Gen Z Is Rewriting the Credit Card Playbook—i2c Study Shows What It Takes to Stay Top-of-Wallet

In the race for top-of-wallet status, cash-back perks and airline miles are no longer enough. A new report from global fintech infrastructure provider i2c Inc., in partnership with PYMNTS Intelligence, lays bare a generational shift that’s forcing banks and credit issuers to overhaul how they design and deliver credit products.

Based on a survey of over 2,200 U.S. consumers, the report—titled “The Credit Economy: Top-of-Wallet Credit Cards”—dives deep into how younger cardholders, especially Gen Z and millennials, are shaping the next evolution in credit behavior. The verdict? Static perks are out. Real-time configurability, flexible payment options, and intuitive user experiences are what now keep a card front and center in consumers’ digital wallets.

“Credit products can’t be static,” said Amir Wain, founder and CEO of i2c Inc. “To win top-of-wallet, issuers need to look beyond perks to deliver personalized, dynamic experiences.”

The Stats That Matter

Here are the key findings driving this new credit economy:

Multi-card users prefer their go-to card—often heavily:
Among users with three or more credit cards, 46% use their primary card multiple times a week. Compare that to just 35% of single-card users.
Top-of-wallet = top of revenue:
The average monthly balance on a primary card hits $1,903, far outpacing the $1,202 and $929 averages for second- and third-choice cards.
Gen Z wants options, not just points:
48% of Gen Z cardholders say they’d use their main card more if they could choose between installments, real-time transfers, or statement payoffs at checkout.
Features over freebies:
While rewards still matter (about 50% cited them), nearly 70% of users say features like credit-building tools, high credit limits, and strong customer service are more important in choosing a go-to card.

Tech Is the New Perk

The shift is clear: today’s consumers, particularly younger ones, aren’t just evaluating cards based on points or cashback—they’re judging how intelligent and adaptable their credit experiences feel.

That’s where i2c comes in. The company’s platform offers a configurable, unified banking and payment architecture designed to help issuers launch custom products at speed. The goal? To react to user behavior in real-time, not months later during a roadmap review.

And with the rise of real-time decisioning, embedded finance, and usage-based models, platforms like i2c’s could give fintechs and banks alike the ability to differentiate in a market that’s getting crowded fast.

From Insight to Action: i2c’s Live Webinar

To dig deeper, i2c is hosting a webinar on Monday, June 30, 2025 at 1:00 p.m. EDT, titled “The New Credit Playbook: Discover How Card Issuers Can Stay Top-of-Wallet.” Expect insights from fintech execs and banking leaders on:

What Gen Z and millennials really want from credit cards
How legacy institutions can move beyond “one-size-fits-all” offerings
Strategies to design flexible, future-proof products in a saturated space

Featured speakers include:

Seth Perlman, Global Head of Product – i2c
John Gaffney, Chief Content Officer – PYMNTS
Agata Ruta, COO – Belize Bank
Gretchen Bartholomew, VP, Ops & Payment Strategy – KEMBA Financial Credit Union
Sumeet Grover, EVP, Chief Strategic Growth & Digital Officer – UFCU

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