What's in the Cards? Overlooked Opportunities, Untapped Offerings, and More

Credit unions may be missing growth opportunities within their card programs, from digital payments and rewards to expanded offerings that can strengthen member relationships and increase revenue.

By Frank Diekmann, CU Daily

For credit unions looking to grow income via their card portfolios, there are overlooked opportunities in better utilization of existing portfolios, in the oft-overlooked prepaid card space, and in understanding they don’t have to match all the points and rewards offers available from competitors, but instead need to understand what really resonates with the membership, according to one person.

As part of the CU Daily’s 2026 Profitability Imperative series, Jamie Conrad, SVP-debit and credit cards with Envisant, spoke to the issues outlined above and more. Here is some of what he had to share:

The CU Daily: First, please share some background on Envisant and the solutions it provides credit unions.

Conrad: Envisant was built specifically to help credit unions design, implement, and grow their payments programs across credit, debit, and prepaid. What sets our approach apart is that we don’t offer a one-size-fits-all solution—we tailor programs to each credit union’s strategy, membership base, and growth goals.

We also place a strong emphasis on partnership. Credit unions work with dedicated teams who understand their institution, rather than navigating a general support structure. This allows us not only to support day-to-day operations, but also to help guide long-term strategy as the payments landscape evolves.

The CU Daily: Has there been an evolution or any changes in what credit unions have been seeking, or where they or the company have been focused?

Conrad: There has been a noticeable shift over the past few years. Credit unions are no longer just looking for a processor or program manager—they’re seeking a partner who can actively help them grow and optimize performance over time.

There is also a stronger focus on transparency—whether in reporting, fee structures, or understanding how network relationships impact their program. At the same time, internal resources are often limited, which is driving increased demand for partners who can take on more of the operational workload while still providing visibility and control.

The CU Daily:  Payments is a broad area and critically important to credit unions. Where has Envisant found the most opportunity for growth, and what lessons have been learned?

Conrad: One of the biggest opportunities we see is in better utilization of existing portfolios. For example, many credit unions have significantly lower credit card penetration rates compared to debit.

Many already have strong card bases, but there’s untapped potential in increasing penetration, activation, usage, and engagement. Growth isn’t just about issuing more cards—it’s about driving consistent usage. That’s where program optimization, data insights, and targeted marketing support can make a meaningful difference. Credit unions that take a more proactive approach are seeing stronger interchange performance and deeper member relationships.

The CU Daily: Fraud and disputes in cards have become a major issue. What is being done to address it, and what best practices might some credit unions be missing?

Conrad: Fraud has become significantly more sophisticated, which means prevention strategies must evolve just as quickly. The most effective programs combine real-time monitoring, customizable controls, and experienced oversight.

One of the biggest gaps we still see is an overreliance on static rules or reactive processes. Best practices today include continuously refining fraud strategies, leveraging network tools that incorporate biometric authentication (such as digital wallets), and using machine learning and AI to analyze transaction patterns. Real-time monitoring and alerts are also critical to maintaining the right balance between protection and member experience.

The CU Daily: Prepaid cards don’t receive much attention. Why are they overlooked, and where is the opportunity for credit unions?

Conrad: Prepaid is often overlooked, but it can play a strategic role—especially in reaching underserved members or supporting specific use cases such as budgeting, youth accounts, or disbursements.

The opportunity lies in how prepaid is positioned. When aligned with a credit union’s broader member strategy and supported with the right engagement efforts, it can complement traditional debit and credit offerings rather than compete with them.

The CU Daily: There has been growing activity in “points”-related card features from issuers outside of credit unions. What are you watching, and how can credit unions respond?

Conrad: We’re closely monitoring how fintechs and large issuers are packaging rewards, experiences, and real-time engagement features, as these are raising member expectations.

For credit unions, the key isn’t to replicate everything—it’s to focus on what resonates most with their membership and ensure their program is flexible enough to evolve while delivering meaningful value. This is where customizable platforms and ongoing strategic support become critical.

The CU Daily: Looking ahead, where is Envisant (and its client credit unions) focused for growth, and what advice do you have?

Conrad: Looking ahead, the focus is on continuous optimization and adaptability. Payments programs aren’t static—they require ongoing attention to performance, fraud trends, and evolving member expectations.

Our advice to credit unions is to evaluate whether their current partner is helping them evolve. The right partner should provide proactive insights, regular performance reviews, and a clear roadmap for growth—not simply maintain the status quo.

The CU Daily is the number-one source CU leaders turn to every day. Led by veteran credit union journalist and editor Frank J. Diekmann, it delivers more content than any other source in the industry. The platform features provocative opinions, ongoing updates on credit unions, comprehensive event listings, and deep dives into credit union growth, profitability, and NCUA compliance.