With money tight in late 2025, financial consumers are looking to maximize their loyalty credit card experience and are increasingly demanding more value from card providers.
According to a brand-new report from CORA Loyalty, loyalty and rewards programs remain the most significant factor in choosing a credit card, just ahead of convenience and card fraud protection.
Age matters in that equation, with Baby Boomers most likely to favor loyalty and rewards cards, followed by Gen X and Millennials. The Gen Z demographic was least influenced by loyalty and rewards cards, primarily due to household and financial budgeting issues.
No matter what demographic, the CORA study notes key features that all groups expect when obtaining either a loyalty or rewards credit card.
“This data shows that loyalty and rewards programs are more critical than ever, directly influencing consumer spending habits,” said Beth McCoy, CEO of CORA Loyalty, in a statement. “In a time of economic uncertainty and shifting consumer confidence, personalized rewards not only attract customers but also keep them engaged and feeling valued.”
Here’s what matters most, and why, when consumers land a loyalty credit card.
Purchase rewards matter most.
49 percent of card users base their buying decisions on getting great rewards points. More specifically, 44 percent of survey respondents say they prioritize card rewards structured to reflect their personal shopping habits. The CORA report said that the card feature made users “feel most valued by a loyalty or rewards program provider.”
Tailored card rewards that address a user’s unique needs matter, too.
All categories also highly favored loyalty credit cards that offered rewards issued in specific ways. For instance, 48 percent of Millennials and 40 percent of Baby Boomers say they value “tailored rewards,” while most Gen Z card users favored "surprise and delight" credit card rewards.
Users want a connection between themselves and the credit card provider.
The report also noted that 45 percent of Americans who belong to a loyalty or rewards program want to feel “appreciated and valued” by the brand.
Dissecting the Data
The CORA study shows what card consumers see every day: people want instant, meaningful rewards that fit their real spending habits.
“The biggest priorities are reward value, ease of earning, and simplicity when redeeming,” Gina Gindorf, founder at Loya, a fintech startup redefining how shoppers and merchants connect through loyalty-based engagements, told NTD.
Additionally, consumers don’t want to wait months to see benefits. “They expect something tangible right away, like instant cashback instead of delayed points,” Gindorf noted.
Another challenge is that most credit card programs are still built for acquisition, not retention.
“They bring people in with flashy sign-up bonuses but lose them afterwards,” Gindorf said. “Rewards are often slow, confusing, or not tied to where customers actually shop.”
Loyalty can break when it’s disconnected from the moment of payment. Card companies can fix that problem by taking a page out of the Loya playbook by embedding loyalty directly into the card checkout experience. There, shoppers earn 5 percent instant, store-locked cashback every time they pay, turning first-time buyers into repeat customers.
Loyalty-minded consumers should also choose a card that gives them something that lasts.
“If the reward loses value or expires, it’s not a reward, it’s a coupon,” said Will Reeves, founder and CEO at Fold, a bitcoin financial services company that offers a Visa card that rewards users with Bitcoin on every purchase. “Look for programs that pay you in something real, something you control.”
Reeves said Bitcoin can be a big loyalty-rewards difference-maker, especially for digital card users. “It doesn’t devalue, it doesn’t expire, and it’s global,” he told NTD. “Every card purchase you make can turn into long-term value. The future of loyalty is not about chasing points but about stacking assets that build financial freedom over time.”
The views and opinions expressed are those of the interviewees. They are meant for general informational purposes only and should not be construed or interpreted as a recommendation or solicitation. NTD does not provide investment, tax, legal, financial planning, estate planning, or any other personal finance advice. NTD holds no liability for the accuracy or timeliness of the information provided.