Once reserved for the financial elite, metal payment cards are now on the rise across markets worldwide. They’ve evolved into symbols of identity, exclusivity and innovation—bridging physical design with digital convenience. In fact, recent research shows that 83% of consumers want a metal card, and more than half would pay extra for one.
But it’s not just about the card’s sleek look or premium feel. Behind this demand are diverse groups of consumers whose motivations and expectations vary widely. Understanding these personas is essential for issuers, manufacturers and solution providers who want to capture the growing metal card market, according to a new white paper from International Card Manufacturers Association member IDEMIA Secure Transactions.
“We are seeing an influx of demand for metal cards, and our customers are no longer only targeting premium segments,” said Vivien Bossut, metal offering director, Payment Services, IDEMIA Secure Transactions. “Many of the programs offering metal cards are now designed for Gen Z, who seek unique design and innovative features to set them apart.”
The Appeal of Metal Cards
For many consumers, metal cards are more than just payment tools:
Design and Prestige: 67% of consumers cite the tactile and aesthetic appeal as the primary draw.
Security and Modernity: Numberless, sleek cards reflect cutting-edge payment experiences.
Travel and Lifestyle Benefits: From airport lounges to exclusive dining, metal cards embody access and advantage.
Customization: Personalized designs and tailored perks increase loyalty and usage.
Metal cardholders spend 17% more than plastic cardholders, making them high-value customers. But who exactly are these cardholders? And why do they want metal?
Six Personas of Metal Cardholders
IDEMIA Secure Transactions analyzed global consumer motivations and behaviors, creating a persona framework that defines six distinct segments. These insights draw from surveys, focus groups and market intelligence, offering issuers a roadmap to connect with their customers more effectively.
1. The Emerging Aspirant – Savvy Earners Starting Out
Profile: Early-career professionals eager to grow.
Motivators: Social prestige, financial rewards, sustainability, digital-first experiences.
Challenges: Limited access to premium products due to income thresholds, dislike for hidden fees.
Opportunity: Treat them as long-term partners—offer accessible premium entry points, simple benefits and aspirational card designs.
2. The Career Progressive – Dressed for the Next Promotion
Profile: Young professionals climbing the corporate ladder.
Motivators: Networking opportunities, career enablers, digital tools, business-related perks.
Challenges: Complex reward structures and lack of tailored benefits for professionals on the rise.
Opportunity: Position the card as a professional accessory, with benefits that reinforce career ambitions.
3. The Pragmatic Affluent – Breadwinners Making Moves
Profile: Mid-level managers, entrepreneurs or professionals with stable lifestyles.
Motivators: Transparency, security, family-oriented perks, long-term financial rewards.
Challenges: Dislike impractical or confusing card terms and benefits.
Opportunity: Deliver clear, practical rewards—fuel discounts, cashback and lifestyle perks that balance security with occasional luxury.
4. The Urban Trendsetter – The Untethered Influential
Profile: Digital entrepreneurs, influencers and socially connected individuals.
Motivators: Prestige, design customization, sustainability, exclusive experiences.
Challenges: Frustrated by generic offerings or lack of personalization.
Opportunity: Offer highly customizable card designs and exclusive event access that double as content for their social platforms.
5. The Elite Voyager – Jet-setting Professionals
Profile: Executives, consultants and frequent travelers who blend work and leisure.
Motivators: Global acceptance, travel perks, concierge services.
Challenges: High foreign transaction fees and limited international benefits.
Opportunity: Create a seamless global payment experience with luxury travel perks that make every journey easier.
6. The Prestige Elite – Your Classic Prestige Client
Profile: High-net-worth or ultra-high-net-worth individuals, entrepreneurs and legacy builders.
Motivators: Exclusivity, bespoke services, status, philanthropy alignment.
Challenges: Generic offerings or limited global luxury partnerships.
Opportunity: Deliver tailored concierge experiences, VIP events and benefits that reflect both luxury and social responsibility.
Why Personas Matter
Consumers are no longer satisfied with one-size-fits-all financial products. 82% of customers say personalized services are critical to their brand loyalty. In payments, personalization includes everything from card design to rewards structures.
While nearly three-quarters of global consumers now use digital payment tools, 75% still carry at least two physical cards. And for many, one of those cards is increasingly expected to be metal.
By mapping consumer personas, issuers and manufacturers can design targeted offerings that resonate with specific groups—expanding adoption, driving spend and strengthening customer relationships.
The Bigger Picture
The world’s appetite for metal cards isn’t limited to prestige elites. From young aspirants to global voyagers, the appeal spans generations, geographies and lifestyles. Metal cards aren’t just luxury products—they’re evolving into mainstream financial tools that deliver personalization, exclusivity and status.
For ICMA members, this trend highlights exciting opportunities:
- Innovation with new materials and sustainable designs.
- Partnerships with issuers to create tailored benefits.
- Positioning physical cards as indispensable companions to digital banking.
By understanding the six personas, manufacturers and solution providers can help issuers craft card programs that meet diverse needs, increase loyalty and drive growth.
Read more about the factors that are influencing customer engagement and loyalty in Why the World Wants Metal Cards.
“This paper serves as a valuable tool for payment card issuers to better understand the differences in motivations and interests among increasingly diverse customer segments,” said Bossut. “Customization of metal card programs is key to staying ahead of the curve—it’s not a one-size-fits-all approach.”
Why ICMA Membership Matters
As ICMA celebrates 35 years of leadership in 2025, the association remains steadfast in its mission to empower the global card manufacturing community. Through a blend of cutting-edge marketing support and robust professional development, ICMA equips its members with the tools they need to lead, innovate and grow.
ICMA’s professional development programs are designed to elevate technical knowledge and leadership skills. Programs like Advanced Card Education (ACE) and the Card Industry Training & Education (CITE) initiative help individuals deepen their expertise, while the EXPO and CardTREX bring together the brightest minds in the industry for learning, networking and innovation.
Members who engage in ICMA’s educational offerings and industry events don’t just keep pace with change—they help drive it. Whether contributing thought leadership to Card Manufacturing magazine or gaining recognition through programs like the Élan Awards of Excellence, ICMA provides members with meaningful opportunities to raise their profile and shape the future of the industry.
For card industry professionals looking to stay competitive and connected in 2025 and beyond, ICMA offers a clear path forward through education, visibility and community.
Discover the full value of ICMA membership and join a global network of professionals advancing the card industry.