Physical Cards — The Unsung Hero of Financial Marketing

Physical payment cards aren’t just a way to pay—they’re a bank’s most visible, most used, and most direct marketing tool.

Tapio Vailahti / July 16, 2025

Each time a customer or business uses their card, your brand gets seen and held. In a world obsessed with digital, the physical card stands out as a daily, tangible point of engagement.

What makes physical cards a must-have in modern banking strategy?

Cards are not going anywhere. The total value of card transactions in Europe (including both in-person and online payments with physical and digital cards) is expected to top €8 trillion by 2030, growing at about 7% a year. Even as digital and account-to-account payments gain ground, cards remain the go-to for in-person and business spending.

Premium and Sustainable Cards Are on the Rise

Demand for cards that stand out—think metal, wood, or recycled materials—is climbing fast. In 2024, three out of four cards delivered by Tietoevry Banking in the Nordics were made from recycled or bio-based materials, with growing demand for premium options among businesses seeking to reward employees or impress clients.

Physical Cards = Brand in Hand

Every time someone uses a card, they’re seeing and feeling the brand—whether it’s a bank, a fintech, or a corporate. That’s daily, real-world marketing you can’t get from a push notification.

Embedded Finance Keeps Cards at the Center

As more businesses plug financial services into their own platforms, the humble card remains the one tool that works everywhere—online, in-store, for payroll, and for expenses.

Physical cards are more than payment instruments; they are the marketing platform that shapes loyalty and brand perception.

Up next, discover how these powerful tools drive growth, efficiency, and loyalty through real-world use cases for fintechs, SMEs, and logistics companies.