highlights access to exclusive experiences. In another, singer and songwriter Ella Langley talks about unlocking hard-to-get restaurant reservations.
But perhaps the boldest moment comes from sibling writers and producers, the Foster Sisters, who spotlight the friction of trying to use a card abroad where it isn’t accepted.
💡Pressing home an advantage
- Body blow. This is a direct swipe (pun intended) at American Express. Anyone with an Amex, especially a Platinum card, knows the frustration of limited global acceptance. It’s a particular pain point for international travelers who often carry a Visa or Mastercard as backup. Chase smartly turns that vulnerability into a relatable win for Chase Sapphire Reserve.
- Premium storytelling. The campaign utilizes polished, narrative-driven content to dramatize core card benefits in a way that feels both elevated and accessible. With a refined visual style and celebrity-led scenarios, it is designed to work across media, reinforcing the brand while delivering moments of humor and relatability.
2. Interview with Meera Iyer: CMO of SoFi Lending
In the latest episode of the Mintel Little Conversation podcast, I sat down with Meera Iyer, CMO of SoFi Lending, to explore how SoFi is turning bold ideas into market-moving innovation.
We cover:
- The insight behind SmartStart, SoFi’s new student loan refi
- How the Loan Platform Business unlocks new possibilities
- What it takes to create and market a product no one’s asking for yet
- The evolution of SoFi’s membership model (and why it matters)
- What’s next for SoFi Lending
💡Breaking the mold
- SoFi is turning real insight into action. From launching products that tackle genuine pain points to rethinking membership for today’s consumer, SoFi shows that innovation in lending isn’t about flashy features. It’s about understanding people in a changing world and having the guts to do something unique.
- A culture primed for innovation. SoFi exemplifies a disciplined, insight-led, and cross-functional approach to launching disruptive products. Innovation is deeply embedded in the company’s culture through its core value known as LI²: Learn, Iterate, Innovate. This framework fosters a mindset of continuous improvement, where the key question becomes “What did we learn?” rather than “Did it work?” According to Meera Iyer, this philosophy is critical to SoFi’s ability to challenge industry norms and solve real consumer pain points. By placing learning at the center of every initiative, SoFi ensures that even failures generate forward momentum. That’s a mindset and a valuable lesson for any brand looking to push boundaries.
3. Bilt 2.0 to be powered by Cardless
Goodbye Wells Fargo. Hello Cardless! Bilt has announced that Cardless will take over the Bilt Mastercard and launch two new cards in February 2026. What we now know:
- Bilt 2.0 will consist of three products: a $95 annual fee card and a $495 annual fee card, which will supplement the existing no-fee card.
- Existing cardholders will be moved from Wells Fargo to Cardless (typically issued by First Electronic Bank).
- The cards will feature rewards on rent AND mortgages.
- The news came with an announcement that Bilt has raised $250 million in new funding, valuing the company at $10.75 billion.
Congratulations to Ankur Jain and Michael Spelfogel. Both founders have been featured on the Mintel Little Conversation podcast (not that I’m taking credit😂 but a plug is a plug!)
💡 Preparing for the next phase of growth
- Coup for Cardless. They inherit one of the hottest card programs of the decade, displacing Wells Fargo, a top-10 issuer.
- Bilt for greatness. Back in February, Bilt sent a survey to customers asking them to evaluate six different value props so we have a good idea of what might be coming (pending tweaks). Clearly, they’ve passed on the $550 annual fee floated in that survey. By moving into mortgage rewards, Bilt massively expands its addressable market to cover all housing-related spend, a category worth $16 Trillion (yes, with a T), according to Bilt.
- Wells pivots. According to the Wall Street Journal, the Wells Fargo partnership with Bilt had been scheduled to end in 2029, but “Wells decided to exit early after it became a money-losing venture.” Wells gets some credit for backing a winner, even if it wasn’t a winner for Wells. After a rapid credit card expansion, the bank appears in pause mode when it comes to launching new cards. Autograph Beyond, anyone?
4. Coming soon: Citi Strata Elite World Legend Mastercard?
Coincidence? No way!
- Tuesday: Citi mentioned on its Q2 Earnings call that a new (but long-anticipated) premium card called Strata Elite will launch in Q3 2025.
- Wednesday: Mastercard announced the Mastercard Collection of dining, entertainment and travel benefits, and a new tier of card called the WORLD LEGEND MASTERCARD, “it’s most prestigious consumer card to date,” is also launching in, you guessed it, Q3 2025.
💡The premium arms race
- Putting two and two together. In the premium space, both Chase and Capital One have gone with Visa Infinite to compete with American Express. Now Mastercard wants in with World Legend. For Citi, this is the chance to become THE Mastercard premium card of choice, at least as a first mover, until other issuers join the World Legend tier.
- Mastercard premium, here we go. Rumors are swirling: Bilt ($495) and Wells Fargo Autograph Beyond could be next. Did these products just get the green light?
- Premium commoditization? It’s a smart move for Mastercard to claim a seat at the premium table. But for issuers, the challenge remains: How do you differentiate when Visa and Mastercard level the playing field? Citi may have first-mover advantage, and with strong brand equity in wealthy urban centers, it’s well-positioned. But connecting the card’s value to the broader Citi ecosystem will be key to unlocking lasting differentiation.
5. Caesars launches Caesars Rewards Prestige Visa Signature Credit Card
Caesars Entertainment and Bread Financial have launched the Caesars Rewards Prestige Visa Signature Credit Card – a new premium card with a $149 annual fee.
It’s a “new card option” for “guests staying and playing at Caesars” who can now choose between Prestige and the existing Caesars Rewards Visa Signature Credit Card with no annual fee.
- Prestige Perks worth up to $450: 1) Complimentary hotel night on each anniversary worth up to $300. 2) $50 slot play. 3) $100 dining credit.
- Platinum Status upgrade (the second of 6 Caesars Rewards tiers)
- Bonuses for spending outside of Caesars
- Annual spend bonuses
- 7X points at Caesars
- 2X points on dining, travel & entertainment
- 1X points elsewhere (including Cash Advances)
- APR: 20.24% – 34.24%
- No Cash Advance of Foreign Transaction fees
💡Caesars follows MGM into the premium card game
- Called it. I called this one in my post about the new premium MGM card two months ago, as it seemed a logical next step. Caesars claims to be the largest casino company in the US and has more than 65 million loyalty program members to tap into for credit cards. No wonder there is an opportunity to expand those loyalty program relationships with multiple credit cards!
- Growth segment. The explosion of iGaming and sports betting has lifted gambling across all formats and the industry is expected to grow 36% by 2028. According to Mintel, 41% of adults aged 22 and up have gambled in person in the past year, rising to 53% among Gen Z and Millennials. For card issuers, that’s a signal to capture a growing category of spend.
- Value premium. As premium cards like Amex Platinum and Chase Sapphire Reserve push expectations around annual fees to new heights, there is an emerging category of premium cards that tap into the willingness of younger consumers, in particular, to pay higher fees for better rewards and apply that thinking to new segments at different price points. In the gambling segment we now have two very different premium price points from Caesars ($149) and MGM ($249) but these cards are breaking new ground and we will have to see how it all shakes out. Expect more innovation as brands seek to capture this growing area of spend.
