Funding Marketing Programs for Financial Institutions

This document is a Q&A guide for financial institutions focusing on strategies to fund marketing programs effectively. It discusses the challenges card issuers face in customer acquisition, retention, and growth, highlighting issues such as understanding card portfolio performance, accessing portfolio data, and inspiring cardholder activation. The guide outlines two significant trends affecting issuers: the rise of P2P payments and the competition from alternative financial tools. It details how FIS addresses these challenges through its PaymentsEdge solution, which combines marketing campaigns with payment network capabilities to enhance interchange income. The guide explains the three main components of PaymentsEdge: full-service marketing, advisory services, and portfolio reporting, each designed to optimize portfolio performance and improve customer engagement. Additionally, it provides an example of a successful implementation of PaymentsEdge by Dickinson Financial, demonstrating significant increases in card usage and revenue. The document concludes with insights into issuer responses to the bundled marketing approach.