Skip to main content

Future of Flat Cards: Insights From Industry Experts

Jan

22

2025

Time to read

Read so far

Written by: 

Nak Koh

Time to read

Written by: 

Person scanning a financial card

Flat card technologies continue to transform the financial services industry, reshaping the way banks and service bureaus approach card issuance and personalization. But what do today’s trends mean for tomorrow’s customer expectations? In our recent webinar – featuring insights from ABI Research analysts – we explored the evolution, impact, and future forecast of flat cards on the global card industry.

Market Overview: Growth Trajectory and Regional Adoption

Today’s flat card market is experiencing robust growth. As noted in the webinar, approximately 1.7 billion flat cards were shipped globally in 2023, a figure projected to more than double to 3.5 billion by 2029. Several factors contribute to this growth among multiple regions:

  • Europe: With an anticipated 90% adoption rate by 2027, Europe leads the growth trajectory. Experts say this is being driven by design trends favoring non-embossed cards and the presence of key market players.
  • North America: Banks are prioritizing personalized branding and sustainability, leveraging flat cards to modernize payment card portfolios.
  • Latin America and Emerging Markets: Regions like Latin America and the Middle East are experiencing accelerated adoption due to the lower cost and greater reliability of flat card technology, alongside innovation from neo and challenger banks.

Key Trends Shaping the Flat Card Market

The first key trend. shaping the flat card market is enhanced personalization and branding opportunities. Flat cards allow for greater design flexibility, including card details moved to the back or printed in vertical layouts. Issuers can focus on branding and aesthetics while offering customers the ability to design their own cards, enhancing engagement and loyalty.

Another key trend highlighted in the webinar is the use of alternative and sustainable materials, aligning with environmental goals that appeal to eco-conscious consumers. Flat cards promote recycling by eliminating the need for embossed elements, reducing metallic and foil components, and supporting sustainability mandates. In addition, the removal of embossing allows for the introduction of braille and other accessibility opportunities, providing a valuable service to underserved customers.

The adoption of advanced technology to keep customer data secure throughout the issuance process is another key trend shaping the market. Biometric authentication, dynamic CVV, and metal cards are becoming integral to premium offerings, and flat designs accommodate these innovations seamlessly. Durable Graphics and Drop on Demand printing technologies are in demand because they extend card lifetimes, ensuring that flat cards maintain their appearance and functionality over years of consistent use.

As flat cards become the new standard, banks and service bureaus have a unique opportunity to lead this transformation. Embracing flat personalization can differentiate your brand, improve operational efficiency, and enhance customer loyalty. Early adopters stand to gain the most from this trend, positioning themselves as innovators in the marketplace.

Explore the Future of Flat Cards in Our Webinar

To learn more abut this critical industry shift, we invite you to watch our exclusive webinar featuring insights from top industry experts. You’ll gain a comprehensive understanding of:

  • Key drivers behind the transition to flat cards
  • Design and personalization trends that inform brand decisions
  • Innovative technologies driving flat card adoption rates

Don’t miss this opportunity to stay ahead in the rapidly evolving world of flat cards.

Profile_Nak Koh
Nak Koh
Product Marketing Manager for the Instant Issuance business unit at Entrust
Nak joined Entrust in 2021 to help develop transformative products that seamlessly connect physical and digital experiences, enhancing cardholder satisfaction for financial institutions. Before joining Entrust, Nak worked in leadership, product marketing, and operational roles for companies specializing in digital experiences, healthcare, and energy. Nak has a bachelor's degree from Sungkyunkwan University and an MBA from the Carlson School of Management at the University of Minnesota.
View all of Nak's Posts
Facebook