Tag Archive for: mastercard

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Shell Launches New Co-Brand Credit Card

Congratulations to Shell, Imprint, and Mastercard on the launch of the new Shell credit card program. In an increasingly competitive co-brand landscape, the program stands out with a particularly strong value proposition that combines meaningful everyday value with benefits that feel highly relevant to Shell customers. We’re excited to see how the program grows from here.

Cardholders earn:

  • 4% back at Shell on gas, EV, and in-store purchases
  • 3% back on dining and groceries
  • 2% back on everything else

Plus:

  • $50 sign-up bonus after spending $500 on the card in the first 60 days of account opening
  • No annual fee
  • No impact to credit score to see if you’re approved
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Are Co-Brand Debit Cards Ready for a Second Look?

(New York, NY) Co-brand card programs have long centered around credit, but debit-based offerings are beginning to emerge. Co-brand debit cards represent an opportunity for brands and issuers to maintain engagement when credit approval is not possible, according to Auriemma Group’s latest issue of The Payments Report.

If declined for a co-branded credit card with a 5/2/1 rewards structure, 53% of debit cardholders say they are likely to accept a second-look co-brand debit card offering 1% cash back and $100 sign-up bonus after spending $500 in the first 90 days. In fact, nearly two-thirds of debit cardholders view co-brand debit as a steppingstone to a brand’s credit card and say a positive experience with it would make them more likely to apply for one.

“Brands and issuers have an opportunity to turn a declined credit application into a constructive experience,” says Jonathan O’Connor, Senior Manager of Research at Auriemma Group. “A well-structured debit alternative—backed by a recognized issuer and anchored in upfront incentives—can keep a would-be cardholder in the brand’s ecosystem rather than losing them at the point of rejection.”

Co-brand debit gives brands a path to re-engage customers who might otherwise be lost after a credit denial—meeting them where they already are. Debit cardholders gravitate toward the product for practical reasons: they want to spend money they already have, avoid accumulating interest, and maintain tighter control over their finances. A co-brand debit offer respects those preferences while keeping the customer in the brand’s orbit.

“Co-brand debit cards aren’t a consolation prize—they are a strategic entry point,” says O’Connor. “While the product can find success as a second-look offering, we believe it also has the potential to stand on its own and will continue exploring that in upcoming research.”

Survey Methodology

The Payments Report

This Auriemma Group study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in October 2025 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.

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