Expanding the Debit Relationship: Co-Brand Appeal and Premium Trade-Offs

Auriemma recently published the Q4-2025 issue of The Payments Report. This study examines co-branded debit’s role in loyalty and engagement and tiered debit rewards cards. Those interested in learning more about Auriemma’s research or about this issue should contact research@auriemma.group.

Topics include:

Incidence of co-brand debit card ownership
Likelihood to apply for co-brand debit cards
Preference for co-brand debit vs. credit cards
Drivers for future co-brand debit application
Usage of co-brand debit cards
Aspects that could increase co-brand debit card usage
Co-brand debit cards as a second look option
Willingness to pay monthly/annual fee for rewards debit cards
Debit card add-ons (e.g., 1% cash back, travel protections) for small fee
Applying to tiered debit offers (from $45 to $5 monthly)
Whether premium debit cards are primary or secondary cards
Whether brand partnerships increase rewards debit application

From this report:

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Survey Methodology

This Auriemma Group study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in January 2026 among 800 adult debit cardholders. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying.