We’ve seen American Express load up on merchant-funded offers to show substantial cash value to cardmembers, while raising annual fees. We’ve seen Chase do the same – think DoorDash and Lyft right before the pandemic, while announcing a fee increase on the Sapphire Reserve card.
These offers can be hard to make last. Eventually the brand reaches as many customers as they are likely to reach, and no longer benefits from offering continued discounts. So issuers need a funnel of new offers to replace the ones they lose.