In the payment card manufacturing and personalization ecosystem, technology understandably receives much attention. Chip encoding platforms, key management systems, data preparation engines and machine connectivity solutions have all grown more sophisticated, and with them, the operational complexity of modern card issuance environments.
Yet within this increasingly advanced landscape lies another essential element: operational independence, according to International Card Manufacturers Association (ICMA) member Einars Leps at X Infotech.
“For service bureaus, issuers, government programs and manufacturers, the decision is rarely just about which technology to adopt,” Leps says. “It is also about understanding how much reliance the chosen solution will create once deployed. As personalization demands evolve and security standards rise, the ability to adjust, maintain and troubleshoot systems internally can be as significant as the hardware and software themselves.”
The Traditional Model: Closed Systems
Many personalization platforms have historically been delivered as closed ecosystems:
- Script logic and processes are vendor-controlled
- Adjustments require external support
- Minor workflow changes may involve delays and/or added cost
- Organizations remain dependent on outside expertise for system evolution
This approach works in many scenarios. However, with card programs innovating faster than ever, many stakeholders are asking whether this long-standing support model still fits the needs of today’s financial, government and commercial issuers.
A Broader View: Technology + Knowledge
Across the payment and identity sectors, an emerging trend is clear: organizations want robust technology and the knowledge required to operate it confidently.
This does not mean every issuer aims to become fully hands-on, according to Leps.
Managed services and vendor-supported operations remain essential components of the industry. But a growing number of organizations with internal expertise want the option to take a more active role provided they receive:
- Transparent documentation
- Structured training
- Developer-friendly tools
- Ongoing knowledge transfer
When these elements are present, issuers gain the flexibility to define their own operating model. They can choose full independence, partial autonomy or a fully outsourced approach, whichever best fits their size, skills and strategic priorities.
“Customers can decide how independent they want to be,” Leps says. “Some rely on us for everything. Some handle 80% internally and come to us for the rest. Some choose full autonomy once trained. All three paths are success stories—because the choice belongs to them, not to us.”
The Value of Partnership
As many industry leaders emphasize, the relationship between solution providers and issuers continues to evolve from purely transactional to increasingly collaborative. Knowledge transfer fosters trust, resilience and shared innovation.
Leps captures this philosophy well: “There will always be organizations that want a fully turnkey experience, and there will always be those who want deep control. The industry needs both. What it doesn’t need is a model that forces one way of working.”
Operational independence isn’t a threat to a technology provider—it’s a sign of a mature partnership.
“If we build systems with our customers instead of for them, the result is stronger, more resilient and more future-proof payment ecosystems,” Leps explains. “And in the end, that benefits everyone.”
His perspective highlights a critical point: operational independence and vendor partnership are not mutually exclusive. In fact, when implemented thoughtfully, they reinforce each other.
Strengthening the Ecosystem Through Shared Knowledge
Payment card personalization is a mission-critical process requiring accuracy, security and continuity. As digital identity expands, authentication methods evolve and card materials diversify, the systems behind the scenes must be adaptable.
Knowledge transfer supports that adaptability by:
- Reducing single points of operational failure
- Enabling faster response to new card programs
- Strengthening security through greater internal understanding
- Encouraging innovation at the issuer and bureau level
In a sector where trust and reliability are paramount, transparency and shared competence contribute significantly to long-term ecosystem health.
Final Thought
Not every organization wants deep technical control and that’s perfectly valid. Some prefer fully managed solutions, while others seek maximum autonomy. What matters most is preserving the ability to choose.
By empowering stakeholders with both technology and knowledge, the payment card industry can foster more resilient, secure and future-ready personalization environments.
And, as Leps notes, that benefits the entire ecosystem—providers, issuers and cardholders alike.
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.