Finance
How Barclays is redefining credit card partnerships and digital experiences for 20 million American customers
Two decades after entering the U.S. market, Barclays has evolved into one of the country’s top credit card issuers, leveraging a powerful partnership model with major consumer brands like JetBlue, Gap, and Wyndham. The strategy has helped the British bank stand out in a crowded market — one defined by changing consumer preferences, rising interest rates, and growing demand for seamless digital banking experiences. At the Money20/20 conference in Las Vegas, Lili Tomovich, Barclays’ U.S. Chief Marketing and Experience Officer, shared how the bank continues to innovate through collaboration and customer insight.
Barclays’ success in the U.S. centers on its co-branded credit card partnerships, which link consumers’ favorite brands directly to their everyday finances. “We work with some of America’s top travel and retail brands — from JetBlue and Carnival Cruise Line to the Gap family — to deliver products customers are already emotionally invested in,” Tomovich said.
The bank’s role, she explained, is to ensure these cards are easy to manage, offer valuable rewards, and function seamlessly across digital channels. This “partner-first” strategy strengthens customer loyalty while helping businesses enhance their own engagement and retention.
Barclays’ approach to customer engagement is rooted in personalization. The bank aligns promotional offers with customer behavior — for example, providing bonus points during back-to-school shopping seasons for Gap cardholders. “We’re always looking for ways to deepen relationships by making offers timely and relevant,” Tomovich said.
To stay ahead, Barclays continuously studies consumer sentiment and industry trends, using both data analytics and direct feedback to refine its offerings. “We try to anticipate what customers will value next,” Tomovich added, underscoring the importance of proactive innovation in a fast-moving financial landscape.
Through its Innovation Lab, Barclays tests new ideas in real time with its partners. The process resembles a “hackathon,” where teams co-develop, test, and refine new card products within 72 hours. One successful result was the Breeze Airways card — designed as a fully digital product with no paper onboarding and a streamlined user experience.
This agile model allows Barclays to stay nimble amid growing competition from fintech firms and challenger banks, while reinforcing the trust and reach of its traditional banking foundation.
Tomovich also highlighted Barclays’ partnerships with low-cost airlines such as Breeze, Frontier, and JetBlue, which help expand financial access to middle-market consumers. “In middle America, these airlines are what people fly. We’re proud to serve that space,” she said.
By focusing on practical affordability and relevant rewards, Barclays is not just competing with larger issuers — it’s tapping into a customer segment often overlooked in premium-focused banking models.
Barclays’ partnership-driven strategy reflects a broader shift in the banking world — where collaboration, data insight, and customer-centric innovation are becoming as vital as credit management or deposit growth. As the bank continues to scale its U.S. presence, its success will hinge on balancing innovation with trust, offering customers not just financial products but meaningful, brand-connected experiences.
In an industry facing regulatory shifts and technological change, Barclays’ story underscores one key truth: the future of digital banking lies not just in technology — but in how well it connects people, brands, and everyday financial life.
Or Sushan
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November 3, 2025
Or Sushan
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November 3, 2025
Or Sushan
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November 3, 2025
Articles
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November 3, 2025
