Is Funding Co-Brand Debit Accounts a Barrier to Adoption and Usage?

Auriemma recently published the Q1-2026 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:

• Whether debit or credit is primary payment method
• Share of typical monthly spend placed on debit card(s)
• Reasons for using debit card over credit card
• Reasons for switching primary debit account provider
• Drivers of switching primary debit account provider
• Features that prompt switching primary credit accounts
• Providers of co-brand debit cards ever held
• Attractiveness of co‑brand debit card rewards
• Applying for co‑brand credit vs. co-brand debit cards
• Funding co‑brand debit account
• Usage of merchant pay-by-bank
• Comfort linking bank account with merchant in various ways
• Factors influencing use of pay‑by‑bank at checkout

From this report: