Cardless Launches Embedded Credit Card Platform with Coinbase

Cardless, a leader in fintech innovation, has launched its embedded credit card platform—a revolutionary step that empowers brands to build custom credit card programs. In a major industry-first, Coinbase, the largest U.S.-based cryptocurrency platform, is the inaugural partner using this technology to launch the Coinbase One Card, bringing premium credit card functionality and crypto-native rewards to its user base.

This move signals a major evolution in how credit card ecosystems operate, allowing brands to own the full experience—from design to rewards—without relying on traditional co-branding models.

Embedded Credit: A New Era in Brand-Centric Card Programs

Core Platform Features:

• Enables brands to build their own credit card programs natively within their app or digital ecosystem.
• Eliminates the need for legacy co-branded partnerships or costly financial institution integrations.
• Leverages API-based infrastructure, giving full control over design, data, and customer engagement.

Benefits to Brands:

• Customized rewards and loyalty structures tailored to user behavior and engagement.
• Enhanced customer acquisition and retention with seamless integration.
• Control over brand experience and end-to-end card lifecycle.
• Rapid deployment with pre-built flows and compliance-ready features.

Coinbase: First-Mover Advantage in Embedded Crypto Credit

The Coinbase One Card:

• Custom-built on the Cardless platform, tailored for Coinbase One loyalty members.
• Allows users to earn up to 4% back in bitcoin on all purchases.
• Fully integrated into the Coinbase app for a frictionless user experience.
• Scheduled to launch in the U.S. this fall, with a waitlist now open.

Key Features:

• Powered by the American Express® network, delivering both mainstream usability and access to Amex offers.
• Offers crypto-native benefits and traditional protections such as purchase security and fraud alerts.
• Bridges the gap between everyday finance and digital assets, appealing to modern, tech-savvy users.

Coinbase’s Perspective:

“Partnering with Cardless has let us build a deeply customized and secure card product that aligns with our mission to increase economic freedom.”
— Max Branzburg, Head of Consumer & Business Products at Coinbase

Platform Infrastructure: API Power and Operational Control

Key Operational Advantages:

• Brands gain complete control over card issuance, underwriting, servicing, and customer support.
• Includes robust API infrastructure and capital market integrations for scalable growth.
• Built-in tools support:
  • KYC & compliance
  • Reward personalization
  • Transaction management
  • Real-time analytics

Performance Metrics:

• Higher application conversion rates due to seamless user journey.
• Increased engagement and lifetime value through customized incentives.
• Reduction in customer acquisition costs by integrating within existing brand channels.

Cardless’ Vision:

“Until now, a brand had to become a bank or strike a complex M&A deal to build a truly differentiated credit card,” said Michael Spelfogel, President & Co-Founder of Cardless.
“Our embedded offering removes that barrier.”

Strategic Impact on FinTech & Customer Experience

Why It Matters for the Ecosystem:

• Democratizes access to financial infrastructure for consumer-focused brands.
• Opens new avenues for crypto rewards, loyalty integrations, and brand engagement.
• Supports scalable, compliant, and secure financial product creation without slowing down innovation.

For the End User:

• Unified financial experiences within familiar brand environments.
• Easier access to value-based, secure, and rewarding credit programs.
• Opportunities to earn digital assets while making everyday purchases.

Cardless’ embedded credit card platform represents a paradigm shift in the fintech landscape, giving brands the tools to launch personalized, integrated credit products without legacy constraints. Coinbase’s adoption of the platform is a high-profile validation of this approach, combining crypto-native rewards with traditional credit card usability. As more companies explore ways to strengthen customer engagement through embedded finance, Cardless is poised to be the backbone of this next-generation transformation.

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