Jacob Eisen: A Can't-Miss Business Card Opportunity

Thirty-four percent of small businesses in the U.S. are not comfortable with their cash flow in today’s economy, according to the U.S. Chamber of Commerce Small Business Index for Q1 2025. In the same vein, a Mastercard study found that more than a quarter of lower mid-market businesses struggle with suboptimal credit limits and/or those that don’t grow as their business grows. 

This data indicates an opportunity for community banks. Small and lower mid-market businesses are seeking short-term credit solutions that help fill their cash flow gaps and allow their business to evolve. By offering a strategic card program, you can better serve these business customers, deepen relationships and grow revenue in the process. 

Consider that while you may already be your client’s trusted banking provider, research shows that 64% of lower mid-market firms have one primary bank and two to three additional banks. It’s a crowded marketplace, and your offerings need to speak to your customers’ priorities. 

Tailor your card program to your customers’ needs and stand out with: 

• Rewards: According to JD Power, 49% of small business card customers say their card offers important benefits, and 36% say the rewards they earn help their business. But they are willing to switch: 40% of lower mid-market firms are likely to switch providers if offered products with a better fit. By offering an attractive small business credit card product with rewards aligned with your customers’ needs, you can stand out from others in the market and deepen your relationship.&

• Cybersecurity: As fraud becomes increasingly complex, cybersecurity tools for business cards have become table stakes. In fact, 46% of firms see managing cybersecurity as the most important adjacent capability to cards. Having advanced cybersecurity support behind your card program will bring confidence to your product offering.

• Experience: When it comes to cards, small and lower mid-market businesses want an individualized experience: Research shows 41% expect a dedicated account manager and another 38% require personalized customer service. Fortunately, that speaks to community banks’ sweet spot: Any card program you offer will have that high-tech, high-touch approach to banking that differentiates you from other card providers.

Ultimately, who you employ as a card partner will define the strength of your program. Through our partnerships, ICBA Payments helps community banks compete. From transaction and payment optimization to fraud prevention and security, we not only address current requirements but plan for what your customers will need next, maximizing your return on investment. And in today’s fluid payments landscape, that’s the kind of partner you need in your corner. 

For more information on ICBA Payments’ business card offerings, visit icba.org/payments