The Hyatt program is smaller than many of Chase’s co-brand partners, but it hits above its weight because it’s a good program and members know it. A small business card is going to be a small slice of the smaller program pie. But Chase has been willing to do smaller portfolios – we’ll be seeing the Air Canada U.S. credit card soon, they are introducing an Instacart card.
By narrowcasting it’s possible to really target what a small group of consumers want, delivering things that group values without spending to build a card that delivers well for everyone. In other words it should be possible to deliver greater subjective value at lower cost. That was my frame as I walked into an event Chase and Hyatt hosted to announce the card.