Metal cards have long been associated with premium banking products, exclusive customer segments and high-status payment experiences. But at the 2026 ICMA EXPO, ICMA member Daniel Calio, NORAM Sales at IDEMIA Secure Transactions, explained why that perception is changing and what the shift means for issuers, manufacturers and personalization partners across the global card industry.
In his presentation, “Metal for All,” Calio explored how metal card demand is moving from niche to scale, driven by evolving consumer expectations, diverse customer personas and the growing role of personalization in card program strategy.
“Traditionally, metal cards have been seen as a symbol of exclusivity—reserved for a very small segment of high-value customers—usually willing to pay a very high annual fee,” Calio said. “But that perception is changing. What we are seeing today is a clear shift from metal as a niche product to metal as a scalable growth opportunity.”
That shift reflects a broader change in how consumers view payment cards. Increasingly, cards are more than functional financial tools. They are lifestyle accessories, brand touchpoints and expressions of personal identity. As Calio’s presentation noted, consumer preferences are evolving toward cards that feel distinctive, relevant and aligned with how individuals see themselves.
Calio framed the discussion around three key themes: the shift, the drivers and the opportunity. The shift is metal’s move from an elite product to one with broader market appeal. The drivers are the different motivations behind consumer demand. The opportunity is personalization, which can help issuers scale metal card programs more effectively by matching the right card experience to the right customer.
According to Calio, this demand is not coming from one single audience. “Metal is scaling but the key question is: what’s actually driving this demand?” he said. “Demand is not coming from one type of customer. In fact, 83% of consumers express interest in metal cards, but for very different reasons.”
To better understand those differences, Calio shared a consumer persona matrix developed through an analysis combining consumer research, market insights and behavioral data.
“We conducted an in-depth analysis combining consumer research, market insights and behavioral data and identified six distinct consumer personas, spanning from emerging aspirants to prestige elite customers,” Calio said. “We evaluated customers across multiple dimensions—such as technology adoption, financial awareness, aspiration for prestige and value for brand association.”
The result was a more nuanced picture of metal card demand. Some customers may be motivated by differentiation and design. Others may value reliability, status, travel benefits, financial progress or a stronger association with a trusted brand. For issuers, that means the question is no longer whether metal can signal premium value. The question is what kind of value matters most to each audience.
This has significant implications for program design. Rather than treating metal as a single high-end product, issuers can consider a portfolio approach that uses different materials, benefits, design elements and service models to appeal to different customer groups. A rising affluent consumer may see a metal card as a symbol of progress, while an urban trendsetter may respond more strongly to aesthetics and brand identity. A frequent traveler may be drawn to status, durability and travel-related benefits, while a pragmatic affluent consumer may need a clear connection between the card’s cost and everyday value.
“Metal card demand is diverse—different personas, different expectations,” Calio said. “But this creates a challenge and an opportunity. Because if expectations are different, a one-size-fits-all approach simply does not work. This is where personalization becomes critical. It is no longer about offering a premium product. It is about offering a relevant experience.”
That relevance is increasingly important as consumers expect more tailored interactions from the brands they choose. Calio’s presentation cited research showing that 82% of customers believe it is important for brands to provide personalized services or customized offers.
“Personalization is not optional anymore,” Calio said. “As metal card demand spans multiple segments, each with very different needs, lifestyles and expectations, the goal is clear: design the right metal program for the right customer. When this alignment is right, the impact is tangible—stronger activation, higher usage and increased loyalty.”
For the card industry, this creates an opportunity to rethink how metal card programs are developed, positioned and delivered. Personalization may include tailored rewards, travel benefits, lifestyle perks, visual design options, program tiers or customer experiences that reflect the needs of specific segments. It may also require closer collaboration among issuers, card manufacturers, personalization bureaus and technology partners to ensure that the card product and the supporting program strategy work together.
Calio emphasized that scaling metal cards begins with customer understanding. “Scaling metal cards starts with a simple idea,” he said. “It starts with understanding your customers—their needs, their lifestyles and what value really means to them. The focus should be on designing offers around personas. Because in the end, the future of metal is not just premium; it is personal.”
As metal continues to move from niche to scale, the opportunity for the global card industry is not simply to produce more metal cards. It is to create more meaningful card experiences. By aligning materials, design, benefits and personalization strategies with distinct customer expectations, issuers can use metal cards to deepen engagement, strengthen loyalty and deliver products that feel both valuable and relevant.
The takeaway from Calio’s session was clear: metal’s next phase of growth will not be defined by exclusivity alone. It will be defined by how well the industry understands the people carrying the cards.
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ICMA’s professional development programs are designed to strengthen both technical expertise and leadership capability. Offerings such as on-demand Advanced Card Education (ACE) and the Card Industry Training & Education (CITE) initiative help professionals deepen their knowledge, while flagship events like the EXPO and CardTREX bring together industry leaders to learn, connect and explore emerging innovations.
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