Physical cards — the unsung hero of financial marketing

Cards are not going anywhere. The total value of card transactions in Europe (including both in-person and online card payments) is widely projected by market analysts to approach €6–6.5 trillion by 2030, with annual growth rates for the card segment around 6–7%.

While digital wallets and instant payment methods are gaining share, cards remain the leading choice for in-person and business transactions. What makes physical cards a must-have in modern banking strategy?

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.

"Our recent partnership with Tapeeze marks a significant step in shaping the future of branded payment cards. By uniting Tietoevry Banking’s personalization expertise with Tapeeze’s innovative capabilities, we’re empowering businesses and organizations to transform payment cards into powerful, daily engagement tools.

This collaboration reflects how fast the market is moving towards branded, multifunctional cards that represent more than just a means of payment—they’re now an extension of loyalty, identity, and fan engagement." 

— Ruth Hessner, Head of Card Personalization, Tietoevry Banking 

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.