A co-branded card is the result of a partnership between a merchant, network and issuer. For a merchant, a co-brand product can have several benefits including but not limited to: increasing sales, attracting new customers and delivering value to your most loyal customers.
Draw on Visa’s industry expertise to help your co-brand program succeed. In addition to Visa, consultants can help merchants develop their co-brand card business plan and draft a request for proposal (RFP) to secure issuer interest.
If you’re interested in launching a co-brand program for your business, start by selecting a partner. A consultant can also help you with the process of gauging issuer interest and selecting an issuer.
Partnering with Visa goes beyond just accepting Visa card payments at your place of business. Our loyalty solutions are designed to help you increase sales and attract new customers.
Get the answers you need about building loyalty programs with Visa.
While Visa does not issue the card products ourselves, we can help our merchant and issuing partners build a successful co-brand program. Merchants should plan on a minimum of six months in order to launch a program; however, timing depends on a number of factors including the issuer, schedules and the complexity of the program. To get started merchants should do the following steps:
Develop a business plan outlining the estimated size and demographics of your existing customer base.
Outline the key benefits that will distinguish your co-brand card in market.
Determine financial institutions that align with your company’s strategy.
Issue a request for proposal (RFP) to determine the issuer that you want to partner with.
A co-brand program is a three-party partnership between a merchant, network and issuer. The co-brand card will usually contain the merchant or brand’s name, logo and other identifying features. The co-branded card will also provide specific benefits and rewards that are only available to cardholders.
Visa will work with both the merchant and the selected issuer on launching and growing a successful co-brand card. Additionally, prior to the launch of the program, Visa can help the merchant gauge issuer interest once the merchant has developed a business case for the co-brand opportunity.
Each issuer has its own requirements regarding anticipated volume, therefore there is no magic number. Issuers decide to partner with merchants based on brand alignment and other strategic reasons including the merchant unique assets and value proposition.